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&Spark worked with Fire Dept. Coffee to establish impactful SEO goals—and develop a revenue-growing 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 the top of the search results for purchase-intent keywords, driving not only organic traffic but sales. We targeted influencers in the firefighting space, first responder unions, and publications focusing on veteran-owned businesses.
By focusing on Fire Dept. Coffee’s unique brand mission and utilizing a blend of on-site and off-site SEO, we were able to significantly boost their organic search rankings for the right non-branded competitive keywords; that is, keywords that drive conversions, not just traffic.
Our SEO for Revenue strategy included:
- A link-building campaign that capitalized on their compelling mission and unique brand voice to build online presence and domain authority
- Technical SEO audit and fixes to ensure optimal search engine indexation
- Keyword research and on-page SEO to target high-converting, purchase-intent keywords
- Creation of new collections on a scalable level, aimed at mid-funnel, purchase-intent keywords
- An SEO-friendly content strategy that enhanced FDC’s blog and partnerships, driving revenue growth
In just one year, Fire Dept. Coffee saw a 142% increase in organic revenue. During the holiday season, the FDC website experienced a 36% year-over-year growth in organic traffic, including a threefold increase in non-branded organic traffic.
We also achieved a 50% growth in the number of keywords ranking in the top ten positions. Our strategic efforts led to the acquisition of dozens of high-quality backlinks in the initial months of our campaign, with numerous links from sites with Domain Authority scores of 90 or higher. Our revenue-focused SEO strategy, fueled by Fire Dept. Coffee’s compelling brand story, provided Fire Dept. Coffee with transformative results within just one year of SEO investment.