How We Helped Biscuiteers Gain +95% Clicks YoY

We worked with Biscuiteers, the luxury hand-iced biscuit company, to help improve their ranking positions in search engine results pages and increase targeted traffic to their site in the run-up to Christmas, their busiest time of year.

How did we do it? Well, with entity-based structured data.

Read on to see the GIANT results we achieved for them — and learn how.

biscuiteers logo


increase in clicks QoQ

02/07/23 – 01/08/23 vs 02/08/23 – 01/01/24
Worldwide Traffic



increase in clicks YoY
for December

Worldwide Traffic



increase in clicks to one of their

best-selling Christmas products



In December 2023, organic traffic for the Biscuiteers site had increased by 81% quarter on quarter and 9.5% year-on-year worldwide.

jonny smiling at his laptop sat at a picnic bench

They wanted…


  • To increase the visibility of their Christmas pages in search.
  • To increase conversions over Christmas.
  • To build on their existing brand entity & brand authority.

…We delivered


  • Custom entity-based structured data for their Homepage, About Us page, and selected product pages.
  • Increased brand visibility in search results by 19% vs previous 6 months, building on the good brand authority that they already had.
  • 95% increase in clicks YoY to one of their best selling products – a DIY gingerbread house – on the run up to Christmas after we added entity-based structured data.
  • Traffic to all Christmas pages from Christmas queries increased +54% YoY, due to the strengthened entity for Christmas.
anna nad lauren looking at a laptop

“By adding custom entity-based structured data to a selection of Biscuiteers’s Christmas page, we helped Google understand more about the content and intent of that page, leading to more relevant traffic and therefore more conversions.”

Kelly Sheppard, Senior Technical SEO Lead | Sleeping Giant Media

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