Objective
FLOWR wanted to be challenged on their current strategy and setup, in order to move away from the status quo. This was done with revenue growth targets set at 50% for SEO and Google Ads, as well as visibility.
Strategy
Based on our SEO and Google Ads framework and the establishment of GAP analyses of competitors, we created the foundation for a solid knowledge and inspiration base. This gave us diverse sources of inspiration, enabling us to perform and achieve dominance in SEO across the desired areas.
What we do
Our efforts included optimising the Google Ads account in line with ROAS and revenue targets, in-depth keyword analysis, a technical audit to improve SEO and user experience, as well as adjusting meta data and setting up dynamic recipes for all products. In addition, we carried out outreach for key money keywords. The analysis and content production were carried out in close collaboration with FLOWR's internal team and developers.
The numbers
Increased visibility
Revenue growth from SEO
Revenue growth from Google Ads
Google Ads – across all markets
264% increased visibility in SEO
218% revenue growth from SEO
225% revenue growth from Google Ads – with only a 9% budget increase.
126% increased visibility in SEO
197% revenue growth from SEO
201% revenue growth from Google Ads – budget increase of 103%.
YoY increase of 300% in impressions on Google, as well as a branded volume increase of approx. 400%.
When we entered into the partnership with Searchmind back in 2020, the focus was on building a better SEO foundation, making better use of our Google Ads, and subsequently scaling both channels. Most importantly, we wanted a closer and more engaged partner. We found that they quickly got to grips with our brand, concept and market, identified the low-hanging fruit, and then worked on long-term plans — all while challenging us and continuously developing FLOWR's entire marketing mix. With Searchmind's competent advice, we have consolidated our marketing efforts with them to create synergy across channels.“
Trine Hermansen, E-commerce Manager hos FLOWR.dk
Working with Trine and the team behind FLOWR.dk has been an insightful and valuable process for both parties. From the very beginning, we agreed that our focus should be on improving their online presence through SEO and Google Ads strategies tailored to their specific challenges. As our collaboration has evolved, we have had the opportunity to manage both the technical and creative aspects of their digital marketing, creating strong cohesion between initiatives. The strong results have been achieved in close dialogue with FLOWR, by identifying and implementing solutions that could drive growth and improve their visibility. The progress we have made is not only due to the strategies we have helped them put into action, but also the open and engaged approach that FLOWR has brought to the entire process. Their trust in our expertise has been the key to the results we have achieved together.
Karsten Hansen, Head of SEO hos Searchmind
Conclusion
FLOWR had reached a plateau where performance had remained at the status quo. We therefore developed a joint SEO growth strategy to increase visibility on Google – as well as search on Google Ads, including YouTube. After close dialogue with FLOWR and an optimisation of their channel mix, we achieved a tripling of revenue in 2020 compared to 2019, and a doubling from 2020 to 2021.
