Background
Despite strong values and loyal customers, the Grounds for Change website struggled with several SEO issues that limited its visibility. Important keywords like coffee gifts were underperforming, and the site suffered from duplicate URLs caused by Shopify’s variant structure, breadcrumb inconsistencies, and ineffective canonical tags. Many blog posts lacked calls to action and failed to connect readers to relevant products or collections. Additionally, some high authority backlinks pointed to outdated or broken pages, further weakening the site’s authority. To improve the customer experience, we focused on addressing dead clicks, quick backs, and rage clicks, which in turn helped boost their SEO ranking. Without addressing these issues, the brand risked missing out on key seasonal opportunities.
Results
+12%
Increase in revenue
+200x
Sessions to site
+12.9%
Conversion Rate
By the end of July 2025, Grounds for Change had resolved its major SEO issues and was well positioned for continued growth. Organic traffic more than doubled over the engagement, increasing from approximately 2,200 to over 4,100 visits per month. The site reached the number two ranking for the term coffee gifts, which drives over 14,000 searches per month. Technical fixes helped improve crawl efficiency and search clarity across the entire catalog. From November 2024 to July 23, 2025, the site recorded over 54,000 sessions, which was slightly above the previous period. More importantly, overall performance significantly improved. Total sales reached 595,570 dollars, a twelve percent increase, and the site completed over 7,000 orders. The conversion rate improved to 12.09 percent, up four percent compared to the previous period. These gains reflect the direct impact of better visibility, stronger technical health, and a more strategic approach to content and internal navigation.
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Grounds for Change is a sustainable coffee roaster focused on offering organic, fair trade coffee while making a positive environmental and social impact. Between November 2024 and July 2025, the brand partnered with our team to improve its technical SEO foundation, enhance content performance, and grow organic visibility across high intent search terms. The engagement focused on strengthening both traffic and conversions, with a clear emphasis on collection-level optimization, internal linking, and site crawl health.