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How This Black-Owned Business is Making an Impact in Search and Helping Youth
The Weekly Click Newsletter #17 - Black History Month Special
Kate Shaw
February 04, 2025
Welcome to The Weekly Click by Adogy! Each week, we analyze real-world websites to uncover valuable SEO insights. Our goal is to help readers learn from real-world successes and opportunities, offering actionable tips to boost organic search traffic.
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Ever wondered how a coffee company goes from zero to landing deals with Target, Whole Foods, and Amazon? That's exactly what BLK & BOLD has done since launching in 2017.
As the first Black-owned nationally distributed coffee brand, they've done more than just sell coffee - they've built a movement. While most coffee brands talk about ethically sourced beans (which BLK & BOLD does too), they went bigger: pledging 5% of profits to help youth across America.
Their impact caught major attention. The New York Times, Business Insider, Fast Company, and NBC News all covered their story. That media buzz turned into serious digital authority - 1.3K referring domains and 18.9K backlinks.
The timing couldn't be better. The specialty coffee market is booming as more people want great coffee with real impact. With 1.2K monthly organic visitors and distribution in over 11,000 retail locations, BLK & BOLD shows how to blend profit with purpose.
Let's break down what's working and what could take them even higher.
Here’s what I cover in this report:
Website overview
Major highlights
Competitor overview
Easy wins to increase revenue and/or traffic
Actionable takeaways you can apply
Let’s get into it.
How I collect the data: I do not have access to direct Google Analytics accounts and earnings. To collect data and information, I only use tools such as Ahrefs, Semrush, Moz, and my personal experience to provide the report.
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Website Overview & First Thoughts
The site currently ranks for 2.2K keywords and generates 1.2K monthly organic traffic. Their backlink profile shows quality over quantity, with authoritative links from major news outlets and business publications.
The homepage hits you with striking visuals and clear navigation, but a few more things caught my eye…
Their product structure stands out:
Consumer options: Ground coffee, whole beans, cold brew
Convenience play: K-cup pods (smart move for mass market)
Brand building: Merch collection
What makes them different? Most coffee sites lead with taste or origins. BLK & BOLD leads with impact - "Coffee for you, impact for youth" dominates the homepage. They're selling more than coffee; they're selling change.
Why They're Growing:
Distribution strategy: Started DTC, expanded to 11,000+ retail spots
Press leverage: Turned media coverage into backlinks (1.3K referring domains)
Clear market gap: First Black-owned national coffee brand in a $96B industry
Smart positioning: Premium product + social impact appeals to both conscious consumers and mainstream buyers
Highlights
First Black-owned, nationally distributed coffee brand
Strong social impact mission (5% profit pledge)
Premium positioning in the specialty coffee market
National retail presence in over 11,000 locations
Why is this site winning?
Their unique positioning as a mission-driven, Black-owned coffee brand resonates with conscious consumers. Major retail partnerships and press coverage have built strong brand authority.
They receive 1,000s of monthly traffic from people searching specifically for their brand of coffee.
Top 3 competitors
Keurig.com - Leading coffee maker and pod manufacturer
Stashtea.com - Premium tea brand with diverse flavor offerings
Teasource.com - Specialty tea retailer focusing on loose leaf varieties
🚀 4 Easy Wins to Grow This Site
Start a Mission-driven Blog
Create Product Bundles
Optimize Product Pages
Implement Review Schema
Win 1: Start a Mission-Driven Blog
Most coffee brands blog about brewing tips and bean origins. BLK & BOLD has a different story - youth impact.
Create content that shows how coffee sales transform communities:
Feature stories of youth programs they've funded
Interview community leaders and program participants
Share the real impact of each purchase with data and visuals
This strategy targets high-intent buyers who choose brands based on values. While traffic might be lower than generic coffee content, conversion rates will likely be higher since readers already align with the mission
Instead of discussing the quality of their gear, Patagonia focuses on stories of their impact.
Takeaway: Blogs offer opportunities beyond increasing traffic to a website. Mission-focused blogs can increase trust and target lower-volume keywords full of mission-aligned customers.
Win 2: Create Product Bundles
Smart bundling does two things: boosts your average order value and opens doors to major press coverage. Create themed bundles (morning essentials, gift collections) priced at $50-100+. Then, pitch these to publishers like Forbes for gift guides with affiliate deals offering 15-20% commission. High-value bundles mean higher commissions, making your pitch more attractive for father's day roundups and holiday gift lists.’
Takeaway: Higher-value bundles ($50-100+) open doors to premium press coverage through affiliate marketing. The math is simple: $100 bundle at 20% commission = $20 per sale for publishers. That's an attractive pitch for major gift guides. And, everytime a publsiher lists you, that’s worth a $5,000 press placement. Huge potential value!
Win 3: Optimize Product Pages
Target high-intent keywords like "Dark Roast Coffee" to capture ready-to-buy traffic. This involves adding keywords related to dark roast coffee in the product description, getting positive reviews, and including the keyword early in the title.
Takeaway: Aligning product pages with shopping keywords drives qualified traffic.
Win 4: Implement Review Schema
Adding review markup would improve click-through rates on product pages.
Takeaway: Rich snippets increase visibility and trust signals in search results.
Takeaways for your website
Social impact can be a powerful differentiator
Quality backlinks from major publications build authority
Clear product categorization improves user experience
Strategic content can capture various buying stages
Technical SEO improvements drive bottom-line results
What strategies have you used to grow your digital presence? Comment below with your thoughts.
The information and views expressed in this newsletter are based on independent research conducted by the Adogy team. To ask how you can have your website featured on the weekly click, email [email protected].
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