SEO case study · Six months against the six months before it
Organic clicks up 146% for a commercial coffee equipment seller
Product pages written for the catalogue were rebuilt for the people searching for the machines, and the missing pages were added.
2.85K
clicks, from 1.16K
196K
impressions, from 114K
19
average position, from 26.5
Measured over
Six months against the six months before it
What to notice
Search Console comparing six months against the six before. Look at the three pairs: clicks 2.85K against 1.16K, impressions 196K against 114K, and average position 19 against 26.5. The position line is the one that explains the other two.
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Who La Vela Coffee are
La Vela Coffee started in the 1950s in Caracas, supplying artisan beans to gourmet restaurants. Three generations later it sells commercial coffee machines and espresso equipment to cafes and home brewers, with the commercial side of the business working out of Miami.
Why marketing mattered
On equipment at these prices a single machine sale is worth many times the cost of the work, so a search channel that brings people shopping for one changes the economics of the business.
- Service
- SEO
- Sector
- Commercial coffee equipment
- Period measured
- Six months against the six months before it
- Figures from
- The Search Console comparison shown here is the screenshot from the deck this client received
What was not working at La Vela Coffee
The problem
Product pages written for the catalogue rather than for search, and a business leaning on direct and referral traffic while the espresso machine keywords went to competitors.
- Product pages were written for the catalogue rather than for what a buyer types into Google.
- The business depended on direct and referral traffic it did not control.
- The espresso machine keywords were going to established equipment sellers.
Where things stood before the work began
In the six months before the work, the site drew 1.16K organic clicks from 114K impressions at an average position of 26.5, which is page three. Organic revenue was negligible.
- 1.16K
- organic clicks in six months
- 114K
- impressions
- 26.5
- average position
Up against
- CW-USA
- Cafe Ring Events
- Koffeeology
- Revivo Cafe
The businesses holding the searches this account needed, named in the deck the client received.
What we found, and why we started there
The thinking
The searches with buying intent were for specific machines and brand names, and the site had a page for each machine that did not use the words buyers use. Rewriting those pages came first because they could win quickly. The second finding was a set of searches with no page at all: leasing, rentals, wholesale and event hire. Each was a search somebody was already making, so each got a page.
What the work set out to do
- Get found for commercial coffee machines and espresso equipment
- Stop depending on direct and referral traffic
- Rank the product pages for searches made by people ready to buy
- Compete with the established equipment sellers in the category
How we did it, step by step
- 1
Product pages rewritten for buyers, not for the catalogue
The C2 Classic, the Rancilio Classe 5, 7 and 9 series, the D8 single boiler and the Eversys E4. Each one rebuilt around what somebody buying that machine actually searches for, including the brand names people type.
- 2
Keywords mapped by intent rather than by volume
Each term judged on whether the person searching it was ready to buy, and on whether the page could realistically win it. Product-led rather than a blog programme bolted on the side.
- 3
The pages that were missing entirely
Equipment leasing for restaurants, offices and retail. Coffee equipment services and rentals. Distributors and wholesale supply in Miami. Espresso machine and coffee bar rental for events. None of these existed before, and each answers a search somebody was already making.
- 4
Internal links tying the three together
Products to services to location pages, so a visitor who lands on a machine can reach leasing, and so the pages support each other rather than competing.
What got in the way
Established competitors already held the searches
CW-USA, Cafe Ring Events, Koffeeology and Revivo Cafe were taking the equipment searches. The pages had to be built for buyers rather than for volume to take those searches back.
What the numbers show
The result
+146%
organic clicks
Six months against the previous six: clicks from 1.16K to 2.85K, impressions from 114K to 196K, average position from 26.5 to 19. Organic revenue went from negligible to over $1,400, and 43 keywords now sit in the top three.
Organic search went from a channel that produced almost nothing to one that produces revenue. It is a small figure so far, just over $1,400, and it matters because of what it is rather than how big it is: on equipment at these prices a single machine sale is worth many times that, and the channel now brings people who are shopping for one.
| Measure | Before | After |
|---|---|---|
| Organic clicks, six months | 1.16K | 2.85K |
| Impressions | 114K | 196K |
| Average position | 26.5 | 19 |
| Keywords in the top three | Not reported | 43 |
| Organic revenue | Negligible | Over $1,400 |
From the work to the outcome
- Pages rewritten for buyers
- Average position 26.5 to 19
- Clicks 1.16K to 2.85K
- Organic revenue over $1,400
How to read this, and what it does not prove
Six months compared with the six months before it, from the client’s own Search Console. Coffee equipment demand moves with the season, so read the growth as the account reported it over that window.
One account over one period, with no control. Coffee equipment demand is seasonal and the business was also trading normally throughout, so some of the movement belongs to the market rather than to the work. What the Search Console data does show is which queries the extra clicks arrived on, and those are the pages that were rebuilt.
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What you can take from this
Write the product page for the buyer, not the catalogue
The biggest gains came from pages that already existed. They were rewritten around what somebody buying that machine types, including the brand names.
Find the searches you have no page for
Leasing, rentals, wholesale and event hire were being searched and nobody was answering. A page for each is cheaper than any campaign.
Judge a keyword by intent before volume
A term was chosen on whether the searcher was ready to buy and whether the page could realistically win it. Volume came third.