Vega Awards Arcturus Winner Winner

2021

Inseev x ProFlowers: National Daisy Day

Entrant Company

Inseev Interactive

Category

Digital Marketing - Best Copywriting (NEW)

Client's Name

ProFlowers

Country / Region

United States

As a search marketing agency, we build content designed to support a profile’s organic growth. As a result, we create each asset with unique considerations in mind; for this post, we focused on ranking key terms, building relevancy signals, and optimizing the sales funnel. We created this post to target the keyword “National Daisy Day”, and since its publication, the post has secured position 1 for this head term. We’ve also secured position 1 for our secondary targeted keywords, “daisy day” and “when is national daisy day”. This article is designed to educate users seeking ways to acknowledge national celebrations; namely, as the head term indicates, National Daisy Day. Our business objective focused on informing readers about ProFlowers’ selection of flowers and plants. To increase relevancy signals and reinforce the site’s hierarchy, we included internal links to daisy-related commercial and editorial pages. We also aggregated questions from the “People also ask” section of the National Daisy Day SERP (search engine results page) to answer all related queries, thereby securing features for that section of the results page. We set the article length at roughly 2000 words based on a SERP analysis to ensure our content was more comprehensive than other pages ranking for our targeted terms. We structured the post with clearly defined H2s to support our strategy and ensure that the copy provided valuable, educational content that would answer a searcher’s query. Since this post is related to a specific holiday, traffic is expected to fluctuate significantly based on the time of year. In the last 90 days the post generated 413 visits according to the client’s Adobe platform, with roughly 90% of traffic occurring prior to National Daisy Day on 1/28. The post currently ranks for 18 keywords, totaling 3,000 MSV.

Credits

Senior SEO Manager at FTD Companies Fred Shramovich
 
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