Turning Urgent Coffee Machine Breakdowns into SEO Wins

Mulmar Food Service Solutions

How First Internet used a highly focused local SEO strategy to position Mulmar as the first choice for commercial coffee machine repairs across the UK.

Services

SEO (strategy + implementation)

Website design

Website build

Analytics & conversion tracking

Social media management

The Proof

+30.5%

Organic impressions

+250%

Increase in email enquiry clicks

+69%

Increase in conversions yer-on-year

67%

Of conversions coming from local repair pages

Client

Mulmar is a leading supplier and service provider of commercial coffee machines, supporting hospitality venues, coffee chains and businesses across the UK.

Their repair service is critical for businesses where coffee machines aren’t just equipment, they’re revenue generators. When a machine goes down, operators need help immediately.

Mulmar already had strong brand recognition in the industry, but their website wasn’t capturing the urgent, high-intent searches from businesses looking for commercial coffee machine repairs.

Enter FI.

The Team

Brief

Mulmar needed to dominate local search for commercial coffee machine repair queries, the kind made by businesses whose machines have just stopped working and need fixing fast.

The campaign needed to:

Increase visibility for high-intent repair searches in key locations such as London and Manchester
Improve rankings for priority commercial repair keywords
Capture urgent, localised searches like “coffee machine repair near me”
Increase organic enquiries and phone calls
Ensure Mulmar appeared in AI-driven search experiences as well as traditional search results

All while working within a very tight budget.

In short: capture the moment when businesses urgently need help, and make Mulmar the obvious first call.

Challenges

Making every SEO hour count

Capturing urgent, high-pressure searches
Businesses searching for repairs are usually doing so under pressure, often during trading hours when downtime costs money.

Content therefore had to deliver reassurance immediately, clearly communicating:
- Repair expertise
- Response times
- Supported machine brands
- Service availability
Every page was designed to answer those questions quickly.
Avoiding duplicate content across location pages

Expanding location-based service pages can create duplicate content issues if not handled carefully.

Instead of simply scaling content volume, pages were engineered to be short, concise and information-dense, providing unique value while remaining highly relevant to local search intent.
Delivering results on a limited budget

This campaign was delivered with just nine hours of work per month, meaning every action needed to deliver measurable impact.

The strategy therefore focused only on revenue-critical search opportunities, prioritising urgent repair queries where visibility could translate directly into new business.

Solution

First Internet developed a highly targeted local SEO strategy designed to capture urgent repair demand and convert it quickly.

Rather than chasing broad keywords, the campaign focused on high-intent, location-driven searches where users needed immediate solutions.

Location-led search visibility
Existing repair pages were expanded and optimised to target local commercial coffee machine repair searches.

This helped Mulmar appear for urgent location-based queries such as:
- Commercial coffee machine repair London
- Coffee machine repair Manchester
- Coffee machine repair near me
These pages were structured to deliver key information quickly, ideal for both users and modern AI search engines.
AI-ready content structure
Search behaviour is changing rapidly, with AI platforms increasingly generating answers directly from website content.

To prepare for this shift, page content was structured to be:
- Clear and information-dense
- Easily extractable by AI systems
- Aligned with conversational search queries
This improved Mulmar’s chances of appearing in AI-generated search responses and summaries.
FAQ expansion for query fan-out
Repair searches often trigger follow-up questions such as:
- How quickly can a coffee machine be repaired?
- Do you repair specific brands?
- What causes common coffee machine faults?
Expanded FAQ sections captured these long-tail and conversational queries, improving visibility across both traditional search and AI-powered search environments.
Stronger internal architecture
Technical improvements also supported search performance.

A revised HTML sitemap and improved internal linking structure helped:
- Elevate priority repair pages
- Reduce orphaned content
- Improve crawl efficiency
- Strengthen the visibility of key service pages
The result was a clearer site architecture that made it easier for both users and search engines to find critical content.