Coffee Merch: 654% More Organic Clicks Through SEO

Phase zero: steadying the ship

Before any of that could work, our initial audit flagged a set of technical issues that needed fixing first, with problems in URL structure and indexing among them. We fixed these before writing a single new page of content, so that everything built afterwards had solid ground to stand on.

The approach

With the foundations sound, we ran a full SEO campaign across the website, keyword research, on-page work, content and links, feeding continuously into each other:

• Keyword research — mapping real search demand against the full product range, category by category.
• On-page & content optimisation — every product category and the homepage, rewritten and structured around what people search for.
• Blog topic clusters — supporting content built around the questions buyers ask before they purchase.
• Backlinks — earning links that build authority in the right places, not just in volume.
• Technical SEO & schema — product schema and structured data, helping Google read the catalogue correctly.
• Rankings across categories — significant gains across multiple product categories, pulling in dedicated high-end and barista buyers.

Case study spotlight: launching the Fellow coffee machine

Partway through the campaign, Coffee Merch asked us to help launch a new Fellow coffee machine, one of only a handful of UK retailers stocking it. We ran it as a campaign of its own: focused on-page work, dedicated topic clusters, and a deep backlink push built specifically around the machine.

The result was a run of top rankings across the machine’s key search terms, capturing people at every stage, from early pre-order searches through to live “buy now” intent once stock landed. It became one of the strongest single wins of the whole campaign, and a boost to the site’s authority as a whole. At launch, Coffee Merch was one of fewer than five UK stockists carrying the machine.

The results

Search Console tells the clearest part of the story. Comparing the last three months of the campaign to the same three months the year before:

Since the campaign began, Search Console has tracked 35.1K total clicks and 1.26M total impressions for the site.

Organic sessions climbed steadily from January 2025, with the clearest increase from around July 2025 onward, when the engagement began. Organic traffic and the number of ranking keywords both trended upward through to July 2026, with the strongest gains landing in Top 3 and Top 10 positions specifically – the spots that actually bring customers to the site, rather than just increasing visibility further down the page.