Search Engine Optimization (SEO) is the process of optimizing various aspects of your online presence so that it appears higher in search engine results (like Google) when people search for terms like “florist near me,” or “flower delivery”.
SEO ensures your business is visible and appealing to search engines like Google and, most importantly, to your potential customers.
Florists operate in a highly localized and competitive market. Here’s why SEO for florists is a game changer.
Google is the one that decides which flower shop is the best. They don’t see your gorgeous custom arrangements or your exceptional customer service. They only see how relevant and reliable you are online. If your business isn’t optimized for Google’s algorithms, you risk being overlooked in favor of competitors who are.
Plus, Google makes it too easy to find a new florist - so you have to be visible when your customers turn there to search for one. On average they buy once or twice per year - they may not remember who they used last, so it’s important to rank when they are searching.
Customers are trending towards ordering online instead of visiting stores in person. If your business doesn’t have a strong online presence, you’re missing out on a growing segment of the market.
Even if you have the prime location in town, it doesn’t guarantee visibility online. Customers searching for florists won’t find you unless your website ranks well in local search results. Plus, you must appeal to out of town customers looking for a florist in your local area.
SEO directly impacts your bottom line. How? It’s driving more traffic to your website - local and out of town customers alike. It gives you a fighting chance against order gatherers who are always ranking high on Google. Companies like 1-800 flowers have multi-million dollar marketing budgets and you can be assured they are doing SEO to rank high in your area.
One of the most valuable digital real estate spots for florists is the Google Business Page map pack, which displays the top three local businesses related to a customer’s search. Ranking in the map pack is crucial because it’s the first thing customers see when they search for services like “florist near me.” Businesses in the map pack not only gain higher visibility but also establish instant credibility. Customers are more likely to choose one of these top three options due to the convenience and trustworthiness associated with high rankings.
If your business doesn’t appear in the map pack, you're losing potential customers to competitors.
If you want to see how you’re ranking on Google, be sure you do not search inside your store. Your proximity affects ranking so it will always be skewed. The only accurate way to check your Google ranking is to use a specially designed tool. Local Falcon has one or there is a free ranking tool on teamfloral.com/local-search will allow you to see how you rank against competitors.
While SEO is critical for your business, it’s also a highly specialized field. Many business owners are tempted to handle it themselves, but bad SEO can do more arm than good. Here’s more on why it’s best to leave SEO to the experts:
SEO isn’t something you can set and forget. Search engine algorithms change constantly, and staying on top of the latest trends requires ongoing effort and expertise.
Effective SEO involves a mix of strategies, from keyword research and content creation to technical optimizations and link building. For a busy shop owner, managing all these elements can take time away from what you do best: running your business.
SEO done wrong can hurt your rankings instead of helping them. Common DIY mistakes include targeting the wrong keywords, overloading pages with keywords (known as “keyword stuffing”), or ignoring technical aspects like website speed and mobile responsiveness. It's just too risky when your business is at stake.
Professional SEO specialists have the tools, experience, and knowledge to deliver faster, more effective results. They know what works and can create a tailored strategy for your floral business.
Paying attention to your Google Business Page (GBP) is an important part of your online presence and something you can do on your own. It's a great start as you begin your journey into SEO. Here are a couple of easy, key things that you can DIY.
Ensure you have ownership of your Google Business Page (GBP). Unsure if it’s been claimed? Search for your business on Google. If you can’t find “claim this business” or “own this business”, you’re likely an owner of the profile. If it says “claim this business”, then you know you need to go through the process of verifying this is your business. Once you have completed verification, you have the ability to make changes to your GBP listing.
Once you have verified your GBP, ensure that all your shop information is up to date. Your website, your address, your phone number, and your hours of operation should all be updated if needed. (Pro tip: if you are going to be closed for a holiday OR staying open extra days for Valentine’s Day, update your GBP hours to reflect that)
Your customers are coming here to see if you are available when they need you. Plus, Google sees an active and updated GBP as favorable and it will factor into their ranking algorithm.
Pay special attention to your Google Reviews. Customers consider a high score (with the most reviews) to be the most favorable choice. Ensure that you are regularly getting 5-star reviews.
Always reply to customers who leave you a good review with a ‘thank you’ and add a personal touch if you can. For any reviews that are less than glowing, apologize and make a statement that shows you’d like to make it right if they'll contact you directly. This way, future customers see you as a retailer that cares and stands by their commitment to quality.
Not only does replying to reviews help your future customers see your integrity, it also tells Google you are an active retailer and like updating your GBP, this is good for the algorithm.
One thing to keep in mind about asking for Google Reviews is that not every customer will have a positive experience, so asking for a review without knowing their opinion is risky. For this reason, you don’t want to put a Google Review link on your website or send a request to everyone without knowing what score they will give you.
Consider this, if you have a 4.8 on Google now, and you get a 1-star review, it will take around 5 new 5-star reviews to significantly dilute the impact of the negative review.
Earning strong reviews is essential for ranking higher in search results. Learn more about the dark secret about Google reviews and how it could impact your shop's visibility.
But be careful - Google is paying close attention to the validity of reviews and has some rules in place you need to follow. If you'd like to ask for reviews in the most strategic way possible, check with your SEO provider for a recommendation. They will be able to help you collect reviews and ensure you are compliant with Google.
Investing in SEO is one of the best decisions you can make for your floral business. By improving your online visibility, you’ll connect with more customers and ensure long-term growth and success.
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