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Case

B2B Case: Boosting Foodservice Product Sales Using Only SEO

Coffee Proffee
Ukraine
B2B E-commerce
2021
This case study is a must-read for anyone in the B2B sector,
especially those offering not just products but also consulting
on the operation and repair of these products.
Coffee Proffee is an online store specializing in professional equipment for the HoReCa industry. They offer new and used coffee machines, grinders, grills, fryers, spare parts, accessories, and cleaning chemicals. Spare parts are sourced both from stock and directly from manufacturers in Italy and other European countries. The website even features a section for refurbished coffee machines. Their products are sold wholesale and retail throughout Ukraine.
Today, Coffee Proffee is a popular and recognizable brand in the HoReCa sector. Most orders are for spare parts, with some products sold under their own brand. Their standout feature is offering extensive consultations on equipment repair and maintenance. However, the business needs to grow, so a decision was made to engage the SEO agency that knows how to work with foodservice topics.
Can a Successful Website Be Even Better and More Profitable?

Digital Marketing Opportunities for a Foodservice Sales Company

Coffee Proffee has been working with us since 2017. Initially, the client thought their business was doing well and the website was fine, so they didn’t see a need for SEO promotion.

However, our audit revealed many untapped tools and features that could drive more conversions and positive customer feedback.

Our primary goal was to increase traffic and the number of orders from the site. That's how we started the SEO promotion of the website for the sale of goods for HoReCa.

Initial Metrics (August 2017):
  • Website traffic: 1459 visits;
  • From organic search: 1136;
  • Number of orders: 10.

Website CMS – OpenCart (old version)
Promotion languages: Ukrainian and Russian
Promotion region: Ukraine

HoReCa (HOtel, REstaurant, CAtering) is a broad term for businesses providing services or products in the hospitality industry.

product map before starting work with the site

Product Cards: The Starting Point

We began by revamping the product cards, as they are crucial for buyers.

Previously, the product cards were not informative. There were no individual cards, just previews in the product list with a photo, brief description, price, and "Buy" button.

seo agency for foodservice
Here’s how the product card looks now

We added:

  • Performance in cups
  • Types of coffee drinks
  • Connection and functionality features
  • Weight
  • Voltage
  • Dimensions
  • And everything else important to the buyer

Currently, we plan to add guarantees, delivery, and payment conditions to the product card.

Why Each Product Needs Its Own Page with a Unique URL

Basic SEO Settings for Foodservice Sales Company

Having detailed product cards with unique URLs is essential for successful SEO. This tells search engines exactly what you’re selling and shows that you’ve provided thorough information for potential buyers. As a result, your site is more likely to be recommended.

Technical Improvements and User-Friendly Enhancements

Best practices SEO agency for foodservice

After enhancing the product cards, we focused on eliminating aspects that search engines dislike and that made the site inconvenient for buyers:

  • Improved the product catalog structure to display subcategories within product categories, allowing us to add many products without complex filters.
  • Fixed 500 error displays.
  • Set up correct language version switching.
  • Configured SEO-friendly URLs.
  • Modernized the cart functionality, simplifying the order form and design, which facilitated the work of the company’s managers and streamlined the ordering process for customers.
  • [допрацювання user friendly]
  • Enhanced the site search functionality by moving the search field to the header, activating additional parameters on the search results page, and enabling navigation to individual product cards.
  • Developed a separate "Technical Schemes" section with the ability to add schemes to photo galleries, as requested by the customer. This gallery also has a search function.
  • Fixed usability errors, making phone numbers and emails clickable throughout the site, adding reCAPTCHA to protect against spam, incorporating an interactive Google map with company address markers, and adding necessary informational pages about guarantees, ordering and payment methods, product returns, and a "Promotional Products" section.
  • Created a "Reviews" section and displayed the review rating on the site.
Additionally, we improved the site structure and design
01 Increased preview image size for products on mobile devices, emphasizing prices
digital marketing for foodservice
02
Added a benefits block on the homepage.
 
03
Made the header more concise, which is crucial for the mobile version since 75% of visitors access the site via mobile devices.
 
04
Previously, the site header occupied most of the smartphone screen.
 
05
Here’s how it looks now.

The Website's Weak Point: Double Menu. Users found it difficult to navigate the double menu. Our plan did not include a complete restructuring of the website, so the double menu remains. If you’re planning an online store website, we advise avoiding a double menu.

06

Traffic Growth Right After Fixing the Issues! In 2017, site traffic almost doubled after our improvements, even before we began direct SEO work in September.

We periodically perform technical work on the site, focusing on usability. Changes in functionality involve tracking behavioral factors. The more traffic grows, the more data we get for analysis. We continuously work on internal linking and implement recommendations from our SEO specialist to stay competitive.

#LIFEHACK for Service Industries
Lacking Competent Specialists for
Customer Consultations!

Problem. We noticed the site had only one contact method—Viber. We suggested adding CTA buttons like "Get a Consultation" to attract attention and provide users with alternative contact methods, thus increasing inquiries.

The client explained that only one staff member could provide professional consultations, so additional contact options were not added due to the inability to handle a large number of inquiries. This situation led to reduced profit and lower lead generation.

Solution. Record the employee's consultations on video (covering model/brand/manufacturer, suitable trading areas, features, maintenance, differences from other brands, pros/cons, spare parts, and repairs) and upload these videos to YouTube and the blog (optimize the introduction).

This dual benefit allows employees to learn how to consult customers and demonstrates expertise to potential customers, providing real value.

If you provide services, use this content marketing technique.

How SEO Can Boost the Sale of HoReCa Equipment?

Semantics

When gathering and clustering the semantic core, we prioritized products and services. Using Google tools like search suggestions and Google Trends, we selected part of the queries. We also analyzed competitor output and added several product groups: milk jugs, tampers, coffee machine accessories.

We regularly review the semantic core for relevance with the client. If we no longer sell brand N coffee machines, they shouldn’t be in the queries we optimize for.

Result

We started promotion (August 2017) with 21% of queries in the TOP-10, and now (May 2021), it’s 73%.
In the first five months, users from organic search increased by 135%.

Works on the site
  • Consistent work eliminated technical errors that previously annoyed search engine bots, as seen in Google Search Console.
  • Internal optimization of both language versions: meta tags were set, internal linking done, duplicate pages eliminated, etc.
  • Landing pages were designed and filled with relevant texts containing keywords from our semantic core.
  • Meta tags were set for non-landing pages.
  • Articles in the "Blog" section were optimized. The blog is a great helper in promoting the site.
dynamics of seo results for the HoReCa product sales website
Seasonal Traffic and Continuous Growth

The client’s peak sales and traffic occur in autumn, but consistent work shows traffic growth even in the "off-season."

Comparison of Organic Traffic and Key Metrics (2017 vs. 2020):

  • +237.8% increase in search traffiс;
  • bounce rate reduced from 60% to 15%;
  • number of pages viewed doubled;
  • average session duration increased by 12%.
Creating a Blog

The blog was added based on our SEO specialists’ recommendation.

It’s an excellent way to attract additional traffic and increase audience loyalty with useful, interesting, and well-written texts.

We chose article topics with the client, and the copywriter wrote them according to our SEO specialist’s technical specifications.

Results of SEO Site Promotion for the Sale of HoReCa Equipment

For clarity, here are the main indicators in a table:

  January-July 2017 (BEFORE work begins August-December 2017 (4 months of work) 2018 2019 2020
Traffic 7 323 16 876 (+56,6%) 28 651 (+41%) 35 119 (+18%) 52 397 (+32,9%)
Transitions from Google (Organic Search) 5 744 13 467 (+57%) 23 203 (+42%) 30 435 (+23,8%) 45 494 (+33%)
Conversions - 70 (before the target works, so that's the starting point) 362 orders through the site's shopping cart
13 requests from the feedback form		 867 orders through the site's shopping cart (+58,3%)
18 requests from the feedback form
*At the end of 2018 p. Google Analytics introduced the ability to set up targets for clicks by phone number:
229 clicks by phone number*		 1,323 orders from the site's shopping cart
9 requests from the feedback form
372 clicks on phone numbers
Positions

In May 2021, the client’s website had 73% of queries in the TOP-10 results for Ukraine, with some ranking first on Google.

Today, the project has 83% of priority queries in the TOP-10 across all areas. The online store averages 300 orders per month solely from the website, excluding calls, messenger communications, and inquiries from regular customers. Average organic traffic is 5,000 users per month.

The client handles contextual advertising independently, allocating only a small budget for paid promotion to support their most interesting directions. This is a great example of how SEO can optimize expenses on contextual advertising.

Eva Yanchuk

Project Manager
at Sprava Agency

 

Thanks to our team's work, the site has good positions and conversions. The main focus during promotion was on usability and improving product cards. The client independently fills the store, checks price relevance, and processes orders. We monitor user behavior and promotion trends, making changes to keep the site highly ranked in search and strengthen its reputation.

Tatiana Zhevega

SEO Specialist
at Sprava Agency

 

At the start of our cooperation, the client had a site relevant to the theme, filled with products and prices. Our audit and competitor analysis revealed several shortcomings and areas needing thorough work.

Our priorities were:

  • Improving the structure, particularly by creating new pages as additional entry points for potential buyers.
  • Thoroughly working on product cards.
  • Detailed optimization of the semantic core, considering all target search queries. The B2B sector doesn’t have high frequency (for business products and services), and search covers various queries. We anticipated this from the start.
  • Working on commercial factors. It’s important for the seller that people trust them, are not afraid to place orders through the site, and clearly understand how and with whom they’ll interact.

These measures improved indexing and positions, increased targeted traffic for various product and service categories, and boosted inquiries and sales. This was the result the client expected. Quality, structured, and systematic work at the start lays a strong foundation for the project's development in the coming years. The results today, after six years of cooperation, confirm this.

Conclusions

The main task was to increase sales.

We saw the first results after improving the product cards and fixing technical issues. As rankings improved, so did conversions. Importantly, we reached a stage of trust where the client positively accepted and implemented our suggestions. This is crucial! Thanks to this, we achieved stable progress: traffic grows by an average of 30% each year. This figure satisfies the client, as they cannot physically handle more orders.

P.S.: Before starting work, the client was confident they were getting the most out of their site and that it couldn’t be better.

If you also believe your site is performing at its best, order an audit, and we’ll show you it can do even more!

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