How Northwind made organic search its biggest revenue channel

Start with the foundations

Before writing a single article we spent two weeks on the technical side. Half of Northwind's product pages were blocked from Google by a filter setup that created thousands of duplicate URLs.

We fixed indexing, cut page load time in half and added product structured data to all 140 pages. Rankings for existing pages moved within a month.

Map every buying question

Coffee buyers ask a lot of questions before they order. Which beans suit a French press? What grind works for espresso? We pulled every one of those questions from search data and customer emails.

That became a 40 article plan, with each guide linking to the products that answer the question.

Earn links people want to give

Instead of chasing directories, we pitched stories coffee writers actually wanted, including an annual report on UK home brewing habits.

The first report alone earned 38 links from food and lifestyle sites.

What changed in six months

Organic search now drives more revenue than paid social. Northwind has cut its Meta budget by 20% and total revenue is still up.