Fire&Spark

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Fire Dept. Coffee

Coffee Retailer Increases Organic Revenue 2.4x in a Year

Fire Dept. Coffee (FDC) is a veteran-owned brand that sells great tasting coffee to support their mission – a portion of net proceeds goes to help injured firefighters and their families. The brand was struggling to increase sales from organic traffic and improve search engine ranking against tough competition in their space. FDC had an ambitious goal to double online revenue in 12 months. They partnered with Fire&Spark to increase search engine visibility, grow organic revenue and achieve their aggressive online sales growth goals.

Fire Department Coffee

Solution

Fire&Spark worked with Fire Dept. Coffee to establish impactful SEO goals—and develop an Authority-First SEO strategy to achieve them.

Based on the strong mission behind the FDC brand, we determined that the key to success was targeted outreach for backlinks and influencer partnerships combined with optimized collection and product pages. The outreach strategy generated backlinks and authority needed to elevate FDC’s highest value ecommerce pages to top rankings for purchase-intent keywords that drive organic traffic and sales. We targeted influencers in the fire services space, first responder unions and publications that focus on veteran owned businesses.

“Fire&Spark is the real deal. They know SEO better than anyone. They’re fun, easy to work with and most importantly, they deliver results.”

– Brad Flaherty, CMO, Fire Dept. Coffee

Methodology

Leveraging FDC’s unique brand mission, along with a mix of on-site and off-site SEO, Fire&Spark was able to successfully increase Fire Dept. Coffee’s organic search rankings for non-branded competitive keywords. These new rankings resulted in increased organic traffic and revenue.

Our Authority-First SEO strategy included:

  • An authority-building campaign that leveraged their compelling mission and unique brand voice
  • Technical SEO audit and technical fixes to ensure full search engine indexation
  • Keyword research and on-page SEO
  • Scalable creation of new collections targeting mid-funnel, purchase-intent keywords
  • SEO-friendly content strategy that amplified FDC’s blog and partnerships

Results

Within a year, Fire Dept. Coffee saw a 142% increase in organic revenue. During the holiday season, the FDC website saw 36% year-over-year organic traffic growth including a tripling of non-branded organic traffic.

Also, we achieved 50% growth in the number of keywords for which they were ranking in the top ten positions. Our link building efforts earned dozens of high quality backlinks in the first few months of our campaign with numerous links from sites of 90+ domain authority. Fire Dept. Coffee experienced game changing results in a short amount of time.

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