A fictional business. The figures are a modelled scenario, not a client result.
Brew card · Commerce SEO · 9 months
← All case studiesDvor Roasters — Specialty coffee roaster & subscriptions · Sofia
00:00 · The grounds
Faceted filters for origin, roast and grind generated 14,000 near-empty URLs. The subscription offer had no page of its own that could rank.
Dvor Roasters roasts in small batches in Sofia and ships across Bulgaria. Customers loved the subscription — but search engines never saw it, and Googlebot spent its visits on filter pages like “Ethiopia · light · French press · 1 kg · sorted by price · page 3”, most of them empty. Every new roast waited weeks to be crawled while the junk multiplied.
The facet maths
12origins4roasts6grinds3bag sizes4sort orders~4pages14,000crawlable URLs
Against 64 products — about 219 URLs per bag of coffee.
0:00–0:45 · Bloom · Months 1–2
A bloom releases trapped CO₂ so water can extract evenly. Our audit did the same for the site: thirty days of server logs, a full crawl, a schema and feed review and a demand map for every filter value. Eight findings set the recipe.
71% of Googlebot hits landed on parameter URLs; new roasts took 19 days to be crawled.
→ Crawl budget
14,000 filter combinations indexable, 9,600 of them returning zero or one product.
→ Facet rules
The subscription was a checkbox on product pages — no URL, no title, nothing that could rank.
→ Landing page
Product markup on 12% of SKUs; no Offer, no availability, no AggregateRating.
→ Review schema
Merchant feed out of sync with stock; 38% of items disapproved for price mismatch.
→ Product feed
Same bag at 6 URLs via grind and size variants, each self-canonical.
→ Canonicals
Delivery zones for Sofia, Plovdiv and Varna stated nowhere crawlable.
→ Delivery map
Filter sidebar shipped 410 KB of JS; mobile LCP 3.9 s on category pages.
→ Lean filters
0:45–2:15 · Pour · Months 3–6
The rebuild follows our Commerce SEO plan: fix what search engines crawl first, then give demand a page to land on, then earn the rich result. Pour weights show the share of effort.
Pour 1
60 g
Rebuilt the Merchant Center and marketplace feeds from the product database every six hours: roast date, origin, process, tasting notes, in-stock state. Disapprovals fell from 38% to under 1%, and free product listings started to carry the range.
Pour 2
100 g
Scored every facet against search demand. Origin, roast level and brew method — 22 combinations people actually search — became static, indexable pages with copy. Grind, bag size and sort moved to non-crawlable controls, and parameter URLs were noindexed and dropped from internal links.
Pour 3
60 g
Gave the subscription a URL of its own, /coffee-subscription, plus gift and office variants. Each answers cadence, price per cup, grind, pausing and delivery area, with an FAQ marked up to match the visible copy.
Pour 4
30 g
Product, Offer and AggregateRating markup on every SKU, fed by a post-delivery review loop tied to the exact bag. Every product URL now validates for rich results, with stars and price shown in search.
0:00–3:30 · The full brew
Drag the slider or pick a month. The carafe fills with cumulative new organic subscribers.
Drawdown · Growth · Month 9 / 9
Crawl stays on the URLs that matter. Subscriptions compound as reviewed bags rank for origin terms.
2:15–3:30 · Drawdown · Months 7–9
New organic subscribers
+620
Crawled junk facet URLs
14,000 → 380
Organic ecommerce revenue
+131%
Product rich results
100% eligible
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Cumulative new organic subscribers
Google.bg, mobile, Sofia location. Volumes are modelled monthly searches. “—” means outside the top 100.
| Keyword | Volume | Before | After | Move |
|---|---|---|---|---|
| coffee subscription sofia | 590 | — | 2 | new |
| кафе абонамент(coffee subscription) | 1,300 | — | 3 | new |
| specialty coffee beans bulgaria | 880 | 41 | 4 | ▲ 37 |
| прясно изпечено кафе(freshly roasted coffee) | 1,000 | 36 | 5 | ▲ 31 |
| ethiopian coffee beans | 720 | 58 | 6 | ▲ 52 |
| light roast coffee sofia | 210 | 29 | 1 | ▲ 28 |
| v60 coffee beans | 320 | — | 5 | new |
| coffee gift subscription | 480 | — | 7 | new |
In the cup · Search results
Before, the best match for the subscription was a filter URL at #34. After, a dedicated page with review and offer markup ranks at #2, with a single-origin bag right below it.
coffee subscription sofia
dvor.bg › coffee-subscription
Specialty Coffee Subscription, Roasted in Sofia | Dvor Roasters
4.9 · 212 reviews · In stock · from 18,90 лв.
Fresh single-origin beans every 2 or 4 weeks. Ground for your brewer, delivered across Bulgaria. Pause any time.
dvor.bg › coffee › ethiopia-guji-washed
Ethiopia Guji Washed — Light Roast | Dvor Roasters
4.9 · 212 reviews · In stock · from 18,90 лв.
Bergamot, apricot, black tea. Roasted Tuesdays. 250 g / 1 kg.
Your recipe
Commerce SEO starts with the same bloom: a crawl, log and feed audit, then a fixed-order rebuild for your catalogue.