Helping Glen Lyon Coffee Roasters Grow with SEO

Case study

Glen Lyon Coffee Roasters is a speciality coffee company based in Scotland. They're passionate about ethical sourcing, small-batch roasting, and quality coffee. With a strong brand and loyal following, they were doing a lot of things right - but there was still a big opportunity to grow their organic presence and make the most of their subscription model.

After 9 months of working together, we've seen amazing results in the realm of organic search, as well as in the business' growth trajectories more widely. Read below to learn more.

+140% 

Organic users 

+60%

Sitewide Revenue

+400%

Organic Subscription Traffic

Services:

• Metadata Audit

• Site Infrastructure Overhaul

• New & Refreshed Content Approach

The Goals

Over the last nine months, our main focus has been to increase non-brand search traffic, but more specifically to focus on growing recurring revenue through coffee subscriptions, and to better communicate Glen Lyon’s expertise in speciality coffee.

The Results

Here’s what happened after six months of work:

• +140% increase in organic subscribers 🚀 
  Significantly more people signed up to their subscription offering thanks to better messaging and on-page visibility, shifted site architecture, alongside our success in driving more organic traffic to subscription URLs.
  
  

• +60% increase in sitewide revenue ✅
  Revenue driven through the website is up over 60% YoY
  
  

• +400% increase in organic traffic to subscription URLs 🚀
  One of our core goals was to drive more recurring revenue - so this increase in traffic around coffee subscriptions was a huge win and validation of our approach.
  
  

• +200% increase in non-brand traffic ✅
  The site attracted more new visitors searching for coffee without already knowing the brand.
  

What We Did

Cleaned Up the Metadata

First up, we overhauled the site’s metadata. Titles and descriptions were either missing, duplicated, or not well targeted. We rewrote them to:

1. Match how people actually search for coffee online
2. Stay true to Glen Lyon’s tone of voice
3. Improve click-through rates from Google
   

Bolstered the Subscription Offering

Glen Lyon does fantastic coffee, and their subscription (particularly their rotating single origin subscription) is the perfect showcase of their offering. However, it wasn’t getting the attention it deserved. We made sure the messaging around subscriptions was clearer, stronger, and more visible across the site. We also:

1. Improved internal linking to subscription pages
2. Added CTAs from key product and content areas
3. Rewrote landing pages to better explain the benefits

Added FAQ Content to CLP & PLPs

To showcase Glen Lyon’s expertise and improve SEO, we added FAQ sections to collection pages. These answered real questions customers had, like how the coffee is sourced or what different flavour notes mean. I also used schema markup so some of this content could show up directly in search results.

Created New Pages for Coffee Origins

Glen Lyon sources beans from amazing places all over the world, but this wasn’t clear from the site’s structure. We built out new category pages for different coffee regions and countries e.g. https://www.glenlyoncoffee.co.uk/collections/ethiopia.

Each page had tailored copy, visuals, and internal links, helping users learn about the origins—and giving search engines more clearly differentiated content to rank.

Shifted Content Strategy to Focus on Expertise

I introduced a new approach to blog and long-form content, with a focus on specialty coffee knowledge. We've mapped out new content around brewing methods, sustainability, flavour profiles, and processing techniques. This wasn’t just good for SEO - it helped build trust with customers as well.

Fixed Cannibalisation Issues

We found several pages competing for the same search terms. That was hurting performance. To fix it, we:

1. Noindexed duplicate or low-value pages
2. Consolidated similar content
3. Streamlined the site structure to strengthen key landing pages

This project was a great example of what focused SEO can do in a short time. By cleaning up the site, improving how subscriptions were presented, and showcasing Glen Lyon’s genuine expertise, we helped turn organic search into a serious growth channel.

The brand now has a stronger foundation to build on, and most importantly, they’re reaching more coffee lovers who care about quality, sustainability, and great taste.

StartupSEO

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