Migration Recovery | Atlas Flowers SEO Case Study

What we were up against

Atlas Flowers is a specialist in dried flowers, the bulk of their business, alongside preserved and artificial ranges, selling primarily B2B to wholesale customers. They had once ranked at the very top for the main keywords behind their priority categories and products.

In 2024 the business migrated from WooCommerce to Shopify, and the migration was badly botched, handled by the same agency that also looked after their SEO and PPC at the time.

The effect on their search visibility was severe. Strong rankings disappeared, and the SEO revenue that depended on them fell away with them. By the time we picked the account up, there was some visibility left, but nowhere near enough to drive the growth the business needed.

In addition, tracking was effectively non-existent, with both GA4 and Shopify set up so poorly that the numbers didn't reflect what the business was actually doing. There was no reliable picture of ecommerce performance to make decisions from.

Atlas Flowers leaned on a handful of big, high-volume keywords to drive traffic and revenue, and historically it was the homepage that ranked for them. But a homepage is a place to navigate and understand a brand, not a place to browse and buy. The traffic was landing a step too early in the journey, on a page that was never built to convert.

How we tackled it

We started by fixing the foundations, because there was no point optimising towards numbers we couldn't trust. We ran a full Shopify and GA4 audit and rebuilt the tracking on both, so the data finally aligned with what the business was really doing. We also built them a MER report drawing from Shopify, bringing marketing cost and net sales into one view, so their web store was properly integrated into how they ran the business rather than sitting off to the side.

Then we tackled the SEO problem at its root: the over-reliance on a single page. The goal was to shift the site from leaning on the homepage to a broad, multi-category architecture, with dedicated, highly optimised landing pages doing the ranking instead. The risk was obvious. The homepage was the page getting the traffic, and we couldn't simply strip it back and watch the rankings collapse. So we did it carefully and iteratively over six to twelve months, gradually deoptimising the homepage while building out and strengthening the landing pages around it, with strong internal linking and supporting content building authority across the site. Eventually it clicked, Google recognised the more relevant landing pages as the better answer, and the rankings shot up.

That let us widen the net considerably. Rather than chasing one or two big terms, we built a much larger pool of commercially focused pages, splitting dried flowers by type and foliage, by colour, by season, and by product type across preserved and artificial ranges, as well as targeting the wholesale and B2B terms that matter to their buyers. More entry pages, all pointing customers further down the funnel towards the point of purchase.

One technical change punched above its weight. Working with their developers, we moved the on-page content up the page and tucked it under an accordion, where previously it had all sat below the end of scroll. Making those keywords immediately crawlable had a big and fast impact on performance.

The clearest single win was the keyword dried flowers itself, their largest product and a fiercely competitive term with very high search volume. It moved from the bottom of page one all the way to position two.

What we achieved

12-months on, the recovery has been significant. Comparing the most recent period against the same window a year earlier, organic traffic more than doubled, up 104%, and crucially that translated straight through to the bottom line, with organic revenue also up 104% year on year.

•Organic traffic up 104% and organic revenue up 104% year on year
•Click-through rate up 87%, nearly doubling, as the right pages started appearing for the right searches
•Impressions up 14%, with the average keyword position improving so that most of the keywords they rank for now sit on page one
•Their flagship term, dried flowers, lifted from the bottom of page one to position two

In an era of AI Overviews and falling click-through rates, seeing every metric move in the right direction, and clicks grow far faster than impressions, is rare. Atlas Flowers has gone from a business knocked sideways by its own migration to one growing strongly, on properly integrated and accurately tracked foundations.