DecorFlowerBar specializes in wedding bouquets and arrangements crafted from dried and preserved flowers. Operating predominantly in the USA, with a strong focus on regions like Texas, Colorado, and California, 90% of their sales are within the United States market. The company is an experienced player in the niche of dried flower floristry, distinguished by its five years of expertise, an established online store, and wholesale operations that provide a significant competitive advantage over other florists by offering the largest assortment of flowers for customized orders. This positions them uniquely, as the dried flower market, while small, faces less competition compared to fresh or artificial flowers.
Stages of Work
 

Audit (Conducted on June 26, 2024)

A detailed SEO, technical, and commercial audit revealed several areas for improvement:

Content & On-Page Issues:

Low content uniqueness was identified, necessitating the creation of new, optimized articles.
Crucial meta tags (Title, Meta-Keywords, Meta-Description, H1) were not consistently optimized across relevant pages.

An outdated site structure required modification.

Overuse of H1-H6 tags was noted on some pages.


Alt and Title attributes for images were missing.
The blog section lacked article previews on its main page and the blog link was absent from the footer.
The website utilized non-human-readable URLs (CHPU), requiring a complete restructuring.

Technical SEO Issues:

Missing Schema.org micro-markup for contact information and breadcrumbs.
Specific sections like /admin, /cart, /orders, and pages with sort_by or filter parameters, along with /policies/, /search, and /wishlist pages, needed to be excluded from indexing.

Breadcrumbs required adjustment to display full nesting levels and use "DecorFlowerBar" instead of "Home".
Clickable phone numbers and email addresses were not properly configured.
The robots.txt file needed updating.
The site lacked a "scroll to top" button for enhanced user experience.
Many product pages were not optimized according to a standard template.
301 redirects were not in place for trailing slashes, index.php/html pages, and old URLs.
Canonical tags were missing for pagination and the /products/ page, leading to potential duplicate content issues.
The footer copyright date required updating to reflect the company's founding year.

Commercial Factors:

Incomplete Google Business Profile optimization and a lack of Google reviews.
Absence of detailed product descriptions (text, video, photos, 3D models) and a dedicated section for promotions.
Contact information display (e.g., immediate phone visibility, office photos, admin names) was insufficient.

External Links Audit: No poor-quality external links were identified during the audit.

Recommendations and Corrections: The audit provided a comprehensive roadmap. Recommendations included implementing micro-markup, optimizing meta tags, configuring indexing rules, improving breadcrumbs, fixing clickable elements, updating robots.txt, adding site functionality (like a "scroll to top" button), setting up 301 redirects and canonical tags, optimizing image attributes, improving blog display, restructuring URLs to be human-readable, and a significant content creation plan of 35,400 characters for new articles. A footer link to WestWebArt was also recommended.

Semantic Core and Clustering

A comprehensive semantic core was developed, meticulously organized and clustered to align with DecorFlowerBar's product categories and services. This extensive work provided the foundational keywords for optimizing various pages, including:

Main Categories: Home, Bridal Flowers, Bridal Bouquets, Bridesmaid Bouquets, Boutonnieres, Wrist Corsages, Hair Combs, Bobby Pins, Dried Flower Crowns, Wedding Decor, Arch Flower, Centerpieces, Cake Toppers, Dried Rustic Wildflowers.
Specific Collections: Wreaths (including Front Door and Christmas).
Blog Topics: Dried Flowers for Home Decor, Dried Flower Arrangement Ideas, Small & Large Dried Flower Arrangements, and Where to Buy Dried Flowers.


This clustering ensured that each page targeted a specific set of relevant keywords, forming a logical and exhaustive structure for content optimization.

Implementation of Internal Optimization

The implementation phase focused on applying the audit recommendations and semantic core data to the website:

Pages Optimized: Optimization efforts targeted all main sections identified in the semantic core and site structure, including specific collections for weddings, home decor, and informational blog posts.
Meta-Tags & Content: Optimized Title tags, H1 headings, Meta Descriptions, and Keywords were developed for these pages and for individual product listings. For instance, the Home page was optimized with the title "Buy Dried Flower Bouquets & Boho Arrangements Online - Best Prices by DecorFlowerBar" and an H1 of "Dried Flower Bouquets & Arrangements". Product pages, such as "Red And Burgundy Bridal Bouquet With Dusty Flowers," received tailored meta-tags detailing price, dimensions, and purpose. The creation of 35,400 characters of new, informative, and creative content was planned, emphasizing a warm, enthusiastic, romantic, and poetic tone to highlight the unique advantages of dried flowers.
Internal Linking: A strategic internal linking structure was designed to connect relevant pages throughout the site using keywords from the semantic core. This involved embedding contextual links within the new content, pointing to related product or category pages to improve user navigation and distribute link equity.


Linkbuilding

Linkbuilding efforts were initiated to bolster DecorFlowerBar's domain authority and search engine ranking. The activity was systematically reported over two periods:

Period 1: August 25 – September 25, 2024

Links Acquired: Links were secured from diverse, high-authority domains including steemit.com (DR 84), fundly.com (DR 80), merchantcircle.com (DR 85), wicz.com (DR 79), outdoorproject.com (DR 72), and bignewsnetwork.com (DR 76). One link from bignewsnetwork.com was indexed within this period.
Cost: The total cost for link acquisition during this period was $189.8.


Period 2: September 29 – October 29, 2024

Links Acquired: Additional links were acquired from goodmenproject.com (DR 79) and socialmediaexplorer.com (DR 74). One link from goodmenproject.com was indexed.
Cost: The total cost for link acquisition during this period was $200.


Link Profile Dynamics: These efforts resulted in a notable expansion of the site's link profile:

Linking Domains: Increased from 1 to 16.
Inbound Links: Increased from 4 to 31.
MOZ Domain Authority (DA): Increased from a baseline of 4 to 5.


This growth indicates successful initial steps in building a robust and authoritative backlink profile for DecorFlowerBar.
Results
The comprehensive SEO strategy implemented for DecorFlowerBar yielded mixed but promising results across traffic, visibility, and site authority, particularly strong in Bing search.

Traffic Growth


Visibility and Positions:

Google Search (Desktop & Mobile): Performance in Google was varied.
Bing Search (Desktop & Mobile): DecorFlowerBar achieved significant and widespread improvements in Bing search visibility, with numerous keywords reaching top positions