What they needed
A global coffeehouse brand needed consistent organic search growth while balancing two competing priorities: seasonal demand spikes (limited-time flavors and promotions) and evergreen visibility (core menu and brand staples).
What we did
- Built an SEO program that separated seasonal intent from evergreen intent, so limited-time pages could surge without cannibalizing long-term performers.
- Planned and optimized around seasonal products and flavors, with supporting content and internal linking designed to win high-volume discovery windows.
- Strengthened evergreen page architecture and on-page relevance to defend rankings year-round.
- Starting in 2023, expanded the search strategy to account for AI-driven discovery after the release of ChatGPT.
- In 2024, optimized priority content for AI Overview visibility, focusing on clear entity signals, concise answers, and stronger topical alignment.
Results
- Consistent organic search growth from 2021 to 2024.
- Average 17% traffic and visibility growth across that period.
- Maintained top search positions versus key competitors across both seasonal and evergreen themes.
- Improved presence in AI-driven search surfaces, including AI Overviews, in 2024.
Key takeaway
Seasonal wins are temporary. The brands that dominate year-round build an SEO system that captures seasonal spikes without sacrificing evergreen authority, then extend that system into AI-driven discovery before competitors do.
