Case Study
Source: Google Search Console · July to Sep. 2026 compared to Jun. to Aug. 2025
TheCoffees Marketis an online store with a wide variety of coffee: beans, ground, capsules and tablets. Dozens of brands, hundreds of products and a powerful blog for coffee lovers.
The goal was to bring buyers directly from Google,in the top positions for the most popular coffee searchesin Greece. No advertising, only organic.
Coffee is a habit purchase. The buyer often knows his brand or machine and is looking for where to find it, so the same brands appear in dozens of stores.
To set Coffees Market apart, just like theClima365 air conditioner e-shop, it also had to win pre-purchase searches: what coffee to get for freddo, which capsules fit, what do the symbols on the cup mean.
Competition from large e-shops and marketplaces for the same brands and the same capsules
Capsules for many systems (Nespresso, Dolce Gusto, Tassimo, A modo mio) with different searches
Four types of intent on the same site: brand, category, information and purchase
Hundreds of products in categories and brands that could easily overlap
Step 01
Four different people. The one who knows his brand, the one looking for a type of coffee, the one who wants to know something and the one who is ready to order. We defined which page of the site welcomes each one so that each search has a single target URL.
Step 02
The categories (beans, ground, filter, capsules) target the type of coffee. Brand pages, such as Tassimo, target the brand and the machine. With this separation, the pages don't compete with each other and Google knows which ones to show.
Step 03
The blog answers the questions that bring new audiences: coffeehouses and symbols, the best coffee for freddo espresso, the best Nespresso capsules, a complete guide to choosing capsules, truths about Greek coffee.
These articles are currently among the most clicked pages on the site, along with the home and core categories.
Step 04
Each cycle of work starts with the queries sitting in positions 4 to 10. That's where a better snippet or a little more content is enough to get the page up, and that's where the effort goes first.
Tools we used
Coffees Market now appears high in searches for coffee, capsules and brands, while also gaining a large audience from its blog articles.
By metric, as shown by Google Search Console:
Google rankings
Source: Google Search Console · July to Sep. 2026 compared to Jun. to Aug. 2025
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