How Bloom & Wild Reached 800,000 Monthly Visitors

In this article, we examine the online florist Bloom & Wild.

You'll discover.

• How Bloom and Wild are growing their traffic.
• How I'd grow their traffic further.
• The content frameworks they've used to grow their traffic to 800,000 monthly visitors.

Let's dive in.

Who are Bloom & Wild?

Aron Gelbard and Ben Stanway founded Bloom & Wild as a direct-to-consumer (DTC) florist. They invented the 'letterbox flower' industry by focusing on shipping flowers from the suppliers directly to the consumer.

What Are Their SEO Metrics?

According to Semrush, Bloom & Wild generate 800,000 monthly visitors worldwide.

They have an authority score of 56 and 54,000 backlinks.

So, it's pretty fair to say...they are a huge site.

But how are they doing it?

As we can see, Bloom and Wild enjoy a traffic split of 41% coming from brand traffic and 25% from Google searches.

When we look at his further with their UK search, it tells an interesting story.

52% of their traffic is informational, and it's here where it gets really interesting.

Increasing Mental Availability Through Information

A quick look at the top pages of the site reveals something I'm always talking about.

If you want to build a brand online, you need to increase its mental and physical availability.

This is brand science.

And you can increase a brand's mental availability through content.

Bloom and Wild have done a great job of attracting traffic with what I like to call scalable content frameworks.

There are a few key ones they use.

• Birth flowers.
• Flower colours.
• Flower meanings.

However, it's clear that their traffic is top of the funnel. They are targeting people looking for information about flowers.

The thing is, with some categories, this type of traffic can and probably does convert.

To grow a brand, you need to increase light category buyers, and this type of traffic is perfect.

People enter relationships all the time, and this content captures a thoughtful partner or friend searching for flowers with a different intent.

Send flowers...great.

Send flowers that mean something to the recipient even better.

This type of content changes the context of giving flowers, allowing more thought to enter the buying process. They're capturing thoughtful customers who value sending flowers.

Which leads me to their next innovation.

Flowers by Subscription

When you buy flowers for someone, it's not just flowers. It's a statement.

There's your loved one at work, and suddenly a bouquet comes into the office, and everyone is smiling, hoping it's for them.

Flowers aren't only flowers...they're a public display of love.

Except it's 2023 now, and thanks to the pandemic, remote work is at an all-time high.

Bloom and Wild aren't a business that started after the pandemic, but they are now well placed to capitalise. Because once you remove the need for a 'display' of love. People want flowers to last.

By shipping flowers through the post at the early stages of their life, people now have the power to buy their own flowers (that last).

This opens up the subscription model.

Don't just buy flowers now. Buy them for the next few months. And this is what Bloom and Wild are doing.

Giving customers the option to purchase for a few months. (I'll cover this more in the 'How I'd Grow them Further' section later, so keep this in mind).

Going Local

You can see that Bloom and Wild are starting to deploy their local SE Ostrategy. This is something that we saw Just Eat do in a previous edition of this newsletter.

This is product-led SEO and will certainly work as they scale.

They are using locally targeted pages to grab more physical availability (the ease and convenience of buying from you).

As you can see, they rank for local keywords but introduce the concept of flowers by post very early on in the landing pages.

Their 'how letterbox flowers work' section is selling the concept, while the page target those looking for flower delivery in their area.

The Gift of Backlinks

When you have a website in the gift industry, backlinks are easy to come by.

Bloggers will naturally link out to pages because they need to.

But you can actually increase this process through digital PR.

Digital PR gets you on the radar of people who can link to you and write about your business. And you will naturally see an uplift in sales because of it.

These types of links don't just add to your value to your SEO, they can increase demand for a product.

And if you want to see how that looks in reality, check out how we helped one business gain a 600% increase in sales.

How I'd Grow Bloom and Wild's Traffic Further

Bloom and Wild have a great SEO/ E-com team working for them, but I love creative SEO, and this newsletter allows me to throw some ideas out there.

It's clear they are expanding locally, but I actually think they can go in another route.

If this were my site, I'd accelerate content production and go after more content frameworks.

They are already doing this, but I'd be looking at sites like the Spruce and examining their content.

But I'd go further and expand into home lifestyle, mental health, home office and decor content.

The concept of subscription flowers is what they need to make people aware of, and by reaching as many people as possible, increasing mental availability in the process.

A general rule of thumb would be this "If an image in the content could have flowers in the photo...it's a fair game piece of content".

Remember, the idea here is to introduce the brand to as many people as possible and also introduce the concept of subscription flowers.

I also feel you could be pretty creative with digital PR and achieve high levels of mental availability.

The final thing I'd suggest is to become the online encyclopedia of flowers.

From gardening and growing tips to flower arranging advice. Go big, go broad and connect the brand to as many people who like flowers as possible.

Traffic scale is key here. Reach as many people as possible and cast that net wide.

Key Takeaways

I always like to leave readers with something they can take with them to apply to their sites/ projects.

And in this week's article, I think the key part is connecting your business to the customers through content.

Bottom of the funnel/ physical availability should always be part of your road map. But getting out there with content that reaches your potential customer matters too.

Especially if you have a unique service or product. Because your ideal customers are searching on the web, and they probably don't know you exist.

Scalable content frameworks and product-led SEO are often the best ways to do this.

Thanks for reading.

Andy