"Bloomery Home: 106,000 followers and a site Google cannot see"

Niche: homeware, tableware, decor, gift boxes. Platform: a hosted ecommerce platform. Status: work in progress, this case will be updated.

Why this case is published with no results

Agencies show cases only when there is something to boast about: "3.8× organic traffic", "900% ROAS". The trouble is that such a case makes it impossible to tell where they started or what they actually did — and therefore impossible to judge whether it would repeat for you.

So I am doing the opposite: publishing the starting point with real, dated figures, before there is anything to show. In six months this same page will show what changed. If nothing changed, that will be visible too.

The starting point: August 2026

Metric	Value
Instagram followers	106,000
Instagram posts	1,617
Pages in the sitemap	553 (513 products + 40 pages)
Queries with visibility in Google	44
Clicks from search per day	≈9
Impressions per day	≈300
Non-brand clicks	0

The central contradiction

The part that cannot be bought has already been built: a hundred thousand people voluntarily followed a store selling tableware and decor. And the site those people are sent to does not exist as far as search is concerned — every click it receives comes from its own brand name. Google brings in only the people who already know Bloomery Home from Instagram.

Which means every new customer costs either money or content effort. Organic search as a channel is simply absent.

What the diagnosis showed

I published the full technical breakdown separately — it is available in its entirety, with every finding. In short, the main points:

• No meta descriptions — not on the homepage, not on categories, not on product pages. 300 impressions a day at zero click-through is partly down to exactly this.
• No Schema.org product markup — no price and no availability in the results; for AI search the store is invisible.
• A JS check on the first visit — a second to a second and a half of blank screen for everyone arriving from Instagram for the first time.
• No subcategories for real demand — Search Console shows precise commercial queries ("salt and pepper set", "lemon dish", "doormat") for which no pages exist at all.
• No product descriptions — 513 pages with no text search could use to work out what they are.

The plan

The order was chosen by impact against effort, not by what is more interesting to do.

1. Technical foundation. Meta description templates, Product markup, a crawler exception in the JS check, lazy-loaded images. A few days of work, with an effect across the whole catalog at once.
2. Structure against demand. Do the keyword research and build out 15–25 subcategories with text for queries that already have impressions.
3. Product descriptions. 513 pages generated from attributes via LLM, with a manual read-through — a week instead of a quarter of copywriting.
4. Close the loop with Instagram. Make sure traffic from social does not get lost on the first screen, and leaves a contact behind.

What I do not know yet

Without GA4 and order statistics I cannot say what the site's conversion rate currently is, or how many orders arrive through direct messages, bypassing it entirely. That is the next step, and the answer decides whether the fourth item on the plan is actually the first.

I will write here when there is an answer.

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Updated: August 2026. Published with the store owner's consent.