Coffee retailer increased organic revenue 2.4x in a year
Fire Dept. Coffee (FDC) is a verteran-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 target.
Fire&Spark worked with Fire Dept. Coffee to set meaningful goals—and develop the 360-degree SEO strategy that would help us achieve them. By strategically spreading the word about Fire Dept. Coffee’s mission to the right outlets, we determined that the key to success was the right outreach strategy combined with optimized collection and product pages. The outreach strategy was designed to provide the site with the backlinks and authority needed to get FDC’s most valuable ecommerce pages top rankings for the high purchase-intent keywords that drive organic traffic and sales.
“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
Using what makes the brand unique, 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 360-degree SEO strategy included:
- An authority-building campaign that leveraged their fantastic mission and unique brand voice
- Technical SEO audit and technical fixes
- Keyword research and metadata/on-page SEO optimizations
- Scalable creation of new collections targeting mid-funnel, purchase-intent keywords
- Content strategy leading to the proliferation of SEO-friendly content on their blog
Within a year, Fire Dept. Coffee saw a 142% increase in organic revenue. During the holiday season, the site saw 36% year-over-year organic traffic growth including a tripling of non-branded organic traffic. They also saw 50% growth in the number of keywords for which they were ranking in the top ten positions and after only 6 months earned dozens of high quality backlinks with numerous links from sites of 90+ domain authority. Empowered by the authority-building and outreach strategy we developed, Fire Dept. Coffee experienced powerful results within only a short amount of time.