SEO mystery: Interflora vanishes from Google search after Valentine's promotion

28/02/2013

Interflora has disappeared from the front page of Google’s natural search results, fuelling speculation that the florist has breached the search engine’s guidelines.

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As of today (28th February) the Interflora website is still not ranking on Google for key phrases related to its brand, a week after it first vanished.

The flower delivery service's home page has fallen off the first page of Google's results when searching for the term 'Interflora' and ’Flowers’ (see screenshot left).

Interflora's paid links remains there, but there is no sign of its home page in the organic listings, instead showing rivals such as Tesco and Marks and Spencer Flowers.

By comparison, florist appears right at the top of the search results when conducting similar searches on Bing or DuckDuckGo.

Google has so far refused to give a reason for the block, but did cite ‘webspam ‘ in its answer to queires.

The disappearance was first noticed last week, and when digital marketing blog Search Engine Land asked the search giant confirm if they have penalised Interflora for any reason, and Google would not comment.

They said:

We typically don’t comment on whether we’ve taken corrective webspam action regarding specific companies.

Meanwhile, Anthony Shapley, who works for UK SEO firm Bronco noted that Interflora's Valentine's Day preparations may have seen it penalised by Google.

He saw that Interflora placed more than 150 advertorials on regional news sites across the UK in the days and weeks leading up to Valentine's Day, in a move to boosts its listing in Google's index.

If Google has penalised Interflora in the same way, it's also likely that it will win back its page ranking in time.

This is not the first time Interflora has been involved in legal tussles over search rankings. Back in 2011, the florist was locked in a feud with M&S, claiming the supermarket infringed trademarks by using ‘Interflora’ as a Google AdWord.

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