Key Improvements
- 145% increase in traffic
- 44% increase in revenue
- Average search position improved by 62%
- Improved visibility in key searches
Who Is Cumberland Flower Farm?
Cumberland Flower Farm is a sustainable flower farm just outside the Lake District. Selling only British-grown, seasonal flowers, they specialise in weddings, farewell flowers, and gift bouquets.
SEO Goals
I met Harriet at the In-Cumbria 2024 awards evening, where Cumberland Flower Farm won Best Green Business. She reached out to me a little later, in early 2025, to ask if I could offer some SEO support.
Harriet was keen to grow the business generally, promoting her weddings and new upcoming services such as funeral flowers and workshops. However, she was also keen to be visible in search amongst other more traditional florists locally.
Starting Point
Work began in April 2025 with a full website audit, which showed a good starting point but lots of opportunities. At this point, the website was seeing around 1,500 visitors per month. In searches for local florists, the site was appearing well down the Search Engine Results Pages (SERPs), often on pages 2 and 3 of Google, where searchers were unlikely to click.
SEO Improvements
Audit and Keyword Research
The initial audit revealed a hugely bloated site, mainly due to an excessive number of low-value blog posts. Whilst they were all relevant, many of these posts were very short, didn’t provide value, and used up valuable crawl budget. There were also a number of best practice issues to address, including a large number of unoptimised images, non-sequential headers, missing GDPR compliance, and poorly optimised product pages.
The initial audit revealed a hugely bloated site, mainly due to an excessive number of low-value blog posts. Whilst they were all relevant, many of these posts were very short, didn’t provide value, and used up valuable crawl budget. There were also a number of best practice issues to address, including a large number of unoptimised images, non-sequential headers, missing GDPR compliance, and poorly optimised product pages.
Following the audit, I undertook keyword research and ranking analysis to identify opportunities for improvements, as well as new ranking opportunities. Focus was on local floristry, as well as key services such as weddings and funeral flowers.
Blog and Content
A strategy was implemented to improve the blog offering. All blog posts were reviewed and either removed, combined with other blogs, expanded, or kept. This ensured better focus on the website and removed a lot of low-value content that was negatively affecting overall performance. Suggestions were also made for future blog topics and new posts were optimised for best results.
Content across the site was also reviewed and improvements made based on the audit, keyword research, and business goals.
Best Practice Improvements
The SEO audit had flagged a number of opportunities for improving the basics, so changes were implemented to create a stronger foundation. Images were compressed so they weren’t too heavy, and optimised for better accessibility and contextualisation. I worked with Cumberland Flower Farm’s developer in order to make improvements to the user journey, making it easier and less frustrating to make purchases.
A GDPR-compliant banner was installed and tracking set up using Tag Manager, Google Analytics, and Google Search Console.
Results from SEO Work
With improvements made to the blog and key pages across the site, Cumberland Flower Farm’s average search rankings saw a marked improvement. The graph above shows average position between November 2025 and January 2026, compared to the same period the year before (the dotted line). Average search rankings have climbed from 40 to 7, and the site is appearing for more relevant search results as well as some additional popular searches. Rankings are also now more steady and seeing fewer fluctuations.
More specifically, the site is now appearing in the top three results for many target phrases, including those related to local floristry, a key goal for the business.
The improved search positioning has also seen improvements to website traffic and conversions. Compared to the previous year, 2025 has seen traffic nearly double, from 13,000 visits in 2024 to 26,000 visits in 2025. Despite the business being partially seasonal, traffic has remained more consistent throughout the latter half of 2025, where in 2024 there were significant drops in the low-season.
Revenue was also up, with a 44% overall increase YOY, and at least a 20% increase attributed specifically to organic traffic boosted by the SEO work.
Testimonial
“You’ve really helped the website’s visibility and I’m really delighted by your results. Thank you!”
More about Cumberland Flower Farm
Find out more about Cumberland Flower Farm and their beautiful, sustainable, British-grown flowers. Or get in touch if you would like help with SEO for your own sustainable business.