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Local business · Food & bakery

Taking a local bakery from one town to thirteen more

A Southern California bakery delivered across the region but only showed up in search for its home town. We built service area pages for 13 priority cities and category pages for the occasions people shop for. Within six months its ranking keywords had doubled, and they have kept climbing since.

  • 13New cities covered
  • 6xRanking keywords since the engagement began
  • 4xEstimated organic visits
  • 9,100Clicks from Google, last 16 months

The client

One storefront, a whole region of deliveries

An independent Southern California bakery selling cakes and cupcakes from a single storefront, with delivery across the surrounding region. The site ran on a simple Shopify build.

The engagement began in December 2023 and is ongoing. Work runs directly with the owner, on a bi-weekly cadence.

The challenge

Delivering across the region, found in one town

The bakery showed up in search for its own town and almost nowhere else. That was a real ceiling on the business, because it delivered well beyond that town. The delivery area had grown; its visibility had not. Someone ordering a birthday cake two cities over had no way of finding it.

The owner wanted two things: more revenue from the delivery side of the business, and growth in custom cake orders, which are higher-value than cupcakes. Both depended on being found by people who were not already standing outside the shop.

The approach

Three decisions that opened up the region

  1. 1

    Service area pages for 13 priority cities

    This was the core of the work. Each page shows what the bakery makes and confirms it delivers to that city, so a search for cakes in a neighbouring town has a page that answers it. We designed a new page template, wrote the content, and launched the pages in March and April 2024.

  2. 2

    Category pages built around the occasion

    People don’t search for “cake”; they search for a birthday cake or a wedding cake. We separated cakes and cupcakes by occasion so each page matches one kind of search, which also gave the higher-value custom cake side of the business pages of its own.

  3. 3

    The low-hanging fruit across the rest of the site

    Titles, headings and on-page basics on existing pages, the quick fixes that let the new pages sit on a site that was already in better shape.

The results

Keywords doubled in six months, and kept climbing

The change started as soon as the new pages went live. Ranking keywords doubled in the six months after launch and have grown sixfold since the engagement began. Estimated organic visits are four times where they started.

  • 13New cities coveredservice area pages, launched March–April 2024
  • 6xRanking keywords332 → 1,998 since December 2023
  • 4xEstimated organic visits821 → 3,268 a month (Semrush)
  • 9,100Clicks from Google1.49M impressions, last 16 months

The numbers, visualized

  • Ranking keywords

    Semrush, US database. The engagement starts in December 2023; the new pages launch in March 2024.

    Ranking keywords
    Dec 2023332
    Mar 2024553
    Sep 20241,201
    Aug 20251,733
    Aug 20261,998

  • Estimated monthly organic visits

    Semrush estimates, US database. The early-2024 dip comes before the new pages launched in March.

    Estimated monthly organic visits
    Dec 2023821
    Mar 2024574
    Sep 20241,187
    Aug 20251,986
    Aug 20263,268

Real traffic, not only branded

Search Console confirms the traffic is real and not only branded. Over the last 16 months the site earned 9,100 clicks from 1.49 million impressions at an average position of 15.8, including occasion searches for specific cake designs rather than just people looking for the bakery by name.

More proof

More case studies

Client reviews

What other clients say

  • Andrew was amazing to work with from the first time we meet. He was very efficient in updating our existing website to create more activity from our website. I highly recommend Andrew to anyone looking to improve their SEO for better results.

    Owner, Silco Plumbing

Read more success stories

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