SUCCESVERHAAL

How we help Koopmans dominate search and grow their brands

Client

Koopmans

Expertise

Industry

B2C

Last update

30 October 2026

Koopmans, a quintessentially Dutch brand from Dr. Oetker that has been part of Dutch kitchens since 1846, was looking for ways to strengthen its digital presence. With a wide variety of products for home bakers, they wanted to respond better to the needs of different kinds of bakers.

Partout developed an approach that not only helped increase Koopmans' visibility, but also established their website as the place to be for baking enthusiasts.

Challenge

Dutch search results for baking-related topics are dominated by large supermarket chains. Koopmans therefore needed to find a niche in which it could stand out with relevant content.

Koopmans also wanted more insight into the needs and questions of different kinds of bakers, from beginners to experts, so they could respond with helpful content.

Approach

To help Koopmans achieve its goals, we developed a data-driven strategy focused on the questions and needs of home bakers.

1. Personas and customer journeys developed

We mapped out different types of bakers and developed personas to gain better insight into their wishes and challenges. For each phase of the customer journey (such as "I want to bake", "I'm baking" and "I've baked"), we determined which questions are relevant.

2. Content strategy based on baking questions

We carried out extensive keyword analyses and linked the results to frequently asked questions from customer service. The "baking questions" concept was developed to answer specific searches, such as "Which apples should I use for apple turnovers?" or "How do I make oliebollen?".

3. Recipes and user-generated content

We added a section where users could submit their own recipes, which boosted visibility for specific searches such as "sausage rolls".

4. A focus on niche dominance

Instead of competing head-on on generic recipes, we chose topics with less competition, such as baking help. From that authority, we grew into visibility across broader recipe categories.

Results

Strong online visibility

Koopmans achieved top positions for searches such as "baking help", significantly increasing its visibility within niche categories.

Increase in search volume

Over the past 10 years, search traffic to Koopmans has risen considerably, partly thanks to the focus on relevant searches.

A boost from user-generated content

By adding user recipes, such as for "sausage rolls", Koopmans was able to compete with large supermarkets on recipes.

Relevant content for every baker

Thanks to the baking questions concept and the link with Dr. Oetker products, visitors were helped with practical tips that matched their needs.

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