Florist Touch: Marketing Guide

This guide covers all areas to increase your sales and presence - both online and your local customer base. It will prove invaluable in achieving your goals.

For a better understanding, we have provided a background chapter. However, if you are short for time, you can skip to the action section.

Chapter 1: Background

Google and keywords

You will hear terms thrown around like "SEO" (Search Engine Optimisation) - all it really comes down to is being found on Google when your potential customers seek your service.

The first step to understand "SEO" and areas within, begins with the fact that Google wants to remain popular, and in order to do that, they must provide the most relevant results. If they do not provide relevant results, users may begin to use their competitors like Bing, Yahoo, Ask.com, and so on.

So we know that Google wants to provide the best service in order to remain the number one search engine, but how can they tell a good website, from a bad/irrelevant one?

They use many techniques, some of which include:
Hundreds of other metrics are used, but all you really need to be concerned with is making sure your customers:

What is 'The Top 10' and why is it important?

Every search performed has 10 results on the first page. Statistics show that few people venture to the second page, so being within the top 10 is important. As an aside point, Google often changes the types of results (such as showing you local businesses from your location. More on that later..)

A screenshot showing CSS Quick Edit

How do you get to be within the top 10?

Before answering this, we have to understand that in most circumstances, having a site positioned on page 1, compared to page 2 can make a big financial difference. Since we have a financial-based competitive driving force to be within the top 10, means it is difficult, but not impossible to achieve.

In the past, businesses begun 'cheating' their way to the top. So Google had to wise up and make it more difficult for cheaters. Over time, this cat and mouse game forced Google to rely on more factors, with the most influencing factor in displaying websites which were the most useful, relevant and used.

We have outlined the most influential factors in a websites position:

  1. On average, how long a customer visits and stays on the website (bounce rate).
  2. The amount of other websites linking to that website (suggesting the website is more trustworthy).
  3. The relevance of the text copy (if a florists website contained a lot of text about restaurants, this would harm it's ranking).
  4. How fast the website loads.
  5. How easy the website is to use on a mobile device (such as a phone, tablet..).
  6. How many times the website was clicked in the search results, to the number of times it was viewed. (In other words, when displaying your website on the search, it should be legible and catch the customers attention so they visit).
  7. Having the exact keyword on the site ('Florists in Bath').

Keywords - what are they and why are they essential?

While google is using advanced ways to perform searches, their computers lack the ability to fully understand a written paragraph. Instead, they rely on exact (or close) phrases/words. When a search is performed for 'Florists in Bath', websites which contain an exact, or close combination of those words/phrase will then be matched, and thus, google will include the site in the results.

In our example, a florist in Bath will far increase their chances of being found if they use the exact, or very close keyword of 'Florist in Bath' on their website.

We can now apply what we know to our own websites.

Chapter 2: Action plan

Your Florist Touch site is already optimised so it performs well on google, but to achieve greater sales, we recommend going through the checklist.

1. Make a list of 5-10 most important keywords

Knowing what keywords to use is half the battle. For example, if a florist in Southampton only uses 'Southampton Florist' on their content, they may miss out sales because some customers are searching for 'Hampshire Florist', (since Southampton is within Hampshire). If you provide wedding services, a good bet would be 'Southampton wedding flowers'. Contact us to source personalised keywords.

2. Use your keywords in the right places

Now that you have the most important keywords, use them throughout your site, both in your body text and titles.
Tip: Your keywords will be more powerful if you use them in titles, so on your homepage, make sure one of your titles includes the location of your florist e.g. 'Blossoms florist in Hampshire, Southampton'

3. Get customer feedback and adapt your content

We know from the background chapter that the longer your visitors stay, the better. So to check, ask your customers for honest feedback, both positive and negative. They might say that the home page had too little, or too much text on, or that they couldn't find what they were looking for. By receiving honest feedback, you can adapt your content, thereby increasing your Google position.

4. Create, or enhance your Google Places

You will likely have used Google Places hundreds of times - if you have searched for a restaurant/shop/etc, it often comes up before the websites. If you aren't sure you have one, chances are you haven't. Contact us to create a Google Places.

Once you have a Google Places, complete these tasks:

5. Additional, effective actions