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Florist Industry NZ Website Analysis Report Features: wildpoppies.co.nz bestblooms.co.nz rosesarered.co.nz flowersales.co.nz nzflowers.co.nz readyflowers.co.nz mollyblooms.co.nz rocketflorist.co.nz flowersafterhours.co.nz

affinityflowers.co.nz albanyflorist.co.nz rosesflorist.co.nz sunflowers.co.nz urbanflowers.co.nz thewildrose.co.nz

25th July 2011 Copyright Digital Hothouse 0800 000 663


+ Contents: Introduction How does your website perform against the competition? • Free Search Performance •Paid Search Performance •External Links

Summary Contact Us

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Introduction Buying flowers online is becoming more popular not only with the ease and convenience, but also a greater range of floral options and delivery methods to choose from. Flowers do mark every significant event in a person's life (weddings, births, funerals, anniversaries etc). Florists are up there next to rental cars as the most competitive and tough industries in NZ and the world. A younger generation of Kiwis in particular, many of whom are purchasing bunches of blooms more than once a week, instead of on special occasions. This demand has seen the number of florist shops in New Zealand rapidly increase over the last decade, driving up demand for high quality product from flower growers. Why is search performance important? Research has always shown us that you get more traffic the higher you rank on the search results page – simple as that! The graph below shows just how important it is to rank in the first few search results for your particular phrases:

+ 36% of people click on the first search result on a results page, about 13% on the second-placed result, 10% on third, falling steadily to 2% by the time you get to the last result on page 1! The next step is then to look at who is ranking best in the industry, and therefore getting all this traffic. The data is summarised greatly for this report but the full set is available if you want to have a look in more detail at specific results.

Copyright Digital Hothouse 0800 000 663


+How does your website perform against the competition? Next we need to examine the performance of our websites chosen for this research. Using the Google keyword tool, we selected 49 of the most-used florist related search phrases (June 2011) in New Zealand and then ran reports against them for a range of websites across NZ. A full list of the phrases used is available should you require it. The 15 florist websites in this report are based on those who operate as an e-commerce site; Those who deliver nationwide and/or overseas; Those websites who rank for typical keywords (eg “buy flowers online”) and the most popular search terms for specific websites and stores. They include: Wild Poppies – www.wildpoppies.co.nz Best Blooms – www.bestblooms.co.nz Roses Are Red – www.rosesarered.co.nz Flower Sales – www.flowersales.co.nz NZ Flowers - www.nzflowers.co.nz Ready Flowers - www.readyflowers.co.nz Molly Blooms – www.mollyblooms.co.nz Rocket Florist – www.rocketflorist.co.nz Flowers After Hours – www.flowersafterhours.co.nz Affinity Flowers – www.affinityflowers.co.nz Albany Flowers – www.albanyflorist.co.nz Roses Florist – www.rosesflorist.co.nz Sun Flowers – www.sunflowers.co.nz Urban Flowers – www.urbanflowers.co.nz The Wild Rose – www.thewildrose.co.nz

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+ How does your website perform against the competition? Free Search Performance Fig D: Free search performance

Natural Search Competitive Positioning by Keywords Good (1-10)

Poor (11-50)

None

100% 90%

80%

16

13 20

20

16

70% 60%

6

16

50% 40% 30% 20% 10% 0%

37 44 14

16

22

15

13

11

46

47

48

49

49

49

49

49

0

0

27 20

10 2

4 1

2 1

2

1

0

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+ How does your website perform against the competition? Free Search Performance continued The graph above shows how well the different sites perform in Google results across all the different search phrases and shows us that: Unsurprisingly Wild Poppies and Best Blooms are the clear leaders, appearing on the first page of Google results for 27/49 and 20/49 of the top search phrases selected respectively. They both are largely ecommerce stores, have established brands – Best Blooms an award winning florist (best gift shop in Auckland 2007) and Wild Poppies generating 70% of their business online growing at a rate of 40% per year! This is followed by Roses are Red (15 first page results) and Flower Sales (13) and NZ Flowers (11). With the exception of Ready Flowers, the rest of the websites rank for very few or not at all in the top 50 results for any of the important florist related search terms on Google. They are, therefore, getting no traffic at all from those online searching for florists in New Zealand! They are: Molly Blooms Rocket Florist Flowers After Hours Affinity Flowers Albany Flowers Roses Florist Sun Flowers Urban Flowers The Wild Rose

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+How does your website perform against the competition? Paid Search Results (Google Adwords) Next we will look at paid search results (Google Adwords) which are the ads you see alongside the free search results. It is based on a CPC (Cost per Click) basis where you pay when someone actually clicks on your ad and goes to your site. Fig F: Paid Search Performance

Paid Search Competitive Positioning by Keywords 50 45 40 35

10

30

2 3

25

7

28 36 13

20 15 10 5

0

22

3

2 3 1 1 3

Position 1

3 6 2

6 5 3 2

8 18 6

3 0 1

Position 2

14

4 2 0

0 1 1

Position 3

0

0

Position 4

0

0 0

0

0

0

0

Position 5+

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+How does your website perform against the competition? Paid Search Results (Google Adwords) continued The graph above shows how well the different sites perform in paid search results (Google Adwords) across all the different search phrases and shows us that: Best Blooms still competes well in paid search results also but not to the extent to which they rank in the free search results. Surprisingly Ready Flowers performance with paid results far outweighs that of their free rankings. Other continuing top performers are Flower Sales, Roses Are Red and NZ Flowers. Very interestingly Albany Florist, Sun Flowers and The Wild Rose rank well for paid results from not ranking well or at all from the free search results! So they are paying for traffic which their competitors are also getting through free search results!

It is very surprising to see very few companies using Adwords as part of their SEO strategy especially when they don’t rank well in the free results. They are Affinity, Flowers After Hours, Molly Blooms, Rocket Florist, Roses Florist and Urban Florist By doing a couple of quick searches yourself on Google, you will find that some of the ads listed are the daily deal sites – livingsocial, groupon, and some overseas florist sites – interflora.com.au, proflowers.com

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+How does your website perform against the competition? External Links The links your website has to it have a significant effect on how your site will perform in search engines. The value of links to search performance varies enormously– it is far more subtle than a simple equation of more links = better ranking! Domain Authority predicts how well a web page will rank on a domain. The higher the Domain Authority, the greater the potential for an individual page on that domain to rank well. Linking Root Domains is the number of different sites that link to your website. External links looks at all links to your website URL including internal, external and followed and not followed. Fig G: External Links Website

Domain Authority (/100)

Linking Root Domains

External Links

Wild Poppies

50

503

8301

Ready Flowers

48

32

57624

Best Blooms

31

65

1118

Flower Sales

31

37

2659

Roses Are Red

35

76

321

NZ Flowers

30

87

222

Rocket Florist

29

79

182

Flowers After Hours

17

5

13

Molly Blooms

17

4

11

Roses Florist

1

7

8

Sun Flowers

1

9

32

Urban Flowers

1

11

11

Affinity Flowers

0

3

5

Albany Florist

0

0

0

The Wild Rose

0

0

0

Wild Poppies, Ready Flowers, Flower Sales & Best Blooms are the stand outs in all of these areas – the strongest ranking potential, the number of unique relevant domains linking to their site as well as total external links. Just like in the previous results, Molly Blooms down to The Wild Rose perform poorly with link popularity. Copyright Digital Hothouse


+Summary From the research conducted, there are a few businesses that appear to have recognised the new business opportunity that both free search and paid search provide. They are: Best Blooms, Ready Flowers, Roses Are Red, Flower Sales and NZ Flowers. They rank very well for a majority of the top searches made on Google for beauty spas in Auckland. They have also included Adwords as part of their online strategy which is not only generating additional traffic but most likely driving sales. The other websites in this research have ranked well in free search or paid search but not both. Wild Poppies is the other top performer for free searches but none of them use Adwords as part of their marketing strategy. This means they are less able to take advantage of using the Google search engine in marketing their business or promoting any deals, sales they may have at the time. Unlike free searches, with paid ads you can buy your way into the top listing and effectively dominate the first page results! Every time someone clicks on your ad, you know that person is a potential customer or lead, someone who is actively looking to book a spa treatment! On the flipside Albany Florist, Sun Flowers and The Wild Rose are the few that rank for paid searches but do not rank well or at all for free search results! 70-75% of search traffic is organic (free) rather than paid advertisements. Many of these searches are people who are in the early stages of the buying cycle conducting research and gathering information that these websites are not recognising and it is FREE too! It is very likely that their ads are not working as effectively as it should be without Search Engine Optimisation (SEO). Wild Poppies, Best Blooms and NZ Flowers are award winning florists and heavily mentioned in blogs/forums recommended as places to go which is reflected in their search performance. Urban Flowers, Roses Florist, Affinity, Flowers After Hours, Rocket and Molly Blooms rank very poorly in both forms of search, so their websites are effectively only acting as expensive brochures for people who already know them therefore they are unable to use them as tools to generate new customers.

Copyright Digital Hothouse 0800 000 663


+Contact Us Digital Hothouse is a brand new digital agency helping SME’s make more money online! So whether you are looking for someone to set up an AdWords account for you; Or you already have, but it seems like its costing too much or returning too little. If you need someone to make sure that your website is optimised for search engines or to ensure you get as many conversions from it as possible then talk to us! We’ll make sure your new site gets more visitors and more sales for you! For a full version of this report or to have a chat about what we can do for you… contact us on 0800 000 663 or through our website http://www.digitalhothouse.co.nz/

Copyright Digital Hothouse 0800 000 663


Florist Website Research NZ  

Research looks at the top searches on Google NZ for florists (June 2011) and how select websites perform against these keywords relative to...

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