104 top-position searches within 3 months

The challenge

Thames Coins & Collectables buys coins, gold, silver, banknotes, medals, jewellery and other collectables from people across South West London and Surrey. The opportunity was clear: potential customers were already searching Google for a trustworthy local buyer, but the business needed a site capable of meeting those searches with the right service, location and trust signals.

The website needed to explain a specialist service simply, reassure people who may never have sold a collection before, and turn searches such as ‘sell coins’, ‘coin valuation near me’ and ‘where to sell old coins’ into direct conversations.

What I built

I built a focused website around the real questions sellers ask. Clear routes for coins, gold, collectables and valuations sit alongside the three-step home-visit process, genuine reviews, frequently asked questions and local area pages.

The SEO structure targets both broad category searches and specific buyer intent. Rather than relying on one homepage alone, the site gives Google clear context around what the business buys, where it operates and how a valuation works. The design supports that search strategy with prominent phone and email actions throughout.

The search visibility wins

The strongest result is not one isolated keyword. The site is visible across a wide range of commercially relevant searches. In the export, 104 different queries recorded an average position between 1 and 1.5, while 218 queries averaged within the top three positions.

The broad search ‘coins’ produced 511 impressions at an average position of 1.98. ‘Collectables’ reached 147 impressions at position 2.46. More importantly, action-led searches also performed: ‘sell coins’ averaged position 3.06 with a 10.45% click-through rate, while ‘where to sell collectibles’ averaged position 1.89.

Traffic and momentum

Across the supplied 84-day Google Search Console period, the website generated 3,960 impressions and 166 organic clicks. Comparing equal 28-day windows, clicks increased from 31 in the first period to 85 in the final period - a 174% rise. Impressions increased from 677 to 2,128, a 214% rise.

The traffic is also reaching the audience where local intent is strongest. The United Kingdom accounted for 157 clicks and 3,545 impressions. Mobile search delivered 132 clicks from 2,867 impressions at an average position of 4.26.

The business result

Rankings only matter when they create real opportunities. Nicky’s review connects the Search Console data to what happened in the business: within weeks, the new site was producing enquiries from people looking to sell sovereigns, ancient coins, gold, silver and other items - and the number continued to grow week on week.

The result is a website that works as a local acquisition channel: visible for broad high-volume terms, prominent for specific selling searches, and clear enough to turn that attention into enquiries.

Source: supplied Google Search Console export, 11 May to 2 August 2026. Positions are average positions and results can vary by date, location and device.