Launched in 2008 with charismatic Lizzie at the helm, The Coffee Bean Shop is a family-run coffee roasting company in the heart of Kent. Today, they are recognised as the #1 roastery in the UK on Trustpilot and are beloved by coffee drinkers nationwide.
While always popular, demand surged during the pandemic when coffee shops were closed and consumers sought high-quality coffee at home. To harness this momentum and expand further, The Coffee Bean Shop partnered with Gooey Digital to grow their online presence through a combined SEO strategy and paid media approach.
The Challenge
The resurgence of coffee culture over the last 15 years has fuelled industry growth but created a highly competitive marketplace.
The Coffee Bean Shop faced challenges from both established high-street retailers and online coffee brands offering alternatives – yet few could rival the freshness, craftsmanship, and quality of their product.
Although they had built a loyal customer base, the business wanted to reach new audiences and cement their position online. Achieving this meant moving beyond brand loyalty alone and investing in a strategy that combined SEO with paid media.
The key challenge was to undertake extensive data-led analysis of competitors, target audiences, and keyword opportunities – covering niche, generic, and long-tail queries – to uncover gaps in the market and align these with the strengths of a premium coffee roaster.
This required not just market research, but also close collaboration with the business owners to ensure the strategy reflected their values, ambitions, and unique selling points.
The Solution
Gooey Digital began with a comprehensive site audit, focusing on technical SEO improvements such as optimising page structure, enhancing internal linking, and refining metadata to improve visibility. This was supported by detailed competitor benchmarking and in-depth keyword research to shape a content plan designed to capture both high-volume generic searches and specific long-tail queries.
With these insights, Gooey worked closely with Lizzie and her team to develop a holistic digital strategy. This included optimised service pages, blog content tailored to audience interests, and a paid media campaign combining Google Search, Shopping, and social advertising. Importantly, the strategy integrated the brand’s Trustpilot reputation and customer reviews, using social proof to increase conversions and authority.
The campaign was designed to adapt as the business evolved, with technical SEO and content continually refined based on performance data. By aligning keyword opportunities with audience demand and reinforcing Coffee Bean Shop’s reputation for quality, Gooey created a scalable strategy that delivered immediate results while building long-term visibility.
The Results
The results of the campaign were transformative. Paid media performance improved dramatically, with return on ad spend (ROAS) increasing from 96.15% to 425.10% – a 329% uplift that translated directly into higher revenue and greater marketing efficiency. This improvement has continued to grow year on year, reinforcing the value of a strategy rooted in data analysis and ongoing optimisation.
At the same time, SEO delivered a step change in the company’s online visibility. By strengthening technical performance, targeting the right keyword mix, and building relevance across search engines, Coffee Bean Shop achieved higher rankings for core commercial terms and greatly expanded their reach to new audiences.
This holistic approach not only improved traffic quality but also enhanced brand authority, laying the foundations for sustainable growth in a highly competitive sector.
