From Luxury Niche To
Mid-Market Dominance
How a one-person consultancy repositioned Kate Hill
Flowers to capture Melbourne’s largest flower
delivery audience — and nearly doubled organic revenue.
OVERVIEW
The Brief
Kate Hill Flowers is a Melbourne-based florist with a strong brand and beautiful product, but organic search was not converting at the level the business deserved. Years of legacy SEO decisions had created a disconnect between how the site was positioned and how Melbourne’s flower buyers actually searched.
Kuhan Supramaniam Consulting was brought in to close that gap: grow organic revenue, increase transactions, and make the homepage a high-performing channel, all on a budget.
THE CHALLENGE
Positioned for the Wrong Customer
The site was built around a “luxury florist Melbourne” identity. The problem? That is not how the bulk of Melbourne’s flower buyers search. The real opportunity sat in high-volume, intent-rich queries like “flower delivery Melbourne“, searches made by people who want beautiful flowers, fast, at fair prices.
A previous agency had also tried to rank “flower delivery Melbourne” and “florist Melbourne” on separate pages, creating keyword cannibalisation rather than clarity. Paired with technical issues including pagination pages not indexed, policy pages blocked from crawling, and no breadcrumb structure, the site was fighting itself for rankings it could have owned outright.
Added complexity came from the client relationship itself. Kate Hill had been let down by a previous agency and was cautious about SEO investment. Three Shopify developers cycled through in eight months, stalling critical technical implementations. Trust had to be earned before momentum could build.
"The previous agency positioned Kate Hill for the wrong consumer segment. The brand was talking luxury; the buyers were searching for same-day, affordable, fast."
STRATEGY
Two Pillars, One Direction
The approach was built on a clear insight: Google treats “flower delivery Melbourne” and “florist Melbourne” as parent and child of the same intent cluster, not separate topics requiring separate pages. Consolidating them on the homepage, while transforming that page into a high-converting collection experience, was the right call strategically and commercially.
EXECUTION
What We Actually Did
Homepage Transformation
The homepage was redesigned around buyer behaviour, not brand identity. Products priced $99 to $139 were surfaced first, showing shoppers that premium flowers do not require premium budgets. "Shop by Occasion" and "Filter by Price" faceted navigation was introduced across homepage and collection pages, matching the way mobile-first buyers actually browse. Meta titles and H1s were rewritten to lead with entity terms ("Flower Delivery Melbourne") and address high-anxiety pain points: same-day cut-off times, delivery coverage, and delivery costs.
Search-Intent Product Naming
Twenty-five products were created or modified with literal, intent-matching names reflecting how buyers search: "Georgia Large Flower Bouquet," "Small Pink Bouquet," "Medium Rose Flower Bouquet." This aligned product discovery directly with search behaviour and improved the relevance signals Google needed to surface the right products for the right queries.
Technical SEO Fixes
Pagination canonicals were corrected. Collection pages beyond page 1 had been pointing back to page 1, meaning hundreds of products were invisible to Google. Changing these to self-referencing canonicals opened up the full product catalogue for indexation. Breadcrumbs were implemented with proper hierarchy across product and collection pages. 190 individual review schemas were added to the homepage, pulled directly from Google Business Profile.
Trust and Legitimacy Signals
Policy pages had been blocked from Google crawling via robots.txt, a direct hit to E-E-A-T signals. These were unblocked and separated into dedicated pages. A comprehensive FAQ page replaced a diluted FAQ section on the main collection page. A Flower Safety Information page was developed covering allergies for pets, babies, and people, signalling safety over sales and establishing trusted advisor credibility.
Content Hub and Authority Building
The Bloom Journal was restructured from a standard blog into a content hub with organised pillars: birth flowers, care guides, seasonal content, and wedding flowers. Content was transformed using an empathy-led framework addressing both the emotional and practical needs behind a flower purchase. Strategic outreach placed content on Toorak Times, The Times, Bride Online, Modern Australian, and Onya Magazine, building domain authority through links to key commercial pages.
Delivery Guide with Suburb Finder
A comprehensive Flower Delivery Guide was built covering 500+ Melbourne suburbs, with faceted navigation allowing buyers to look up their suburb, delivery fees, and cut-off times, removing a key barrier to conversion.
RESULTS
The Outcome
All results are year-on-year comparisons: February to September 2025 vs. February to September 2024. Every target was exceeded.
Items viewed +59.4% · Items added to cart +76.7% · Session volume +71.3% · New users +66.8%
"This campaign demonstrates strong performance, exceeding revenue, transaction, and homepage targets through a well-defined audience strategy and clear objectives. Despite the challenges of working as an individual consultant, the approach to content hubs and interest sections was effective, showcasing both strategic insight and practical execution."
REFLECTION
Why This Campaign Worked
The result came from genuine consumer understanding, not just technical execution. Melbourne’s mid-market flower buyers are not searching for luxury. They are searching for same-day delivery, clear pricing, and a florist they can trust. Once the entire site experience was aligned around that insight, growth followed naturally.
The campaign also had an impact beyond search. During the six-month review, the client noted that the empathy-led content framework had changed how they operated their business, shaping customer interactions and internal values, not just website copy. That is a different kind of outcome.
Ready To Grow Your Organic Revenue?
One consultant. Clear thinking. Real results.