Improving organic search engine visibility under time constraints of seasonality : case : Fluwel
Kontio, Pauliina (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112630091
https://urn.fi/URN:NBN:fi:amk-2025112630091
Tiivistelmä
The thesis examined search engine optimization in the seasonal flower bulb industry, using the Dutch company Fluwel as a case study. The work aimed to determine how targeted SEO actions could improve organic visibility during a short and highly competitive sales season, where even small ranking changes influence commercial performance.
A mixed-method approach was used, beginning with a literature review to establish the theoretical foundations of search engine optimisation. This was followed by an empirical analysis of 2024–2025 performance data to assess the case company’s current visibility and competitive position. Building on these insights, the research implemented targeted SEO improvements, including metadata updates, strengthened internal linking, and selected accessibility adjustments, supported by on-page and technical optimisation analysis as well as keyword and competitor evaluations.
The findings indicated that small, more technically focused SEO measures can lead to measurable short-term improvements in impressions, ranking positions, and page-level visibility. The improvements were most notable on informational pages and other pages that typically received lower visibility. The conclusions show that well-timed, strategic technical optimizations can enhance organic search visibility and support reduced dependency on paid search engine marketing.
A mixed-method approach was used, beginning with a literature review to establish the theoretical foundations of search engine optimisation. This was followed by an empirical analysis of 2024–2025 performance data to assess the case company’s current visibility and competitive position. Building on these insights, the research implemented targeted SEO improvements, including metadata updates, strengthened internal linking, and selected accessibility adjustments, supported by on-page and technical optimisation analysis as well as keyword and competitor evaluations.
The findings indicated that small, more technically focused SEO measures can lead to measurable short-term improvements in impressions, ranking positions, and page-level visibility. The improvements were most notable on informational pages and other pages that typically received lower visibility. The conclusions show that well-timed, strategic technical optimizations can enhance organic search visibility and support reduced dependency on paid search engine marketing.