Selected Work / Verdant
Verdant
An SEO and analytics turnaround for a plant shop — organic traffic tripled in six months, and the dashboards to prove what moved.
Verdant, an indoor-plant store · SEO & analytics · 2026
Role
SEO & Analytics
Scope
Audit, keyword strategy, technical SEO, content, measurement
Outcome
Organic users +182% · conversions +141% · bounce −27%
Overview
Verdant is an indoor-plant store with a beautiful catalogue and almost no organic traffic. I ran a full SEO and analytics turnaround — audit, technical fixes, a content engine, and the measurement to prove it — and tripled organic sessions over six months.
The challenge
The site looked good and ranked nowhere. Core Web Vitals were failing, there was no structured data, hundreds of pages had no meta descriptions, and category copy was thin and duplicated. Worse, no one could say what was working, because analytics wasn’t set up to answer the question.
My strategic thinking
SEO compounds, so I sequenced it: fix the foundation before chasing rankings. First the technical debt and measurement — GA4 and Search Console, Core Web Vitals, schema — then a keyword map built on intent: care guides for the questions people actually type, buying guides for the commercial terms. Content earns the traffic; technical makes sure Google can see it.
Process
A crawl and audit scored the site’s health and stack-ranked issues by severity. Keyword research clustered 140 terms into six content hubs. Then technical fixes at scale, metadata and structured data, a pillar-and-cluster content engine, and analytics wired to attribute every gain.
The measurement system
The measurement system is the deliverable as much as the site: a GA4 dashboard for traffic, channels and conversions; Search Console for queries, clicks and position; Core Web Vitals monitoring; and rich-result-ready schema so the SERP listing earns the click. Every change maps to a metric.
The final solution
Product and guide pages that load fast, describe themselves to Google with Product, FAQ and Breadcrumb schema, and target real queries — ‘how to care for a monstera’, ‘pet-safe houseplants’, ‘why are my leaves turning yellow’. The result is a catalogue that finally shows up where people are searching.
Results
Over six months: organic users +182%, sessions +164%, conversions +141%, bounce rate down 27%, and average position from 14.6 to 6.2. Core Web Vitals moved from failing to green (LCP 4.8s → 1.9s), and dozens of care-guide keywords reached page one.
Lessons learned
SEO is a measurement discipline wearing a content costume. The wins were real because the analytics were honest — set up first, watched weekly, and used to kill what didn’t work. Rankings follow when you fix the foundation and answer the exact question, faster than anyone else.
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