eCommerce floristry is a very unique business. Most florists prefer to receive orders they can physically make and deliver themselves, rather than send the order to another florist.
So it is vitally important that you target the people who are looking to send flowers to the suburbs you deliver to. SEO Suburb Landing Pages are the perfect way to do exactly that.
Table of Contents
In this guide we take an in-depth look at what these pages are, how to structure them, and how to create and add them to your site.
- What is a SEO Suburb Landing Page
- Why are SEO Suburb Landing Pages so important?
- A Basic Marketing Strategy
- First Impressions Matter
- Page Structure
- Heading One
- Patterned Content
- Unique Content About the Suburb
- Meta Title & Description
- Linking These Pages
- Adding SEO Suburb Landing Pages in Flower Store In a Box
- Widgets to use on these pages
- Frequently Asked Questions
What is a SEO Suburb Landing Page?
A SEO Suburb Landing Page is a page on your website that targets customers searching for florists or flowers in a specific suburb. You can create one for each suburb you deliver to.
The vast majority of people looking to order flowers online search using the suburb name or location combined with a word like:
- Florist
- Florist near me
- Flowers
- Flower shop
- Florist shop
You want pages on your site that attract these customers.
Why are SEO Suburb Landing Pages so important?
Selling flowers online is a numbers game. You need as many people as possible coming to your website who are actually looking to buy flowers.
On the average florist website you will get a 3 to 6% sales conversion rate. That means 3 to 6 sales for every 100 visitors.
If your website only targets the suburb you are physically located in, and 1,000 people a month are searching for flowers in that suburb, your maximum monthly sales potential is 30 to 60 orders. And realistically you will not even get all of those.
Instead, you want to be targeting every suburb you deliver to.
Say you deliver to 100 suburbs with an average of 1,000 searches a month each:
100 suburbs x 1,000 potential visitors = 100,000 potential customers
These pages bring more relevant buyers to your website. And increasingly, AI tools like ChatGPT and Google AI Overviews are using your suburb pages to decide whether to recommend your business when someone asks "who delivers flowers in [suburb] today?" The more suburb pages you have, the more chances you have of being recommended.
You need to be realistic that not every searcher will click through to your website. But having a strategy to target as many relevant people as possible is the right approach.
A Basic Florist Marketing Strategy
A basic marketing strategy combines many tactics, but fundamental to all of them is targeting your delivery locations in Google.
1) Target the suburbs that you deliver to:
- Build SEO Suburb Landing Pages for these on your website
- Run targeted Google Ads to these suburbs
You can create these pages easily in your Flower Store In a Box dashboard. The pages will look similar to a product category page but structured correctly for maximum search engine exposure.
These are absolutely crucial in your overall Marketing Strategy for Florists. That guide outlines the exact strategy successful florists are using to build their online sales.
First Impressions Matter
The page should look just like your homepage. Customers will land directly on it, so it needs to be visually appealing and work properly on mobile.
Create a Suburb List and Prioritise
Start with a list of the suburbs you physically deliver to. You can then use a keyword research tool like keywordtool.io to check how many people are searching for key phrases in each suburb, which will help you decide where to focus first.
- Suburb Name Florist
- Suburb Name Flowers
- Suburb Name Flowers Delivered
Since each page requires a significant amount of content, prioritise the suburbs where people most frequently order from. You can check your dashboard for your top 10 delivery postcodes, or do keyword analysis on your suburb locations.
Page Structure
Here is the structure of a well-built SEO Suburb Landing Page. Some content can be reused across different suburbs.
- Main Heading
- Above-the-Fold Patterned Content - A paragraph introducing what the page is about.
- Below-the-Fold Patterned Content - The rest of your business content with headings.
- Unique Content About the Suburb - Original content specific to that suburb.
Main Heading (H1)
The page always starts with a Main Heading or Heading One (H1) that includes your target keyphrase, followed by the above-the-fold patterned content.
Patterned Content
This content describes your business and how you deliver to the suburb. It is split into two parts:
Above the Fold
The first paragraph on the page. It should be insightful and contain the key messaging about delivering flowers to this suburb. Keep it concise so it does not push your products too far down the page.
Below the Fold
The rest of the content, both the patterned and suburb-specific sections.
In the patterned content, think about answering:
- Who
- What
- Why
- How
- Where
About your business.
For example, if you were targeting Windsor, you would include relevant keywords like:
- Windsor Florist
- Florist Windsor
- Windsor Flowers
- Windsor Flower Delivery
- Flowers Delivered Windsor
This section is a bit like your "About Us" page: accurate business info, links to product categories (do not overdo it), and headings that include your keyphrases.
Aim for about 6 paragraphs of patterned content with headings. Write it once and reuse it across every suburb page, replacing the suburb name each time.
Keyphrase Placement Priority:
- Meta Title
- Meta Description
- Heading One (H1)
- Headings in the Content
Unique Content About the Suburb
Write 300 to 500 words about the suburb. It does not need to focus on flowers but should be relevant to the location. Ideas include:
- Location and nearby suburbs
- Points of interest (churches, shops, parks)
- History of the suburb
- Sports teams
- Famous residents
Do Not:
- Copy content from other websites
- Publish poorly written content
- Keyword stuff
Do:
- Write original, high-quality content
- Use paragraphs and headings
- Include bullet points where helpful
Meta Title & Description
Behind the scenes, each page should have a:
- Meta Title
- Meta Description
These are vitally important for how you appear in Google search results:
Your meta title is what shows in blue. The text underneath is generally the meta description.
Meta Title Ideas
- Flowers Delivered Windsor | Florist Name | 02 555 5555
- Windsor Flowers | Florist Name | Same Day Delivery
- Windsor Florist | Same Day Delivery | Florist Name
Meta Description Ideas
- Flowers to Windsor delivered same day if ordered by 1pm. Order online or call 02 555 5555.
Linking These Pages
Make sure these pages are linked from your website so visitors and search engines can find them. Flower Store In a Box lets you automatically embed a dynamic list of your delivery suburbs with links. This should go on your Delivery Information page and be linked in your main menu.
Adding Suburb Pages in Flower Store In a Box
- Go to Marketing & SEO > SEO > SEO Landing Pages
Key Fields Explained:
- City Name: Becomes part of the URL (e.g.,
/sydney-flowers/suburbname) - Suburb Name: Appears in the page and URL
- Filename: Optional override; will be slugified
- Page Product Category: Defaults to homepage category unless specified
- Additional Settings: Change URL structure or suffixes under SEO Main Settings
Adding Additional Widgets
You can add additional widgets to these pages such as:
- Google Reviews
- Embedded Google Maps
- Instagram Feed
These are great ways to increase customer trust.
Frequently Asked Questions
Suburb Page vs Product Category?
Do not use SEO Suburb Pages for seasonal categories like Mother's Day. Use the correct product category tool instead.
Legal Considerations
Not legal advice, just general guidance.
Your content must be accurate. For example:
- OK: We deliver to Windsor 7 days a week.
- Not OK: We are a Windsor Florist. (if you are not located there)
See this ACCC case for reference: Megs Flowers fined $1M.
Use phrases like: We prepare your flowers fresh from our store at [address].
Can You Use a Suburb Name in Your Content?
Usually, suburb names cannot be trademarked, but you must avoid implying you are a competitor with a similar business name.
Do I Really Need All This Content?
Yes. SEO is competitive. Google already knows you are a florist. These pages help prove you deliver to that specific suburb.
Do I Really Need Unique Content?
Yes. Google penalises duplicate content. Always write your own material.
Can I Use AI-Generated Content?
AI can assist you, but do not rely on it entirely. Always edit and personalise the content. Google may penalise AI-heavy pages that lack original value.
Need Help Building These Pages?
We can write and build SEO Suburb Landing Pages for you. Contact us to find out more.