The starting point
Limak Coffee Co. roasts nine coffees in small batches on an electric roaster that runs mainly on its own solar panels. It sells online through Shopify, with free UK delivery over £30 and a subscription that saves 15%. The coffee was good and the prices were competitive. The website, though, undersold it.
Our audit scored the site 34 out of 100 overall. The weakest areas were the ones that decide whether AI assistants recommend a business: answer-engine readiness (24), generative-engine visibility (22), local search (18) and authority (14). We ran 15 test searches, and Limak appeared in only two: its own name and one product. It was absent from every “coffee roasters in Cornwall” search we tried. In Google Search Console, its average position was 14.8, which is page two for most searches.
What we found and fixed
| Area | Before | After |
|---|---|---|
| Refund policy | Still said “[INSERT RETURN ADDRESS]” and ruled out returns on coffee | Clear 14-day policy with the real return address |
| Product pages (24) | Sample text from the website theme under every bag of coffee | Real delivery and returns information, plus a roast-and-post promise |
| Delivery information | None anywhere on the site | A dedicated delivery page, with click & collect explained |
| Google titles and descriptions | Every title too long and cut off in results | Rewritten for all 24 products, 4 collections and the key pages |
| Web addresses | Decaf page at “/ecaf”; two candles with each other’s names | Corrected, with redirects so no old link breaks |
| Main coffee page | Never indexed by Google | Submitted and requested for indexing |
| Content for AI answers | No blog posts, no FAQ | 12-question FAQ, 5 guides and a gift guide |
| Postage weights | 1kg bags charged as 250g; merchandise at 0g | All corrected |
How it ran
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Day 1
Audit
A 40-page audit covering technical SEO, on-page content, answer-engine (AEO) and generative-engine (GEO) readiness, local search, authority, conversion and six Cornish competitors. 38 pages crawled, 15 real searches tested, 8 areas scored.
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Day 2
Implementation
Over 100 fixes made directly in the Shopify store: 24 products rewritten, web addresses fixed with redirects, new delivery, FAQ, subscription and gift pages, five coffee guides, and the policies rewritten. The owners made the settings changes from step-by-step checklists that we wrote for them. The sitemap was resubmitted and Google was asked to re-crawl the key pages.
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Day 3
Result
Google had picked up the new wording and was using it in both its search results and its AI answer.
Wherever we had access, we made the changes ourselves through Shopify’s admin connection, then checked each one on the live site. Anything that needed the owners’ own accounts or decisions, such as postage rates, theme settings and returns terms, went into a copy-and-paste checklist they could work through in an afternoon. We also wrote them a one-page plan in plain English, and a schedule of the regular jobs that keep the results coming.
The result
Two days after the audit, a search for “small batch coffee in Cornwall” on Google showed Limak at #2 in the web results and first in Google’s AI answer. That AI answer described Limak as “a fantastic choice for locals looking to buy hyper-fresh whole beans”, and the text Google showed for the site came straight from the new homepage copy.
Checked on google.co.uk, . Results vary with location, device and time. Google’s AI answers are generated fresh each time, so the order can change between searches.
Likely impact
Where a site ranks decides how many searchers click. Across the industry, a result in position 2 gets about 10.4% of clicks. On page two, the figure is about 0.3%. For the Cornish coffee searches where Limak has moved from page two to the top of page one, that means roughly 30 times as many clicks from the same number of searches.
Share of searchers who click, by Google position
- Position 1 20.0%
- Position 2 Limak now 10.4%
- Position 3 3.9%
- Position 5 1.1%
- Position 10 0.6%
- Position 20 (page 2) Limak before 0.3%
We expect three effects to build over the next 90 days:
- More people finding Limak who didn’t know it existed. Before the work, most of its Google clicks came from people searching its name. Local searches like “coffee roasters Cornwall”, where it used to sit around position 16, are where the new customers are.
- More of those visitors buying. Clear delivery costs, a real returns policy and no placeholder text remove the doubts that stop a first-time buyer at checkout.
- More recommendations from AI assistants. The new FAQ, guides and structured information give ChatGPT, Google’s AI and Perplexity accurate facts to quote.
We’re tracking all of this against the baseline in Search Console, and we’ll publish the 90-day figures here.
What made it fast
- Evidence first. Every finding came from the live site, real searches and competitor pages, not from a generic checklist.
- Fixes made, not just recommended. Wherever we had access, we did the work ourselves and checked it on the live site the same day.
- Instructions the owners could follow. Anything that needed the owners went into plain-English, copy-and-paste steps.