A few specific fixes for lanesjewellers.com.

Open the source of lanesjewellers.com and the single LocalBusiness JSON-LD block has streetAddress: "25 Loseby Lane", addressLocality: "Leicester", postalCode: "LE1 5DR". That is the Loseby Lane store you permanently closed when you relocated to Stamford. The visible body of the contact page does say "We have permanently relocated to Stamford and look forward to welcoming you to our larger store," but the structured data Google parses for the knowledge panel, the map pin, and the "near me" pack is still pointing to a closed unit on the wrong side of the A14. The sitewide custom-logo alt also reads "Lanes Fine Jewellery, Leicester, England", and the engagement-ring image alt reads "Diamond engagement rings at Lanes Jewellers in Leicester". A search for "jewellers Stamford" is being asked to identify you as a Leicester business.

The site was built around the Leicester shop when Loseby Lane was the flagship. The Stamford opening (14 November 2022) was added on top by editing the visible page copy. The Yoast / Elementor scaffold that emits the schema block and the WordPress media library alt tags were never updated. Every page still ships with the old location encoded into the parts of the page Google actually trusts.

After rebuild: a single hand-written LocalBusiness (or Store / JewelryStore) JSON-LD block with the real 4 Red Lion Square address, PE9 2AQ postcode, the +441780238290 telephone, the stamford@lanesjewellers.com email, and the Mon to Sat 09:30 to 17:00 opening hours. Optional aggregateRating block, drawn from the real reviewer names already on /testimonials/. Every image alt rewritten to describe what is in the picture and where Lanes actually is. After deploy, a single resubmission of the sitemap in Search Console nudges the crawl, and the Knowledge Panel rebuilds against the corrected schema over the following weeks.

The about page carries one line: "Having worked in Bond Street and Hatton Garden, we have many connections and access to the world’s rarest and most precious diamonds." That is the entire claim. Neither Ercan nor Carli Onguc is named on that page. The Istanbul-jewellery-family backstory, the years in the London trade, the Birmingham + Hatton Garden masters who still cut and set every commission, the Professional Jeweller HOT 100 Retail Stars recognition that lists you both by name, none of it is on the page where the engagement-ring customer is deciding between you and the chain on the high street. The whole provenance argument is left to a single sentence that does not say who did the work or when.

WordPress + Elementor templates default to a generic "we" voice. The about page block was populated with brand-level marketing copy, not founder-level copy. The customer who comes to /about wants to know who they are talking to before they hand over a five-figure engagement-ring brief, and the page does not tell them.

After rebuild: a heritage block on the home page (not buried behind an about link) that names Ercan and Carli directly, anchors the Istanbul-jewellery-family detail, lists the London-trade years, and ends with the specific Birmingham + Hatton Garden bench arrangement. Carli’s "We came to Stamford and absolutely fell in love with the town" quote from the Stamford Mercury opening piece sits inside a real blockquote, as press. The HOT 100 recognition gets a small badge in the footer. The story moves from "implied" to the second-strongest moment on the page after the hero.

The og:image meta points to /wp-content/uploads/2020/11/Diamond-Engagement-Rings-Lanes-Jewellers.jpg, a 425 by 280 pixel ring photograph. When the shop link is shared in WhatsApp, iMessage, Slack, or Facebook Messenger (which is how engagement-ring shopping actually travels between a couple), the unfurl card is asked to render that tiny crop inside a 1200-wide tile. Either it pillarboxes ugly, or the platform drops it and shows nothing. The real interior, the bronze-and-brass wordmark wall, Ercan and Carli themselves under the chandelier, none of it shows up when the link is shared.

WordPress + Yoast default behaviour: the first uploaded image of the page becomes the og:image, with no resizing or composition for the social-share format. The actual hero photo of the shop interior was never set as the og fallback.

After rebuild: og:image is an absolute URL on the rebuild domain, 1200 by 630 pixels, composed from the LincsOnline opening-day interior shot (Ercan and Carli under the chandelier with the LANES wordmark behind). Twitter card set to summary_large_image. Test by pasting the URL into any iMessage or Slack draft, the card now renders the shop, the founders and the town in one tile.