Case Study: "Flower Shop Ecorite" - Online Artificial Flowers Store

Project Overview: “Flower Shop Ecorite” is a large-scale online store for artificial flowers, offering a wide range of individual flowers, bouquets, plants, vines, and artificial trees. The products, intended for office decor, event styling, and home decoration, closely resemble real flowers in quality and appearance.

Neolines collaborated with “Flower Shop” for a period of two years to develop and implement a comprehensive SEO and PPC strategy, leveraging Drupal with custom HTML, CSS, and PHP to build a flexible platform capable of supporting a vast catalog and scalable marketing campaigns.

SEO Strategy and Execution:

Keyword Research and Competitive Analysis:
- Detailed competitive analysis revealed essential opportunities in the artificial flowers niche.
- A targeted semantic core of around 5,000 keywords was compiled, focusing on high-intent terms for artificial flowers, bouquets, indoor plants, and floral decor.
Semantic Core and Keyword Mapping:
- The comprehensive keyword analysis guided the creation of a semantic core that organized keywords by relevance to user intent and product category.
- Keyword mapping linked keywords directly to specific product categories, enabling a structured, optimized site architecture that aligned with search intent.
On-Page SEO and Content Optimization:
- Technical SEO: Addressed optimized URL structures, metadata, and image tags.
- Internal Linking: Established a strategic internal linking system, prioritizing high-value pages.
- Content Strategy: Detailed product descriptions and category pages with scientific, quality-focused language improved relevance and engagement, catering to users looking for high-quality, realistic decor options.
Content Marketing:
- Created blog posts centered on decor tips, event styling, and design ideas using artificial plants.
- This content, shared through social media, increased engagement and enhanced the brand’s SEO standing.

PPC Campaigns:

Campaign Structure and Segmentation:
- 10 PPC campaigns were launched with 50+ ad groups each, targeting key categories like single flowers, event-specific decor, and artificial trees.
- Each group included 2-25 ads focused on high-intent keywords for different demographics and product uses.
Ad Optimization and Creative Testing:
- Continuous A/B testing, along with budget and bid adjustments, maximized click-through rates and conversions, refining targeting based on seasonal and demographic insights.
Budget Efficiency and CPC Management:
- Budget distribution prioritized high-conversion keywords, and a dynamic CPC management strategy ensured competitive visibility without driving up costs.

Results After 2 Years:

SEO Performance:

Organic Traffic Growth: +35%
Organic Sessions: +18%
Overall Sessions: +20%
Keyword Visibility: +1,200 keywords in Google’s rankings
Top 5 Keywords Performance: +30%
Impressions Growth: +12%
Click Growth: +10%
New Users: +50%
Returning Users: +25%

PPC Campaign Performance:

Click Growth: +30%
Conversion Growth: +100%
Average Cost-Per-Click (CPC): -6%
Cost-Per-Conversion: -28%
Click-Through Rate (CTR): +95%
Conversion Rate: +70%

Through this two-year partnership, “Flower Shop” experienced sustained growth, increased brand visibility, and improved user engagement due to the tailored SEO and PPC strategies implemented by Neolines.