Editor’s
Note.
“
This Online Florist Report was put together by a
small team of humans at Salience, using a whole
host of tools, software and weeks of our time; What
makes it into the report is the tip of the iceberg. If
you want to go beyond the data within, speak to our
team, any time, through our site or social pages.
It’s 2022. Everyone’s a keen runner now, dogs cost £3,000+, Primark
survived without a website. You couldn’t write it. We’re into the
unknown.
A big consequence for brands is that YoY data just doesn’t mean
the same this side of lockdowns. Technically, the market is anyone’s
game. But, while we’ve seen a K-shaped recovery on the consumer
end, we’re refreshed to see so many new brands rise up through the
lockdown noise and into our ranking list.
This report highlights the ups and downs of your industry’s top
players across several search-marketing performance indicators, from
organic visibility market share to social power, technical prowess and
consumer interest.
This year, we’ve added further link analysis, fine-tuned how we
present our more complex data points, and given the copy and design
some TLC to reflect the uncertain future we’re currently working in.
Alongside that, expect to see our paid media team, software partners
and new clients showcased now and then.
Peace & love,
RICHARD WATERS
SALES & MARKETING DIRECTOR
01244 564 501
richard@salience.co.uk
About Our Services.
Salience.
We are search marketers with an edge. From data-fuelled content
marketers to business and data analysts, UX designers and technical
gurus, we have the skills and know-how to grow your brand in Technical Content User Paid
whichever direction it needs. From new site builds to market leading
search campaigns, we’re the go-to agency for household names,
SEO Marketing Experience Media
challenger brands and ambitious start-ups.

Starting in Chester as an SEO & PPC agency, we’ve expanded our

skills and team exponentially over the last 9 years to ensure our
clients’ digital activities are in peak condition, from analytics to
content marketing, we have the skills in-house to give your brand the
competitive edge required to compete in today’s digital world.

Copywriting Analytics Design CRO

 Contents.
01 Visibility Year on Year

Visibility Year on Year

09 Visibility vs Authority

15 News Weekly

17
You can assess the Page Speed

overall success 21 Search Volume Trends

of a site based 25 Keyword Trends

off of 11 key 31 High Competition Keywords

metrics...
33 Opportunity Keywords

37 Trust

43 Online Reviews

47 Visibility vs Referring Domains

49 Digital Brand Reach

01 02

Visibility
Year on Year.
The key SEO metric. Visibility is all about how easily your brand can be 93% of all online
experiences begin
found online. It’s a little like the footfall of the internet. The greater
your brand’s visibility, the more likely you can be found by your target
market.

with a search engine.

Year-on-year Brands with high At it’s most basic
visibility identifies visibility dominate level, the higher
which brands search engines. your visibility, the
are growing and They’re first to be more people you
those who are on a seen and first to be can get through the
downward trajectory. clicked. front door.
03 04

Visibility
Findings. Bottom 5 Losses
Top 5 Wins On the opposite end of the spectrum, these brands have had the
biggest visibility drops. They’re likely to have been punished by a
search algorithm update or have let things slide over the course of the
year. Either way, learn from their mistakes.

01 01

02 02

03 03

04 04

05 05

These brands are the ones to watch. They’re on the rise with the
biggest growth in the market. Whatever they’re doing, search engines
are loving it and you’ll want to work out what that is and emulate their
strategies, fast.
05 06

Visibility
Scores.
Site Overall YoY Visibility Visibility YoY Compared Site Overall YoY Visibility Visibility YoY Compared
Rank Change Mar 2022 Mar 2021 Change to Market Rank Change Mar 2022 Mar 2021 Change to Market
moonpig.com 1 - 39,297 31,385 +25% +34% newcoventgardenmarket.com 26 -2 632 896 -29% -21%
interflora.co.uk 2 +1 18,269 18,896 -3% +5% floraqueen.com 27 +11 574 279 +106% +115%
funkypigeon.com 3 -1 17,147 19,494 -12% -3% west4flowers.co.uk 28 +14 536 166 +223% +232%
waitroseflorist.com 4 +1 9,171 11,468 -20% -11% flowerbx.com 29 -9 533 1,333 -60% -51%
prestigeflowers.co.uk 5 +1 8,882 11,137 -20% -11% blossominggifts.com 30 +1 494 538 -8% +1%
bloomandwild.com 6 +5 8,096 5,975 +35% +44% teleflorist.co.uk 31 -4 490 744 -34% -25%
primrose.co.uk 7 -3 7,991 18,381 -57% -48% floom.com 32 -6 427 756 -44% -35%
bunches.co.uk 8 +2 7,746 6,246 +24% +33% greatbritishflorist.co.uk 33 -5 422 717 -41% -32%
eflorist.co.uk 9 -2 6,099 9,835 -38% -29% scillyflowers.co.uk 34 +10 411 135 +204% +213%
jparkers.co.uk 10 +2 4,889 4,733 +3% +12% lovelyfloraworld.com 35 -2 384 381 +1% +10%
appleyardflowers.com 11 +4 4,392 2,850 +54% +63% homelandflorists.co.uk 36 +4 357 189 +89% +98%
flyingflowers.co.uk 12 -3 4,290 7,374 -42% -33% wildatheart.com 37 -8 343 687 -50% -41%
flowers.next.co.uk 13 - 3,598 4,712 -24% -15% fromyouflowers.com 38 +7 340 124 +174% +183%
homebargainsflowers.co.uk 14 +11 3,327 878 +279% +288% flowercard.co.uk 39 -16 280 949 -70% -62%
realflowers.co.uk 15 +3 2,562 1,457 +76% +85% handyflowers.co.uk 40 -5 239 318 -25% -16%

Sarahraven.com 16 -2 2,426 3,443 -30% -21% flowersfromthefarm.co.uk 41 -9 232 485 -52% -43%

serenataflowers.com 17 -9 2,322 9,096 -74% -66% myflorist.co.uk 42 +1 158 164 -4% +5%

arenaflowers.com 18 +3 2,103 1,081 +95% +103% sarahsflowers.co.uk 43 +3 145 112 +29% +38%

hauteflorist.co.uk 19 +15 1,659 334 +397% +406% magnoliaflorist.co.uk 44 -3 142 187 -24% -15%

direct2florist.co.uk 20 -3 1,565 1,594 -2% +7% flowerssameday.co.uk 45 -9 139 302 -54% -45%

flowerstation.co.uk 21 -5 1,498 1,899 -21% -12% janepackerdelivered.com 46 -7 117 229 -49% -40%

flowersbypost.com 22 -3 1,317 1,349 -2% +6% teleflora.com 47 +1 116 61 +90% +99%

123-flowers.co.uk 23 -1 1,181 1,014 +16% +25% clareflorist.co.uk 48 -18 111 626 -82% -73%

1800flowers.com 24 +23 849 98 +766% +775% lulaflowershop.co.uk 49 - 106 42 +152% +161%

funeralflowers.org 25 +12 633 295 +115% +123% bloomon.co.uk 50 - 80 8 +900% +909%

07 08

Got a
Industry
Variance: -9% Question?
Industry variance is the average of how much visibility change
Come across any head-scratchers in this report so far? Get in touch for a
there has been in the market. So here, this indicates a -9%
no-strings chat and we’ll run you through any metrics and how they apply to
decrease in overall organic growth within this industry. If the
your brand.
market’s growing, you should be too. If it’s shrinking, you need a
precise and targetted search strategy.

Email us.

Live chat.

Arrange a
call.
09 10

Analysing visibility vs authority

Visibility vs is a great way to find sleeping
Authority. giants in the industry.

Authority is about the stature and reputation of your website. Search

engines like high authority sites as they’re loaded with trust-worthy
signals and likely to provide useful services and content. Authority is
measured through a metric called domain rating. The higher it is, the
more chance you have to rank for competitive keywords and boost
your visibility.

Search engines judge Authority is best achieved

authority through a
domain’s popularity,
size, and age. They use
on and off-site signals
to determine your rank.
through link-building. But
it’s not about quantity.
A few high quality links go
miles further than loads
of spam.

By matching visibility Low authority brands

scores to authority,
we identify which sites
are performing beyond
their means. These are
the ones to learn from.
who are ranking for high
volume terms are the
ones to watch. Target the
keywords they perform
well on for quick growth.
11 12

Visibility vs Key:

Authority Scores.
funkypigeon.com 1 teleflora.com 11 clareflorist.co.uk 21
primrose.co.uk 2 appleyardflowers.com 12 waitroseflorist.com 22
eflorist.co.uk 3 bloomandwild.com 13 blossominggifts.com 23
1800flowers.com 4 bunches.co.uk 14 floom.com 24
interflora.co.uk 5 jparkers.co.uk 15 newcoventgardenmarket.com 25

moonpig.com 6 realflowers.co.uk 16 flowerstation.co.uk 26

flyingflowers.co.uk 7 Sarahraven.com 17 handyflowers.co.uk 27

A B prestigeflowers.co.uk
floraqueen.com
8
9
direct2florist.co.uk
arenaflowers.com
18
19
teleflorist.co.uk
funeralflowers.org
28
29
serenataflowers.com 10 fromyouflowers.com 20 flowersfromthefarm.co.uk 30

A
Those with high visibility but low
authority have laid good foundations
for their site and would benefit from
increased search marketing activity to
build on those foundations.
Visibility

Hats off to these guys. They’ve built

B
their house right and have the search
marketing strategy to expand. At this
point, you should be thinking about
solidifying yourself as market leader.

C
Sites with low visibility and authority. Look on the
bright side, there’s a lot of room for improvement.
Brands in this zone should consider urgently
rethinking their on-site technical and structural setup,
also their keyword strategy and off-site campaigns.

D
C
Low visibility, high authority. At school, these sites
Authority D were the kids who ‘had potential.’ There are clearly
some on-site issues holding these brands back.
Whether those issues lie in content, structure, or
tech, an on-site review is highly recommended.
13 14

Visibility vs
Authority Findings.
These brands could benefit
most from resolving their
on-site tech and structural
issues. Identification of
those problems, and dealing
with them in a priority order,

Low authority, High authority,

should be their key
objective.

High visibility Low visibility

01 01

02 02

03 03

04 04
These brands could benefit
most from a more expansive
search marketing campaign.
Things are looking good
technically, and a strategic

05 content marketing campaign

is likely to yield positive
05
results.
15
News
Weekly
Why don’t we include PPC data in our
reports?
Because PPC data from platforms other
your own Google Ads’ account is unre-
liable. Unlike organic metrics such as vi-
sibility, which are easily measured, it is
difficult to collect any meaningful PPC
performance data without the use of spy
programmes.
Although there are a number of PPC sp-
ying tools available on the market, these
should never be trusted.
This week in Paid Search news
As a person-centric agency, we believe it important to build relationships on the fundamen-
tal understanding of business needs, challenges, and objectives.
It is only following building this we can truly understand how paid media can be best deplo-
yed to support the wider channel mix and achieve goals.
With a manual first approach, understanding the latest changes in the industry is para-
mount for campaign success. Here is what has been going on in the past week:
Microsoft’s Automotive Ads are getting
more placements
In a similar theme, Microsoft’s Automo-
tive Ads are getting more placements as
well as being rolled out globally in beta.
According to Microsoft, automotive
search interest is up 48% compared to
2019. Initially, Automotive Ads have been
able to serve on Bing’s Search, Image,
and Video results, but will be expanded
to serve on Display, Microsoft’s Audience
Network, Microsoft’s Autos Marketplace,
and the Windows search bar.
We’re only interested in giving you the
most meaningful, relevant, and up-to-da-
te data which simply cannot be achieved
for PPC.
Microsoft plan to roll out further expan-
sions this year, including new vehicle
types, support for monthly pricing and
leasing options, and further visuals.
16
Universal Analytics to stop processing data
in July 2023
In an expected move, Universal Analytics Google is encouraging the immediate
will stop processing data at the beginning switch to GA4. As doing so, will give us the
of July in 2023 according to Google. With chance to build historical data before the
the push towards the adoption of the ne-
xt-generation GA4.
inevitable switch in over a year’s time.
There has been a widespread disdain for
GA4 since its launch. Search marketing
community widely describing it as unusa-
ble, awful, and horrible. We’ve found GA4
as an unintuitive tool that makes a lot
of data that is easily found in Universal
Analytics difficult to locate and hard to
access.
Google Opens New Channel For US Car
Sellers
Vehicle ads – have been launched in the US Why is this important to us? In a post-co-
and in beta in other countries such as Cana- vid world where anything can be bought
da and Australia this month. We believe it online, including vehicles, vehicle ads are
won’t be long until we can use it in the UK. the next logical step for Google Ads.
In a very similar set up to Google Shopping, Car buying behaviour has moved online,
vehicle ads will serve on Google’s SERP. With with search interest increasing substan-
the image of the vehicle, make, model, price, tially and no signs of let up.
and miles shown to the user. New and used
vehicles can make use of this new campaign 27% of UK car buyers would be happy to
type. buy a car online without a test drive. Vehi-
The data for the vehicles will come from a
cle ads will help advertisers expand their
exposure to market their vehicles inven-
vehicle data feed which is uploaded to the tories opening up a completely new chan-
Google Merchant Center. nel for their business.
Vehicle ads will be fully automated through
Smart Shopping campaigns.
17 18

Our “ The results we’ve

Experience. achieved from Salience’s
content marketing efforts
Since 2009, we’ve provided search marketing services for household names,
challenger brands and ambitious start-ups across retail, lead generation,
finance & charity sectors. We work on agile principles, born from the belief
have exceeded my
expectations.
that marketing challenges rarely come with six month’s notice, so there’s
no point in making planners that far in advance. We assess the biggest
issues and opportunities for our clients at the start of every sprint. We are
a new breed of search marketing agency that moves fast and adapts to
opportunities in the moment, not in a month. - Paul Hambridge, MD

Read the Case Study

10+ £85M 58M

years organic organic
experience transactions sessions

Find Out More

19 20

Page
Speed.
Perhaps 2021’s biggest news in the The first step is to check how you
world of digital marketing, Google compare against the rest of your
have announced a new ranking industry.
factor set to shake up the web.
Luckily, we’ve got just the thing. Our
Titled Core Web Vitals, this new page speed leaderboard shows which
ranking factor will centre around brands are lightning fast and those
page speed. We’re talking largest lagging behind.
contentful paint (LCP) and first input
delay (FID) - in simple terms, how
fast your site loads and how fast it
can be interacted with.

“ A 1 second
delay in page
load time results
in a 7% loss in
conversions.
21 22

Page Speed What is Google’s MUM update?

Scores. The Google Multitask Unified Model (MUM)

update aims to answer modern search
demands by using an AI-powered algorithm
to improve online search capability. When
searching the internet, contradictory to
expectations users are faced with multiple
searches, geographical, and language
barriers due to a lack of intuition on the
search engine.

Google’s MUM will remove the need to carry

out multiple searches that users currently
do in order to compare and gain deeper
insights. It has the ability to understand
and bring solutions based not just on
Key: textual content but also an interpretation
of images, videos, and podcasts in a way
that was never possible before.*

* Source:
Desktop Mobile searchenginewatch.com

RICHARD WATERS
SEARCH EXPERT
01244 564 501
richard@salience.co.uk

Email us. Live chat. Arrange a

call.
23 24

Search Volume Can 2022 be the year for an upward

Trends. trend rise to reach the highest point
since 2021.
In a nutshell, search volume trends show how interest has changed for the
products, services, and content provided within your industry. A downward
trend means less people are searching. An upward trend means interest
is on the rise and new opportunities are up for grabs. Either way, it’s
important to stay on top of when search is high and low to help inform
your strategy for search.

230
115

180 95

75
2019 2019
130
55
2020 2020
2021 2021
80 35

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30
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25 26

“ Going above and beyond

our expectations of a digital
marketing partner, Salience gave
us the insight and understanding
to take our business to the next
level whilst keeping it enjoyable
and fun.
- Caren Downie, Fashion Director

View Case Studies

Robots Have Their Place. Their

Place is Not Running Your Ads.
A I-managed
search
paid
campaigns
are the new normal. Sa-
you. Time saved, right?
BUT, you’re giving
budget control to Goog-
mance, they’ve gone from
win-to-win for their cli-
ents.
lience is taking a stand le. The AI that profits AI-run campaigns sim-
for the normal normal. from your spending. ply can’t do that.
Often known as smart Can you trust the moral Book a call to discuss
bidding, our team believes conscience of machines? our approach, free au-
this approach to be exact- Paid media experts, dit process, and capped
ly the opposite of smart. Andy, Alex & Jack have management fees.
There’s ease in allow- adopted a holistic, hu-
ing AI to take the reins. man view of campaigns.
AI can make use of Zeroing in on creative,
data that humans can’t. strategy & how online
The job is done for presence affects perfor-
27
Keyword
Trends.
We’ve been keeping a close eye
on what keywords people are
searching for in the market,
allowing us to see what is trending.
In the following sections we’ll
give you the heads up on which
keywords are on the rise and need
your attention, alongside those
which are becoming less and less
important.
28
COVID has brought
monstrous changes to most
Using historical search data, we’re
able to find trend patterns and
of the consumer landscape.
Monitoring changes in
identify opportunities ahead of the
curve.
search volume for keyword
Our search and content strategists
continually monitor industry
movements. From here, we’re able
groups is essential to
to spot content and category gaps
before they’re deemed industry-
standard.
spotting new trends and
surging demand.
29 30

Emerging Trends Receding Trends

Emerging Products Receding Products
Keyword Search Volume Interest Trend Keyword Search Volume Interest Trend
florist 90,500 22% flowering 368,000 -19%
bunch of flowers 14,800 24% flower delivery 246,000 -56%
bridal bouquet 5,400 59% send flowers 27,100 -46%

august birth flower 2,900 114% online flowers 14,800 -58%

september birth flower 2,900 100% flower delivery near me 9,900 -80%
january birth flower 2,400 67% christmas flowers 9,900 -33%
june birth flower 2,400 107% cheap flowers delivered 9,900 -46%
april birth flower 2,400 78% online flower delivery 6,600 -56%
fire lily 590 514% rose box 6,600 -53%
christmas flowers delivered 2,900 -55%

Emerging Brands Receding Brands

Keyword Search Volume Interest Trend Keyword Search Volume Interest Trend
new covent garden market 5,400 15% moonpig 1,500,000 -37%
haute florist 2,400 1% funky pigeon 450,000 -39%
flowers 368,000 -19%
31 32

Got a
New Covent Garden
Market is leading
Question?
emerging brands with over Come across any head-scratchers in this report so far? Get in touch for a

5k searches and an interest

no-strings chat and we’ll run you through any metrics and how they apply to
your brand.

trend of 15%

Email us.

Live chat.

MARCUS OVEREND
SEARCH EXPERT
01244 564 501
Arrange a
call.
marcus@salience.co.uk

Book a Chat
33 34

High Competition 1 flowering

Keywords. 450,000 88
Key:
flower delivery
These keywords are the heavyweight belts, the golden tickets, the
ones to tell your nan about. For top of market brands holding these
2 301,000 86
Local Monthly
Searches (UK)
positions, close monitoring and continued search marketing activity is
needed to safeguard them. For challenger brands looking to weigh in, Competitiveness
florist
3
you best bring your A-game. Score
135,000 73
High competition keywords are typically sought after by big
brands. We’re talking those with brick and mortar stores &

send flowers
large brand reach.

Qualifying intent is more important than ever on these

4 40,500 76
keywords. Providing the correct user journey upon first click
is critical.
flowers send
5 40,500 76

bouquet flower
6 33,100 69

flower bouquet
7 33,100 69

online flowers
8 18,100 79

best meal delivery

9 18,100 79

mothers day flowers

10 40,500 46
35 36

Opportunity 1 florist near me

Keywords. 90,500 41

These terms have less competition
yet high search volumes. As such,
they are a perfect battle ground for
wedding flowers
For challenger and low-visibility
brands, these are the terms
2 18,100 41
where you’ll see most success.

rose box
all brands in the industry to increase Concentrate on these and you’ll

3
their digital reach. see traffic and revenue start to
grow.
Marketing teams across the industry 8,100 29
ignore these terms but audiences For market leaders, these are the
are interested. With strong volumes terms that have probably skipped

purple roses
4
and low competition, they’re ripe for your radar. Dig into these and
the taking. corner the market.
6,600 29

funeral flowers near me

5
“
5,400 25
Opportunity keywords are simply Key:
one indicator of who has the birds foot trefoil
6 6,600 30
Local Monthly
most potential to increase their Searches (UK)
organic channel revenue in the hanging basket flowers
foreseeable future.
7 8,100 35
Competitiveness
Score

valentine’s day flowers

8 9,900 40
MARCUS OVEREND
rose bouquet
SEARCH EXPERT
01244 564 501
9 6,600 34
marcus@salience.co.uk

christmas rose
Book a Chat 10 6,600 35
37 38

Our
Clients.
Our clients are an eclectic mix from all over the globle. But they all share
the same goal, to be more prominent across their market and increase
their profitability.

We’ve provided blended solutions across SEO, paid search, content

marketing, user experience, CRO, digital PR and social media. Over the last
10 years, we’ve worked hard, delivered results and won awards.

638 Clients over

the years

Find Out More

“
Over the time we have been working with Salience, they have increased our online
donations through Google Adwords and keywords significantly. Their technical
expertise and knowledge in this area are impressive, and they are a pleasure to
work with.

- Richard Moody, Head of Supporter Engagement

39 40

Trust.
First introduced with the E-A-T Algorithm update in 2018, trust has since
become a critical ranking factor. But there’s no single score to judge

Trust centres
trust. Instead, it’s a holistic view of your website’s expertise, authority
and trustworthiness. It centres around both on and off-site signals.
Think external review platforms, high-quality links, transparency over

around both
processes and policies, and plenty more.

Your Money Your Life Search quality evaluator

(YMYL) / eCommerce
brands are those most
likely to see visibility
drop as a cause of
on and off-site
guidelines identify
how manual reviewers
evaluate your site’s
trust-worthiness. Use

signals.
poor trust signals. these to get ahead.
41 42

Checklist For
Here is a quick checklist of where you could
place trust signals:

Building Customer
Trust.
Trust bar across
the site (a small
bar that holds all
your guarantee’s,
warranties etc.)

A website can be used to build trust. You can do this through “trust
signals”.
Customer
Trust signals are content embedded within your website that builds up testimonials in
credibility. A lot of things can be considered a trust signal. Like: product pages,
convince the user at
point of purchase.

01 User reviews (TrustPilot, Feefo)

Review profile

02 Testimonials embedded in the

home page & key
PLPs uk.huel.com

03 Guarantees (free returns, warranties) are a great example.

04 Credential badges (Industry recognised Individual product

certifications, think Informed Sport for a reviews. Bonus

supplements brand) points if you can link

this with a review
profile.

Having these things strategically placed around the site builds trust
from users & search engines alike.
Embed credential
badges on shopping
cart pages and any
other high intent
pages.

Our Software
Partners.
Introducing our software partners to the reports is one of the 2022 additions
we got most excited about. Yes, they’re technically ads, but one of our core
principles for these reports is to provide value to the brands we work with.
What better way to do that than to talk about the software we use, agency
side, to deliver top-of-class search marketing results.
These providers all have packages suitable to an in-house team, so if you’re
not on the lookout for a new search agency we can get some value to you this
way, instead.
Once more for everyone at the back - we only showcase software here that is
used and loved by our own team, offers a package and pricing appropriate for
an in-house team, and is, from our point of view at least, very good.
44
Brands like Netflix, H&M and Condé Nast partner with ContentKing
to deploy winning search strategies. Through our unique Real-time
Auditing, Monitoring and Change Tracking suite, growth teams prevent
traffic loss, automate SEO analytics and grow their visitor base over time.
Unlike legacy crawlers, our always-on monitoring technology allows
growth teams to enforce SEO governance at scale, work with real-time,
accurate data and react to adverse SEO events in minutes, not weeks,
before traffic is impacted and revenue is lost.
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Meta-content dropping on your main pages, links
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becoming non-indexable. Whatever the problem: you and you don’t react in time, you risk giving
need to know. Now. your rankings away to competitors, and
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45 46

Online
Reviews.
A key element of trust, reviews are essential to your search marketing
90% 94%
arsenal. Having more good reviews than your competitors is important for of people check online of people say they
off-site trust signals (part of the EAT update), local pack prominence, and
CTR where star-ratings feature in the SERPs. reviews before buying often avoid businesses
from a business. * below a 4 rating. *

Incorporate external
review platforms
into your buying
process to ensure
Bad reviews need to
be answered and fast.
Users are more likely
to ignore bad reviews
eCommerce sites are
judged by both users
and search engines
on their review
48% 45%
maximum take-up. if they see fast replies. platforms. of people only pay of people are more
attention to reviews likely to visit a business
written within the past that responds to their
2 weeks. * negative reviews. *

* Sources:
lyfemarketing.com
brightlocal.com
47 48

Highest Reviewed Sites.

Average Industry
Review Score:
funkypigeon.com
1 4.4 240,536

interflora.co.uk
2 4.4 104,439

bloomandwild.com
3 4.8 40,205

moonpig.com
4 4.4 93,269

eflorist.co.uk
5 3.9 244,844

direct2florist.co.uk
6 4.8 26,239
Key:
prestigeflowers.co.uk
7 4.3 68,614 Review Score

flyingflowers.co.uk
8 4.4 48,303
Number of Reviews

serenataflowers.com
9 3.8 184,176

flowercard.co.uk
10 4.5 17,162
49
Visibility vs
Referring Domains.
Link building isn’t a numbers game. Not anymore, at least. The loose
correlation between linking domains and organic visibility show there are
good, bad and ugly ways of building your brand off-site.
Key:
funkypigeon.com
primrose.co.uk
eflorist.co.uk
1800flowers.com
interflora.co.uk
moonpig.com
flyingflowers.co.uk
prestigeflowers.co.uk
floraqueen.com
serenataflowers.com
teleflora.com
appleyardflowers.com
bloomandwild.com
bunches.co.uk
jparkers.co.uk
realflowers.co.uk
Sarahraven.com
direct2florist.co.uk
arenaflowers.com
fromyouflowers.com
clareflorist.co.uk
waitroseflorist.com
blossominggifts.com
floom.com
newcoventgardenmarket.com
1 flowerstation.co.uk
2 handyflowers.co.uk
3 teleflorist.co.uk
4 funeralflowers.org
5 flowersfromthefarm.co.uk
6 flowers.next.co.uk
7 123-flowers.co.uk
8 flowercard.co.uk
9 wildatheart.com
10 flowerbx.com
11 flowersbypost.com
12 homebargainsflowers.co.uk
13 flowerssameday.co.uk
14 hauteflorist.co.uk
15 greatbritishflorist.co.uk
16 bloomon.co.uk
17 lovelyfloraworld.com
18 homelandflorists.co.uk
19 sarahsflowers.co.uk
20 myflorist.co.uk
21 magnoliaflorist.co.uk
22 scillyflowers.co.uk
23 west4flowers.co.uk
24 janepackerdelivered.com
25 lulaflowershop.co.uk
50
A B
Visibility
26
27
28
29
30 C Referring Domains D
31
32
33
A B
34
High visibility with low referring High visibility with high referring
35 domains likely means the domains are dominating the
36 site is particularly well set- organic market. If you’re in this
37 up technically, with great content, but quadrant, keep doin’ you. If not, it may
38 scores low on brand/content marketing. be easier to compete with their visibility
39 Compare your visibility and RDs to your through technical SEO and content.
40 competition. There could be room to grow
41 through brand digital PR.
42
43
C D
44 Low visibility with low referring Low visibility with high links
45 domains could mean infinite is a double edged-sword.
46 things. However, generally Potentially, your link profile
47 ramping up your search marketing is and strategy is spammy, old or otherwise
48 required to compete in your space. suboptimal, and search engines see that.
49 Whether that’s through tech, content or Regardless, it could also mean you’re a
50 links, we can’t say from this graph, but sleeping giant in search. Get an outside
speak to us if you need a few pointers. opinion on your tech, content, and links.
51 52

Digital Brand
Reach.
Digital Brand Reach centres around how well recognised your brand
is within the industry. To calculate this figure, we blend traditional
search metrics with performance of social channels across the sector.
This helps identify which brands are most prominent across a range of
channels and those who are lost to the abyss.

Brand searches are a traditional measure. Owned social score is really

important too. This identifies audiences you have access to.

Brand searches are a Owned social scores are

traditional measure
of how many people
are searching for your
brand name through
search engines.
increasingly important
in this hyper-digital
world. Improving yours
is key to cross-channel
traffic acquisition.
53 54

Brand Reach Top 5 Social Scores

Findings. 1
4,056

Top 5 Brand Searches

2
2,672

1
1,500,000
Monthly Searches (UK) 3
2,091
Monthly brand searches

2
shows an indication of
brand recall within search

4
behaviour. The top five
Owned Social Score
450,000 are the most recalled
names within Social score considers
search. 1,614 followers and engaged
conversations on all major

3 social platforms. The top

368,000 5 five have a strong following,

creating engagement through
content and
880 product
campaigns.

4
246,000

5
201,000
55 56

Brand Reach
Scores.
MoonPig flys to the moon
Site Brand Searches
Per Month
Owned Social
Score
Rank
with 1.5 Million searches
per month and an owned
moonpig.com 1,500,000 463 1
bloomandwild.com 201,000 880 2
interflora.co.uk 246,000 589 3

social score of 463.

funkypigeon.com 450,000 172 4
homebargainsflowers.co.uk 5,400 4,056 5
Sarahraven.com 60,500 286 6
prestigeflowers.co.uk 60,500 244 7
serenataflowers.com 60,500 207 8
waitroseflorist.com 4,400 2,091 9
primrose.co.uk 49,500 106 10
bunches.co.uk 27,100 144 11
1800flowers.com 880 2,672 12
jparkers.co.uk 22,200 74 13
flowercard.co.uk 14,800 101 14
wildatheart.com 14,800 94 15
flyingflowers.co.uk 27,100 46 16
arenaflowers.com 8,100 138 17
eflorist.co.uk 33,100 33 18
appleyardflowers.com 9,900 85 19
fromyouflowers.com 480 1,614 20
teleflora.com 880 853 21
flowerbx.com 4,400 146 22
bloomon.co.uk 1,300 411 23
newcoventgardenmarket.com 5,400 91 24
flowersbypost.com 49,500 10 25
flowersfromthefarm.co.uk 3,600 79 26
lovelyfloraworld.com 4,400 63 27
floom.com 4,400 54 28
RICHARD WATERS
flowerstation.co.uk 2,400 84 29
SEARCH EXPERT
floraqueen.com 1,600 93 30
01244 564 501
richard@salience.co.uk

Book a Chat
57
Let Them Eat Cake: Meeting Customer
Intent with Luxury Cakemaker
Patisserie Valerie, partnered with
Salience to aggressively grow
their digital footprint following
a landmark partnership with
Sainsbury’s.
Like many digital campaigns, the
goal is to acquire new traffic.
However, we set a precedent from
the start - no vanity metrics allowed.
Traffic must have the intent to buy.
Following our discovery process,
we identified a huge opportunity
to implement 4 new site categories
targeting high intent customers.
These categories were:
- Occasions (birthdays, anniversaries
etc)
- Flavour (red velvet, chocolate etc.)
- Recipient (for him, her, kids)
- Type (Carrot, Gateau etc.)
Throughout the implementation &
launch, we held customer intent and
user experience at the heart of our
strategy.
58
Each new category needed a
reason for its existence.
Copy was implemented on each
page to highlight the brand’s
history, unique selling points
and delicious cakes. Written to
be sincerely useful, while giving
search engines a chance to
recognise the page’s purpose.
Sticking to our principles, we
quickly saw results:
- 67% increase in sessions
- 52% increase in ranking keywords
The new rankings were across our
new high intent categories.
We see P1 rankings on keywords
like “baby shower cake” &
“anniversary delivery” to have
huge commercial and brand value.
59 60

Get in
Touch.
This report shows industry data at a top level; We simply
don’t have space to add all the resulting insight as well.
Give us 30 minutes of your time and we’ll be able to give you
actionable steps to improve your position in the rankings, or
further dig down into your competitors’ movements.

Email us.

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call.