Click Growth and +106% Increase in Top 3 Rankings

Mother’s Day is UrbanStems’ single most important sales period of the year and in 2025, it coincided with a site migration (Salesforce Commerce Cloud to Shopify) and category restructure.

The brand needed to protect visibility while scaling new-customer acquisition efficiently across both organic and paid channels.

Block & Tam was brought in to connect SEO and PPC into one system, ensuring discovery, conversion, and profitability moved in lockstep through the peak gifting season.

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Maintain organic visibility through a live platform transition

Replace lost catalogue keywords without sacrificing efficiency

Scale non-brand acquisition while holding a strict CPO cap

Prevent overlap between organic and paid search

Deliver measurable business growth during the most competitive seasonal window

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Block & Tam built a joint search framework designed for resilience and growth.

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Cross-Channel Query Mapping: Identified 800+ high-value PDPs and PLPs; SEO consolidated pages while PPC covered at-risk keywords to preserve share of search

Landing Page Synchronization: Tested copy and destination variations across channels; top-performing versions rolled out site-wide

Dynamic Budget Allocation: Paid search budgets flexed daily based on SEO momentum and conversion velocity

Content Expansion: Optimized product and category copy for seasonal gifting terms (“Mother’s Day flowers,” “same-day delivery”) to capture intent spikes

Integrated Reporting: Shared dashboards aligned spend, rankings, and efficiency metrics in real time for unified decision-making

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+82% increase in clicks during the Mother’s Day window

+23% growth in total non-brand rankings YoY

+106% increase in Top 3 rankings

+27% increase in orders at flat spend

Maintained CPO under strict target across campaigns

Multiple #1 organic rankings secured: best flower delivery, valentines flower, modern flower delivery, best bouquets

Unified SEO + PPC structure preserved efficiency while delivering record seasonal revenue

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[2cols]

Layer

Analytics & Attribution

Ad Platforms

SEO & Content

Collaboration & Reporting

eCommerce Platform

[split]

Tools/Platforms

GA4, Shopify backend, Looker Studio

Google Ads (Search), Microsoft Ads

Screaming Frog, Ahrefs, Surfer SEO

Shared dashboards, cross-channel insights

Shopify, Salesforce Commerce Cloud

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SEO: Technical migration, content optimization, and seasonal keyword strategy

Paid Search: Non-brand acquisition, bidding governance, and landing-page testing

Analytics & Attribution: Unified tracking and cross-channel efficiency measurement

Growth Advisory: Integrating planning and performance forecasting across channels

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