SEO intent: How Twelve Cupcakes Turned Searches into Store Visits

Faster mobile pages lean templates, stable layout

Menus that answer clear categories, allergens, promos

Local discovery store pages that actually rank

Services Used: Strategy, Technical Cleanup, Content Hub, Local Presence, Analytics/Tracking

Meet Twelve Cupcakes.

Twelve Cupcakes is a well-loved dessert brand with seasonal flavours, gifting boxes, and quick pick-ups across the island. Offline demand was strong; online, the site needed to catch micro-moments like “nearest outlet,” “today’s flavours,” “any promos,” and “can I order delivery now?” without sending people to aggregators.

The initial challenge.

Organic traffic landed on a handful of generic pages while category terms around cupcakes, bundles, and gifting were dominated by publishers and delivery marketplaces. Titles and headings leaned brand-forward instead of query-aligned, and heavy hero assets plus third-party scripts slowed first paint on mobile the exact moment someone decides to stay or bounce. Store pages varied in detail and schema coverage, so map-pack visibility wobbled; some outlets lacked consistent NAP, hours, or landmark cues. 

SEO Benefits

Menu content mixed permanent flavours and seasonal drops without a predictable pattern; allergen notes and reheating guidance were inconsistent. Measurement centered on sessions and time-on-page rather than the actions that correlate to revenue find a store, view flavours, click to delivery partners, sign up for promos so it was difficult to prove which content nudged a real-world visit or order.

Our solutions.

We rebuilt the foundations for relevance and speed, then layered a content system that meets people earlier in their journey. Technical cleanup came first: query-aligned titles/H1s on menu and category pages; clarified H2/H3 hierarchies; compressed imagery; deferred non-critical scripts; and stabilised page containers to tame CLS on mobile. Internal links were rewired so authority flows from editorial to “money” pages flavour categories, bundles, and store pages instead of dispersing across legacy posts.

For locality, we templated each outlet page like a mini microsite: consistent NAP, hours, delivery/collection options, embedded map, landmark/transport cues, and LocalBusiness schema, so each location can rank and convert independently for “near me” intent.

We launched a snackable content hub aligned to real searches seasonal flavour roundups, gifting guides by occasion, allergen and calorie pointers, and “behind-the-bake” brand stories each one linking purposefully back to flavours, bundles, and the closest outlets. Structured data (Organization, Product/MenuItem, FAQ, BreadcrumbList) now sits across templates to widen SERP footprint and earn richer snippets.

Measurement moved from page views to intent signals. In GA4, we instrumented events for Find a store, View flavours, Delivery partner click, and Promo sign-up/redemption, with UTM discipline across campaigns and social so content can be judged by store lookups and order click-outs, not just impressions.

Impact.

Mobile pages load faster and answer what matters first today’s flavours, allergens, and where to get them reducing bounce and shortening the path to order. Outlet pages surface more consistently in map-packs, editorial pieces create new entry points during seasonal drops, and internal links funnel interest into bundles and nearby stores.

Reporting now traces a clear line from search to actions the business cares about: more store lookups, more flavour interactions, and more delivery click-outs especially during peak hours when cravings convert in seconds.

Want to turn dessert searches into real orders? Let’s make your site the fastest path from craving to checkout. Talk to PaperCut Collective.