---
title: "The Tree Center"
url: https://marketingsignals.com/case-study/the-tree-center
type: Case study
date: 2026-09-07
---

# The Tree Center SEO Case Study: A Seasonal Search Strategy

E-commerce SEO case study: a seasonal link plan gave The Tree Center 86% more organic revenue from core categories and 247% more page one rankings.

The Tree Center came to us in 2017, wanting to boost their organic presence across key categories and products. As a highly seasonal business, it was crucial for them to be visible during their busiest months of the year.

## Visibility that had to peak with the planting season

The Tree Center sells across a catalogue where demand for individual products swings hard by month. Spring and early summer carry the year, and a category that isn't ranking by March has effectively missed it.

Their organic presence across key categories and product pages wasn't strong enough to capture that peak, and the window to fix it before each season was narrow.

- Seasonal-Based Strategy
- Cannibalisation Fixes
- Targeted Outreach
- Competitor Link Audit
- Gifted Reviews
- Landing Page Optimisation

- 86% increase in organic revenue from core category pages
- 247% increase in page one rankings
- 112% increase in top three rankings

Our Approach

## An SEO strategy built around the selling calendar

### Seasonal-Based Strategy

We targeted specific types of trees based on their peak conversion period, ensuring they had link equity built up in advance of the best-selling months of the year.

### Targeted Outreach

We reached out to garden bloggers to earn links that were thematically relevant and aligned with the right target audience.

### Gifted Reviews

We sent gifted tree samples to established gardening bloggers to build relationships and promote the brand.

### Cannibalisation Fixes

With so many individual products and categories, some pages had become cannibalised over time. We fixed this with an extensive crawl and audit, mapping individual core cohorts of terms to one single page.

### Competitor Link Audit

A manual audit of the best links from the main competitors provided additional outreach targets to complement the main outreach campaign.

### Landing Page Optimisation

We re-optimised a number of key category and content pages to better meet the search intent of the top queries for each page.

We built links to key pages ahead of the peak selling season, then used the quieter winter months to scale back outreach and shift focus onto on-page improvements and new opportunities.

## Inside the campaign

The Results

## Rankings that arrived before the peak, not during it

By aligning our SEO efforts with the industry's seasonal trends, we got key target categories ranking in time for the peak sales period rather than halfway through it. Scaling back link building after the summer months freed up time to improve the site's on-page and technical foundations, which compounded into the following season.

- 86% increase in organic revenue from core category pages
- 247% increase in page one rankings
- 112% increase in top three rankings

Hear It From The Client

> “The team at Marketing Signals really understands the nature of our business and the impact of seasonality. They consistently manage to generate sales in the Spring and Summer which is our key trading period”
>
> Clint Stelfox, Owner TheTreeCenter.com

Featured Work

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