Case Study: Caffia Coffee Website, SEO, and PPC
Caffia is a long-established company providing excellent coffee solutions to the hospitality and workspace sectors. From the roasting of beans to the latest contactless coffee machines, Caffia provides everything needed for the perfect coffee experience.
The Challenge
Over the years, the company had built up 3 separate websites, covering machines, consumables and helpful advice. What was needed was a modern ecommerce website with the flexibility to display content and products effectively and boost organic traffic across the UK. The client also had a Google Ads account that was mainly generating irrelevant clicks on coffee machine brands that they don’t sell, and therefore wasting spend.
The Website Solution
Choosing the WordPress CMS with Woocommerce to handle the eCommerce was simple enough, as this allows plenty of scope for blogs, case studies, help guides and other content, alongside a straightforward webshop. The page builder initially used was the tried and tested Divi builder, but two factors caused us to change direction and switch to the Elementor page builder. Firstly, with the rapid pace of website builder development, the Elementor builder now offers many more (useful) features as standard, reducing the need for multiple extra plugins. Secondly, there are certain aspects and quirks with Divi that surface from time to time, mainly impacting editing the site, which makes moving away from this builder a solid choice for timesaving.
The SEO Solution
The new website built with SEO in mind, and additionally, the WordPress CMS allowed for quick and easy editing and could utilise helpful SEO tools like Yoast SEO – this was the foundational first step for the SEO campaign, making everything else go much faster. Next, we reduced content duplication and fragmentation, by closing down a competing blog site and importing all blogs into the main ecommerce website’s new blog, and consolidating existing content and removing outdated content. We also fine-tuned the content on key product categories, reviewed internal link structures, and much more. The website had been built to load fast, and without any critical technical SEO errors, and over the coming months, monthly checks kept this side of things healthy too.
The PPC Solution
The PPC campaign was locked down, with negative keywords added, broad-match keywords changed to exact or phrase match for more precise targeting, and new highly focussed ad-groups added, and the overall budget reduced. Once we prevented Google showing ads for searches that were not relevant, the daily budget could instead be used to generate relevant clicks, massively increasing conversions and valuable enquiries within just a few weeks.
The Results
Alongside the website rebuilding, an overhaul of content and a focus on improving all the prime keywords contributed to a steady increase in organic traffic through the year, finishing a 12-month period 48% up.
