The Silver Crane Company Ltd.
Helping Silver Crane reach new audiences through search.
The Client
The Silver Crane Company are the global leader in seasonal food gifting design with over 47 years of experience. They design bespoke tin packaging, source food fills, and deliver store-ready gifts to major retailers across 30 countries. With 58 design awards and a King's Award for Enterprise in International Trade, they are well established as the best in the industry.
The Challenge
Despite being the best at what they do, Silver Crane's online presence was not reflecting the strength of the business. They needed to reach a very specific audience of retailers, buyers, and decision-makers in the food gifting and packaging manufacturing space - the people who put products on the shelves of major retailers. Search was not putting them in front of this targeted audience. Reaching them meant showing up in search for the terms they actually use. We had to work out exactly what those terms were and make sure Silver Crane were front and centre when those buyers went looking.
A business this good should not be hard to find. That was the starting point.
- Little organic traffic from people who weren't already looking for Silver Crane by name
- Averaging position 35 on Google - page 4, well below where most search clicks happen
- No blog content or content strategy in place to attract potential customers earlier in their research journey
- Multiple European websites (German, Portuguese, French, Spanish) with no localised SEO - hreflang wasn't set up to serve the right version to the right market
- Technical issues including sitemap errors, missing structured data, and Core Web Vitals problems on key pages
What We Did
We built a campaign around four core areas, each one addressing a different part of the problem. Every piece of work was prioritised by impact. Quick wins first, then the longer-term projects that compound over time.
Content strategy and blog creation
- Developed a keyword-driven content plan targeting search terms their potential customers were actively using
- Created and published multiple blog articles covering food packaging, product launch guides, confectionery trends, and trade show content
- Every article was built around specific keyword opportunities with genuine search demand - not content for the sake of it
Technical SEO foundations
- Fixed sitemap issues, set up proper conversion tracking, and resolved Core Web Vitals problems on the homepage
- Implemented structured data to help Google better understand the business and its services
- Cleaned up internal linking, redirects, and metadata across the site
Homepage and commercial page optimisation
- Updated the homepage targeting approach with a focus on metadata, structured data, and subtle content refinements that maintained the brand's positioning
- Reviewed and improved existing service pages to make them work harder in search results and better convert the visitors already landing on them
- Created new service pages targeting the commercial search terms their customers were using to find businesses like Silver Crane
International SEO programme
- Silver Crane had European websites in German, Portuguese, French and Spanish - but none were set up to perform in local search results
- We delivered a full international SEO programme - localised keyword research, optimised content for each market, and the technical setup to make sure Google serves the right version to the right audience
- Coordinated with Silver Crane's development partner to implement everything cleanly
The Results
The site's search visibility has been completely transformed across every metric that matters.
Average Google ranking
Growth in new audiences finding the site through search
Increase in contact form enquiries year-on-year
Before working with Spyda Digital, we hadn't invested any real marketing budget into SEO. Over the past few years, they've helped us build a strong organic presence. We've seen consistent improvements in our search visibility, website traffic and the quality of enquiries coming through.
Spyda Digital has taken the time to truly understand our business, always been proactive with new ideas, and clearly communicated every step of the way. The results speak for themselves, and they genuinely feel like an extension of our team. We look forward to continuing to work with them.
Silver Crane operates in a niche market - they are not trying to reach everyone. They need to reach retailers, buyers, and decision-makers looking for food gifting and packaging solutions. Every part of this campaign was built around reaching that specific audience through search, and the results reflect a strategy designed around precision, not volume.
- Blog content we created has seen +533% more traffic year-on-year
- Search appearances have grown by over 3x year-on-year
- The site is increasingly visible in Google's AI-generated search results
- Service pages are consistently converting visitors into enquiries - phone enquiries alone increased by +67% year-on-year
How We Helped The Silver Crane Company Ltd.
Content Strategy
Strategic content backed by keyword research and competitor analysis. We track non-branded traffic, conversions, and qualified enquiries - not vanity metrics.
View serviceTechnical SEO
Fix the foundation Google actually cares about. Core Web Vitals, structured data, mobile responsiveness - the technical elements that separate page 1 from page 3.
View serviceInternational SEO
Reach customers in every market that matters. Localised keyword research, hreflang configuration, and country-specific content strategy.
Ready to start?
Stop Guessing. Start Growing.
Let's discuss your SEO goals and create a data-driven strategy that delivers the results your business deserves.
No commitment required. 30-minute strategy call, no hard sell.