WSI Wisdom Book English Version | Page 67
Goals and Challenges:
Several new flower shops had emerged and
one in particular opened up in a big mall at a
strategic location. Le Lys d’Or’s income figures
were showing a 10 to 15% decrease over the
last 12 months and the flower shop was
bound to close down if nothing was done
quickly.
The Solution:
Through a WSI Internet Business Analysis
(IBA), we uncovered all aspects of the problem
at hand. We then discussed in detail the target
groups within which to implement a
persuasion-driven solution. It was obvious for
budget reasons that pay-per-click (PPC) could
not to be proposed at this stage and we
focused on search engine optimization (SEO):
Online: We worked on the title and
description metatags, alt tags, H1 and
content as well as designed a Google Maps
page
Offline: We subscribed to Google Maps,
worked on a strategy of carefully selected
back links, always keeping in mind the
importance of using key phrases in the
anchor text
We also provided guidance on the
newsletter and the news/promo feature in
order to optimize the use of key phrases
The Results:
In less than 3 months, the same phrase
would also feature the Le Lys d’Or website in
first place on Google.
Relevant keywords like “Conseil fleuriste”,
“fleuriste creative”, Arrivages de fleurs” were
all in first page rankings. Lys d’Or was in
second place via affiliated page for marriage
events. Lys d’Or was in first place on Google
Belgium pages.
The number of marriages and funerals they
had to work on was up by 20%. The number
of direct orders through the website was
reaching +/- 5 per week although the order
form was not on secured pages. The overall
TO is probably going to reach a 20% increase
for the fiscal year which, if the previous trend
is taken into account, could be assumed to be
about 30% higher than what would occurred
without WSI’s efforts.
WSI Consultant:
DOMINIQUE DECOSTER
Brabant Wallon, Belgium
www.wsibusinessbooster.be
In a very short period of time after working
with WSI, the flower shop could see listings for
Lys d’Or in top positions on Google search for
local phrases like “Fleuriste local areas”.
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