NESCAFÉ® Dolce Gusto® provide high-quality coffee at home at the touch of a button through their range of pod coffee machines. The tmwi team were tasked to support the UK market with a SEO strategy in 2023 for their fully e-commerce website.
We were challenged to identify how the at-home coffee audience in the UK were using search to research and buy coffee machines and pods. The brand team wanted to improve their visibility within category and key product searches, and grow rankings within the wider coffee category to reach in-market users.
KPIs for the project included:
- Growing category and product page visibility for core target search terms
- Increasing keyword rankings in top traffic-driving positions (keywords ranked 1-3)
- Increasing overall search visibility as a whole targeting an at-home coffee audience.
- To grow visibility we created a comprehensive search strategy with core category and product page optimisations aligned to keyword research. This identified search terms relevant to an in-market coffee audience.
- We created evergreen content to grow search visibility through coffee advice/informational content. Introducing a coffee audience to the NESCAFÉ® Dolce Gusto® brand.
- Our team performed in-depth technical SEO auditing and maintenance of the ecommerce website to ensure all pages on the website were correctly indexed and user experience was high.