> AEO AND GEO “It’s not just Google searches
anymore,” Conforti says. “You have to do it all.” Dan McManus, founder and pres-
ident of TeamFloral, a floral marketing and consultancy firm, likens the SEO- AEO-GEO trifecta to asking three experts with slightly different back- grounds how to do something. If you ask them where to buy flowers, each expert is going to provide a list of shops, but those lists could be completely different. That’s because each expert is sourcing its information from different places.
AEO: Speak to Be Found
What is it? When you think AEO, “think voice search,” says Renato Cruz Sogueco, AAF, PFCI, vice president of digital strategy and education at BloomNet. Siri, Alexa, Google Assistant, Cortana, and Bixby are among the many voice assistants that come pre-programmed on phones or other smart devices.
How is it different from SEO? With a traditional internet search, users may only type a few keywords in the search bar, such as “funeral flowers.” Because it’s nonspecific, the search engine’s results can run the gamut from educational sites describing the meaning behind popular sympathy flowers to e-commerce sites where users can buy them. With voice search, users are more inclined to ask a complete question, such as, “Which flower shops deliver to (name of) funeral home?” If some of your web content isn’t formatted as questions, these voice-assisted search engines are less likely to return your website in its results.
How do I make it work for my business? “One way you optimize your AEO is to have the right questions on your website somewhere,” Sogueco says. “The natural solution is to have an FAQ page.” You already know the most common questions because customers call your shop every day and ask them, he says. Another option is to develop a blog with posts dedicated to answering
GENERATIVE GAINS Thanks to strategic content optimization for generative search, Ed Moore Florist & Greenhouse appears in ChatGPT results when users ask for fl orists that deliver nearby.
ELEVATED SALES Karin Moore of Ed Moore Florist in Denver saw an increase in orders — and the shop’s service area grow — after they implemented AEO and GEO strategies.
32 FLORAL MANAGEMENT | July/Aug 2025 |
WWW.SAFNOW.ORG
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