Aroma Avenue, Fitzroy.

The problem

The shop had rebranded from The Auroma Shop, but directory listings across the web still carried the old name, a wrong website and wrong Sunday hours. There was no Search Console and no analytics. No SEO plugin on the site. And 64 percent of sales sat on product and category pages that had never been touched. Those pages are Awareness work, which is why Foundations came first.

What I did

Foundations, June to August 2026. One correct name, address and phone everywhere: Yellow Pages, Cylex, Yelp, FindOpen, Apple Business Connect and the rest. Search Console and GA4 created and verified. Rank Math installed. Every homepage title, description and image alt text rewritten. The homepage heading structure fixed, proven on staging first. The About page rewritten in Mirella's words with links to the products people actually search for. Every change verified on the live page from outside.

A note on scope: when I did this work, Foundations also covered installing Rank Math and rewriting the About page. Foundations no longer adds plugins or content. Those jobs now sit in later stages.

What happened

Foundations closed on 11 August 2026 with a dated baseline in Search Console. The first measured read against that baseline is being written up now, and the numbers go here when it is published. Awareness, built from the shop's own sales data, was proposed on 19 August 2026.

Timeline

• 23 Jun 2026Started. Live-site check, citation plan
• 29 Jun 2026Search Console and GA4 created
• 6 Aug 2026Homepage structure fix live
• 11 Aug 2026Foundations complete, baseline dated
• 19 Aug 2026Awareness proposed

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