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+155% Increase in YoY Organic Users

Boori UK, a leading global nursery furniture brand, partnered with Vine Digital to increase its organic search visibility and drive more online transactions. Over the past year, we’ve made a significant impact on their organic traffic, resulting in impressive increases in both users and revenue.

Case Study at a Glance

  • 155% increase in organic users YoY for March 2023
  • 104% increase in e-commerce revenue from organic search traffic YoY
  • 172% organic user increase during October-December 2022 compared to the same period in 2021
  • 54% increase in revenue during October-December 2022 compared to the same period in 2021
  • 101% increase in non-branded clicks and 38% increase in impressions for the last 3 months vs the same period last year

“Vine have a roster of SEO experts who clearly know what they are doing and are a pleasure to work with. We are very pleased with the organic traffic growth we’ve achieved together.”



Boori began as an independent nursery store in Sydney, Australia in 1993. Its founder, Justin Chui, took ownership of a struggling factory that supplied products and noticed a lack of coordinating furniture that could withstand family life. He created Boori to meet this demand and has since expanded the brand to six countries. Boori is known for its nature-inspired designs and sustainable practices, using FSC-certified solid wood from sustainable plantations. The brand is committed to producing nursery and child-friendly furniture that stands the test of time, achieved through their trademarked conversion technologies and thoughtful design. Boori is operating in Australia under the domain name and in the UK with the following URL

Key Challenges Solved

Boori UK approached Vine Digital with several challenges in their SEO and online visibility:

  • They lacked the time to work on their SEO, and UK searches on Google were often directed to the Australian website instead of the /uk/ URL path.
  • Most of their organic traffic came from branded queries, and their average monthly organic search traffic was only around 3,000 visits, which was too low for the UK market size.
  • Vine Digital addressed these challenges by focusing on what matters most for e-commerce SEO; Product and Category pages.


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Elmo Stoop

CEO | Vine Digital – Sydney, Australia

Our Solution

Our team started by focusing on optimizing Product and Category pages, using Surfer SEO as a guide to ensure each optimized page had a high content score. We implemented structured data so Google could easily read important product information, and we improved the website’s structure and navigation for better user and bot experiences. We canonicalized redundant URLs, monitored technical aspects of the site for optimal crawlability, and implemented hreflang across the website. In addition, we facilitated efficient collaboration with Boori UK’s internal team by providing regular recommendations and suggestions. Our ongoing efforts have led to significant improvements in Boori UK’s organic traffic and online visibility, driving more online transactions and increased revenue.

Business Impact

By focusing on optimizing Product and Category pages, improving site structure, and ensuring technical efficiency, we have helped Boori UK expand their online visibility and reach a wider audience.  As a result, Boori UK has experienced significant increases in online transactions and revenue, highlighting the tangible business impact of our work.  Our ongoing partnership with Boori UK aims to continue driving growth and achieving even greater results in the future.


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