Winning in Google in the niche market

Goedkopekoffiebekers.nl is the manufacturer of the best quality coffee cups with the fastest delivery times and lowest prices. With in-house facilities, from design to production and from storage to shipping, they produce with their own European machines in both China and the Netherlands. This unique approach started as a marketing concept, but quickly grew into a great success due to the added value of printed coffee cups with their own logo. With their wide range of plastic and cardboard cups, coffee lids, stirrers, sugar sticks, creamer sticks and much more, they are among the largest players in the market. The company culture is focused on keeping customers happy, resulting in a 9.3 customer satisfaction score. At Goedkopekoffiebekers.nl, coffee cups are the core business.

Working with a major player in a niche market during the organization's growth phase:

Analysis

Goedkopekoffiebekers.nl already did very well at the start of our cooperation. They were found on some of the most important terms in the coffee cup printing industry. However, there was still a lot to optimize. Especially in product categories such as plastic cups, soup cups, ice cream cups and accessories. In terms of the authority, structure of the website and reputation of Goedkopekoffiebekers.nl, there was the most to gain there.

Strategy

From the marketing strategy, consideration was given to a keyword strategy where the most important keywords would also receive the most attention. In addition to the product categories, we also looked at the product texts and internal link structure of the website. This opted for a new structure that better suits the sales goals of Goedkopekoffiebekers.nl and the decision was made to focus on different keywords than previously done.

Technique

The source code and performance of Goedkopekoffiebekers.nl have been extensively examined. For example, research has been done into the website speed and crawlability of Goedkopekoffiebekers.nl for Google. In addition, a specialist was called in to also assess the most important metrics with different eyes. Something we do more often at The Haan to improve the reliability of the research. This has come back with a positive report for Goedkopekoffiebekers.nl. In addition, recommendations were made to Goedkopekoffiebekers.nl to meet a number of technical requirements that have not yet been met. Such as an appropriate SSL certificate and other industry standards. It is also recommended to postpone the migration from Magento 1 to Magento 2 as far as possible. Given the risks that this entailed for being found in Google. This prevented a dip in discoverability. Indeed, we saw with many other websites that this migration involved many risks.

Content

Optimizing and creating new content has made the biggest difference for Goedkopekoffiebekers.nl. This was due, on the one hand, to a lack of texts on certain pages and, on the other hand, to insufficient relevance to existing content. There was a lot to gain from this. That is why we made an extensive plan, which would continuously add new content to the website throughout the year. Something that helped visibly and brought in more and more organic traffic. In addition, blogs were frequently posted on this producer's news section. Something that provided a continuous stream of current content and also contributed to the most important keywords.

PR

To stand out, strong backlinks are essential. By specifically purchasing articles from relevant websites with a high authority, we were able to create visibility and a valuable backlink profile. In addition, Goedkopekoffiebekers.nl itself has always followed a powerful PR strategy. Something that has been of enormous value when it comes to the backlink profile of this website. Goedkopekoffiebekers.nl still benefits from this to this day. This online reputation is truly something to be proud of.

SEO is about results. During the cooperation with Goedkopekoffiebekers.nl, we therefore consistently monitored how things went via Google Analytics. Due to a strong improvement in keyword positions, search traffic has multiplied, leading to many new customers for Goedkopekoffiebekers.nl. To this day, traffic continues to come from search engines, which they basically no longer pay for. At the end of the collaboration, the work was successfully transferred to a full-time SEO employee, who was in regular contact with.