Aroma Joe's
Richardson Media Group has partnered with Aroma Joe’s, the rapidly growing coffee franchise, to strengthen and scale their organic search presence across the East Coast. Through a focused strategy centered on local SEO visibility, optimized menu content, and AI-readiness, we’ve helped position Aroma Joe’s as a highly discoverable brand in a competitive coffee and energy drink landscape.
Agency Partners
We work alongside the team at Campfire Consulting in Portland, ME to support Aroma Joe’s franchise growth up and down the Eastern seaboard.
Campaign Objectives
As a growing business in a crowded market, Aroma Joe’s has faced several critical challenges:
- Limited organic visibility: When we started, organic users represented only 20% of total site traffic, with most visibility concentrated on branded terms within legacy markets
- Franchise growth challenges: Aroma Joe’s had been rapidly expanding into new markets, but lacked local search presence to support franchise location discovery
- Evolving search landscape: The rise of AI-driven search (Google AI Overviews, AI Mode) required entity-based optimization beyond traditional keyword strategies
- Demographic reach: The company wanted to connect with younger audiences (18-24) interested in energy drinks while maintaining their core customer base
- Competition: The competitive landscape included established national chains and emerging regional players in both legacy and new markets
LOCAL SEO STRATEGY
RMG’s approach centered on three strategic pillars designed to address Aroma Joe’s specific challenges:
- Entity Optimization for AI Visibility
We optimized Aroma Joe’s corporate Google Business Profile and established clear entity relationships between the corporate headquarters and individual franchise locations. This foundational work ensured AI systems could properly interpret and cite Aroma Joe’s as a credible source in AI Overview results. We implemented structured data across the site to help search engines understand the relationship between corporate brand, franchise locations, menu items, and service offerings. - Strategic Content Expansion
Recognizing the opportunity to reach younger demographics, we developed content that bridged Aroma Joe’s core coffee offerings with their energy drink products. This mirrored successful strategies from competitors like Dutch Bros and Swig while positioning Aroma Joe’s uniquely in the drive-thru coffee and energy drink space. We optimized menu pages with detailed product information and created location landing pages for both existing and prospective franchise locations. - Local SEO Infrastructure
We built a scalable system for managing franchise location visibility, including consistent NAP (Name, Address, Phone) data across all directories, location-specific landing pages linked to individual Google Business Profiles, and technical SEO maintenance to ensure optimal performance as the franchise network expanded.
This comprehensive process enabled us to serve both legacy markets (where Aroma Joe’s had established presence) and emerging markets (where they were expanding), while positioning the brand for long-term success in an AI-driven search environment.
SEO Results
Core Performance Metrics (2024-2025 YoY):
- 423% increase in total impressions – dramatically expanding Aroma Joe’s visibility in search results
- 157% increase in total clicks – converting visibility into engaged traffic
- Organic traffic grew from 20% to 37% of total site traffic
- 127% increase in ranking keywords – Aroma Joe’s is now ranking for 42,981 organic keywords
- 77% of organic users are new visitors – demonstrating expanded national awareness and market penetration
Ranking Success:
- 392 keywords in top 3 positions
- 834 combined top 10 rankings
- #2 national ranking for ‘coffee shops with energy drinks near me’ – a strategically critical query for reaching younger demographics
AI-Ready Positioning:
- Aroma Joe’s now appears in Google AI Overview results for competitive queries like ‘drive-thru coffee franchise’ and ‘coffee shops with energy drinks near me’
- Properly structured entity relationships ensure Aroma Joe’s is cited as a credible, relevant source in AI-driven search experiences
Perhaps most significantly, growth in visibility shifted from being concentrated on branded, legacy market terms to encompassing emerging markets and menu items beyond core coffee offerings. This is the strategic expansion Aroma Joe’s needed to support their franchise growth and demographic reach goals.
Franchise Marketing with Richardson Media Group
Our work has led to a meaningful shift in how customers discover and engage with Aroma Joe’s franchise locations online. By building a solid foundation through thoughtful SEO strategies, we have positioned this growing, national brand for success long term.