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Case study · SEO & digital PR · Vending
Connect Vending
A strong SEO and PPC programme was missing one pillar. We added it, and unlocked the growth it had been waiting for.
+20% referring domainsin under three months, with zero paid links
+20%referring domains in under 3 months
0paid links — every link earned
Uprankings and qualified leads
25+ yrsaward-winning UK vending
The brief
A strong programme with one gap holding it back.
Connect Vending is an independent, award-winning vending supplier that has served UK workplaces since 1996, with coffee machines, vending, micro markets, smart fridges and fully managed refreshment.
The team, including CEO Elyas Coutts and Head of Marketing Sam Roberts, already knew the value of online growth and had invested in SEO and PPC with steady results. Our analysis found the missing pillar: not enough quality links pointing to the domain, leaving real growth on the table.
The domain we strengthened
Building authority to the site, not just traffic to it.
Commercial keywordsExisting blog contentEarned backlinksDigital PR
Our approach
A focused, earned-links campaign built on what already worked.
01
Audit the gap
We pinpointed the commercial keywords that mattered most, vending machine, coffee machine, contactless vending and related terms, and identified which existing pages most needed authority.
02
Lead with proven content
Connect Vending already produced strong blog content, so we built links to existing pages, amplifying assets they already owned and saving time and budget.
03
Targeted, tailored outreach
We pitched that content to vending and coffee machine brands, wellness bloggers and industry experts, tailoring every pitch to be genuinely relevant to the linking site.
04
Earned, never paid
No paid links. Every backlink earned through real value, so Google rewards rather than penalises, quality over quantity, with no risk to existing rankings.
Authority, earned link by link.
Why earned links win
The safe way to grow domain authority.
Relevance first
Links from genuinely relevant sites in and around the vending, coffee and workplace space, so they carry real weight.
No paid links
Every link earned on merit, keeping the domain firmly on the right side of Google guidelines.
No wasted budget
By amplifying existing content rather than creating new, the campaign delivered more for less.
The result
An established programme, finally firing on every cylinder.
Less than three months in, referring domains were up around 20%, rankings had improved and leads were growing, with the foundation laid for sustained growth, and not a single paid link or risk to what was already working.
Missing a pillar in your own SEO?
See Connect Vending live, or talk to us about the gap that could be holding your growth back.