Novos won the ‘Most Effective Use of Organic Search’ category at The Drum Awards for the Digital Industries 2021. Here, the team behind the winning entry reveal the secrets of this successful project...
Bloom & Wild's journey from an e-commerce startup in 2018 to a £500m company in 2021 is an inspiration to many budding businesses. Despite good social media and paid search strategies, their SEO needed attention. Let down by agencies twice our size, Bloom & Wild came to us – a small e-commerce SEO specialist agency at the time – and we created a holistic growth strategy to increase the brand's revenue and its presence outside of London.
As SEO partners, we’ve worked together with the in-house team to create new opportunities for growth and identify existing ones. Our strategy that focuses on five key areas – flower type, location, occasions, delivery and plants – has delivered above and beyond the objectives.
The most innovative aspect of our organic growth strategy has been making tech SEO, digital PR, and content marketing work in tandem to support the overall business goals instead of working in silos. Revenue growth, market expansion and solidifying brand positioning have been as important as the number of backlinks, traffic and clicks. With our unique e-commerce-focused search strategy, Bloom & Wild has successfully expanded its presence in the eight main cities outside of London and established itself as the go-to player for international flower delivery.
In the past 18 months, its SEO revenue has reached £37m with SEO users growing to 7.1 million, all while strengthening itself as a conscious, thoughtful brand. All of this has been accomplished by a gender-balanced team of four SEO and PR strategists from our small agency. We have been working closely with the in-house team with our lead strategist, Mira Cirera, running training sessions to help the brand’s team.
Our strategy has helped support the phenomenal growth of the brand which saw a 160% year-on-year growth in revenue during 2020 and fulfilled over 4m deliveries in 2020 across five countries in Europe – more orders than all previous years combined.
Our e-commerce specialist approach has helped organic to become the number 1 traffic driving channel with over 5 million users, 6m sessions and £24m in SEO revenue in the last 12 months – resulting in SEO ROI of 19,000% in the first year and 8,000% YoY.
In times of quarantine, our strategy helped drive the brand’s mission of enabling people to show care to loved ones despite being kept.
This project was a winner at The Drum Awards for the Digital Industries 2021. Find out which of The Drum Awards are currently open for entry.