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Tailored SEO Foundations On A Budget

Client: Nicara Branded Merchandise
Industry: Branded Merchandise
Service: Strategic SEO Foundations

Nicara Branded Merchandise specialises in bringing brands to life with high-quality, custom branded merchandise. From corporate gifts to event giveaways, they offer personalised account management and sustainable product solutions for businesses across Hampshire, Berkshire, and beyond.

Founders Nicola and Sara have built a strong reputation for excellent customer service, but their website wasn’t delivering on organic visibility, leaving them missing out on customers.

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The Challenge

  • Despite a diverse range of unique products, the website was receiving minimal organic traffic and even fewer enquiries through search engines.
  • Operating on a shared site skin platform as part of the Advantage Group meant they had limitations on what could be customised.

WHAT WE DID

The Solution

Due to budget restraints, a full audit of the site wasn’t possible, so we adapted our Phase One SEO Audit to cover the following:
  • Technical audit to flag up any major technical issues with the site
  • Full SEO recommendations for 3 core pages for maximum impact
  • Full SEO recommendations for 2 product category pages
  • Full SEO recommendations for 5 specific product pages
  • Content gap identification
The audit found that many of their unique products were already appearing in Google searches, just not ranking high enough for people to click. This made our page-level recommendations extremely important for helping those products gain search engine visibility.

NEXT STEPS

Implementation Handover

The beauty of a Phase One Audit is in its flexibility; clients can either implement findings themselves (with our support) or we can assist with ongoing implementation. In this case, the budget precluded our further assistance, so the handover stage was vital.
  • We held a comprehensive workshop with the Nicara team to go through the findings.
  • This meant highlighting how to resolve the technical issues and in some cases, templating emails to the development team to ensure they were fixed correctly.
  • We ensured the team understood the recommendations for all the pages, and we particularly discussed the limitations of their current CMS and what they could feasibly implement now.
  • All our documentation was handed over for them to access, as well as recorded meetings with transcripts so they can refer back at any time.
The Nicara team left the workshop with an understanding of both the “what” and the “why” behind each recommendation.
“We’ve had an excellent experience with The Typeface Group from start to finish. As soon as I enquired about how they could help us with our SEO, they took the time to really understand what we needed, explained how they could help, managed our expectations and worked within our budget requirements. Natalie and Alice gave us a lot of confidence in what we needed to do and simplified what is a complex topic into easy to understand steps and actions. We’re a small business with limited resources so their help and recommendations have been invaluable. Highly recommend.”
Nicola Elliot
Founder

The Outcome

We worked with Nicara’s budget to deliver the most value for money. We focused on areas that were high-impact and actionable.
  • The technical sweep revealed some major issues that would affect the site’s discoverability. With their development team, we were able to get these fixed extremely quickly.
  • The Nicara team could implement more straightforward technical fixes to improve their overall site health.
  • Detailed SEO recommendations for selected pages, focusing on Google’s E-E-A-T framework, should help the site capture traffic for high-commercial-intent keywords rather than the existing branded keywords.
  • The audit’s detailed, actionable nature meant that, even with the constraints of a shared site-skin platform, Nicara could make meaningful improvements. Every recommendation was tailored to what was technically achievable whilst maximising SEO impact.

Don't Skip Out On Your Foundations

There’s no reason to skip out on SEO foundations. Let us know your budget and we’ll work out what’s achievable in line with your business strategy. Luckily, delivering maximum value for money is exactly what we love doing.
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