Are you still a UK florist with no online presence? If you are, then you are late in the game. But not to worry, businesses each have their timeline. They might be the first to be online, but are they maximising their time online?
2022 is the year to work smarter, not harder. With search engines getting better at organising information, it’s time to step up your game. It doesn’t matter if you have in-house digital marketers or outsource SEO services. As long as you continuously improve your strategy, you are on the right path.
So what should florists do to improve their SEO strategy?
Search Engine Optimisation or SEO are ways to attract more eyeballs to your website through search engine results. When your website is on the top three results of search engines like Google and Bing, the higher the chance of users visiting your website.
Most people associate SEO with keywords, but it is more than that. While keywords are essential for SEO, other factors can improve your online presence.
SEO is integral to any business as it plays a massive role in all the steps of the sales funnel. From awareness to conversion, SEO can make a difference to customers reaching the conversion stage or giving up the process altogether. So to increase sales and revenue, it is best to have a solid SEO strategy.
The rise of floral e-commerce and the COVID-19 pandemic changing buyer habits emphasised the need for florists to pay more attention to SEO. With the market getting saturated and offering more options to consumers, it’s time you stand out. The best way is to understand customer profiles and their needs to optimise content for them at every stage.
Create and manage your profile on Google Business.
The simplest way to be on Google is to create a profile on Google Business. Signing up to add your business is similar to listing to the yellow pages of the internet. You’ll see that signing up is easy. All you must do is ensure your profile is 100% completed.
If you have a physical store, a Google Business profile will be beneficial as it shows your address and other important details such as operating hours, products, and services. Customers nearby can quickly look up directions when visiting your store or contact you for inquiries.
The best thing about having a Google Business profile is that you show up in search queries of the consumers in your immediate area. In addition, you can share updates about your business and add media such as images and videos.
Think about the keywords you will use.
You don’t want over-saturated keywords or those that don’t convert well. For instance, there is less competition for “funeral flowers Surrey” than just “funeral flowers.” Plus, you are more likely to work with someone in town than someone based miles away.
If you are a local business, you would not be interested in searches from other countries. So think of these things when looking for keywords. However, competition for floristry-related keywords + town can be tricky if you are in a big city. So it might be better to be more specific location-wise. Use tools like Google AdWords and Google Trends to help you find keyword ideas.
Another thing to remember is to look for and utilise long-tail keywords in your content. These keywords may have lower search volume but are more specific. Also, customers who search for these keywords are more likely ready to buy.
Display your business location.
You must display your business location on your website to enhance your ranking. You can embed Google Maps or a Google map pack in a page other than sharing your address. This helps outline the areas you serve and operate.
If you have multiple branches, provide information about each brick-and-mortar location, but don’t use the same content across pages. Instead, include a unique and descriptive “About Us” page for each branch or office.
You can also include your business location in your URL. A URL that contains keywords related to the business is easy to remember. But if you are thinking about branding, you can create targeted landing pages with an optimised URL.
Improve the user experience on your website.
Ensure that your website caters to all devices lest you want customers leaving your website. Of course, there is also aesthetics, navigation and other factors to think about when improving user experience on your website. You’ll need to balance aesthetics and functionality to convince consumers to convert.
SEO will only result in increased sales and conversions when done correctly. So whether you are an independent, high-street shop or a home-based florist, you’ll need a solid local SEO strategy.
Today, more people are turning online to look for products and services. As more businesses go online, local SEO ensures your business keeps up with the times and stands out from the rest.
About the Author
Marianick Villegas is a writer for BloomLocal. She secretly adores flowers and loves any reason to send flowers.