London Glassblowing — Site Audit — Quantised
Quantised — Prospect — Cold Outreach
London Glassblowing — Site Audit
Summary
London Glassblowing carries genuine search authority — #1 for "glassblowing studio London", #4 for "glass art UK" — but the site is not converting that authority into commercial output. The structural cause is threefold: Universal Analytics has been dead since July 2023 leaving the business flying blind, 185 Shopify collections (the majority empty) are fracturing crawl budget and creating dead-end customer journeys, and every sold-out product page silently discards purchase intent with no back-in-stock capture mechanism. The immediate priority is restoring analytics via GA4, activating Klaviyo Back in Stock on all sold-out PDPs, and auditing the collection architecture down to 30–50 well-populated collections.
TECHNICAL SEO
STATUS
DANGER
UA dead since July 2023 — three-plus years of absent data; 185 collections mostly empty.
PERFORMANCE
STATUS
AT RISK
Real-user LCP 2,590ms; mobile Lighthouse simulation spikes to 7,983ms under throttle.
SEARCH VISIBILITY
STATUS
NORMAL
#1 'glassblowing studio London', #4 'glass art UK'; invisible for 'handmade glass gifts'.
CRO & TRUST
STATUS
AT RISK
Footer scores 0/5 on trust signals; no payment icons and no review schema anywhere.
CONTENT
STATUS
AT RISK
Anemone description is 10 words; 122 images missing alt text across the sampled crawl.
Critical — fix before anything else
- 🔴Universal Analytics sunsetted July 2023 — no reliable data collected for over three years; GA4 not confirmed present.
- 🔴All 7 sampled sold-out PDPs (incl. Quill & Ink, Taglio II, Anemone) have no notify-me CTA; demand evaporates silently.
- 🔴185 Shopify collections exposed to crawlers; sampled empties include /collections/abstract and /collections/alto-by-peter-layton.
High priority
-
🟠13 pages carry multiple H1 tags including the homepage, where the logo is wrapped in an
element.
- 🟠No Google Knowledge Panel despite 50 years of history, VisitLondon and Crafts Council coverage, and brand-name #1 ranking.
- 🟠AggregateRating schema absent on all 7 sampled products despite a review widget rendering on every PDP.
- 🟠/pages/artists and /pages/visit-us both have no meta description; Google is auto-generating SERP snippets.
Medium priority
- 🟡Real-user LCP 2,590ms — above the 2,500ms Good threshold; mobile Lighthouse simulation records 7,983ms.
- 🟡122 images missing alt text across 20 pages sampled; Anemone PDP has 6/6 images with no alt text.
- 🟡Footer scores 0/5 trust signals — no contact info, no newsletter sign-up, no policy links despite policies existing.
- 🟡Site absent from top 20 for "handmade glass gifts"; ranking competitors include justmakers.co.uk and bathaquaglass.com.
- 🟡Anemone description is 10 words; Pink Tahiti Large Triangular Vase is 48 words — both inadequate for £200–£2,000 pieces.
What's working
- ✅Brand search dominance — #1 organically for "glassblowing studio London" and #4 for "glass art UK" without paid search.
- ✅Product and Offer schema correctly implemented across all 7 sampled PDPs — foundational structured data done right.
- ✅Delivery and returns information present on every sampled PDP — essential for high-value purchases and frequently missed.
- ✅Real-user CLS of 0.0 — perfect layout stability across sessions, a meaningful quality signal for a gallery-imagery site.
- ✅Zero broken links across 150 URLs checked — clean link graph across a site with 185 collections and unknown SKU count.
- ✅Policies substantive and resolving correctly — ToS 3,000 words, privacy policy 3,053 words, refund policy 1,143 words.
Prioritised action plan
- ▸🔴 Install GA4 + Enhanced Ecommerce via GTM immediately; verify purchase events firing in DebugView before go-live.
- ▸🔴 Activate Klaviyo Back in Stock flow and add Notify Me button to all sold-out PDPs — zero dev spend required.
- ▸🔴 Audit all 185 collections; delete or 301-redirect empties; target 30–50 well-populated collections.
- ▸🟠 Fix logo-as-H1 in theme.liquid and enforce a single H1 per page across all 13 affected pages.
- ▸🟠 Complete Google Business Profile, create Wikidata entry, and add Organization schema with sameAs to homepage.
- ▸🟠 Enable AggregateRating schema output in review app settings or add manually to product.liquid.
- ▸🟡 Identify LCP element via PageSpeed Insights; audit hero and product image sizing and preload strategy.
- ▸🟡 Add policy links, contact information, and Klaviyo newsletter embed to footer.
Next steps
A focused 4-week engagement covering GA4 implementation, sold-out PDP demand capture, collection architecture rationalisation, and schema completion — the four fixes most likely to produce measurable commercial improvement before the peak gifting season.
- Confirm GA4 property status in Google Analytics Admin and begin GTM implementation within the week.
- Enable Klaviyo Back in Stock on all sold-out PDPs — this requires no additional app spend and can ship in a day.
- Export the full collection list from Shopify Admin and triage all 185 collections against a delete/redirect/noindex decision.