Ecommerce SEO:

Client Profile

Blue Star Coffee is a leading coffee equipment store serving baristas and coffee lovers in Ireland and Europe. On the company’s website, you can find a wide selection of high-quality coffee machines, spare parts, and accessories.

The cooperation with Blue Star Coffee started with the AutoSEO service package. As SEO may take a great deal of time, especially when there’s no all-embracing approach in place, the client switched to FullSEO in 2017 to get the return on investment faster.

SEO Campaign Goals

The primary goals of the SEO campaign for Blue Star Coffee were set to:

• increase organic traffic to the website

• improve the rankings of long-tail product keywords

• improve the rankings of high-volume traffic-generating keywords

Our SEO Strategy Involved:

1. Page-by-page keyword research:

• analysis of category pages (Coffee Equipment, Coffee, Parts, Barista Products, etc.)

• analysis of subcategory pages (Coffee Grinders, Water Filters, Coffee Machines, Barista Cloths, Milk Jugs, etc.)

• analysis of product pages (Ascaso Dream Coffee Machine, Agust Oro 500g, Fracino Model S Grinder, etc.)

In-depth keyword research is the groundwork for an effective e-commerce SEO campaign that helps discover all product-related terms customers are searching with. It unlocks insights into Target URLs, Keywords, and Avg. Monthly Searches for selected keywords.

2. Competitor analysis 

When analyzing Blue Star Coffee’s competitors, we gathered a lot of valuable information from their on-page and off-page promotion tactics. We found out who we were going to take a stand against to win search visibility. This knowledge helped us build a successful SEO strategy for the client.

3. On-page SEO

We then optimized meta titles, meta descriptions, and H1 tags on all website pages that were of SEO interest.

4. Technical SEO

To make sure Googlebot could easily crawl the site, we fixed a lot of its technical errors: duplicate pages, incorrect https & www redirects, missing/duplicate meta tags, broken links, and site speed issues. Because our access to the website was limited, we fixed main yet not all of the flaws. We hope to make up for this in the future.

5. XML sitemap creation and optimization

An XML sitemap helps Googlebot crawl and index the needed pages faster. That is why it was important to submit this file to Google Search Console and monitor how it was processed thereafter.

6. Content creation and optimization

Content is a BIG deal for e-commerce websites. We wrote and optimized an SEO-friendly text for the homepage (400-word copy with targeted keywords) and checked the uniqueness of product & category page descriptions. For those of them that had scraped content, we created new texts, as well. In the SEO world, it’s crucial to make sure your pages provide value for both your customers and Googlebot.

7. Structured data optimization

This was another important step as structured data of BreadcrumbList, Ratings & Reviews, Pricing, and Availability types helps websites stand out in Google search results and increase their CTRs.

8. Link building (aka off-page SEO)

Link building for online stores plays a massive role in improving their authority, yet it’s often complicated to accomplish as there are tons of pages. That said, backlinks are what we are well-versed in. Our partner network comprises more than 250,000 sites, which allows us to build links to all pages. Such a far-reaching strategy ensures constant improvement of the rankings of TOP-100 keywords and gradually increases their number.

Campaign Results

Having cooperated with Blue Star Coffee’s website owner for more than 3 years, we have reached astonishing results:

Keywords

The overall number of TOP-100 keywords has increased from 1,422 to 14,284, as measured by our daily keyword tracking system. Now, Blue Star Coffee has 817 commercial keywords in TOP-1; 1,623 keywords in TOP-3; and 3,745 ones in TOP-10.

Organic Traffic 

During the SEO campaign, we’ve observed a dramatic increase in organic traffic. Throughout the first year, we’ve brought in +94% more users from organic search and +121% during the following year. Organic traffic has been increasing month by month to become the main source of website traffic, accounting for 87% of it (the chart below shows traffic distribution as of January 2020).