How a Local Coffee Supplier Grew With SEO

The Business

Coffee Cup Equipment rents and services high-quality coffee machines across London, Surrey and Hampshire. Based near Walton, they’ve been in the game for decades. Mostly powered by referrals, trade relationships, and word-of-mouth.

But as buying habits shifted online, they needed their website to start pulling its weight. The goal was simple: generate more inbound leads and compete with national suppliers on Google.

The Challenge

Despite having an agency “doing SEO,” results were non-existent. The site was slow, technically broken in places, and wasn’t ranking for anything meaningful. They were invisible in search, while big-name suppliers soaked up all the traffic.

The Strategy

We stepped in with a full-stack SEO fix:

• Audited the site and competitors, uncovered dozens of missed opportunities

• Ran technical clean-up: crawl issues, speed, structure

• Created high-intent local landing pages targeting Surrey and nearby towns

• Built a long-tail content strategy to win niche searches and expand reach

• Collaborated with the founder to produce helpful guides, boosting topical authority

The approach was staged: start with realistic long-tail wins, build domain authority, then go after bigger national keywords.