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SALES:
0800 294 2020 sales@numogroup.net
KEY ACCOUNTS:
0845 092 0793 sem@numogroup.net
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"saturated natural search optimisation case studies
the client - Eden 4 Flowers" |
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Background Eden 4 Flowers.com is an established, e-commerce business, dedicated to providing customers across the UK with bouquets, hand-tied flowers and flowers made to order. The business handles thousands of orders per day during peak periods such as Mother’s Day and Valentines Day. | |
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The Challenge With more and more consumers using the internet to make ‘last minute’ purchases of luxury items such as flowers during key calendar dates, Eden 4 Flowers were keen to develop the business in two ways. Firstly, increase their visibility on search engines such as Google and MSN, and to be seen on the first page under key search terms such as ‘Mother’s Day flowers’. Secondly, develop the back end functionality of the website to cope with thousands of orders during peak periods. This included the implementation of an integrated administration system that would streamline operations and reduce the need for labour intensive customer enquires handled over the phone. | |
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The solution After digital marketing agency, NUMO Group were successful in raising Eden’s search ranking, which helped them to outgrow their existing e-commerce site, Mark Keating, Eden’s director, tasked them with re-developing their entire website, whilst also providing a vehicle to increase the ranking to the site in the most competitive terms. NUMO’s first job was to assess Eden’s current website and its performance. By assessing the site during its busiest period, NUMO could identify any shortcomings. Following a detailed review, NUMO set about providing the e-commerce business with dedicated hosting which had full back up support and management, also provided by NUMO. A complete failover system hosted by NUMO’s secure server allows Eden to continue its operations even if their server ever completely shut down. NUMO also helped to manage the company’s dataflow during its busiest calendar dates. By ensuring there was no overload on any systems and by managing the site’s capacity during the heaviest periods, Eden 4 Flowers managed to maintain full functionality during this year’s Mothers Day and Valentines Day, unlike some of its more high profile rivals. The increased capacity was enough to cope with the demand of thousands of orders each day. One of NUMO’s most influential developments was to create a fully integrated administration system, driven from a tailor-made application designed by NUMO. This creation has helped Eden to streamline all administrative operations – right down to barcode tracking for royal mail deliveries. The application allows both Eden and its customers to know exactly what stage a purchase is at – from delivery progress, to dispatch details. NUMO’s application was developed in close consultation with Mark so he could carry out all day to day operations and maintenance functions which also reduced staff levels. NUMO’s approach to Eden’s SEO work involved ensuring Google was indexing the site in full. Current web pages on Google for Eden have now reached over 20,000, significantly increasing hit rates. SEO results were also improved by ensuring that the navigation structure was working to maximum capacity and by using best practice methods to tag every product showcased on the site. The creation of a separate affiliate network gives Eden the opportunity to pay direct commissions to other e-commerce portals for referred click throughs. This process saved Eden thousands of pounds in additional commissions to other ‘branded’ affiliate networks. | |
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The Results With the re-developed website and SEO work now in place for just over a year, Eden 4 Flowers is reaping the rewards of what is now, a hugely powerful e-commerce system. Greatly improved, electronic administration systems, together with impressive online listings are helping Eden to compete with some of the biggest brands in the flower industry. The current site is now able to cope with significant surges in visitor numbers and customer orders without jeopardising performance. The number of customer phone enquiries to the company has also been reduced dramatically. The streamlining of Eden’s performance has resulted in significantly reduced labour costs. The affiliate network has saved the business thousands of pounds in additional commission payments and in what is currently a suffering marketplace, Eden has been able to increase margins and reduce overheads. The result of this combined with the ongoing search optimisation campaign, is that Mark now has his business number one for 'Mothers Day Flowers' and also great location ranking for terms such as "Florist in Edinburgh" | |
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What they say: Mark Keating, director of Eden 4 Flowers commented, “An economic slowdown and the reduction in people’s disposable income have meant that the flower business has taken a bit of a hit over the previous 12 months. However, the improvement to our site and its increased visibility has meant that on roughly the same number of orders, we have significantly increased turnover. Having the ability to cope with huge demand and sustain our functionality during overloaded periods has been a key part of our recent success.” Steve Tomkinson, director of NUMO Group added, “This tailored approach to developing Eden 4 Flowers has worked so well because Mark has been able to work in partnership with us. Working closely with him, we were able to develop systems that reflect the precise demands of his business and the products he sells. We now plan to optimize the site further by analysing Eden’s traffic during its busiest periods, so we can provide further improvements during their next important calendar dates.” | |
 Bespoke One - SEO for Starting Up Bespoke Two - SEO for Growing Campaigns Bespoke Three - SEO for Corporate or Competitive Sectors | |
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