E-commerce expertise helps challenger brand outrank the competition

Drive organic traffic growth and boost SEO performance to key category pages (such as coffee, coffee beans etc) to help a lesser-known brand compete with major players in the UK and gain market share.

A multi-strand content strategy that would drive earned backlinks in quality press whilst positioning Coffee Friend as an expert in coffee, with Google’s experience, expertise, authoritativeness and trustworthiness (EEAT) algorithm in mind.

We adopted a three-fold approach that employed several tactics to create relevant, compelling and headline-worthy content appealing to mainstream media and key news targets, comprising:

• Data-led content: Organic and data-led campaign content that highlighted coffee and drink/food-related research, positioning Coffee Friend as a reliable and authoritative voice.
• Expert commentary: Utilising experts to deliver engaging, commentary-led campaign content, while continuing to position CF as a credible source.
• Reactive news: Reactively targeting breaking and trending relevant news stories, offering timely and relevant commentary to position brand at the heart of the media conversation.

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Within a 12-month period, PBPR's link-building activity saw positive influences on Coffee Friend’s overall SEO performance, with the site seeing a 18% increase in its average organic traffic, and a particularly strong momentum in Q4 demonstrated through the effects of consistent link acquisition.

This was influenced by backlink placement across high-quality news outlets in the UK, such as The Mirror, HELLO!, HuffPost, The Sun, and a number of regional media outlets.

PBPR's efforts resulted in the Coffee Friend brand ranking number one for key search terms such as: coffee machine with grinder, coffee machines uk and buy coffee machine, as well as boosting other high search-volume keywords from page 2 to page 1 of the SERPs, including the term ‘coffee machines’ which now sits in second position on the first page of Google.

Coffee Friend also experienced improved visibility in AI overviews as a result of PBPR's link-building efforts, with the brand now appearing in AI-generated responses for over 100 search queries. This demonstrates how search engines are recognising Coffee Friend as a trusted and authoritative source of information for coffee and coffee equipment.