Website, content and SEO for Encuadernaciones Marrero: a 1945 craft online

Encuadernaciones Marrero is an artisan bookbinding workshop in Santa Cruz de Tenerife, founded in 1945 and now run by its fifth generation. It binds most of the notaries in the Canary Islands, plus work for official bodies and state bulletins.

The gap between a craft's reputation and its presence online can be total: almost eighty years of history and institutional clients, on a site a search engine could barely read.

• Missing the basics: no security certificate, no robots file and no sitemap.
• Mute pages: 39 without a title, 47 without a meta description and 51 images without alt text.
• Errors along the way: four pages returning 4xx errors.

And there was no measurement or acquisition layer: no analytics tool, no advertising account.

We started by auditing that baseline and rebuilt on top of it: a new site, content written specifically for a niche trade, and the measurement layer that did not exist.

The content is what separates this work from a technical cleanup.

Audit as a baseline

• Assessment of the security protocol, response codes, robots, sitemap, titles and descriptions, alt text and address structure.
• Measurement of load and interactivity times as a reference.

New site and technical resolution

• Service architecture of the workshop: binding, foliation and restoration.
• Security protocol live with redirection from the old one, robots file and sitemap.

Content for a niche trade

• Articles written to capture specific informational search, each with its own address.
• What notarial binding is and its techniques, types of notarial protocols, how to foliate correctly, restoring old volumes, binding doctoral theses and thermoprinting.
• Brand manual design and logo proposal.

Architecture and technology

• New site with HTTPS, robots and sitemap, on the workshop's service architecture.
• Tag manager and analytics platform to measure traffic by source.
• Advertising account with brand, traffic and display campaigns, targeted first to the Canary Islands.

Learn more about SEO strategy and software development.

The workshop went from invisible to a search engine to having a site, its own content and measurement from zero.

Starting point

• No HTTPS, no robots file and no sitemap.
• 39 pages without a title, 47 without a meta description and 51 images without alt text.
• 4 pages returning 4xx errors and no measurement layer at all.

Results

• HTTPS live with redirection from HTTP, robots file present and a sitemap with 25 addresses.
• A title on all 12 pages assessed.
• 10 articles written and published, each with its own indexable address.
• Measurement and advertising layer created from zero, where none existed.

Strategic impact

• The content targets specific trade searches, not generic printing terms.
• The timing baseline is measured, so any future improvement can be compared.