SEO Success Case Study – The Plantworks

URL: www.plantworksnow.com
Product: Plantworks designs and manufactures artificial plants, flowers and trees for residential and commercial use.
Campaign: Web Development, Search Engine Optimization, Content Management
Time Frame: January 2011 – December 2011

Background:
For over 30 years, Plantworks has designed, manufactured, and installed over 6,000 complete interior and exterior landscapes across the country and internationally. With their onsite creative team of landscape designing professionals, they can create custom silk plants, artificial trees and silk flowers for your home or office.  Plantworks operate from their award-winning 20,000-square-foot Design Center in Las Vegas.

Challenge:
Plantworks came to Media One Pro with two needs: Website makeover and Internet marketing.  Their original site was developed using static HTML pages, requiring the skills of an in-house web developer.  The costs to update the site was extensive. We built the site on top of a Content Management System which allowed Plantworks to allocate different website responsibilities to various staff who were untrained in HTML.  The easy-to-use interface of the Admin panel provides all the tools the staff needs to make changes easily and on the fly.

The second part of the challenge was to increase new business through Search Engine Optimization.  In the beginning, Plantworks could not be found for the keywords that they were focused on.

Their site was essentially un-optimized when we started SEO. Thankfully, since we redesigned and developed the site, we knew it had been built to be “search engine friendly” and wouldn’t run into the roadblocks of a poorly developed site. Still, the site had the following issues:

  • Low link popularity and search engine saturation (pages indexed in the search engines)
  • Not enough conversion
  • Low or no rankings for keywords that searchers might use to find their site

SEO Strategy:
Over several months, we optimized the site, including keyword-specific pages like the Specs Guide section. We targeted these pages to go after keyterms like “Artificial Plants” and “Artificial Trees”. We also completed a link building campaign, which improved the site’s link popularity (or “votes”) for the site which generally results in more traffic and higher rankings.

Results:

  • Unique Visitors +20%
  • Search Engine Referrals +95%
  • Pages Indexed by Google +24%
  • Conversions +154%
  • Links +590

 

Keyword

Volume (search results)

Google Rankings Before SEO

Google Rankings After SEO

Page in Google After SEO

artificial plants

4,280,000

Not in Top 50

2

1

artificial tree

75,000,000

Not in Top 50

11

2

custom artificial plants

1,240,000

Not in Top 50

1

1

custom artificial trees

1,590,000

Not in Top 50

1

1

custom artificial tree

14,900,000

Not in Top 50

2

1

artificial bamboo

1,740,000

Not in Top 50

7

1

artificial christmas tree

4,460,000

Not in Top 50

8

1

artificial bamboo plants

1,260,000

Not in Top 50

4

1