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Meet Maxi-Cash
Maxi-Cash is a Singapore pawnbroker and retail destination for buying, selling and pawning gold. Its website positions the brand as a place to buy, sell or pawn gold, with related services including pawning, e-valuation, interest payment and online shopping.
The initial challenge
Maxi-Cash partnered with First Page to expand digital visibility and increase revenue by improving SEO performance in new verticals, specifically jewellery and gems, while consolidating ecommerce efforts onto the main site domain.
The brand had minimal online visibility in jewellery and gems categories, limiting discovery and sales from users searching for these products online.
Another challenge was that ecommerce products were hosted on a subdomain. This weakened SEO authority, fragmented the website’s search signals and made it harder for product-led content to contribute fully to the main domain’s organic performance.
Migrating ecommerce content to the main domain introduced SEO risks, but also created a major growth opportunity. The strategy needed to preserve visibility, consolidate authority and create a cleaner structure for future ecommerce growth.
First Page developed an ecommerce SEO and website structure strategy focused on consolidating authority, improving navigation and increasing product-category relevance.
The first priority was ecommerce product migration. Products were migrated from a subdomain to the main site to consolidate domain authority and strengthen the overall SEO foundation.
Next, the team optimised website structure and internal linking. This improved navigation, clarified page relationships and helped search engines understand the priority of jewellery, gems and product-related pages.
First Page also deployed a focused SEO strategy targeting high-value search terms within the jewellery and gems niche. This helped Maxi-Cash capture more relevant users searching for product-led queries.
Finally, category relevance was strengthened through content alignment with user search intent. Category and product-related content was refined so that pages better matched what users were looking for, improving both discoverability and commercial relevance.
