Client: The Antique Reproduction Shop
Client’s Industry: Furniture, Antique Reproductions, Interior Design, Homewares, E-commerce, Retail
Client’s Services: Antique Reproduction Furniture, Home Décor, Traditional Furniture Design, Online Retail
Project Overview
Boost Your Brand was engaged by The Antique Reproduction Shop to investigate and resolve a series of technical website issues that were dramatically impacting their SEO performance, website speed, and overall search visibility.
Despite having a strong range of products and years of valuable website content, the site was struggling with significant technical performance issues behind the scenes.
When we conducted a full technical audit, we discovered several critical problems:
• The website site health score had dropped to just 60%
• Severe server capacity issues were slowing the website down
• Website pages were loading far too slowly for modern SEO standards
• A decade of accumulated cache files was consuming valuable server resources
These problems were quietly damaging the website’s ability to rank on Google and reducing the overall customer experience.
Our mission was clear:
Identify the technical bottlenecks, repair the website’s foundation, and rebuild its SEO performance from the ground up.
The Challenge
Like many long-running websites, The Antique Reproduction Shop had gradually accumulated technical issues over time.
While the website still functioned visually, several underlying problems were negatively affecting search engine performance.
Site Health at Only 60%
One of the most concerning indicators was the website’s site health score sitting at only 60%.
Google expects modern websites to maintain technical health above 90% to ensure search engines can properly crawl, index, and rank pages.
A score of 60% meant the website contained multiple issues such as:
• Technical SEO errors
• WordPress configuration problems
• Metadata inconsistencies
• Indexing issues affecting search performance
These problems were directly reducing the website’s ability to compete in organic search results.
Server Performance Issues
Further investigation revealed that the cloud server hosting the website was operating at full capacity.
When a server reaches capacity, websites can experience:
• Slower page load speeds
• Delays in page rendering
• Backend instability
• Reduced overall performance
For both Google SEO rankings and user experience, this was a serious problem.
Slow websites not only rank lower in search results but also cause visitors to leave before pages fully load.
10 Years of Cache Files
One of the biggest discoveries during the audit was a huge build-up of server cache files.
Over more than 10 years of website operation, temporary files had accumulated on the server without proper maintenance.
These files included:
• Expired cached page data
• Redundant temporary assets
• Old plugin-generated files
• Obsolete server resources
This unnecessary data was consuming large amounts of server storage and contributing heavily to the website’s slow performance.
Our Strategy
To restore the website’s performance, Boost Your Brand implemented a structured technical recovery strategy focused on server optimisation, technical SEO repair, and improved user engagement.
1. Clearing a Decade of Cache Files
The first priority was restoring normal server capacity.
Our team systematically cleared the 10-year accumulation of cache files stored on the cloud server.
This process:
• Freed up significant server storage
• Reduced unnecessary server load
• Improved server response times
• Restored the hosting environment to normal operating capacity
Immediately after clearing the cache files, the website began responding faster and more reliably.
2. Repairing WordPress Technical Issues
Next, we conducted a comprehensive WordPress technical optimisation process.
This involved identifying and fixing issues that were affecting the site health score.
We repaired:
• Broken internal links
• Metadata inconsistencies
• Indexing and crawl errors
• Duplicate content signals
• Plugin conflicts
• Unoptimised scripts
As a result, the website’s site health score improved from 60% to above 90%, bringing it back within Google’s recommended technical performance threshold.
3. Image and Video Optimisation
Another major contributor to slow website performance was unoptimised media content.
Large images and heavy video files were increasing page load times significantly.
To resolve this, we optimised all media assets by:
• Compressing images without losing visual quality
• Converting files to web-friendly formats
• Optimising embedded video delivery
• Implementing responsive image loading
These improvements dramatically reduced page sizes and improved overall website loading speed across desktop and mobile devices.
4. Creating SEO Content Using Google Trending Keywords
With the technical foundation restored, we implemented a content strategy aligned with Google trending keywords in the antique furniture industry.
This involved creating content designed to attract organic search traffic by answering real customer queries and showcasing the brand’s expertise.
The goal was to expand the website’s presence across relevant search terms while improving its authority within the antique reproduction niche.
5. Introducing Inspiration Blog Content
To further strengthen the SEO strategy, we introduced Inspiration Blog Posts.
These articles were designed to:
• Inspire customers with interior design ideas
• Showcase antique reproduction furniture in real homes
• Highlight product styling possibilities
• Encourage longer website engagement
This type of content not only attracts new organic search traffic but also increases time spent on the website, a key signal Google uses when evaluating website quality.
6. Cleaning Up the Homepage for Better Engagement
Another key improvement involved simplifying and restructuring the homepage.
Over time, the homepage had developed unused sections and excessive spacing, which reduced visual impact and user engagement.
We streamlined the layout by:
• Removing wasted space
• Improving content structure
• Highlighting key product categories
• Improving navigation flow
These improvements made the website easier to explore, encouraging visitors to stay longer and browse more pages.
The Result
After implementing these technical improvements and SEO strategies, the website experienced major performance improvements.
Technical Improvements
• Site health increased from 60% to over 90%
• Cloud server capacity issues resolved
• Faster page loading speeds
• Technical SEO issues corrected
SEO Improvements
• Improved crawl-ability and indexing
• Better keyword visibility in Google search
• Increased website engagement
• Stronger content strategy for long-term growth
The website now provides a much faster and more enjoyable user experience, allowing customers to explore products without frustrating delays.
Key Takeaways
This project highlights an important truth about SEO:
Even great products and strong content cannot perform well if the technical foundation of the website is broken.
By resolving hidden technical issues and optimising the website’s structure, The Antique Reproduction Shop now benefits from:
• Improved SEO performance
• Faster website speeds
• Higher customer engagement
• A stronger platform for long-term growth
Sometimes the biggest SEO improvements come not from adding more content — but from fixing the technical issues holding the website back.
Need Help Fixing Your Website’s SEO?
If your website is suffering from slow speeds, poor SEO rankings, or technical errors, the team at Boost Your Brand can help.
We specialise in identifying and repairing the hidden technical issues that stop websites from performing at their full potential.
👉 Get in touch with Boost Your Brand today and let’s optimise your website for real growth.
