Case Study forPomonafruits.co.ukthrough SEO & Marketing
Strategic SEO that drives traffic, increases rankings, and grows revenue for ambitious e‑commerce brands.
Project Overview
Pomona Fruits
Client: Pomona Fruits is a UK-based specialist nursery and online retailer on Shopify, offering a wide variety of fruit trees, bushes, seeds, and orchard supplies. They cater to gardeners, smallholders, and anyone interested in growing their own food, emphasizing heritage and rare varieties.
Primary Goal:
To establish Pomona Fruits as the leading online resource for fruit trees and bushes in the UK. The strategy aimed to drive sales of plants and seeds by targeting both commercial intent and informational queries from gardening enthusiasts, while strongly emphasizing their local, expert credentials.
Our Approach:
We implemented a seasonal and expertise-driven SEO strategy. This involved optimizing for the gardening calendar, creating a vast library of how-to growing guides, and leveraging their unique selling proposition of heritage varieties and expert knowledge to build topical authority and trust.
Why Choose Our Development Team?
Our developers have 8+ years of experience with Shopify Plus, custom app development, and enterprise e-commerce solutions. We've helped over 200+ stores scale from startup to multi-million dollar businesses. Every line of code we write is optimized for performance, security, and scalability.
Development Excellence
Custom solutions that scale with your business
Key Services Delivered:
Seasonal SEO Content Planning:
Mapped content and product promotions to the gardening year (e.g., bare root planting season, apple tree pruning winter, summer soft fruit care) to capture intent at the most relevant time.
Expert-Driven Growing Guides:
Created comprehensive, authoritative content on planting, pruning, grafting, and pest control for specific fruit varieties (e.g., how to grow a Victoria plum tree, care for blueberry bushes in pots), establishing immense E-A-T (Expertise, Authoritativeness, Trustworthiness).
Long-Tail Keyword Optimization for Varieties:
Targeted thousands of highly specific long-tail keywords around rare and heritage variety names (Stella cherry tree for sale, How to grow Tayberry, Irish Peach apple tree), a strategy with low competition but very high intent.
Local & UK-Grown SEO:
Emphasized their status as a UK nursery throughout the sites content to differentiate from larger international competitors and target searches like UK fruit trees, British apple trees, and buy fruit trees UK.
Community Link Building:
Earned authentic backlinks from gardening blogs, allotment societies, horticultural clubs, and sustainability websites by providing exceptional value and positioning Pomona as a community-focused expert.
Challenges
Highly Seasonal Demand:
Interest and purchasing are tied to specific seasons and weather. The SEO strategy needed to ensure visibility precisely when customers were ready to buy or act (e.g., planting in autumn or spring).
Long Product Lifecycle & Considered Purchases:
Customers often research for months before purchasing a tree that will last for decades. SEO needed to support a long nurturing process with rich, trustworthy information.
Intense Competition from Large Garden Centres:
Competing against major retailers required a strategy that emphasized Pomona unique advantages: expertise, rare varieties, and specialism.
Communicating Product Viability:
Selling live plants online requires building confidence in the health of the plants upon arrival and the success of growing them. Content had to overcome this digital barrier.
Results & Impact
Our knowledgeable and community-focused strategy made Pomona Fruits the digital hub for UK fruit growers.
+220% Increase in Organic Traffic:
Achieved sustained growth by becoming the answer for both commercial and how-to gardening queries.
Dominant Rankings for Heritage Variety Terms:
Ranked on page #1 for over 800+ highly specific variety and growing queries, capturing a dedicated audience of enthusiasts that larger competitors ignored.
30% of Total Revenue from Organic Channel:
Organic search became the most reliable and profitable channel, directly driving sales of plants, trees, and seeds throughout the year.
Established as the Topical Authority:
Their growing guides became the most linked-to and shared resource in the UK fruit gardening niche, earning powerful .ac.uk and .org.uk backlinks from horticultural societies.
Year-Round Engagement:
The library of evergreen informational content provided a steady stream of traffic during off-peak seasons, nurturing gardeners until the next planting season.