Case Study of Intelligentsia

The Client

The Story starts in 1995.

Just some freshly roasted coffee was all Doug Zell and Emily Mange wanted. It really was that easy. When they relocated from San Francisco to Chicago, they discovered that good coffee was surprisingly hard to come by.

But rather than moaning or, even worse, accepting subpar coffee, they got to work on the original business plan for Intelligentsia Coffee. On October 9, 1995, their dream of opening a café and roaster in the developing Lakeview neighbourhood of the city came true.

They honed their coffee worldview one bag of Black Cat at a time, building slowly and aiming for nothing less than perfection in every facet of the business. They roasted their coffee in-store with a Probat L12. Doug and Emily had no idea that they were beginning a fundamental shift in specialty coffee in the United States. And by placing a strong emphasis on finding the finest coffee on Earth, paying a fair price for it, roasting it with care, and interacting with the community, both in Chicago and around the world, their ragtag little coffee company would flourish and contribute to the development of an entire industry.

Fast forward to today, and Intelligentsia still holds these original values close, though at a scale that brings extraordinary coffee to tens of thousands of customers daily.

In Season coffee subscriptions and national grocery distribution brings Intelligentsia’s rotating selection of single-origin coffees and blends to customers around the world, while many of the world’s finest restaurants, hotels, and cafés proudly call Intelligentsia their house coffee.   


The Market

The coffee segment includes two types of coffee: roast coffee, which contains both caffeinated and decaffeinated coffee and is prepared using coffee makers or a French press, and instant coffee, which contains soluble coffee and doesn’t require any additional equipment to prepare. The Ready-to-Drink (RTD) Coffee segment of the Non-Alcoholic Drinks market includes ready-to-drink coffee beverages, which are excluded from this segment. Instant coffee is significant in traditionally tea-leaning countries like the UK, Czechia, or Asia in general as the preparation method is very similar to that of tea. Roast coffee, or fresh coffee, is especially popular in traditionally coffee-leaning countries like the U.S., Germany, Italy, or Brazil.

Nestlé, whose Nespresso and Nescafé brands are well-known household names around the world, is by far the largest player in the coffee segment in retail. Jacobs Douwe Egberts (JDE), Keurig Dr. Pepper, Tchibo, J.M. Smucker, and Lavazza are additional significant players. The most significant players in the out-of-home market are Starbucks, Tim Hortons, Panera Bread, Costa Coffee, Peet’s Coffee, Dunkin’ Donuts, and Caribou Coffee. The Luxembourg-based JAB Holding, which has built up a sizable portfolio of retail and coffee shop brands and owns both Jacobs Douwe Egberts and Keurig Dr. Pepper as well as Panera Bread, Peet’s Coffee, and Caribou Coffee among other brands, is a significant company in the background of both at-home and out-of-home coffee.

The Challenges

Search Engine Optimization (SEO)

1. Google Search Console Errors

Google’s crawler, Googlebot, will give up and move on if it has trouble understanding a page on your website while attempting to crawl it. This has a significant impact on your search performance because it prevents your page from being indexed and making it invisible to searchers.

These can be of various types:- 

1. Server Error (5xx)
2. Redirect Error
3. Blocked by robots.txt
4. Marked ‘noindex’
5. Soft 404
6. Unauthorized request (401)
7. Not Found (404)
8. Crawl Issue

See the website before page indexing insights below.

2. Deploying Breadcrumbs and Structured Data

A page’s position in the site hierarchy is indicated by a breadcrumb trail, which may aid users in understanding and effectively navigating a site. By beginning at the last breadcrumb in the breadcrumb trail, a user can move up the site hierarchy one level at a time.

Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.

Adding structured data can enable search results that are more engaging to users and might encourage them to interact more with your website, which are called rich results.

3. High Competition Keywords Targetting

High competition keywords are typically short phrases, consisting of one or two words, that are commonly used in search queries. These keywords are often more general and less specific than longer phrases, as they contain fewer words, which means they tend to have high search volume. For example, a search for “shoes” would be considered a high competition keyword because it is a broad, general term, whereas a search for “red suede pumps size 7” would be more specific and might have less competition.

It can be challenging to achieve good visibility for high competition keywords on search engine results pages (SERPs). One important factor to consider is the authority of your domain, which refers to the credibility and trustworthiness of your website in the eyes of search engines. To build authority around your domain, you can focus on developing various types of backlinks, which are links from other websites that point to your site. These backlinks can come from a variety of sources, such as blog posts, guest articles, social media profiles, and other websites, and they can help to establish your domain as an authoritative source of information in your industry. To be effective, it is important to focus on acquiring high quality backlinks from domains with high trust scores, as these will be more valuable in terms of helping to improve your search rankings.

Competing for the first page for high competition keywords can require anywhere from 300-600 backlinks. This can be a challenging task, as it requires building up links from trusted blogs in order to be effective.

4. AMP Implementation

Accelerated Mobile Pages (AMP) is an open source project developed by Google and Twitter to enhance the functionality of websites on mobile devices. It allows for the creation of lightweight pages that load quickly on smartphones and tablets, which has become increasingly important as more and more people use their mobile devices as their primary computers.

AMP uses a simplified version of HTML to improve the speed and functionality of mobile pages. Some tags that are compatible with standard web page code are not compatible with AMP, and it does not support forms. Images only load when the user scrolls to their location, and a lightweight version of CSS is required. AMP does offer a modest JavaScript library.

Most AMP pages are cached by Google, but they can also be updated by publishers and other parties. Google claims that AMP pages served in Google search typically load in less than a second and use a tenth of the data of standard pages.


1. Theme Creation
 One of the best ways to gain followers on Instagram is to establish a theme and it’s the most changeling task for brands that have bifurcated categories and ranges.
2. Low Engagement Rate
3. Non Engaging followers
4. Hashtags Relevancy and Reaches

The Results

Search Engine Optimization (SEO)

1. Google Serach Console Errors

2. Google Search Console Results




Open this drive link to see the Instagram results as we aren’t allowed to publish results on the web as of NDAs with brands.

Our Values

As a branding agency based in London, Aditya Media LTD helps brands grow by developing and implementing effective branding strategies. Our team of branding experts works closely with clients to understand their business goals and target audience, and we use that information to create customized branding plans that drive results.

One of the ways we help brands grow is by developing a strong, consistent brand identity that accurately reflects the values and personality of the brand. This includes elements such as logo design, color palette, typography, and tone of voice, and it helps to create a cohesive and memorable brand image that can be carried across all touchpoints and channels.

We also help brands define their unique value proposition and position in the market, which allows them to stand out from competitors and clearly communicate the benefits of their products or services.

In addition, we assist with the creation and execution of marketing campaigns that effectively reach and engage the brand’s target audience. This can include tactics such as social media marketing, email marketing, content marketing, and more.

Overall, Aditya Media LTD’s goal as a branding agency is to help brands grow and succeed by developing and implementing effective branding strategies that drive results.

For any inquires about brand growth email at :- or