25% more leads from organic traffic through increased visibility on transactional B2B pages for Douwe Egberts

Douwe Egberts Professional was dealing with an overly broad SEO focus (B2B + B2C) in a competitive market where retail players dominated generic search terms, generating lots of irrelevant traffic. This case shows how a sharp B2B SEO framework and internal buy-in laid the foundation for targeted visibility and lead generation.

+37%

SEO traffic

+25%

Leads

+15%

Conversion rate

ABOUT

Douwe Egberts

Douwe Egberts Professional (JDEP) is a leading supplier of coffee and tea solutions for business customers. The company offers a wide range of products, including professional coffee machines, coffee beans and accessories for businesses in various sectors. JDEP focuses on delivering premium coffee experiences in the workplace.

THE

CHALLENGE

Douwe Egberts Professional faced the challenge of improving its organic visibility and B2B lead generation in a competitive market. The SEO approach was too broad and targeted both B2B and B2C keywords, so much of the traffic was not relevant to their business customers. Competitors such as Bol.com and Coolblue dominated the generic search terms. In addition, SEO was given relatively little priority compared with paid advertising, so it was essential to get management on board first.

OUR

RESEARCH & GOALS

To make SEO a priority within JDEP, we created urgency among management by presenting data-driven insights into missed opportunities to generate more leads through SEO. By showing the impact of SEO in concrete figures and linking it to business results, we were able to convince management of SEO's strategic value.

SEO: shifting the focus to B2B-specific keywords and optimising the website to better match business coffee needs.

Content optimisation: creating content specifically aimed at the B2B market, with an emphasis on transactional keywords such as 'professionele koffiemachine' and 'koffie op kantoor'.

Technical SEO: improving website loading speed and optimising the mobile user experience to increase conversion.

“

Thanks to this approach, we saw results faster than expected, and that gave us the confidence to scale it up further.

– Team DGTLbase

THE

SOLUTION & IMPLEMENTATION

Content strategy:

B2B focus: restructured the SEO strategy around B2B keywords such as 'koffiemachine voor bedrijven' and 'professionele koffiemachine'.
Content optimisation: enriched existing content with detailed product information and the benefits of professional coffee machines for businesses.
Keyword mapping: each B2B page specifically targeted at the search intent of business customers.

Technical SEO:

Improved website speed to an average of 2.8 seconds, resulting in a 15% reduction in bounce rate and an 18% increase in conversion rates on B2B pages.
Carried out mobile optimisation for better accessibility across different devices.

Digital PR & online authority:

Ran a digital PR campaign to obtain quality backlinks from business websites and partners, which increased authority for key B2B keywords.

THE

RESULTS

The approach delivered measurable results:

+37% increase in organic traffic through better optimisation for B2B-specific keywords.
+25% more leads from organic traffic through increased visibility of transactional B2B pages.
15% reduction in bounce rate and 18% increase in conversion rates on B2B-focused landing pages.
Loading time optimised to under 3 seconds.

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