Attract More Clients With Highly Targeted

Florists SEO

Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of companies, including many florists, to build growth-centric SEO campaigns.

Updated: October 21, 2022

Florist SEO Case Study: boutique Portland-based florist sees double the traffic, "direction requests", and phone calls YoY

Before working with us (September 2021):

  • 110 clicks to your website from Google Maps
  • 74 people requested directions to your shop on Google
  • 16 phone calls from Google

September 2022:

  • 216 clicks to your website from Google Maps (+96%)
  • 142 people requested directions to your shop on Google (+92%)
  • 28 phone calls from Google (+75%)

How We Help Florists Grow Their Business & See A

5.7x ROI on Their Monthly SEO Investment

Increase Google Rankings

Get your website ranking on Google Ads for florists for high-value keywords that customers are searching for.

More High-Quality Web Traffic

Get more interested customers coming to your website each month.

Increased Leads & Phone Calls

Get more motivated customers calling your shop to purchase flowers and plants.

You Get Your Time Back

Stop having to write your own blog content or trying to figure out digital marketing on your own.

Here's What You Want To See With Your Florist Website & SEO

When Someone Types "Florists Near Me" Into Google, You Show Up Here …

When Someone Types "Florists Near Me" Into Google, You Show Up Here …

Think about how people search for florists. They might be sitting on the couch with their soon-to-be-spouse, watching Netflix, and decide to pull out their smartphone. 

They go to Google and type in something like “Florist Near Me” – the FIRST thing to show up is the Maps area of Google, called the Google Local Pack. The florists that show up here “win” and get the most phone calls.

When Someone Types "Best Florists in [City]" Into Google, You Show
Up Here …

When customers are looking for florists, they often use the language of “best florist near me” or “best florist in Portland”. 

The florists that rank in the Maps area for these keywords get the most website visitors and phone calls. 

When Someone Types Questions Into Google Like "How Do I Choose the Best Florist," You Show Up Here …

When Someone Types Questions Into Google Like "How Do I Choose the Best Florist," You Show Up Here …

People looking for floral arrangements ask tens of thousands, if not hundreds of thousands, of questions on Google each day. Questions like…

  • “What flowers are best for a fall wedding?”
  • “What are the traditional flowers for a funeral?”
  • “Flowers for Valentine’s Day”

Ranking for these keywords in Google helps prove that your website is an “authority” and can be trusted.

People Are Searching Differently For Florists Than They
Used To

Check out the increase in people searching for “florist near me” over the last five years. 

This screenshot above comes from a tool called Google Trends (a tool created by Google itself). You can see the dramatic increase in the number of people searching for “florist near me.”

See The Common Theme? You Want To Increase Your Floral Shop’s Digital Presence Online To Be Found By Motivated Customers

At the end of the day, you want more customers in your city to know that you exist. Whenever they do a Google search online around florists, you want to show up over your competitors. 

How Do You Get Tangible Results With SEO Services for Florists?

Step 1: Comprehensive SEO Audit

Most SEO companies fail to complete this step. And this is the most critical step of all!

How can you get where you want to be if you don’t have any idea where you are?

We recommend doing a comprehensive SEO audit to determine:

  • Current SEO performance
  • Current SEO errors
  • What your local competitors are doing
  • Technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

The goal for SEO for florists is to increase what we call your “local visibility.” 

We use robust and powerful third-party tools to run an “SEO visibility test” on your business. This allows us to see how visible your business is on Google.

The report looks like this:

Step 3: Create a Roadmap Based on Data

We now have a lot of data from the SEO audit and the local SEO visibility audit. 

SEO for florists should be strategized based on data. Most other SEO companies don’t do this! They have a “hunch” that something will work but aren’t referencing any data.

We recommend creating a comprehensive roadmap based on your specific data. If the data shows that your website is loading really slowly (which is negatively impacting performance), you should probably fix that first!

Step 4: Implement Highest Priority Changes First

Here’s where the magic happens:

Not all SEO activities are created equal.

Updating the alt text for images on a blog post from your flower shop ads from 2015 won’t be as impactful as improving your home page’s content.

This is why, based on the data, you need to target the “low-hanging fruit” opportunities first. 

You don’t have a Google My Business set up? You should probably make one! You don’t have Service Pages specifically for “Weddings” and “Funerals,”  you should probably build those first before worrying about the photos you have posted on your “About Us” page. 

Step 5: Local SEO Best Practices & Content Creation at Scale

Here’s the bottom line. Local SEO for florists comes down to:

  • Consistent information that Google trusts
  • Authority; and
  • Accurate information

For example: If your floral business has a different phone number on your website than what’s on your Facebook page, that’s a red flag for Google.

If Google chooses to rank your business, they can’t trust that if a user picks up the phone and calls, they’ll actually get through to you.

Having consistent NAPs on high-authority directories across the internet is critical.

Now, when it comes to “authority,” that’s where content comes in. If you create content that answers the questions your target audience is asking, Google will see your business as more authoritative than a florist who does not have much content on their site.

Step 6: Meticulously Track Data

The goal of SEO is to have a tangible impact on your flower shop marketing. We want to increase your website visitors and up your phone calls. And to ultimately have those activities lead to increased revenue. 

To ensure your SEO campaign is performing as it should, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • Keyword rankings
  • Website visitors
  • Phone calls; and
  • Other important KPIs

Top 4 Common SEO Mistakes Made by Florists

Not all SEO for florists is created equal! Let’s take a look at some common mistakes florists make, so you’ll know what to avoid.

Mistake 1: They Don’t Fill Out Their Google My Business in Detail

It’s all in the details! Your Google My Business listing should have your:

  • Business name
  • Address or service area
  • Phone number(s)
  • Website URL
  • Business hours
  • Photos
  • Reviews; and
  • Blog posts

The more information you give about your floral shop, the more likely it is that Google will rank you higher — and that customers will be able to easily find you.

Mistake 2: They Don’t List All of Their Services Properly on Their Website

Let potential floral customers know exactly what they’ll be able to get from you. Do you offer free consultations? Delivery? Floral arranging classes? Include all of it on your site.

Mistake 3: They Fail to Create Data-Driven Content That Adds Value to Their Target Audience

Do you teach classes? Offer local delivery? Keywords are key here. Creating articles and blog posts that provide valuable information for customers seeking floral arrangements — while also containing important keywords — is one of the best ways to be easily found on Google.

Mistake 4: They Don’t Have a Reputable Process for SEO

Trying to get your cousin Joe who “knows a little about computers” to plug a few keywords for florist website SEO into your site content isn’t going to cut it.

Working with an SEO expert is the best way to grow your floral business and allow potential customers to find it more easily during online searches.

Florist SEO Services Shouldn't Be 🍪 Cookie-Cutter — Everything Is 100% Customized To Your Business

Florist SEO is not the same as other types of SEO. But not every SEO company gets this. They use the same “tips and tricks” that they use in other industries, thinking that it’ll work with florists. That’s not how it works.

We treat your business as unique. We take an individualized approach to each industry (such as florists), to your specific city (NYC might be different than a small town in Kansas), and your specific website (is your website built on WordPress or Webflow?).

5 Tactical Local SEO Strategies for Contractors

Strategy 1: Google My Business Optimizations

This is an example of a florists Google My Business:

florist-gmb (1)

Well, this is an example of the front-end of a Google My Business account. The part that a person searching on Google can see.

Actually, before we go any further, let’s back up:

Why does Google My Business matter for florists? Google My Business profiles are relevant and important ranking factors if you’re wanting to rank in the Google Local Pack. If you forgot what the Google Local Pack is, here’s a screenshot:

florist-lp

Optimizing your Google My Business helps you show up there ☝️

And, when you rank in the Google Local Pack, you WIN. You get more phone calls and website traffic than that of your competitors.

But how do you optimize your Google My Business correctly so you can get found in the Google Local Pack?

The best way to optimize your Google My Business is..you ready for it? To provide as comprehensive information as possible.

There are many sections in which you can be comprehensive, such as:

  • Your main description
  • Your categories
  • Your services
  • Your products
  • Your photos

Here’s a quick example that explains the difference between being comprehensive and not being comprehensive:

For your main description, you may just be inclined to write a sentence like… “We are a shop of flower enthusiasts who are ready to provide you with beautiful floral arrangements.”

That is just one sentence… Google allows 750 characters for the main description. Use them up! Do you offer consultations? Classes? Can you order specialty flowers? Do you have the capabilities for last-minute orders? 

Answering EVERY possible question is how you can be more comprehensive.

 

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for florists is just a fancy way of describing the content on your website.

It includes things like:

  • Your title tags
  • Your meta description
  • Your header tags (H1, H2, H3)
  • Internal and external links
  • Your images
  • And basically anything that you can put on a website page!

Why does on-page SEO for florists matter? Well, because Google cares about it.

For single-location florists, the most important page on your website, from a local SEO perspective, is your homepage. For multi-location florists, the most important pages on your website are your location pages.

When doing on-page SEO for these pages, you want to implement SEO-friendliness through keywords while also providing as much comprehensive information as possible to the user (and Google).

For example, instead of a title tag like “Sunshine Floral – 503.111.1111” you can provide more context to Google by writing something like “Trusted Florist in Downtown Portland – Sunshine Florist.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for florists. Your website architecture and your sitemap are intimately connected.

Google crawls your sitemap to understand your website architecture, which in turn allows Google to understand what your website is about. 

Here’s what a sitemap might look like to Google.

A little confusing, right? Don’t worry about it too much. Just know that when Google looks at a sitemap like this, it’s putting together what your website is about (which is REALLY important for local SEO).

The main point is that your website structure should make sense hierarchically. Let’s use two of the main services that florists offer – 1) weddings and 2) funerals.

Where should these pages live on your site? First, you should probably have a “services” page that has the URL structure similar to .com/services/

Now, any services that you offer (such as weddings and funerals) should live UNDER this main services page. Like this:

  • .com/services/weddings
  • .com/services/funerals

This seems obvious, but many websites do this wrong. There’s no vertical architecture. Instead, every page lives directly under the homepage. Like this:

  • .com/services/
  • .com/weddings/
  • .com/funerals/
  • .com/prom/

With this structure, it’s not clear to Google that “Weddings” is a service that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. Customers search for thousands of questions on Google every day.

Some are very local:

  • Best florists in [city]
  • Best wedding flowers [city]

Some are generic:

  • Why do people give roses?
  • How to choose wedding flowers?
  • Where do I buy a corsage?
  • How long does a floral arrangement last?

If you answer these types of questions through comprehensive blog articles on your website, it will do 2 things:

  1. You may rank in Google for these keywords that people are searching and therefore drive traffic.
  2. Google will take notice and see your website as an authority over your competitors. Google will think, “Wow, they’re answering all of these floral-related questions that users have. Their website is, therefore, more valuable than local competitors who haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

The old days are gone. Keyword stuffing … PBN link building … all the stuff that used to work. 

Google’s getting smarter. And Google’s starting to understand that a user’s experience on a website is important.

What does this mean for you as a florist?

  • Make it easy for users to find what they’re looking for. They shouldn’t have to spend 5 minutes figuring out if you do funeral arrangements or not.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. You should consider answering customer questions via text, so someone can easily find out exactly what they need to know without having to call. Anything to make the user’s experience SUPER easy.
  • When writing content, you should actually offer value to the reader. Gone are the days of outsourcing writers who produce vague, keyword-stuffed articles. Your content should thoroughly answer the user’s questions and add value to them.

On Average, Our SEO Services for Florists Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Florists SEO Services

Here are the most common questions we’ve heard.

What is Florist SEO?

Florist SEO is a form of marketing that helps florists increase their visibility in search engines, particularly Google. 

The specific SEO strategies that are used for florists vary greatly (which is why all florist SEO are NOT created equal). 

Strategies include:

  • Keyword research
  • On-page SEO
  • Off-page SEO
  • Google Maps optimizations
  • Local SEO
  • Content creation
  • Landing page creation
  • PR 
  • And more

Why Is SEO for Florists Important?

Florist SEO is important because it allows you to get in front of your target audience (the customers looking for a florist RIGHT NOW).

Think about how a social media flower marketing plan works: People are scrolling through Instagram or Facebook and stumble upon an advertisement for a florist in their city. They might be actively looking for a florist, but it’s unlikely.

On the other hand, SEO puts you in front of motivated buyers looking for what you have to offer.

SEO for florists allows you to show up on Google for people actively looking for a florist. Like people searching for “best florist near me” or “florist in downtown [city].” Ranking for those keywords has a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Florists Take To Work?

Florist SEO can take 1 week to 6 months for you to start seeing results. It depends on a variety of factors, including:

  • How big a city you’re in
  • How long your website has been around
  • How high your website’s “domain authority” is
  • How your current SEO is performing
  • And much more

Some of our clients have seen 2x-3x the phone calls within a month after starting their SEO campaigns. Other clients don’t see noticeable increases in phone calls for 2-3 months.

Think about this, though:

If everyone could make a couple of tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best florist in New York City” then the internet would go haywire.

Things take time. Google built its algorithms that way for a reason.

What Florists SEO KPIs Should We Track?

SEO for florists should be meticulously tracked.

You want to know, with absolute certainty, that the money you’re investing in SEO is working for your floral business.

Because of that, you need to track certain metrics to ensure that the campaign is working, including:

  • Keyword rankings: Are you ranking on page 1 of Google for your most important keywords? How are your keyword rankings changing week after week? Month after month?
  • Organic website traffic: Is your organic website traffic from Google going up or down? Which keywords are driving the most traffic?
  • Online lead submissions: Are you seeing more online leads? How are they changing month over month?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing over time?

How Do You Promote a Florist?

By utilizing carefully targeted SEO. SEO for florists should include content that your target audience is searching for.

How do we know what keywords and content your target audience is searching for? We use advanced software and tools that give us insider information and data. For example, we know that 590 people per month (on average) search for “best wedding flowers.”

So, with that being said, we do extensive keyword research to find the topics and questions that customers have.

Questions like:

  • “How far ahead should I order flowers?”
  • “What are the best flowers for a summer wedding?”
  • “How do you preserve wedding flowers?

If you create content that answers these questions, then you can potentially rank in Google when people search for these.

Also, Google will favor your site more than competitors because Google will have more trust in your site. 

What are the Most Valuable Florist Keywords for SEO?

How To Work With Us

For starters – we don’t work with all florists.

We only work with florists who:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well

If that sounds like you, then go through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for SEO growth, we can help. Give us a call today to learn more about our pricing and availability.

Let's Take Your Floral Business From The "Best Kept Secret" To The "Most Sought After Brand"