one question, Sogueco says. “Which funeral homes do you deliver flowers to?” or “Do you source local flowers?” are examples. Need help developing questions? Ask ChatGPT, he says. The free AI software can even help you write the blog posts. (Just be sure to personalize them before posting.) Florists can take it one step further
by answering those questions on other platforms. One of the easiest is Google Business Profile, where cus- tomers can publicly post questions for businesses to answer. But you don’t have to wait for someone to ask the question; businesses can post and answer their own. McManus suggests repeating the question within the answer for increased visibility. For example, if you post the question, “Do you offer same-day flower delivery?” your answer could read, “Yes, we offer same-day flower delivery for orders placed by 5 p.m.” Take note: Voice assistants may
prioritize content from their devel- oper’s other platforms. For example, Google Assistant (found on devices such as Pixel phones, some Android phones, and Google Nest) is more likely to source information from your Google Business Profile whereas Apple’s Siri (found on devices such as iPhones and Apple Watch) is more likely to source from your Apple Business Connect account.
Why is it important? While the technology has been around for years, it’s seeing a rise in popularity. Last year, 149.8 million people in the United States used voice assistants, and that number is expected to increase this year to 153.5 million users, according to Statista. Part of the push comes from younger generations who have grown up using voice assistants. In 2024, almost 62% of millennials used voice assistants monthly, according to eMarketer. Gen Z’s use is expected to surpass millen- nials by 2027. Need another reason to optimize
your shop’s voice searchability? Grand View Research reported voice-assisted shoppers spent $15 billion in the United States last year. That’s expected to grow to $50 billion by 2030.
The magazine of the Society of American Florists (SAF) 33
WHAT ABOUT SEO?
Although many consumers are experimenting with or switching to voice-assisted or AI searches, traditional web searches are still the most prominent and Google is king. As such, businesses can’t abandon tried-and-true search engine optimization (SEO) strategies.
Utilize Google Business Profile. This is one of the simplest and easiest ways to improve your ranking. Claim your profile, fill it out completely, and update it regularly. The best part: It’s free.
Make Your Mark on the Maps. Google uses your Google Business Profile to put your business on maps, which often appear at the top of search results. Apple relies on your (free) Apple Business Connect listing. Expand your reach by including in your Google and Apple profiles all towns and cities within your delivery area.
Cultivate Customer Reviews. The number of reviews and your business’s rating also matter to search engines. Send shoppers a satisfaction survey and prompt happy customers to post a Google or Yelp review. If someone posts a negative review, ask them to contact you directly so you can address the issue. They may remove the bad review or update their star rating.
Create Local Pages. Instead of simply listing every city or town where you deliver, create an individual page for each. Include basic information about each locality to reinforce your connection.
Power Up with Pinterest. This photo-heavy platform is an easy fit for florists. Create a (free) Pinterest business account and upload your entire catalog through individual pins with descriptions, prices, and links that take users to your website’s shopping cart.
Keep Your Online Face Fresh. Update your Google Business Profile and website frequently (promoting holiday or seasonal arrangements is an easy makeover). Same goes for your social media accounts. If Google crawls your page and doesn’t see anything new, it thinks you’re irrelevant.
Use Your Words Carefully. Prioritize high-impact keywords such as “florist” and “flower delivery.” Just don’t stuff them anywhere and everywhere. Modern search engines prioritize quality content, so sprinkle keywords in a way that sounds natural.
— Laurie Herrera
SHUTTERSTOCK/PURESOLUTION
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