Flowers DirectFlowers Direct

Latitude demonstrate an innovate approach to SEO that delivered high organic search rankings on very competitive keywords and high rankings on seasonal terms during peak periods.

The Challenge

Flowers Direct started with an 8% online market share, competing against the big brands such as Interflora, Next and Tesco, as well as several smaller competitors. They wanted to increase traffic to flowersdirect.co.uk by 15% year-on-year.

The Solution

  • Gain first-page rankings in Google, Yahoo and MSN for high volume and traffic-driving generic terms such as flowers and flower delivery.
  • Gain high rankings for seasonal terms such as Valentine’s Day flowers, Mothers’ Day and Christmas hampers during these peak periods.

The Result

  • Over the course of the campaign (Jan-Oct 08), organic traffic rose 50% month on month and non-brand organic traffic rose 52% month on month.
  • The number of unique referring keywords increased 74% year on year (Oct 07-Oct 08).
  • Achieved position 1 in Google search results for these high volume generic keywords: flowers, flower delivery, uk flowers, birthday flowers, delivered flowers, funeral flowers, bouquets, send flowers, and many more.
  • Achieved first page in Google search results for specific types of flowers, including stephanotis, calla lily, gerbera, and many more.
  • Achieved first page in Google search results for seasonal keywords including Valentine’s flowers, Valentine’s Day flowers, Christmas hampers, Mothers’ Day flowers.

How We Did It

  • We devised a simple and innovative campaign using best-practice SEO techniques to maximize ROI on a limited budget.
  • We created a directory on the website listing details of Flowers Direct’s network of florists and affiliates, targeting search terms such as Manchester florists. We were then able to generate quality natural backlinks from these florists’ sites to the Flowers Direct site.
  • The local florist directory attracted additional long-tail traffic to the site. Within a few months of launch, 3% of the site’s total traffic entered via the directory.
  • We optimized the site content by making better use of title tags, page descriptions, headers and general content to ensure the spiders ranked the site correctly and users could easily find what they were looking for.
  • For the seasonal campaigns, we employed rigorous forward planning and targeting techniques for seasonal terms 2-3 months ahead.
 

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