Jamb

Jamb is a London dealer in antique chimneypieces, lighting, and furniture, with a reputation built over decades and a catalogue to match. The site carries a large, carefully photographed collection alongside an editorial journal, and where it stands in search is part of how the business works.

A site this content-heavy gets slow in two places at once: slow to publish, so editorial work backs up, and slow to load, so readers feel it. The fixes carry a risk of their own. A catalogue this size is mostly links (to Google, to old bookmarks, to references scattered across the web), and none of the search equity attached to them could be put at risk while the site was being improved.

The engagement is optimisation rather than replacement. The publishing side was reworked around webhook-driven revalidation, so an edit reaches the live site quickly without rebuilding the whole thing each time, and caching and rendering strategy were tuned around the pages that carry the most weight: the catalogue listings and the journal.

On the search side, the site was audited route by route so that every URL it had inherited still lands where it should, and the search equity attached to those addresses stays where it is. Around that runs the ordinary work: improvements across the catalogue and the journal, shipped in small pieces rather than as one large release, so the site keeps getting better without ever having a risky moment.