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B Floral Event Design & Production is a New York floral and event design studio working on weddings, corporate events and installations. Its market is intensely visual and intensely competitive: hundreds of studios, planners and venues compete for the same searches, and the buyer is often a planner comparing several vendors at once. The studio had a beautiful site with little search presence beyond its name, and a Google Business Profile that had not been worked on.
The brief was a two-month push to build both organic visibility and local presence, with a strong emphasis on content because the site had very few pages that matched what planners and couples actually search for.
We started with semantic analysis and keyword expansion aimed specifically at new pages: event types, styles, venues, services and seasonal themes. That research became a terms of reference for content creation - a roadmap describing every new page, its purpose, its keywords and its structure - so the content produced would serve SEO goals rather than just fill the site.
Thirty texts for new pages were commissioned from professional copywriters against those briefs, and fresh articles were written for the studio's blog to keep the site active and give planners useful information. In parallel we wrote content for external placement - articles that publishers in the wedding and events space would run - and researched the platforms where those articles could appear to extend the studio's reach.
Authority work ran alongside content: crowd links were created and verified in relevant communities and directories, and the studio's Google Business Profile was carefully optimized - categories, services, photos, posts and reviews - to capture local searches. A detailed audit of the website identified technical problems and improvement opportunities, and the studio's developers implemented the changes with our SEO team so the new pages launched on a sound technical base.
Within two months the studio saw a significant increase in organic traffic and, just as importantly, a noticeably higher conversion rate: the new pages did not only bring visitors, they brought enquiries, because each one was written for a specific event need. Local visibility improved with the profile work.
Local visibility deserves a note of its own. Event florists are found on the map as often as in the organic results - a planner searching 'wedding florist Manhattan' sees the 3-pack first. So the profile was treated as a page in its own right: primary category chosen for the highest-value searches, every service listed with a description, an image gallery organized by event type, and posts timed to the wedding season. Reviews were requested from recent clients with a direct link and answered individually, which raised both the count and the response rate that Google factors into local ranking.
Event and wedding businesses in Vancouver win on the same terms: a page for every event type and style a planner searches, backed by a live Google Business Profile. North SEO's content writing and GBP services are built for exactly this kind of visual, local, high-competition market.
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