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How Does a Swedish Candy Shop Get Found by AI Search Ahead of Opening Its Flagship Boston Store
Nantasket Sweets
Nantasket Sweets
Nantasket Sweets By Swedes is a Swedish candy and confectionery brand founded by CEO Maria Stolt, known for artisan chocolates handmade from scratch in a kettle, a technique none of their competitors use. Maria opened the original store on Christmas Eve 2020 in Hull, Massachusetts, sharing the authentic godis (candy) traditions of her Swedish childhood, and the brand has since grown into a nationwide favourite with millions of TikTok views. Nantasket is now opening a new flagship location on Charles Street in Boston's Beacon Hill, branded as a "Swedish Candy Experience."
Nantasket's main objective wasn't foot traffic to its stores, it was visibility. The business needed to be genuinely discoverable ahead of a major flagship opening, not just on Google but through the AI tools shoppers increasingly use to find local and specialty businesses, with online sales and store visits treated as secondary goals that would follow from that discovery. Compounding this, Google Search Console had flagged active page indexing failures that were holding the site back in traditional search, while a foundational audit also found shallow schema markup with no FAQ, LocalBusiness, or Breadcrumb data, and no way to know whether AI assistants like ChatGPT and Gemini were citing the brand at all. On top of this, Maria, the CEO, needed a SEO specialist partner who could set the strategy end-to-end while her team handled day-to-day access and logins.
We started with a full technical, on-page, and AI-visibility audit, then fixed the page indexing failures flagged by Google Search Console and set up proper GA4, Search Console, and Shopify tracking access. We built out a competitor analysis and Boston market-entry playbook, created AI-driven video content, and began publishing SEO-optimised articles while updating the product catalogue and photo gallery across the site. We resolved GBP and Google Merchant Center integration issues, set up the new Beacon Hill store's Google Business Profile, and optimised key commercial pages like Pick'n'Mix for target search terms. In parallel, we worked on the AI SEO ahead of the flagship launch, leaning into Nantasket's genuine point of difference "handmade, kettle-cooked chocolate" as exactly the kind of specific, ownable detail that AI search tools surface well, alongside deploying richer schema markup to build long-term visibility.
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