Matthew Algie — search and paid media for a leading coffee roaster

Matthew Algie operates across two distinct audiences — hospitality and office clients who need bulk supply and service contracts, and retail consumers buying through supermarkets and direct. The SEO and paid search challenge is targeting both efficiently without cannibalising budget.

Work included keyword architecture to separate commercial and informational intent, Google Ads campaign structure aligned to the B2B sales funnel, and analytics setup to properly attribute leads by audience segment.

Content strategy focused on positioning Matthew Algie's ethical sourcing credentials — Fairtrade, Rainforest Alliance — as a genuine search differentiator in a competitive FMCG category.