Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
10 minutesReading time
20 pagesLength
Updated March 2019
We’ve produced a 2019 Florist Retailers Market Performance Report.
This is an annual report which we produce to give leaders in the Florist industry a detailed look into their standing in this digital landscape and where they measure up to competitors online.
We analyse key technical performance areas such as SEO Visibility and Link Authority but also look into the brand’s social presence by scoring their Brand Reach. Companies are scored and ranked separately across nine metrics, so those on top in one category may not be there in the next. Year on year changes are also reported.
We’ve analysed data from the entire online florist industry, but it wouldn’t be feasible to include them all which is why we only include the top performers in the report. If you can’t find your brand, get in touch and we’ll discuss your data with you. Similarly, if you want a deeper look into the sector and how it’s changed over the last few years, speak to us about our previous online florist Market Performance Reports.
This post is best read alongside our full sector report. Using the data from the report, we’ve conducted further research to see why certain retailers have reached those top spots and what’s got them there. This gives us a better view of the sector overall and helps us to understand what makes brands succeed in their online landscape.
Our report shows Moonpig and Funkypigeon.com as the top two retailers for visibility, and they both have a much higher visibility than any other retailer in the report. We’ve included them in our report as they have a majority share of voice for many of the keywords most relevant to this market. However, for the purpose of this analysis, we’ll focus on the florist-specific sites.
Of the top ten in the florist-specific retailers, SEO seems to be blooming with mostly wins overall.
Interflora still has the highest visibility of all the online florists despite losing 10% of their visibility.
Serenata Flowers is next with a 7% increase in visibility.
Waitrose Florist has had a fantastic year with a 46% increase in visibility.
Eflorist and Flying Flowers have also had great visibility increases of 34% and 12%.
The rest of the top ten for florist-specific retailers has been a mixture of wins and losses:
This section refers to the high competition and best opportunity keywords we have identified, featured in the report.
Well done to Waitrose Florist who is ranking in position 1 for the highest competition keyword ‘flowers’.
Eflorist is ranking in position 1 for the top opportunity keyword ‘flower delivery’.
There are lots of keywords which focus on weddings and bridal parties.
A huge well done to Interflora who is ranking in position 1 for the highest competition wedding keyword ‘wedding flowers’.
They have a whole wedding section on their site which features links to their packages as well as wedding ideas and tips on how to choose your wedding flowers.
They also have a Wedding Flower Planner which users can print out and tick off to help them keep on track with their floral plans for their wedding.
With this fantastic hub, it’s no surprise they’re ranking in position 1 for this term as well as for ‘wedding bouquet’ and ‘bridal flowers’.
Putting everything that your customer may need in the one place shows that you have their best interests at heart and are willing to offer guidance rather than just trying to sell to them.
A featured snippet is that information box that sometimes appears at the top of a SERP.
If you’re already on page 1 but appear half way down the page, grabbing a featured snippet puts you in that coveted position zero.
Current featured snippets within these keywords:
The terms ‘winter flowers’ and ‘summer flowers’ also have featured snippets, but these bring up guide articles from advice sites.
A brilliant way of bagging featured snippets for related terms or longer tail keywords is by creating blog posts which are optimised for these terms.
It’s worth noting alongside this that it’s important to check the SERPs for the terms you’d trying to rank for. Sometimes people need answers to their questions
Learn more about the value of featured snippets and how you can get them in our post.
1800 Flowers is topping the chart for links with an impressive number of links per month of high quality. This is likely because they are an international brand who deliver around the world.
They do have a blog, but it is situated in the footer of the home page and therefore difficult to find. However, it looks like the articles are gaining links from top-tier publications such as Country Living, Good Housekeeping and House Beautiful.
The blog exists on a subfolder with two categories to organise the posts. The blog could have easier navigation as currently, the posts appear in a long list meaning you have to scroll for a while before reaching a new one.
Teleflora is next in the list. They have a great guides section which covers flower facts, gift giving, sympathy & funeral flowers and wedding flowers. However, they currently all sit on separate sub folders.
It would enhance the user experience if they made one big flower hub containing all their advice content. If this was to sit on the main top navigation rather than the footer it would also likely gain a lot more traffic.
Despite this, however, they have gained some great links to their guides, especially their Flower Glossary.
There are lots of featured snippets around flower names and their meanings which offers great opportunities for this content to perform even better.
We really like this Indoor Plants Guide from Flying Flowers. It breaks plants and flowers up into which ones are best for each room, an illustration of them plus a small description and symbols on how to look after them.
This guide currently has no links but, if outreached successfully, could gain excellent coverage.
They could also enhance this further by including shoppable buttons or internal links through to relevant products.
Flowers are an extremely visual purchase, so using social media is the perfect place to promote your brand. This is where you can turn your paid audience into an owned one, engage with customers and show your brand personality.
Moonpig is top of the social charts with the highest number of brand searches per month. However, we must stress that floristry is a small part of their business and thus rarely features on their social media feeds.
Interflora is next on the list and, again, has an impressive number of brand searches and good owned social score.
Here are some things we love about their social feeds:
The thing that grabbed us the most about Interflora’s social accounts is that they constantly encourage engagement – whether that’s comments, likes, shares or asking people to talk about their experiences.
This is a perfect way of widening your brand reach as it allows new people to see your posts which then may turn into followers.
Bloom & Wild’s social media channels focus on promoting their beautiful bouquets with shoppable posts on Facebook and high-quality images on Instagram.
Introducing hotspot links into their Instagram posts could increase sales also.
This brand work with influencers – another great way of promoting your products. They have also collaborated with Cath Kidston to run a series of flower arranging workshops.
Working with other people can widen your audience as it brings your brand to both your and their social feeds.
Set us a challenge if you need help with anything we’ve mentioned or download the report for more Florist insights.
