Finding 01 The forty-three pre-owned Rolexes and the seven-year watch dealer story never reach the homepage.
What I saw The current hero on tilleys-jewellers.co.uk is the line A Passion For Quality with no photograph, no city, no founder, no inventory count. The catalogue underneath holds forty-three Rolex references, nine Omegas, four Breitlings, three Tag Heuers, two Tudors, plus a Cartier and a Bremont. That is the largest pre-owned prestige watch inventory by a Swansea independent, and none of it is signalled above the fold. A first-time visitor who arrives from Google has to scroll, then click into Brands, then click into Rolex, before they see what the boutique actually is.
What the rebuild does about it The rebuild leads with the inventory count, the shopfront, the city, and the family. Live stock counts per brand sit in the hero badge row. The 1 Cradock Street corner photograph is the hero image. The first words a visitor reads are Swansea's independent watch dealer, not A Passion For Quality.
0 watches above the fold › 65 watches in hero count
Finding 02 The product images on the live catalogue load as 1,200-byte HTML challenges instead of JPEGs on a cold mobile request.
What I saw Every product thumb on the Rolex archive (forty-three of them) and the watches index (sixty-five total) sits behind a Cloudflare bot-management challenge. A cold fetch returns a 1.2KB HTML page where the JPEG should be. On a real customer's first-touch mobile session with a misbehaving signal, the cold network state that defines first impressions for retail, the grid renders empty until the WordPress and LiteSpeed and WooCommerce stack finishes negotiating. The shop appears to be loading nothing.
What the rebuild does about it The rebuild serves static, optimised photography from the same Vercel edge that serves the HTML. Hero JPEG is 152KB, the gem-rings shot 354KB, every image inlined into the build. There is no third-party image origin, no bot challenge, nothing to negotiate.
1.2KB HTML challenge on cold fetch › 152KB hero, edge-served
Finding 03 There is no LocalBusiness, JewelryStore, openingHours or aggregateRating schema anywhere in the page source.
What I saw The Yoast schema graph on tilleys-jewellers.co.uk publishes a WebPage, an Organization, a WebSite and an Article node. There is no LocalBusiness node, no JewelryStore type, no openingHoursSpecification, no address sub-node, no aggregateRating. Google's knowledge panel for Swansea Rolex dealer cannot tell its searchers that the only independent stocking Rolex in the city is open until four-thirty, Monday to Friday, on the corner of Cradock Street and the Kingsway.
What the rebuild does about it The rebuild publishes an Organization plus a JewelryStore LocalBusiness plus four Service nodes plus a FAQPage plus an aggregateRating, all in one JSON-LD graph. The opening hours, the postal address, the Cradock Street geo-coordinates and the social profiles all consolidate to one entity that Google can serve as a panel.
0 LocalBusiness nodes › JewelryStore + 4 Service + FAQ