We had the opportunity to work on Elite’s capsule website. As an additional competitor in the coffee capsule market, Elite is giving Nespresso major competition today. Not only do they supply coffee machines and capsules to private consumers but also to businesses.
In order to promote Elite Coffee’s sales division, which offers compatible Nespresso capsules to the private market, it was essential to emphasize that the company has a new service and its capsules are designed for Nespresso machines.
Focusing on 6 key areas of SEO, we have devoted our efforts to ensure that our strategies take full advantage of these beneficial results:
When you take on a new client, conducting thorough market analysis of their competitors is the first step. Doing this will help you understand where your client sits in the market and shape a strategy accordingly.
Prior to any action, it’s important to analyze the purpose of the website. Factors such as target audience, if it’s used for lead generation, if there are e-commerce integrations, and other considerations need to be taken into account.
Once they get to grips with the site’s purpose, they then carry out an extensive competitor analysis looking at the customer’s rivals in the digital world. For instance, Elite Coffee investigated other Nespresso compatible capsule vendors on the internet as part of their competitor research.
Keyword research is a great way to identify popular and relevant phrases. It enables us to find out how often those phrases are searched so we can target them more effectively & get more visitors to our website.
Once we understood the purpose of the website and identified our rivals in the digital space, we proceeded to do a detailed keyword research.
Through deep research & analysis, this study determines which products and services should be prioritized for marketing. Filtering out unnecessary keywords helps target the right phrases that have high search volume and hold relevance to the brand.
After selecting the phrases, we divided them according to search volume and relevance. We gave the home page the most relevant phrase for Elite Coffee (not necessarily according to the volume of searches): by doing so we increased the relevance of the page and in addition, when the surfer returns to the site his memory will lead him to the following thought: “Elit coffee = Nespresso compatible capsules”. This is how we actually exposed the user to the main service of the brand and also put the service in the user’s TOP OF MIND.
During the activity, we discovered that there are phrases that are important to the client but a page for them was not created on the website, and as a result we instructed the development team to create additional pages that would contain these phrases.
In order to rank higher in the search results, the site must be optimized by creating a meta description tag for all the categories/pages on the site, as well as the most important page on the site – the home page.
A meta description tag is an HTML tag that describes a web page in terms of the information that appears on it, its features, its creator and more; And thus helps in cataloging pages on the net. Creating these tags helps the site in the search engine and indicates the relevance of the site.
In this case, if the Elite capsules website focuses on Nespresso compatible coffee capsules, then the relevance should be increased in the description of the page relevant to that service.
Meta titles are the titles of your webpages that show up in search engine results and usually should include your brand name. It is important to have a fixed meta title tag to help with SEO and visibility.
In order to brand the site and create differentiation from the competition (so that there is no confusion between the capsules of Elite and the capsules of a competing brand) we created a permanent meta title tag – “Elite Coffee”, so that at the top of each page the name of the page + the brand name will appear (for example, “Compatible coffee capsules Nespresso – elite coffee”).
Internal links create a logical sequence on the website, where page X on the website links to page Y in a relevant way. Moreover, with the right internal linking structure in place, your website will improve its keyword ranking in Google search results. This also helps make navigating the site much easier and more user-friendly for visitors, as they can easily move between pages with minimum effort.
For instance, a link was included on the capsules page to the packages page as packages are composed of various capsules. This connection was expressed by adding internal links between these two pages.
We achieved a remarkable 139% increase in new visitors to Elite Coffee’s eCommerce website by employing competitor strengths to enhance search visibility and grow the user base. Our comprehensive SEO strategy focused on competitor research, thorough keyword research, and strategic keyword targeting. We optimized meta descriptions and titles for improved search rankings, created a meta title template for branding, and optimized internal links for a seamless user experience. This resulted in a substantial 120% increase in organic traffic and a 6% increase in new visits, solidifying Elite Coffee’s position as a strong contender in the coffee capsule market.
Sectors & Marketing Manager