The Challenge
MyBaker is an online birthday cake ordering and delivery service. Structural weaknesses and a low search engine trust flow of just 9 were suppressing its organic rankings and forcing a heavy reliance on paid PPC campaigns. Critical commercial terms sat well outside the top 20, “order birthday cake” ranked 39th and “birthday cake delivery” languished in 90th position, effectively invisible to customers.
Our Approach
We focused the campaign on the root causes: the site-level structural issues affecting how search engines evaluated and trusted MyBaker. A full audit identified the on-site and technical factors holding trust flow down, and structural optimisation resolved them systematically.
- Audit and resolve the structural issues suppressing authority
- Build search engine trust flow through authoritative structural improvements
- Track the key commercial terms over three months to confirm ranking progression
The goal throughout was to grow the organic channel and reduce MyBaker’s dependency on paid traffic.
The Results
Within three months the ranking gains were dramatic. “Order birthday cake” climbed from 39th to 9th position and “birthday cake delivery” rose from 90th to 11th, a near-complete recovery for a term that had been effectively invisible. Trust flow more than doubled, from 9 to 21.
Organic traffic grew 16.4% year on year, from 48.3K to 56.2K visitors, diversifying MyBaker’s traffic sources and easing its reliance on PPC spend.
Fixing Structural Trust Before Chasing Two Rankings
Terrier’s SEO process audits what is indexable and fixes structural issues before adding anything new, the sequence MyBaker’s campaign followed. A search engine trust flow of 9 to 21 is a site-authority measure, not a traffic figure on its own, but it is why “order birthday cake” could climb from 39th to 9th and “birthday cake delivery” from 90th to 11th within three months: competitive terms don’t move on content alone if the underlying trust signal is still low.
