Client Story


counter culture coffee
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The Goal

Counter Culture Coffee was looking to increase their organic search presence for non-branded key terms. Specifically, they wanted to advance the education-related topic searches. They also wanted to grow online exposure for their regional training centers in New York, DC, Atlanta, LA, Raleigh-Durham, Chicago, San Francisco, Seattle, Boston, and Miami.



The Solution

Mountain Laurel Digital developed persona profiling and a target search journey for their segmented audiences. We researched their quality target personas focused on coffee education, sustainability and trending content in the coffee industry. Then, we matched target audiences with researched keywords that were established through competitor research and trending content in the coffee education space.

We collaborated with Counter Culture Coffee to confirm the alignment of our suggestions with their brand’s long-term goals . Once our strategy was confirmed, we mapped out strategic keywords on their highly trafficked web pages. We optimized the on-site title tags and meta descriptions by integrating their audience segments keyword phrases strategically to answer their consumers’ search queries.

As a part of the targeting strategy, we included detailed descriptions around Counter Culture Coffee's focus on the sustainability process and the quality of their coffee.

As their SEO partner, we create search intent focused content plans that make them a part of the real time conversations happening online, thus increasing their brand awareness in the coffee space!



Overall traffic is above industry average by


Increase in Blog Traffic


Keywords Increased Rankings


of the total “Coffee Industry” search presence



The Result

As a result of custom tailored targeting, Counter Culture Coffee saw an immediate increase in non-branded keyword rankings (aka keywords without Counter Culture in them). There has been a substantial growth in the organic search presence for keywords that are highly searched in the coffee education and sustainable coffee production industry.

Mountain Laurel Digital continues to create growth for Counter Culture Coffee's online education readership and their long-term relationships with people all over the country passionate about coffee.


While I’ve seen Casey in SEO action since 2015, I’ve utilized Casey’s expertise through Mountain Laurel Digital to fill a critical gap in the digital content needs at Counter Culture Coffee. While leading a small but mighty marketing team, I needed someone that would understand our SEO pain-points and make it easy for us to improve optimization - Casey has done that and more! We’ve seen incredible SEO improvement in a brief period of time. Casey’s professionalism and customer service shines through with regular checkin-ins and detailed reporting. Our team thoroughly enjoys talking with Casey, because they know she isn’t wasting their time with unnecessary meetings. We started with a three-month contract, but we recognize the value Casey brings to our team and plan to keep her engaged for the indefinite future!
— Jen Hoverstad, Counter Culture Coffee

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