How Pearsons Florist doubled organic revenue in a crowded flower market

Fifty years of family history and stores across Sydney, but online sales were going backwards in a fiercely competitive market. Onsite optimisation, new suburb and hospital pages and link building doubled organic traffic and revenue.

I Want Results Like This Organic revenue doubled

The Pearsons Florist shopfront flower display

100%Organic revenue

99%Organic traffic

50%Google visibility

#1For florist sydney

The problem

The online flower delivery industry is about as competitive as it gets. Tens of thousands of people search for flowers online in Sydney every month, and every florist in the city wants a slice of that. Pearsons Florist, a family business dating back more than 50 years with stores right across Sydney, was mostly missing out.

The majority of sales came through the bricks and mortar stores. Online, there was no strong presence, and transactions and revenue were suffering for it. With traffic and revenue going backwards, our task was to lift organic visibility and win rankings for competitive, high value terms like flower delivery sydney.

What we were up againstOnline transactions and revenue going backwardsKey pages not optimised for target keywordsCompeting for terms like flower delivery sydney against established playersE-commerce technical issues under the surface

The Pearsons Florist homepage at the start of the campaign: same day delivery across Sydney, but little organic visibility.

What we did

We audited the SEO basics, metadata, heading tags and page copy, across every key page and found none of it was optimised for the target keywords. Fixing that came first. Then we gave Google more to work with: new category content, new local pages, a clean technical base and a stronger link profile.

1Optimised the basicsMetadata, heading tags and page copy on the key pages were rewritten around the target keywords.

2New content, TF-IDF optimisedFresh content on the main category pages supported the new metadata, with TF-IDF optimisation of key pages giving Google the context it needed.

3Suburb and hospital pagesTo capture additional organic traffic we built new suburb location pages and hospital delivery pages across Sydney.

4Technical auditA comprehensive technical audit found and fixed the underlying issues that are common to e-commerce stores.

5Link acquisitionWe prospected relevant, high quality domains and placed links on them, lifting the authority of the Pearsons Florist domain and its rankings with it.

New suburb and hospital delivery pages, linked from the homepage, built to capture local flower delivery searches.

The results

We didn't just improve organic visibility. Overall Google visibility increased by 50%, organic traffic to the site rose 99%, and Pearsons Florist now ranks at the top of Google for a number of super competitive keywords, including first for florist sydney. Organic revenue doubled.

Keyword movement

Search termBeforeNow

florist sydney—1

flower delivery sydney—2

Positions at the time of writing for two of the most competitive flower terms in Sydney.

Google results for florist sydney: Pearsons Florist in first position.

The suburb and hospital pages give the site room to keep growing, and the link profile keeps compounding. Online is no longer the poor cousin of the stores.

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How Pearsons Florist doubled organic revenue in a crowded flower market

The problem

What we did

The results

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