A common question I am asked is how to write well planned SEO titles, descriptions & headings for products on your florist websites, so I've created a short guide.
The Meta Title is also used as the web browser tab information too.
And it's also used when you bookmark the page The Title and description are used when you share content to social media such as Facebook
So these are really important for both your SEO and as a compelling advertisement encouraging the user to click the link to visit your website.
This is probably the most important information for SEO, and you must include the keyword.
For example here is a good example of a Meta Title: Websites For Florists | Ecommerce | Flower Store In a Box
The meta description is like the advertisement for your website on the search engines.
Websites for florists by Flower Store in a Box, unique ecommerce websites built for florists selling flowers online, trusted by over 500 florists worldwide
There several common types of pages on your ecommerce florist website with the main being the following:
I am going to focus on the two product related pages:
There are some pretty standard keywords and key-phrases for all florists online that you should be targeting.
This is also about maximising the profitability of your orders, you will make more money on orders you make and deliver than having to relay orders elsewhere. Whether you choose Suburb or City is based on your own location and delivery area you wish to target.
When we discussed what to use in meta descriptions we discussed your unique selling propositions were or your special offers. Typically for florists these include:
You can also use other marketing slogans that match your own marketing message
So now you have a whole list of USP's and marketing messages you can use in your meta titles and descriptions. From our experience the vast majority of searching for flowers to buy online are concentrated in four types of searches:
Putting all of this together Take for example the category:
Thank You Title: Thank You Flowers | Same Day Delivery | Free Chocolates
Description: Thank You Flowers delivered to Sydney from only $49.95, same day FREE delivery with FREE Teddy Bear
Heading: Thank You Flowers with Free Chocolate
Title: Thank You Flowers | Free Chocolates | Flower Store In a Box
Description: Buy Thank You Flowers delivered to Sydney from only $49.95 with Free Delivery, Order before 2pm for same day delivery. Market Fresh Flowers made by a real florist
Heading: Thank You Flowers You can obviously be far more creative with specific products like roses:
Title Roses Delivered Sydney | Fresh Roses | Flower Store In a Box
Description: Buy Roses from our wide range of roses, whether it's 1 dozen red roses, or a single red rose to say I love you. We offer same day delivery to Sydney.
Heading: Roses for all occasions!
For special events like Mother's Day & Valentine's Day we use the value propositions of:
Title: Valentine's Day Flowers Sydney | Guaranteed Delivery 14th Feb
Description: Order Valentine's Day Flowers with guaranteed Free Sydney Delivery, every order receives a Free gift! Limited delivery slots, don't miss out, Order Now
Heading: Valentine's Day Flowers Sydney
By and far the hardest to write these for are products, and this is where creating some standard titles and descriptions with various USP's and marketing messages can be very useful. Let's call the product:
Title: Mixed Boxed Arrangement | Flower Store In a Box
Description: But Mixed Boxed Arrangement from $49.95 with Free Delivery and 10% off for members, guaranteed to last for a week
Heading: Impressive mixed box floral arrangement
The description can be re-used: Buy (Product Name) from (Price) with Free Delivery and 10% off for members, guaranteed to last for at least a week Or what about Stunning (Product Name), same day delivery throughout Sydney from only (Price). (Product Name) are a perfect (Occasion Name) If you have a large product selection you can create 20 or thirty standard descriptions and then use and customise a different one for each product.
Whilst this guide is useful for getting started with SEO and writing for your online florist it's really only a starting point. You can introduce custom meta descriptions for each category and product that define what the product looks like and contains. For example: A stunning White Phalaenopsis Orchid delivered to Sydney. Every orchid has a minimum of 2 flower spikes and will flowers for months. Which is a far better meta description, but much more time consuming. A word of advice though, it's better to have fewer products with complete content than loads of products with no content and missing metadata.