Boost Organic Visibility

Born in Scotland, a popular gift shop with a strong Scottish identity, sought to relaunch their online store on Shopify to better showcase their extensive range of products. The goal was to create a website optimised for both user experience and organic search.

Client:

Born In Scotland

Service:

SEO, PPC, Email Marketing

Location:

Glasgow, Scotland

The Challenge

Born in Scotland faced several challenges with their old website. The highly competitive nature of the gift shop industry made it difficult to rank for certain keywords.

Additionally, the store had a vast range of products and managing and optimising this via the old website was complex. Their physical stores lacked proper Google Business Profile listings, limiting their ability to attract local customers. All the above led to lower visibility in search engines.

The Approach

We began with in-depth keyword research, identifying high-value search terms for each collection and product page. This was followed by detailed keyword mapping to ensure every page targeted relevant keywords.

We then proceeded with on-page optimisation, ensuring every product and collection page was meticulously optimised for search engines. This included crafting compelling metadata, improving product descriptions with targeted keywords, optimising images for faster load times, and implementing strategic internal linking to improve site structure.

We also set up and optimised Google Business Profile listings for each physical store location.