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SEO Case Study

The Flower Shop
SEO Growth Case Study

A Local SEO and organic search optimization campaign focused on improving search visibility, keyword coverage, commercial page performance and organic traffic.

Local SEO E-commerce SEO Technical SEO On-Page SEO Content Strategy
The Project

Turning search visibility into measurable performance

The campaign focused on strengthening the website's organic search presence through a combination of technical, on-page, local and content-focused SEO.

The Flower Shop is a flower business website where the SEO strategy focused on improving local search visibility, increasing relevant keyword coverage and strengthening important commercial pages.

The campaign was designed around high-intent searches from customers looking for flowers, bouquets, delivery services and related floral products.
677 → 851
Organic clicks
35.6K → 55.1K
Search impressions
18 → 8.2
Average position
Objectives

What the SEO campaign was designed to achieve

01

Local Visibility

Improve visibility for location-based flower, bouquet and delivery searches.

02

Keyword Growth

Expand rankings for commercial and long-tail flower-related searches.

03

On-Page Performance

Improve titles, headings, content structure, metadata and internal linking.

04

Organic Growth

Increase relevant organic visibility and qualified search traffic.

My Role

SEO work carried out for the project

My work focused on developing and implementing an SEO strategy designed to improve organic search visibility, strengthen commercial pages and align the website with relevant search intent.

Keyword Research Local SEO Technical SEO On-Page SEO Internal Linking Content Strategy SEO Auditing Search Performance Analysis
Strategy

Local SEO strategy

The local SEO approach focused on connecting relevant location-based searches with the pages and services most useful to potential customers.

✓ Location-focused keyword research
✓ Local landing page optimization
✓ Google Business Profile considerations
✓ Local search intent analysis
✓ NAP and local relevance review
✓ Internal linking between location and product pages
✓ Flower delivery and service page optimization
Keyword Strategy

Targeting searches with commercial intent

Keyword research focused on identifying relevant searches across products, services, occasions and local intent.

A

Commercial Keywords

Searches with strong buying and enquiry intent.

B

Local Keywords

Location-specific searches designed to reach nearby customers.

C

Product Keywords

Searches related to bouquets, arrangements and floral products.

D

Long-Tail Keywords

More specific searches targeting users with clear search intent.

On-Page SEO

Improving relevance and page structure

✓ SEO title optimization
✓ Meta description optimization
✓ Heading structure improvements
✓ Keyword placement and search-intent alignment
✓ Product and service page optimization
✓ Content structure improvements
✓ Image alt-text optimization
✓ Internal linking
✓ Schema markup opportunities
Technical SEO

Building a stronger technical foundation

✓ Technical SEO auditing
✓ Crawlability and indexation review
✓ XML sitemap review
✓ Robots.txt review
✓ Canonical URL analysis
✓ Broken link and redirect analysis
✓ Page speed and Core Web Vitals review
✓ Structured data review
Content & Internal Linking

Connecting content with search intent

Content was planned around customer intent, seasonal flower searches, product categories, occasions and local delivery needs.

Informational and commercial pages can be connected through contextual internal links to create stronger topical relationships and guide visitors toward relevant products and services.
SEO Stack

Tools used for analysis and optimization

Google Search Console Semrush Screaming Frog Google Analytics
Measurable Results

SEO results & performance

Google Search Console data shows significant growth in organic visibility, clicks and average search position following the SEO campaign.

+25.7%
Organic clicks
677 → 851
+54.8%
Search impressions
35.6K → 55.1K
18 → 8.2
Average position
9.8-position improvement
1.9% → 1.5%
CTR
-0.4 percentage points
Key outcome:

Organic clicks increased by 25.7%, while search impressions increased by 54.8%.

Average search position improved from 18 to 8.2, representing a 9.8-position improvement and moving average visibility into the first-page range.

CTR changed from 1.9% to 1.5%. This is presented transparently rather than being described as an improvement.
Google Search Console results for Flower Palace showing clicks, impressions, CTR and average position before and after SEO
Google Search Console performance evidence — clicks, impressions, CTR and average position.
Insights

Key SEO learnings from the project

✓ Local search intent should guide keyword and page targeting.
✓ Commercial pages need clear relevance to the searches they target.
✓ Internal linking can strengthen relationships between products, services and supporting content.
✓ Technical SEO provides the foundation for crawling and indexation.
✓ Performance claims should always be supported by verified analytics or Search Console data.

Need SEO that delivers measurable growth?

Explore more of my SEO case studies and see how technical, local and on-page SEO strategies can improve organic search performance.

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