WebCitz started working with this client in 2015
- Client: Icing Images
- Platform: Other
- Industry: Art & Design, Food & Beverage
- Services: Maintenance / Support
The Challenge
As a pioneer in edible printing, Icing Images had a wealth of valuable content and unique products, but their digital environment presented distinct hurdles:
- Proprietary Platform Architecture: The website was built on a unique, custom-developed platform. Unlike standardized systems like WordPress or Magento, this required a much more granular, manual approach to identifying and recommending technical SEO improvements.
- Highly Technical Implementation Path: Because the site was custom-coded, every SEO recommendation – from metadata structures to URL rewrites – underwent a rigorous internal review process by their development team to ensure compatibility with the core system.
- Specific Market Niche: They were competing in a space where “Edible Printing” and “Cake Decorating Software” were rapidly evolving terms, requiring very precise keyword targeting to reach professional bakers and hobbyists alike.
The WebCitz Solution
We adapted our standard SEO workflow to fit their unique internal structure, focusing on providing high-value, data-driven insights that could be reviewed and implemented by their in-house team:
- Comprehensive Technical SEO Audits: We performed a deep-dive analysis of the custom platform’s search engine accessibility. We identified opportunities for structural improvements that would help search engine crawlers better index their extensive product catalog.
- On-Page Optimization Roadmaps: We provided detailed, itemized recommendations for their core product and category pages. This included optimized title tags, meta descriptions, and header structures tailored specifically for the confectionery tech market.
- Keyword Research & Strategy: We identified high-intent search phrases used by professional pastry chefs and cake designers. Our goal was to position Icing Images as the authoritative source for tools like the DECO 4000 and i-Print™ software.
- Consultative Support: We acted as a technical SEO resource for their internal team, providing the “why” behind our recommendations to assist them in their internal review and decision-making process.
- Content Opportunity Analysis: We identified gaps where additional educational content – such as tutorials on edible ink maintenance or cutting tips – could drive organic traffic and establish further brand authority.
The Result
The engagement provided Icing Images with a professional SEO blueprint tailored to the specific constraints of their custom-built platform. By delivering a rigorous list of recommendations for their internal review, we helped them navigate the complexities of search engine visibility while respecting their established internal development workflows. Our work during that half-year period highlighted our ability to consult on complex, non-standard platforms and provide professional search strategies for industry leaders in the culinary technology space.
