Aroma Truffle SEO
- Tsamarah Balqis
- 10 hours ago
- 3 min read
Technical fixes crawl, speed, indexation
Content hub cornerstone + supporting topics
Structured data Product / Org / FAQ
Meet Aroma Truffle.
Aroma Truffle is a premium snack brand known for truffle chips and gifting-friendly assortments. The brand enjoys strong word-of-mouth, yet non-brand organic visibility lagged behind competitors with larger editorial footprints.
Category keywords (“truffle chips singapore”, “best truffle snacks”) were contested, and “where to buy” searches often flowed to marketplaces instead of owned channels.
The initial challenge.
Non-brand category queries such as “truffle chips,” “truffle snacks,” and “best truffle gifts” were monopolised by editorial round-ups and marketplaces that answered early-stage questions with comparison blocks, FAQs, and listicles, then captured purchase intent with carousels and price visibility.
Our site converted well once a shopper had already chosen, but it didn’t stage the upstream questions Google expects for exploratory journeys: how real truffle ingredients differ from flavouring, which flavours pair with wine or cheese, which formats travel well for gifting, and what occasion cues matter (office pantry, movie night, picnics). Technical signals weakened that gap.
Titles and H1s were brand-forward rather than query-aligned; H2/H3 hierarchies blended adjacent topics so Google saw topic bleed; internal links were mostly navigational, distributing equity evenly instead of concentrating it on the handful of money categories that should own the vote. Performance eroded first impressions on mobile: oversized hero assets, render-blocking scripts, and layout shifts at the top of page pushed Core Web Vitals in the wrong direction exactly where users decide to scroll or bounce.
Indexation also fragmented relevance. We found near-duplicate collection variants, thin filtered URLs, and overlapping titles that forced Google to choose among siblings, often rewarding none strongly. Structured data was partial: Product existed but wasn’t universal; FAQ and Organization were inconsistent; BreadcrumbList/ItemList were missing, shrinking SERP footprint versus competitors occupying richer visual real estate. Finally, “where to buy/near me” intent leaked to stockists and marketplaces because store signals, local cues, and a direct purchase path weren’t prominent at the precise decision moment, so high-intent clicks exited just before add-to-cart.
The measurement layer compounded this: content performance was judged mostly on sessions and average time-on-page, which masked whether discovery articles actually pushed users into category views and carts. Without clearer pathway events and content groupings, we could see interest but not confidently connect it to commercial outcomes, making editorial resourcing harder to justify.
Our solutions.
We rebuilt for relevance density, crawl clarity, and conversion gravity in that order. On performance, hero imagery was compressed and served responsively (WebP/AVIF fallbacks), non-critical scripts were deferred, critical CSS was inlined, and container dimensions were standardised to stabilise CLS so first interaction arrives quickly on mobile. Query-aligned titles/H1s asserted explicit category ownership, with clean H2/H3 boundaries to isolate secondary themes and prevent topic bleed.
We audited the index and consolidated overlapping collections behind single canonicals, noindexed low-value filter URLs, and refreshed XML sitemaps so only pages with distinct search value compete. Schema coverage became consistent: Product with offers/availability, FAQ on qualifying pages, Organization site-wide, plus BreadcrumbList and ItemList so category trails and result sets render richly.
Around each money category, we launched compact editorial hubs written from real search-term language pairings, occasions, gifting and engineered internal links that hand readers cleanly into the nearest collection and hero SKUs. A simple clustering map ensures any PR article, recipe collaboration, or partner feature always passes equity to its category anchor rather than dissipating across the blog. To stem marketplace leakage, category and product templates now front-load value props, trust elements, and shipping/returns clarity, and we added a restrained “Where to buy” module that favours DTC while acknowledging stockists to reduce pogo-sticking.
Local cues were reinforced with consistent NAP, store-locator microcopy, and appropriate schema so proximity relevance improves for “near me” queries. GA4 content groupings and event paths now show guide → category → add_to_cart, letting us double down on briefs that demonstrably move users. We also introduced lightweight contribution-margin overlays in reporting so editorial and technical wins could be prioritised where intent and profitability converge, not just where traffic spikes.
With this governance in place clear naming, dashboards that split new vs returning users, and weekly iteration the system continuously learns which angles, internal links, and SERP enhancements bring discovery traffic in earlier, keep them on owned pages longer, and convert curiosity into checkouts at a defensible cost.
Priority pages optimized and indexed Content pipeline live for sustained growth Positioned to win category & “where to buy” terms
