A few specific fixes for thebikecellar.co.uk.

What I saw. View source on thebikecellar.co.uk and the <title> element is the shop name duplicated either side of a pipe. The meta description below it is the bare company name with "Limited" tacked on. Four words. Nothing about Plymstock, nothing about Trek Preferred Retailer, nothing about the twenty years on Radford Park Road, nothing about the workshop. A Google search result for "bike shop Plymouth" surfaces a snippet that is indistinguishable from a placeholder. The 145 reviews at 4.8 stars are invisible to the click decision.

What the rebuild does about it. The rebuild ships a real, written title and a meta description that names Plymstock, the Trek Preferred Retailer tier, the workshop, and the twenty-year tenure under Craig and Angie. The text is short enough to fit the Google snippet without truncation and specific enough that someone searching for a bike shop in the South Hams sees something worth clicking. Same treatment on the about and workshop pages.

What I saw. A grep of the rendered home page HTML for application/ld+json returns nothing. No LocalBusiness, no BicycleStore (the schema.org subtype that exists for exactly this kind of shop), no openingHoursSpecification, no geo block, no aggregateRating despite a 4.8 out of 5 across 145 reviews on Birdeye, a 4.9 out of 5 on ThreeBestRated, and a Cyclescheme retailer record. The Open Graph card meta is also absent, so every share in WhatsApp, Facebook or a cycling-club Slack unfurls as a blank tile.

What the rebuild does about it. The rebuild ships proper BicycleStore + LocalBusiness JSON-LD with the full Radford Park Road address, geo coordinates, all seven opening-hours specifications (including the 17:00 Saturday close and the Sunday closure), telephone in E.164, email, aggregateRating wired to the real 4.8 from 145 reviews, foundingDate of 1994, founder Person blocks for Craig Sheffield and Angie Moore, and a FAQPage block for the Cyclescheme and e-bike firmware questions. Open Graph + Twitter Card meta point at a real photo of the showroom floor.

What I saw. On the live /about-the-bike-cellar/ page, six members of the family and bench team are named and given a paragraph of biography each, including the line about Ayesha "literally growing up in the store" and Lee leaving twenty-five years as a headteacher to become a mechanic. Every paragraph reads like the kind of story a Plymstock walk-in would buy on. There is not one photograph of any of them on the page. The four images that are there are 595 pixels wide, of the shop floor, with no captions, no names, no context. The strongest part of the business is being told in text that nobody scrolls to read.

What the rebuild does about it. The rebuild leads the heritage block with the names, places the existing showroom photos as a captioned portfolio strip that does its proper job (showing the trade, not standing in for the people), and treats the two-era ownership history (1994 prior owners to 2005 Craig and Angie taking the shop on to 2021 Ayesha as director) as an honest three-step timeline rather than a single date in the footer. When you have a portrait of Craig at the bench or Angie front-of-house, drop it in here in fifteen minutes, the slot is ready.