PRESS RELEASE: Perth agency doubles Gesha Coffee Co’s organic traffic by fixing keyword cannibalisation
PERTH, WESTERN AUSTRALIA – October 19, 2026
Perth digital agency Distl has more than doubled organic search traffic to coffee supplier Gesha Coffee Co by fixing keyword cannibalisation – two of the company’s own web pages competing for the same Google searches.
Gesha ran separate pages for long-term office coffee rental and short-term event hire. Both chased the same “coffee machine hire” and “coffee machine rental” searches, so Google split its ranking signals between them and buried both. Almost every commercial term sat between positions 20 and 80.
Distl gave each page one job. The work covered rewritten heading hierarchy, new meta descriptions, FAQ sections targeting long-tail queries, internal links between the two pages, and a URL change from /coffee-machine-hire/ to /event-coffee-hire/ to give Google a clear categorical signal. No new pages were published.
Results
Changes went live mid-April 2026. Figures compare roughly three and a half months either side.
• Organic search sessions up 103% to 323
• All-channel sessions up 28% to 2,268
• Event page impressions up from about 9,700 to more than 14,000
• “Office coffee machine rental”: position 47 to number 1
• “Commercial coffee machine hire”: position 28 to number 2
• “Coffee machine event hire”: number 1
• “Coffee machine hire” and “coffee machine rental Perth”: number 2
• Workplace page clicks more than doubled, 27 to 62; click-through rate up from 0.26% to 0.73%
Hire and event searches now resolve to the event page, office and rental searches to the workplace page. Gesha’s marketing manager has since confirmed the event page is generating a high level of organic leads.
“Cannibalisation doesn’t look like a problem, which is why it survives for years,” said Ryan Wilson, Marketing Team Lead at Distl. “Both pages exist, both are technically ranking, and nothing shows up as an error in any tool. You’re just not getting the leads you should be. The fix usually isn’t writing more – it’s deciding what each page is for and making that obvious to Google.”
Distl expects the cost of ambiguous site structure to rise as AI overviews and local search grow, because both reward sites that are unambiguous about what they offer.
Three signs of keyword cannibalisation
• Several pages targeting similar search terms, whether service pages or old blog posts
• Rankings that bounce for a term with no clear cause, often Google swapping between two of your pages
• A page you would expect to rank well stuck in the 20s, while a less relevant page brings in the customers
About Distl
Distl is a Perth-based full-service agency working across branding, web development and digital marketing. A certified Google Partner, Distl works with Australian businesses on brand strategy, website builds, SEO, paid media and content. distl.com.au
Media contact
Jack Headford, Distl
[email protected]
08 9381 4441
Full case study: https://distl.com.au/insights/when-two-of-your-own-pages-compete-how-we-fixed-keyword-cannibalisation-for-gesha-coffee-co/
