Frenchay ForestryBristol's original Christmas tree supplier, est. 1992
Tripling Google traffic for Bristol's original Christmas tree farm
Three times more clicks from Google than last year's Christmas peak, and organic search now drives almost two-thirds of Frenchay Forestry's online sales.
The challenge
A short, intense selling window
Be the farm Bristol families find first when they search for a real tree, and turn that into orders before December.
What we did
Four pieces of work
Every page written around real searches, a clearer site structure, two buyer-question articles and local listings.
What changed
3× clicks from Google
Organic search now brings in 64% of all online revenue.
Results at a glance
The challenge
Christmas tree sales happen in a short, intense window. Frenchay Forestry needed to be the farm Bristol families found first when they searched for a real tree, and to turn that visibility into online orders and enquiries before December.
What we did
Pages built around how Bristol buyers search
We rewrote every page around the searches local buyers make, from “Christmas trees Bristol” to individual tree varieties.
Why
People search by place and by tree. A page has to answer that exact search to rank for it.
What it changed
“Real Christmas tree Bristol” rose from 13th to 4th, “Christmas tree farm Bristol” from 8th to 4th and “Christmas trees Bristol” from 16th to 6th.
Blog posts answering common questions about real trees
Two in-depth articles on the questions buyers ask before choosing a real tree: how long it will last, and whether it's safe for cats.
Why
Buyers research before they buy. Answering their questions puts the Frenchay name in front of them before they pick a supplier.
What it changed
Both articles reached Google's first page and rank for more than 100 searches. “How long do real Christmas trees last” went from not ranking to 6th.
A clearer route from search to the online shop
We organised the site so tree types, delivery and the online shop each have a clear page, the heart of our ecommerce SEO work.
Why
Orders only come in if the shop and delivery pages can rank and buyers can reach them in a click or two.
What it changed
“Christmas tree delivery Bristol” rose from 18th to 10th. Google search now brings in 64% of online revenue and 68% of enquiries and orders.
Local listings
We set up directory listings with the farm's details, a core part of local SEO.
Why
Matching details across directories back up Frenchay's Bristol location, which Google weighs in local results.
What it changed
Part of the work behind the Bristol rankings above.
The results
Compared with the three months covering last year's Christmas peak, the website now earns three times the clicks and appears in Google more than four times as often. Both blog articles reached Google's first page and rank there for more than 100 searches, putting the Frenchay name in front of buyers early in the season. Organic search is now the farm's biggest source of online sales.
Where they rank on Google now
Position on Google for each search. The lit zone is Google's first page. 2 of 6 searches didn't rank at all before.
- 4Real Christmas tree BristolWas 139 places up
- 4Christmas tree farm BristolWas 84 places up
- 6Christmas trees BristolWas 1610 places up
- 6How long do real Christmas trees lastNot ranking beforeNew
- 9Are Christmas trees toxic to catsNot ranking beforeNew
- 10Christmas tree delivery BristolWas 188 places up