A few specific fixes for atlantic-shore.co.uk.

What I saw. The /british-wool-stockists About page emits an AboutPage Schema.org block, and inside it the publisher.logo.url field points at /wp-content/uploads/2021/04/Paypal-Logo.png. That image is the PayPal payment-method logo Yoast picked up from the WooCommerce upload library. Google reads it as the Atlantic Shore brand mark. Run the live URL through Google's Rich Results test and the brand-image preview is the PayPal stripe.

What the rebuild does. On the rebuild the JSON-LD declares the real Atlantic Shore wordmark as the Organization.logo, includes a ClothingStore (plus Store + LocalBusiness) block with the full address, phone, opening hours and 1984 foundingDate, and lists Steve Lugg and Sian Lugg as named Person founders. Rich Results test goes from one yellow warning to zero.

What I saw. "Family-run in St Ives since 1984" is the canonical line in your social bios, the directory listings, and the printed window. On the live site itself the year 1984 appears once on the About page in body copy, and the names Steve Lugg and Sian Lugg are nowhere. The customer who walks past the shop in March and types the domain that evening lands on the shop grid with no founder names, no founding year above the fold, and no sense that they are buying from a family who have stood behind the counter for 42 years.

What the rebuild does. The rebuild leads with the date and the family. Above the fold: "Family-run on Fore Street, since 1984." A heritage block in the second half of the page carries the 1984 founding, the Steve and Sian Lugg names, and the line about being one of the few St Ives shops still in original ownership. Every visit-page customer arrives already knowing who they are buying from.

What I saw. The home page loads jQuery 3.2.1 in the head, slick.js carousel from jsdelivr, Sender.net cart tracking, two autoptimized CSS bundles, and Yoast SEO v27.6, all before the first byte of the product grid. There is no ClothingStore, no Store, no LocalBusiness JSON-LD anywhere on the site. Your hours, your address, your daily trading rhythm, the Tracked-48 delivery promise: none of it reaches Google as structured data. The local panel that should read "Atlantic Shore, open today, 34 Fore Street, since 1984" reads instead "Atlantic Shore, clothing store".

What the rebuild does. The rebuild is Astro on Vercel, a single static page per route, no PHP boot, no plugins, no slick.js, no autoptimize. The JSON-LD block at the bottom of the rebuild expresses the full ClothingStore plus FAQPage schema (hours, address, telephone, foundingDate, founders, FAQ questions). The mobile LCP target on a 3G profile is under 1.5s. Currently the live site is over 4 seconds.