Lamp LDN Living — Site Audit — Quantised
Quantised — Prospect — Cold Outreach
Lamp LDN Living — Site Audit
Summary
Lamp LDN Living has a genuine editorial brand and fast real-user performance, but almost none of it is reaching Google — the site does not rank in the top 20 for any of its three most commercially relevant terms. The structural causes are compounding: zero product schema across all 7 sampled PDPs means no rich results, 87 images lack alt text, and the homepage's only <h1> wraps the logo image, leaving it with no descriptive heading. Revenue is being lost daily at the other end too: 21% of the catalogue is sold out and hidden from the listings client-side while those PDPs stay live and crawlable, so demand that could be captured is simply concealed. The footer is also missing every standard trust and utility link. The immediate priority is product schema, sold-out handling, and the footer — in that order.
TECHNICAL SEO
STATUS
DANGER
Zero product schema on all 7 sampled PDPs; homepage's only <h1> is the logo image; 87 images missing alt text.
PERFORMANCE
STATUS
EXCELLENT
Real-user CrUX LCP 1,301ms, CLS 0.0, INP 141ms — all rated FAST.
SEARCH VISIBILITY
STATUS
DANGER
Does not rank top 20 for any core commercial term; 4.7-star Business Profile not connected to the site.
CRO & TRUST
STATUS
AT RISK
21% of the catalogue sold out and hidden from listings rather than capturing restock demand; footer scores 0/5 trust elements.
CONTENT
STATUS
AT RISK
Placeholder text live on published Journal article. Analytics status unverified.
Critical — fix before anything else
- 🔴Zero product schema on all 7 sampled PDPs — no star ratings, pricing, or availability in SERPs.
- 🔴53 of 250 products (21%) are sold out and stripped from the collection grid client-side by the Globo filter app — while their PDPs stay live, crawlable and in the sitemap, with no notify-me CTA.
- 🔴Placeholder text confirmed live on published Journal article /blogs/the-journal/easy-like-sunday-lunch-with-paddy-odonnell.
- 🔴Homepage title tag is 16 characters ("LAMP LDN") — communicates nothing about product or location.
High priority
- 🟠87 images missing alt text across 20 crawled pages; worst PDPs have 18 missing each.
- 🟠The homepage's only <h1> wraps the logo image, so the page has no descriptive primary heading. (Earlier reports of extra H1s sitewide were our scraper's own error text, not page content.)
- 🟠Footer scores 0/5 — no contact info, newsletter signup, returns link, privacy link, or ToS link.
- 🟠A Google Business Profile rated 4.7 from 27 reviews is not surfaced anywhere on the site, and no Organization schema connects the website to it.
Medium priority
- 🟡246 collections running; every one of the first 20 checked contains zero products — crawl budget risk.
- 🟡No Knowledge Graph entity — expected at this scale and not worth pursuing. The established local entity is the Business Profile, and the site should connect to that instead.
- 🟡/blogs/the-journal and /blogs/news have no meta descriptions; Journal index auto-generates SERP snippets.
- 🟡Analytics setup could not be determined from outside — Shopify loads Google Analytics client-side, so GA4 may well be running. Verify in the Shopify admin or GA4 Realtime.
- 🟡Title tag and H1 disagree on multiple Journal articles (e.g. "The Light in the Lamp with Rapture & Wright" vs "Meet the Maker: Rapture & Wright").
What's working
- ✅A Google Business Profile rated 4.7 from 27 reviews — genuine local proof, already earned.
- ✅Real-user site speed is excellent — CrUX LCP 1,301ms, CLS 0.0, INP 141ms, all rated FAST via Cloudflare CDN.
- ✅Delivery and returns information is present and visible on all 7 sampled PDPs.
- ✅Review widget is live on all 7 sampled PDPs — social proof infrastructure is in place at product level.
- ✅The Journal is a genuine brand differentiator — maker profiles and home visits with credible names are editorial-quality content.
- ✅Brand holds the #1 ranked position for its own name; no competitor is ambushing the branded SERP.
- ✅Policies are substantive — ToS 3,157 words, Privacy 2,953 words, Refund 703 words — just not linked from the footer.
- ✅Zero broken links across 150 URLs checked — a clean link graph for a site of this complexity.
- ✅Klaviyo and Swym are both already installed — the infrastructure to capture back-in-stock demand is paid for and sitting idle, so this is a configuration job, not new spend.
Prioritised action plan
- ▸🔴 Add JSON-LD Product + Offer + AggregateRating schema to product.liquid; validate via Rich Results Test.
- ▸🔴 List sold-out products at the end of the grid with a "Notify me when back in stock" CTA (Klaviyo is already installed); set the Globo filter to sort out-of-stock last rather than exclude it; 301-redirect anything discontinued.
- ▸🔴 Replace placeholder text on Paddy O'Donnell Journal article or set it to Draft immediately.
- ▸🔴 Update homepage title in Shopify Preferences to ~50 chars e.g. 'LAMP LDN | Contemporary Homeware & Lighting, London'.
- ▸🟠 Bulk-audit media library and write descriptive alt text for all 87 images missing it across 20 pages.
- ▸🟠 Move the logo out of the homepage's only <h1> in sections/header.liquid and add one real descriptive heading.
- ▸🟠 Add policy links, contact details, and Klaviyo newsletter signup to the footer.
- ▸🟡 Review the 246-collection taxonomy for consolidation. None of the 20 sampled were empty, so this is a structure question, not a cleanup.
Next steps
A focused technical and content engagement covering schema implementation, taxonomy consolidation, and Journal SEO infrastructure would address the root causes suppressing Lamp LDN's organic visibility and convert the brand's existing editorial quality into measurable search performance.
- Confirm GA4 is live in the Shopify admin or GA4 Realtime — it cannot be verified from outside, because Shopify loads analytics client-side.
- Scope a dedicated taxonomy and IA audit for the 246-collection structure before it becomes a thin-content liability at domain level.
- Connect the site to the existing Google Business Profile (4.7★, 27 reviews) with Organization schema and consistent citations — a Knowledge Graph entity is a much longer game and not worth pursuing at this scale.