A Better Blend: Precision SEO and GEO for ONA Coffee

Challenges

In 2025, Ona Coffee partnered with OMG to unlock scalable organic growth in a category dominated by larger, higher-authority competitors. On onboarding, we identified two core constraints holding back performance:

• Limited keyword depth across core product categories, with many high-intent, non-branded product searches either not being captured or ranking beyond page one.
• A comparatively lower domain authority than major industry players, restricting Ona’s ability to attract new customers who weren’t already familiar with the brand.

Our Approach

Ona Coffee needed an integrated SEO strategy that expanded commercial visibility while strengthening the site’s technical and authority foundations for long-term, AI-ready growth.

We engineered a multi-lever approach designed to compound over time:

• Expanding keyword coverage across high-intent product categories.
• Optimising core collection and product pages for commercial search terms to drive transaction-ready traffic.
• Strengthening authority through consistent link acquisition.
• Improving technical foundations, including site speed, schema, and AI-readiness, to support scalable organic growth.

The goal: increase page one rankings and non-branded organic visibility to drive qualified ecommerce sales and long-term revenue growth from search.

Strategy & Execution

Expanded commercial keyword coverage across the collections that matter most.
We built out targeted coverage across milk-based, filter, and espresso collections, the categories with the strongest commercial intent and the largest addressable audience of new customers.

Refined category structures and internal linking for search and shoppers.
We restructured category architecture and strengthened internal linking between Brew Guides and product pages, giving both users and search engines a clearer path from education to purchase.

Executed a consistent authority-building program.
A sustained link acquisition strategy grew referring domains by 58% over 12 months, closing the authority gap on larger roasters and improving competitiveness across every priority keyword set.

Built AI-ready technical foundations.
Site speed, schema, and AI-readiness improvements ensured Ona was positioned to capture visibility across both traditional search and emerging AI Overview and answer-engine surfaces, where SERP features grew from 64 to 137 in six months.

Key Results

AI OVERVIEW WINNING KEYWORDS:
Google’s AI prioritized Ona’s content for both high-volume commercial and specific informational searches. These keywords represent the “wins” where Ona Coffee successfully captured advanced SERP features like AI Overviews:

“Coffee” (74k monthly search volume)
“freezing coffee beans” (170 monthly search volume)
“can you freeze coffee beans” (110 monthly search volume)
“should you freeze coffee beans” (110 monthly search volume)
“coffee with milk” (90 monthly search volume)
“australian coffee” (880 monthly search volume)
“speciality coffee near me” (170 monthly search volume)
“reserve coffee” (90 monthly search volume)

KEYWORD RANKINGS AFTER 6 MONTHS:
“Coffee” achieved position 8 (from position #28)
“Coffee beans” achieved position 4 (from position #0)
“Espresso coffee beans” achieved position 1 (from position #12)
“Specialty coffee” achieved position 1 (from position #7)
“Filter coffee beans” achieved position 1 (from position #4)
“Wholesale coffee” achieved position 5 (from position #10)

KEYWORD WINS WITHIN 6 MONTHS:
Keywords in positions #1-3 – increased by 104% (160 to 326)
Keywords in positions #4-10 – increase by 50% (380 to 568)
Overall keyword reach – increase by 17% (3,547 to 4,148)