I’m excited to share how I boosted an e-commerce store’s monthly revenue to £109,377 over the last two years.

Even while competing in the highly competitive flower delivery niche, I was able to achieve:

• A jump in daily organic traffic from 1,398 to 3,023
• A surge in monthly transactions from 394 to 895
• A growth in monthly revenue from £39,458 to £151,766

This laid a strong foundation for the store’s success in peak seasons.

How did my team at Kasra Dash achieve that?

The Case Study Overview

The client was an e-commerce business competing with some of the most recognised names in the flower delivery industry.

Early in the project, I focused on positioning the site to take advantage of strategic opportunities that could enhance visibility and revenue.

Key Challenges

The flower delivery niche is highly competitive, with big-budget brands investing heavily in marketing. Familiar with these challenges, I needed a strategic approach to help the site rank for its specific floral products by improving on-page structure and building authority for high-converting pages.

Some of the main issues included:

• A low-quality link profile
• Ineffective internal linking
• Duplicate or missing content
• Weak keyword research
• Substandard on-page optimisation

Additionally, the site’s user experience needed improvement to reduce bounce rates and increase engagement and conversions.

The Strategy

I laid out a 6-step plan to guide the site to search success:

Step 1: Backlink Clean-Up

Based on client feedback, the first priority was assessing the backlink profile.

A strong backlink profile includes a healthy mix of exact match, partial match, branded, and generic anchor texts.

Unfortunately, the client’s profile was cluttered with irrelevant, low-quality domains.

I updated the disavow files over several months using Google Search Console to address this.

The focus was on:

• Low-authority domains
• Overly targeted anchor text
• High Toxic Levels
• Hacked / Harmful backlinks
• Traffic statistics of linking domains

Simultaneously, I started building new, authoritative, relevant backlinks.

Pro Tip: For disavows I highly reccomend you use link research tools.

I have used variety of different disavow tools over the years and the level of detail and results I’ve got from LRT is like no other.

PS. They also have a course that you can complete.

Step 2: On-Page SEO

My analysis showed that competitors’ category pages ranked higher because they included supplementary content that supported their product listings.

This addition provided context and enhanced topical relevance for search engines.

The client’s pages, however, had keyword-stuffed, hidden, and over-optimized content.

I replaced this with user-focused content to aid buying decisions and added strategic internal links.

Pro Tip: Run a crawl of your entire website and look at “unique inlinks” this will tell you exactly how many internal links each pages have.

When analysing low traffic pages on your website you can easily improve them by building more internal links / unique inlinks to those pages.

Step 3: Internal Anchor Text Optimization

The internal anchor text was underused, often generic phrases like “See More” or “Click Here.”

Also, optimised internal linking is crucial for lead generation.

I revised the internal anchor texts to include specific, keyword-rich phrases for category, sub-category, and product pages.

Step 4: Technical SEO Fixes

My technical audit uncovered several fundamental issues:

• Missing ALT tags
• 301 internal redirects
• 4XX errors
• Duplicate metadata

While minor individually, these issues collectively created significant problems.

I addressed these systematically and improved overall site speed—a crucial ranking factor for search engines and user experience.

Pro Tip: I reccomed for techinical SEO to use either screaming frog or site bulb as it will tell you exactly what errors your website is facing (301’s, 404’s 500 or any slow loading pages).

Step 5: Page Title Optimization

One major improvement area was the consistent use of target keywords in page titles.

Ideally, keywords should appear in the title tag to clarify the page’s purpose.

The existing titles followed a format like this: 

“Brand Name | Online Flowers | Plants | Gifts |Order Now”

I revised these titles to be more focused and keyword-optimised.

Step 6: Heading Tag Structure

The use of heading tags needed to be refined. The structure often required correction, and opportunities to include relevant keywords were missed.

I reorganised the heading structure across pages to ensure a proper hierarchy, enhance keyword coverage, and streamline the customer journey, reducing cannibalisation and improving topical relevance.

Step 7: Building Topical Authority with Strategic Content Creation

To position the client’s site as a reliable source in the flower delivery niche, I focused on developing topical authority.

This involved creating targeted content pages aligned with popular search queries and user intent.

By diversifying the content portfolio, I ensured the site could cater to specific user needs while enhancing overall topical relevance.

Key Actions Taken:

• Developing Specific Landing Pages: I created dedicated landing pages focused on high-intent, niche keywords. Examples include:
  • Flowers for Girlfriend: This page was aimed at users searching for romantic gestures. It featured gift ideas, popular floral arrangements, and tips on choosing the perfect bouquet.
  • Flowers for Mother’s Day: Designed to capture seasonal traffic, this page highlighted thoughtful arrangements and promoted early purchases with unique content and offers.
• Content Structure and User Intent: Each page was structured with user-focused headings and subheadings, integrating primary and secondary keywords to meet search intent and improve readability.
• Supplementary Content: To add value and context, I included FAQs, ‘How-To’ guides, and related blog posts linking back to these pages. This enhanced the depth of content and encouraged longer session durations.

Step 8: Content Gap Analysis and Expansion

To identify opportunities, I conducted a thorough content gap analysis by comparing the client’s site to top competitors.

This analysis revealed high-traffic topics not yet covered on the client’s site.

Pro Tip: Find 3-5 competitors that are direct competitors in your industry and find missing articles, blogs & products that they have on their website that you don’t and recreate those for your website.

Implemented Strategies:

• New Content Pages: Created pages such as:
  • Sympathy Flowers Guide: Addressed a specific user need for advice on choosing appropriate sympathy flowers, strengthening the client’s position as an authoritative resource.
  • Seasonal Flower Delivery: Pages dedicated to seasonal bouquets and trends, capturing periodic spikes in interest.
• Interlinking for Topical Coverage: Connected these newly created pages through strategic internal links, reinforcing the client’s topical map and boosting SEO.

Step 9: Leveraging Schema Markup for Rich Snippets

I incorporated structured data on these pages to improve CTR and visibility, enabling rich snippets such as star ratings, FAQs, and “How-Tos.”

This provided users with immediate, valuable information in the SERPs and encouraged higher click-through rates.

Results Achieved

The focused efforts and strategic planning led to outstanding results:

• Daily search traffic increased from 1,398 to 3,023
• Monthly transactions rose from 394 to 895
• Monthly revenue jumped from £39,458 to £151,766
• Increased Keyword Rankings: The site began ranking for long-tail, high-intent keywords, leading to a further increase in traffic and engagement.
• User Engagement: Enhanced content resulted in lower bounce rates and higher time-on-page metrics, signalling a positive user experience.

Final Thoughts

This case study demonstrates how I improved organic traffic and revenue for a flower store through a comprehensive strategy involving technical audits, on-page improvements, and authoritative link building.

The success was built on a solid foundation of SEO best practices and effective implementation.

If you’re looking to boost your own website’s performance, feel free to contact me for personalized SEO assistance.