TLDR
- Who: Hidden Botanics, a online retailer of sustainable dried and preserved wedding flowers, serving nearly 50,000 brides since 2019.
- What changed: NUOPTIMA rebuilt the site structure, added 13 new category pages, published 15,000 words of content per month, and built five DR40+ backlinks per month through SEO and link building.
- The number: +165% organic traffic and +140% total revenue from September 2023 to April 2024.
About Hidden Botanics and the Challenge
Founded in 2019, Hidden Botanics sells sustainable dried and preserved wedding flowers direct to brides through its own website. Nearly 50,000 brides have bought from them to date.
The business came to NUOPTIMA in September 2023 with a specific problem: their site was showing up in search results but not converting that visibility into traffic or revenue. Competitors had sharpened their own SEO during the same period, widening the gap. A deep audit found the root cause: poor site structure and slow loading speeds were hurting both search rankings and the on-site experience for shoppers who did arrive.
Who we were targeting
Hidden Botanics sells direct to brides planning their weddings, a buyer who searches with specific, high-intent terms tied to flower type, style, and occasion. The site restructuring and content plan targeted that shopper at the exact stage she was in.
- Brides actively planning weddings: the core buyer, searching for specific dried and preserved flower types and styles, served by the 13 new category pages built around those searches.
- Sustainability-minded shoppers: buyers choosing dried and preserved flowers over fresh as a longer-lasting, sustainable alternative, a positioning reinforced through blog content like flower care and styling guides.
- Early-stage researchers: brides browsing wedding hairstyle and styling ideas before they are ready to buy, reached through educational blog content that also builds topical authority.
Team
Hidden Botanics Team
Cagla Cantimur
Founder
Mert Cantimur
Chief Executive Officer
What we did
The engagement ran September 2023 to March 2024. The core deliverables each month were:
- A full kick-off audit of site structure, speed, and technical SEO issues;
- Ongoing technical monitoring and fix requests;
- 15,000 words of new content;
- Five backlinks per month on relevant sites with a domain rating of at least 40;
- Five hours of developer support;
- Monthly tracking reports.
The structural work covered several specific fixes:
- Added a "Featured Media" section on the homepage to surface new content;
- Linked from product pages to educational content (tutorials, videos) to improve the shopping experience;
- Updated and optimized meta tags on all existing category pages;
- Added descriptive text at the bottom of each category page;
- Created 13 new category pages, including "Cream Dried Flowers" and "Dried Daisy Flowers," each with meta tags and category copy;
- Produced dedicated blog content, including "Elegant Wedding Hairstyles With Dried Flowers" and "How to Store Dried Flowers," to build topical authority.
Results
All figures below compare the period before NUOPTIMA's involvement (August to September 2023) against the end of the engagement (March to April 2024).
144.92%
Increase in Purchases
139.78%
Increase in Total Revenue
165.714%
Increase in Organic Traffic
The Google Analytics screenshot below shows the revenue impact from September 2023 to April 2024: 144.92% more purchases and $120,321.03 in total revenue, a 139.78% increase.
The Google Search Console data compares August to September 2023 (before) against March to April 2024 (after):
- Total clicks: 2,790 in the pre-engagement period, 3,730 after. A 33.69% increase.
- Total impressions: 131K before, 340K after. A 159.54% increase.
- Average position: improved from 17.7 to 15.8.
Google Analytics showed equally strong gains across user and session metrics:
- Users: up 222.41%
- Sessions: up 189.05%
- Conversions: up 76.86%
Referring domains grew from 127 in September 2023 to 329 by April 2024, a 159.06% increase, reflecting the cumulative impact of the monthly off-page SEO work:
Organic traffic went from 3,500 monthly visitors in September 2023 to 9,300 by April 2024, a 165.71% increase:
Key takeaways
- Site structure and speed fix first. Hidden Botanics was already appearing in SERPs but losing traffic because a broken site structure sent the wrong signals to search engines and a slow load drove shoppers away. Fixing those issues before publishing new content unlocked the gains that followed. Any eCom brand with decent keyword rankings and weak conversion should start with a technical SEO audit before adding more content.
- New category pages compounded the organic lift. Creating 13 new, properly tagged category pages gave Google more organized surfaces to index and gave shoppers cleaner paths to purchase. Combined with 15,000 words of blog content per month, the site built topical authority fast. This is a repeatable pattern for DTC brands with broad product catalogs: structured category expansion drives organic traffic growth faster than a generic blogging strategy.
- Backlinks turned rankings into revenue. The referring domain count grew from 127 to 329 in seven months through consistent link building on DR40+ sites. That authority signal, layered on top of the content and structural work, pushed average position from 17.7 to 15.8 and pushed purchases up 144.92%. Link acquisition at this pace requires consistent outreach, not one-off campaigns.
If you run an eCom brand and want to know what your organic channel could do, book a strategy call and we will walk through the numbers.