Our first step in working with Coffee & Sons was conducting a comprehensive SEO audit of the coffeeandsons.pl website. The brand has stood out from the beginning with its refined visual layer and aesthetic way of presenting its offer, but the analysis showed that the website's potential was not being fully utilized in terms of organic visibility and content structure.
To improve SEO and increase organic traffic, We have developed and implemented a series of optimization activities:
- We conducted a full SEO audit, which identified technical issues as well as gaps in the information structure and internal linking.
- We have designed a new content architecture, based on keyword analysis and user intent, giving the website a more logical and user-friendly category structure.
- We have prepared and implemented optimized category descriptions, which feature a precise match to search queries, strengthening the visibility of the most important subpages.
- We have introduced technical SEO improvements, including improving metadata, header structure, and internal linking – which made the website more understandable and attractive to Google algorithms.
- We started building a natural external link profile, mainly involving acquiring backlinks from high-authority websites.
The effects of our actions
At the beginning of the cooperation, the Coffee & Sons website was characterized bylow visibility in organic search results, especially compared to the competition – both other coffee roasteries and large marketplaces operating in the same product category.
Our main goal was increasing website visibility for transactional keywords, directly related to the brand's offering and its most important product – freshly roasted whole bean coffee.
We focused on SEO for phrases such as:
- coffee
- coffee for espresso machine
- whole bean coffee
- specialty coffee
- decaf coffee
- coffee for a moka pot
- drip coffee
- single origin coffee
The selection of phrases was based on both the analysis of search volume and competition level, as well as the store's actual product range. Thanks to this, the developed SEO strategy focused not only on increasing traffic, but above all on acquiring users with high purchasing potential.
| 05-11-2024 | 05-11-2025 | Growth (1Q-3Q) | |
| Top 3 | 349 | 1053 | 201,7% |
| TOP 10 | 123 | 338 | 174,8% |
The increase in the visibility of the Coffee & Sons website in organic results is perfectly illustrated by the above table and charts from the Senuto tool.
After starting SEO activities in October 2023, a gradual, steady increase in visibility was noticeable. Another clear jump occurred on turn of February and March 2025, when we intensified our work and launched the blog section, supporting informational and long-tail phrases.
From this point on, the growth dynamics clearly accelerated – the number of phrases in the TOP 3 and TOP 10 systematically increased, reaching record level in November 2025.
This trend confirms the effectiveness of the adopted strategy: a combination of technical optimization, expansion of category content, and regular publication of valuable articles significantly improved the position of the Coffee & Sons brand in search results and strengthened its recognition among specialty coffee lovers.
Key results from the last year of cooperation
Regular optimization activities, content expansion, and a consistent content strategy have brought measurable results in the form of significant improvement in the positions of key phrases in Google search results. All the most important phrases were successfully positioned in the TOP 5 search results, and a vast majority in the TOP 3:
| Phrase | November 2023 item | November 2025 item |
| coffee | 11 | 4 |
| coffee for espresso machine | 16 | 3 |
| whole bean coffee | 23 | 5 |
| specialty coffee | 22 | 1 |
| decaf coffee | >100 | 3 |
| coffee for a moka pot | 42 | 3 |
| drip coffee | 15 | 2 |
| single origin coffee | 10 | 3 |
Development of the blog section
One of the most effective elements of our SEO strategy for Coffee & Sons was development of the blog section, which was meant to support brand visibility in search results not only for transactional queries, but also informational and educational ones.
The goal of implementing the blog was:
- increasing organic traffic by acquiring users from so-called. phrase long tail,
- building an expert brand image in the specialty coffee sector,
- sales support through internal linking for products and categories,
- delivering to users practical, substantive content about coffee and brewing methods.
The blog has become one of the most important channels for acquiring organic traffic., while at the same time providing significant support for product categories.
After launching the blog in the first quarter of 2025 website visibility began to grow very dynamically. The number of phrases in the TOP 10 increased severalfold within a few months of implementing the content section.
Increased visibility of Coffee & Sons against the competition
The speciality coffee and online coffee sales industry is highly competitive segment, in which both family-run coffee roasteries and large online stores with a wide assortment compete for positions in search results.
The chart comparing visibility in the TOP 10 search results clearly shows that Coffee & Sons (blue line) is recording a steady and dynamic increase in organic visibility over the past year.
During the period From November 2023 to November 2025, the number of "Coffee & Sons" search terms in the TOP 10 increased by 5,34%, which represents the best result among the analyzed roasteries. For comparison, some competitors recorded drops in visibility of even several dozen percent.
