A precious metals dealer's full catalogue, rebuilt on verified data
An established dealer had good brand visibility but thin product pages, no product structured data and inner pages that blocked datacenter traffic. The whole catalogue was rebuilt to two templates with every figure checked.
- Sector
- Investment gold, silver and platinum
- Scope
- 361 products, 9 categories, Google Business Profiles
- Platform
- Custom PHP
- Period
- July to September 2026
Context
The dealer sells investment metals online and from two offices. The site's initial SEO layer had been built years earlier and had not been developed since. Brand searches were strong, but non-brand category and product searches were losing ground to the market leader.
What we found
- Inner pages returned 404 errors to requests from datacenter IP ranges while working normally from home connections, a block that would hide them from AI crawlers
- The same Organization, ContactPage and LocalBusiness schema on every URL, two competing Organization definitions and a favicon as the logo
- Product descriptions of around 250 words with placeholder images, against competitor pages of more than 2,000 words
- Two of six sampled product schema blocks were invalid JSON, so search engines discarded them, and an out-of-stock product was marked in stock at the wrong price
- The market leader's own schema had five exploitable errors, including the retailer named as brand on every product and prices out of sync with the page
What we did
- Designed two templates, bar and coin, with metal as a field rather than a template
- Split content into fields generated from specification data, shared lookups for producers and coin series, and one short unique introduction per product
- Verified 31 producers and recalculated fine weight from gross weight and purity for every product, with zero mismatches against the catalogue data
- Published price per gram, buyback price, spread and premium over spot on page and in structured data, including two figures no competitor in that market publishes
- Built 2,094 FAQ entries across the catalogue and connected schema graphs with the mint, not the retailer, as brand
- Wrote Google Business Profile setup for both offices and defended a signage-true business name when another agency claimed it was a suspension risk
Result
- 361 product records and 9 category pages delivered import-ready, with zero duplicate titles, descriptions or introductions
- VAT treatment verified by metal across every record, correcting old copy that implied silver was exempt
- Import by the client's developer is in progress. Search results will be added here once they are measurable.
Services used
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