Stats
609.3K to 3.5M Monthly Visits
Industry
Ecommerce & Retail
Niche
Flowers & Gifts
Reporting Date
February 2025
Can a blog truly become the heart of an eCommerce website's traffic?
For Bloom & Wild, the answer is a resounding yes. This UK-based online florist has cultivated a blog strategy so successful that it now drives a staggering 96% of their organic traffic.
It's also largely responsible for their 472% traffic growth over the last year, catapulting them to 3.5 million monthly visits.
This SEO case study unearths the blog strategy that Bloom & Wild used to conquer search engine results pages (SERPs). We'll explore how they leveraged content to connect with their audience, dominate keyword rankings, and ultimately drive customers to their online flower shop.
You'll also learn how to cultivate similar growth for your own website and get WordPress tools to help you blossom online.
Let's dive in.
In This Article
The Catalyst: How Bloom & Wild Reached 3.5M Monthly Visits
1. The Blog Strategy That Conquered the SERPs: Driving 96% of Traffic
Bloom & Wild operates in the competitive eCommerce space of online flower delivery. And while their site is designed for transactions, they also know the importance of getting new customers through their virtual door.
To do this, they've leveraged their blog to attract a wider audience and reach potential customers.
On the Bloom & Wild Blog, users can learn about flower-related topics and how to write thoughtful messages for various occasions.
It’s on par with other eCommerce businesses using content marketing to drive traffic. But Bloom & Wild has taken blog-driven SEO to an exceptional level.
The numbers speak volumes: In February 2025, an astounding 48 out of Bloom & Wild's top 50 pages for organic traffic were blog posts. These blog pages are not just a minor traffic source; they are the primary engine, generating 96% of the site's total organic traffic.
It also explains their rapid growth in SEO rankings, which are over half a million keywords.
Getting these rankings was no accident.
Bloom & Wild used on-page SEO to ensure their blog content is highly visible to search engines and resonates with users actively searching for flower-related information.
They understand that while users may not initially search for “Bloom & Wild bouquets,” they are searching for information about flower types, flower care, and gifting advice.
That's why they create content that answers these very questions.
And they use on-page SEO to target the right keywords to rank for relevant search queries.
Ultimately, this strategy positions Bloom & Wild as a helpful resource early in the customer journey. (The Awareness phase, as shown in the diagram below.)
They capture search traffic for users interested in flowers, then guide them towards their eCommerce offerings when the time is right for a purchase.
The customer journey is the path a customer takes when interacting with a brand, from their initial awareness to post-purchase. Essentially, it's the sequence of steps a customer goes through when engaging with a company to purchase a product or service.
Why This Matters:
Bloom & Wild's blog strategy highlights the potential of content marketing for eCommerce businesses. Some benefits of blogging include:
- Establish a Dominant Traffic Source: A well-optimized blog can become your primary source of organic traffic. Bloom & Wild's blog proves it, outperforming product and category pages in driving visitors.
- Deepen Audience Engagement: Go beyond product listings and connect with your audience on a deeper level. A blog provides valuable content that nurtures relationships and builds loyalty.
- Expand Keyword Reach: Target a wider spectrum of keywords, including informational and long-tail phrases. Capture potential customers at all stages of their buying journey, not just those ready to purchase immediately.
- Build Brand Authority: Position your brand as a trusted expert in your niche. High-quality blog content builds credibility and establishes you as a go-to resource.
- Create a Sustainable Marketing Asset: Organic traffic from a blog is a long-term, cost-effective marketing investment. Content continues to attract visitors and generate leads over time.
How to Implement a Winning Blog Strategy:
Want to replicate Bloom & Wild's blog success? Here’s a simplified approach to building a traffic-driving blog:
- Start with keyword research. Keyword research helps you identify topics your target audience is searching for. Use these keywords in your content to rank for relevant queries in your niche.
- Create high-quality content. Develop informative, engaging, and valuable blog posts that align with search intent.
- Optimize for on-page SEO. Place your focus keyword in critical areas, like your SEO title, meta description, H1, subheadings, and body copy.
- Promote your blog. Just published a great post? Share it online. You can use social media, email newsletters, and other channels to expand its reach.
- Analyze and adapt. Track your blog's performance, and see which topics and keywords drive the most traffic. Use these insights to adjust your content strategy moving forward.
Keyword Research & On-Page SEO Tools:
All in One SEO (AIOSEO) integrates with your Semrush account to streamline keyword research within WordPress.
After setting a focus keyword, you can generate additional keyword ideas in the WordPress editor.
Furthermore, the TruSEO On-Page Analysis tool helps you optimize your content for your chosen keywords.
TruSEO On-Page Analysis checks if your focus keyword is present in key areas and flags them when they're missing. You'll get a handy checklist that makes spotting these missed opportunities easy.
Let's now examine how Bloom & Wild optimizes their blog content for users, leading to impressive results in SERP features.
2. User-Centric Content: Writing for Users, Ranking in People Also Ask
While optimizing for search engines is important, Bloom & Wild understands that for content to be truly successful—you must put users first.
That's why they craft blog posts that are comprehensive, informative, and easy to consume. (And, of course, align with search intent, which is what users really want when searching a term in Google.)
To create content for users first, Bloom & Wild optimizes for readability. This metric measures how easily users can read and understand your web page.
It's important because the easier they can digest your text, the better your user engagement metrics will be (e.g., time on page, bounce rate, etc.)
Ultimately, this can help search engines determine how helpful your content actually is and if your content is worth serving in search results. (Readable content gets more rankings.)
Let’s look at a quick example.
Take a look at the blog post below. What makes this web page easy to read?
Bloom & Wild uses a few best practices to improve the readability of its blog posts, including:
- Writing clear subheadings
- Opting for short paragraphs
- Using bold text for scannability
They also use simple language that’s accessible to a wide audience. This makes their blog content user-friendly and easy to digest.
In addition to creating a pleasant reading experience for users, Google also loves readable content.
That’s because it’s easy for them to understand the web page, too. And use this content in SERP features, like People Also Ask (PAA), which presents users with questions related to their initial query.
Over the past year, Bloom & Wild has more than tripled their rankings in this PAA box.
The PAA format aligns perfectly with Bloom & Wild's use of clear subheadings and direct answers in blogs.
Why This Matters:
Prioritizing user-centric content and readability offers significant advantages:
- Enhanced User Engagement: Readable content keeps visitors engaged and encourages longer site visits.
- Increased Content Comprehension: Clear writing ensures users understand your message effectively.
- Improved SERP Visibility: Search engines favor readable content, which can potentially help you get more SERP features.
How to Create User-Centric, Readable Content:
Creating content that is both user-friendly and SEO-effective requires a conscious effort. Here are some key strategies:
- Understand user intent. Before writing, understand what your target audience is searching for and the questions they have.
- Organize your content with appropriate subheadings. Structure your content in a logical order with a clear H1 and subheadings.
- Write concisely and clearly. Use simple language, short sentences, and paragraphs. Avoid jargon and overly complex vocabulary.
- Incorporate visuals. Break up text with relevant images, videos, and infographics to enhance visual appeal and comprehension.
- Check your readability score. Readability tools can assess your content's readability score and identify areas for improvement.
By consistently focusing on these elements, you can create content that users love to read and search engines want to rank.
Readability Tools:
The AIOSEO TruSEO tool has a built-in readability analysis feature that can help you optimize your WordPress content.
You'll get a Readability Checklist that gives you real-time feedback as you write and edit your post or page.
Plus, it provides beginner-friendly suggestions for improving your readability score.
Now, let's explore how Bloom & Wild masters search intent to capture another SERP feature: featured snippets.
3. Mastering Search Intent: Tripling Visibility in Featured Snippets
Bloom & Wild's SEO prowess extends beyond People Also Ask. They've also achieved remarkable success in capturing featured snippets.
Featured snippets, also known as “position zero” results, appear at the top of Google search results, above traditional organic listings. They have the highest clickthrough rate at 42.9%, according to SEO statistics.
Ranking here provides unparalleled visibility and can significantly boost organic traffic.
As for Bloom & Wild, they've tripled their rankings in featured snippets over the year.
And what's interesting is that 30% of these featured snippets originate from a single blog post: Birth Month Flowers Guide.
This blog post is a good example of aligning content with search intent and providing comprehensive topic coverage.
Here's how this particular article achieves this:
- Details each birth month’s flower
- Presents the flower for each month in a clear chart
- Includes FAQs to address user questions
These optimizations are tailored to user intent and provide a comprehensive take on that particular topic.
Why This Matters:
Understanding search intent is one of the most important factors in effective content creation.
This tells you exactly what users are looking for searching a word or phrase in search engines.
By determining the search intent of a keyword you want to rank for, you'll create content that resonates with users and ranks in search results.
Plus, it can help you get coveted SERP features, like featured snippets.
How to Optimize for Featured Snippets:
This tutorial takes you the step-by-step process of getting featured snippets. However, here’s a quick overview of some of the most important points:
- Use schema markup. Schema markup tells search engines about your web page in a way that's easy for them to understand. You can use schema to improve eligibility for SERP features.
- Create the best piece of content on a subject. This doesn't have to be hard. Just address all facets of a topic to satisfy search intent to the fullest. Go beyond basic answers and provide in-depth information.
- Structure your content for featured snippets. Use clear headings, lists, and tables to structure your content in a user-friendly way.
- Check out the competition. Are they ranking for any featured snippets that you could do better? Scope out the SERPs and see what ranking opportunities there are for your website.
Content Optimization Tools:
At the heart of SERP features is high-quality content. That means it's critical to focus on making the best web page for your desired topic.
Easier said than done, right?
Well, with the right SEO tools, you can streamline your content optimizations to maximize reach and win more featured snippets.
The AIOSEO Writing Assistant integrates with SEOBoost, a powerful content optimization tool, to help you improve your WordPress content's visibility in SERPs.
The Optimization Wizard gives you related keywords to ensure comprehensive topic coverage.
Then, the tool provides an analysis report of your content compared to top-ranking competitors.
These insights can help you ensure your content is SEO-friendly and fully addresses user intent.
And you know what that means… a higher change of ranking in featured snippets.
Standout SEO Wins
Beyond their core blog strategy, Bloom & Wild uses another clever SEO technique to guide customers through the marketing funnel.
Internal Linking: Connecting Blog Content to eCommerce Conversions
Bloom & Wild uses internal links within blog posts to seamlessly connect users to the eCommerce side of the website.
Internal links are hyperlinks from one page of your website to another. They're great for content discovery and aid in user navigation.
For the Bloom & Wild blog, internal links often point to product or collection pages of their online flower shop. This strategy encourages users who arrived to the site via a blog post to explore Bloom & Wild's product offerings.
For example, in an article about sunflowers, they link to their “sunflower bouquets” collection and “summer flower delivery” page.
This strategy serves several key purposes:
- Boosts Brand Awareness: Links subtly introduce blog readers to Bloom & Wild's product offerings and brand.
- Improves User Navigation: Internal links allow visitors to easily explore related products and collections.
- Drives Ecommerce Conversions: By linking from high-traffic blog posts to product pages, Bloom & Wild guides potential customers from informational content to conversion opportunities.
By weaving internal links into their blog content, Bloom & Wild bridges the gap between content marketing and eCommerce conversions. This maximizes the ROI of their blog content strategy.
Tool: Link Assistant is a valuable tool for implementing strategic internal linking within WordPress. It provides internal linking suggestions directly within the editor as you write. This saves you time from having to look for links yourself, and provides a quick way to add links to posts or pages.
Takeaways
Our analysis of bloomandwild.com reveals a powerful content strategy centered around their blog. By focusing on on-page SEO, user-centric content, and search intent, Bloom & Wild has cultivated a blog that drives the vast majority of their organic traffic.
Here are the key takeaways for your own SEO strategy:
Top 3 Strategies to Emulate
- Build a blog to drive eCommerce traffic. Don't underestimate the power of a blog for eCommerce SEO; Bloom & Wild's 96% traffic share proves its potential. Develop a content strategy focused on providing valuable, informative and genuinely helpful content. This will attract potential customers to your site naturally, boosting organic traffic and brand awareness.
- Prioritize user-centric, readable content. Create blog content that is not only SEO-optimized, but also user-friendly. Optimize for readability by using simple language, short paragraphs, and clear subheadings. This will make it easier for users to read and digest your content, which can ultimately boost engagement metrics—and rankings.
- Master search intent for featured snippets. Before you can write about a topic, you need to understand what your users are actually looking for. Determining a keyword's search intent provides these answers. You can use these insights to guide your content creation process and optimize for SERP features, like featured snippets.
Bottom 3 Strategies to Reconsider
- Missing schema markup hurts rich results. Schema markup helps search engines understand your content in detail and unlock rich results in SERPs. Bloom & Wild, despite strong content, is missing this advantage. Implementing schema, especially Article schema for their blog posts, could significantly improve their visibility and CTRs by making their search listings more informative. For your site, the AIOSEO Schema Generator offers a no-code way to easily add schema and tap into this SEO benefit.
- Unoptimized image file names are a missed signal. Descriptive image file names provide additional context to search engines about your images. Bloom & Wild uses beautiful imagery, but their generic file names are a missed SEO opportunity. Switching to keyword-rich file names, like purple-tulip-bouquet.jpg, could boost their image rankings. You can use smart tags in AIOSEO to automate these image optimizations.
- Forgetting image title tags reduces user engagement. Image titles provide extra context when users hover or interact with images, enhancing user experience. Bloom & Wild could further optimize by adding descriptive title tags that complement their alt text. These title tags offer another opportunity to reinforce keywords and improve user engagement. AIOSEO’s Image SEO module simplifies adding image titles, ensuring this element sn't overlooked.
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Bloom Your Website's Traffic and Content Strategy With AIOSEO
Bloom & Wild's success story demonstrates the transformative power of a blog-centric SEO strategy, particularly for eCommerce businesses.
By focusing on content quality, user experience, and search intent, they've cultivated a blog that drives the majority of their site traffic.
You, too, can cultivate similar growth for your WordPress site by leveraging the right tools.
All in One SEO is the best SEO plugin for WordPress. It's trusted by over 3 million website owners to improve their content's reach and visibility in SERPs. You'll get a suite of powerful yet beginner-friendly tools that make SEO easy, so you can start ranking higher in search results.
Some customer-favorite tools include:
- Semrush Keyphrase Suggestions: Perform keyword research directly in the WordPress editor. AIOSEO connects with your Semrush account to generate and serve keyword ideas for your content.
- TruSEO Score: Level up your content and go beyond a simple pass or fail. TruSEO analyzes your on-page SEO, giving you actionable tips to maximize your content's reach and readability.
- Writing Assistant: Connect your SEOBoost account to AIOSEO to get content optimization suggestions directly in the WordPress editor. You’ll get real-time feedback to improve your content’s visibility in search engines.
- Link Assistant: Get link suggestions, edit anchor text, and add internal links to your WordPress content. Link Assistant helps you effortlessly build a better linking strategy while saving valuable time.
- Rich Snippets Schema: Win more rich results with AIOSEO’s user-friendly schema generator. Just pick the schema type you want, and we’ll format the structured data properly for Google.
- Image SEO: Automate the writing process for image titles and alt text using smart tag variables. You’ll save time from manual entries while helping users and search engines understand your images.
- WooCommerce SEO: Streamline your eCommerce SEO to win higher rankings for your product pages and product collections. This time-saving tool helps you customize and automate meta titles and descriptions so your product stands out on the SERP.
