What was our brief?
With an ever-increasing number of chain and independent coffee shops appearing on local high streets, and more and more people using Google search to find their local store, having a strong organic presence online has never been so crucial.
Caffe Nero needed to increase their SEO organic presence in Google local search results to secure their share of local footfall, driving the customer into their nearest branch
What was our response?
Space & Time’s SEO team created (and now manage) Google My Business listings (Maps) for Caffe Nero’s entire 800+ coffee shops estate across the world.
This involved claiming ownership of existing listings, auditing their quality and consistency, and creating on brand listings for missing stores.
Working in partnership with Caffe Nero and their web team we created static, individual store pages allowing us to position their rankings not only on Maps but also within standard Google search results.
- Increase in store listings viewings
- Improvement in discovery searches
- Increase in YOY organic traffic
- Individual branches listed, optimised, and managed
We’ve worked with Space & Time for a couple of years, and from the very beginning the team have been incredibly supportive in helping us meet our business needs and understand the challenges we have faced. Their tenacity has helped us continue to expand our traditional advertising channels, as well as improve the awareness of these across the business. All projects have been carried out in a professional and friendly manner, and an unfaltering dedication to help us move forward. It’s been an absolute pleasure to work with the entire team and we look forward to building on our achievements.Toni Popova, Digital Brand Manager
How did we go beyond?
Although the focus of this brief was on generating local search visibility for stores, we didn’t stop there, ensuring all our SEO activity benefitted from the overall site visibility online, for brand terms and key generic keywords, as well as local intent searches.
Going beyond Google search results, we focussed not just on what the user saw within Google, but what they’d see when they landed on the website, achieving the best possible UX throughout their journey of search engine to site.
SEO with an extra shot
With restricted opening due the pandemic, consumers are relying on search to locate their nearest cafe. Here we revisit our creation of Caffe Nero's 800+ location listings with Google My Business, which continues to pay dividends.