Selecting the Right SEO/SEM Partner for Your Florist Business

Published: Monday 3 April 2023

Selecting the Right SEO/SEM Partner for Your Florist Business

One of the most frequent questions we receive is, "Can you recommend someone to handle our SEO and Google AdWords?" Although we cannot suggest a specific individual or company, we can offer guidance on finding a suitable partner and evaluating their services.

The SEO industry is vast, with numerous companies providing SEO/SEM services, making it challenging to determine who can genuinely help your business grow and who might squander your resources.

If you have explored our marketing articles, you'll know that effective marketing for florists involves:

1.Targeting suburbs you deliver to:

    • Develop SEO Suburb Landing Pages on your website
    • Implement targeted Google AdWords for these suburbs

2.Claiming and managing your Google Business listing:

    • Include delivery suburbs in your Google My Business Listing
    • Post images and blog articles at least once a week

3.Requesting Google Reviews from customers after their order:

    • Automate the process for the day following delivery

4.Posting on Instagram and Facebook:

    • Focus on local offers for in-store pickup or delivery only;
    • prioritize audience quality over quantity

5.Marketing to existing customers:

    • Send a monthly email
    • Distribute emails leading up to Mother's Day & Valentine's Day
    • Utilize SMS marketing during the delivery cycle

6.Developing a marketing calendar:

    • Brainstorm ideas for sales, emails, Instagram posts, etc.

Digital marketing agencies can either handle the entire marketing process or assist with specific aspects you're unable to manage.

Read our entire Marketing Guide for Florists here.

For florist SEO, the most impactful actions include:

  • Rectifying missing on-site data such as meta titles and descriptions
  • Adjusting on-site headings, URLs, and content to target keywords
  • Creating and writing SEO Suburb Landing Pages
  • Building backlinks
  • Managing content on your Google local business listing

Questions to Ask

Here are some questions to ask an SEO firm when evaluating potential partners:

  1. How long has your company been operating in the SEO industry?
  2. What is the expertise level of the team members who will work on my project?
  3. Can you share your longest-standing client relationship and provide a reference for me to contact?
  4. Will a dedicated project manager be assigned to my account?
  5. What is the frequency of our communication, and which method do you prefer for updates and discussions?
  6. Can you provide transparent monthly reports detailing the work carried out for my project?
  7. How do you tailor the SEO strategy for my business and assist in selecting the right keywords?
  8. Will you help me establish clear goals for the SEO campaign?
  9. What are the key performance indicators (KPIs) you use to measure the success of your SEO efforts?
  10. What is the pricing for your proposed strategy, and are there any additional costs, such as copywriting services?
  11. How long will it take to resolve the on-site issues identified during the audit?
  12. How many hours per month do you plan to dedicate to my account?
  13. How much content, in terms of word count, will you create for my website each month?
  14. How many backlinks do you aim to build per month, and what strategies do you use for link-building?
  15. What is the estimated timeline to start seeing improvements in search rankings?
  16. In your opinion, what will be the biggest challenge for my business in terms of SEO?

Below I explore why these questions are important in assisting you in choosing the best firm to help you.

  1. How long has your company been operating in the SEO industry?

Asking about a company's experience in the SEO industry helps you gauge their expertise, reliability, and ability to deliver results, ensuring you make an informed decision when choosing an SEO partner.

Age is not always the best factor in evaluation but a well-established SEO company has had more time to build a reputation in the industry. This means they have likely worked with numerous clients who can vouch for their services.

  1. What is the expertise level of the team members who will work on my project?

It's crucial to have team members with industry experience working on your project. Most companies assign less experienced staff to handle the work after the initial sales process, and that’s fine so long as they are overseen by good project managers.

Ideally, the most experienced and knowledgeable team members should devise the strategy, while less experienced members can be tasked with executing the groundwork.

However, it's important to note that you should be paying a lower hourly rate for the services of less experienced team members!

  1. Can you share your longest-standing client relationship and provide a reference for me to contact?

It's essential for an SEO company to have long-standing, satisfied customers who are willing to provide references. This demonstrates that the services they offer yield lasting results and have a positive impact over time!

  1. Will a dedicated project manager be assigned to my account?

It's important to have a single point of contact, or a small team, managing your engagement with the SEO firm. This ensures effective communication and consistent progress on your account each month. Having to deal with a new point of contact frequently can be counterproductive, as you'd need to repeatedly bring someone new up to speed on your SEO project.

  1. What is the frequency of our communication, and which method do you prefer for updates and discussions?

At a minimum, you should receive a monthly report and have a meeting with your SEO team, either virtually or in person, to discuss the work completed and the objectives met. This ensures effective communication and helps you stay informed about the progress of your SEO project.

  1. Can you provide transparent monthly reports detailing the work carried out for my project?

The reporting should offer a comprehensive breakdown of the work completed, enabling you to assess whether you are receiving value for your investment. Additionally, these reports can serve as a basis for auditing the work done and ensuring that the SEO firm is meeting your expectations.

  1. How do you tailor the SEO strategy for my business and assist in selecting the right keywords?

A suitable response from the SEO firm should include:

  • A description of their process for analyzing your business, target audience, and competition.
  • An explanation of how they conduct keyword research, considering search volume, competition, and relevance to your business.
  • A discussion of how they incorporate the selected keywords into your website's content, metadata, and other on-page elements.
  • An outline of any off-page SEO activities they undertake to improve your website's visibility and ranking for the chosen keywords.

By asking this question, you can ensure that the SEO firm you choose is capable of developing and executing a personalized and effective strategy for your business.

  1. Will you help me establish clear goals for the SEO campaign?

This question can be a bit tricky, as your perception of clear and realistic goals might differ significantly from the SEO company's perspective. As a business owner, your primary goal is to increase sales, while the SEO firm might focus on improving keyword rankings, building a certain number of links, etc.

It's essential to clearly communicate your desired outcomes, such as:

Boost sales by 10% in 6 months through organic traffic

This objective is specific, attainable, and measurable, ensuring both you and the SEO firm are aligned on the campaign's purpose.

  1. What are the key performance indicators (KPIs) you use to measure the success of your SEO efforts?

The Key Performance Indicators (KPIs) must be closely aligned with your objectives and can be divided into two categories:

  1. Tasks Completed
  2. Outcomes Realized

Examples of these could include:

  • Generate 5 backlinks monthly
  • Create 2 location-specific SEO pages
  • Improve keyword ranking from page 2 to page 1

A potential KPI could be:

  • Boost sales from organic traffic by 2% month-over-month
  1. What is the pricing for your proposed strategy, and are there any additional costs, such as copywriting services?

Read the fine print carefully and make sure you understand any additional costs for things like copywriting! Most have "packages" whcih can be a bit opaque and have names like gold, silver etc. you want to understand exactly what is and is not included in each.

  1. How long will it take to resolve the on-site issues identified during the audit?

In most initial discussions with an SEO firm they will have generated a report on your website with a list of actions required.  You want to know how long it will take them to fix these issues if you engage with them.

  1. How many hours per month do you plan to dedicate to my account?

This is directly related to the amount of money you will be paying them.  Ask them to split this by senior and junior staff and work out how much per hour you are paying.  Professional SEO consultants will be charged at up to $200 an hour.

  1. How much content, in terms of word count, will you create for my website each month?

Content is key for SEO for florists, especially the building of seo suburb pages!

  1. How many backlinks do you aim to build per month, and what strategies do you use for link-building?

A reasonable amount is 1 – 2 high-quality links a month (even this is a lot)

  1. What is the estimated timeline to start seeing improvements in search rankings?

They shouldn't provide exact time frames or guarantees, but they can offer estimates, such as, "within 3 months, you should expect to see improved rankings for this keyword."

  1. In your opinion, what will be the biggest challenge for my business in terms of SEO?

Each website faces unique obstacles, and it's always insightful to learn how various SEO experts perceive and address the challenges specific to a particular site!

A Guide to SEO for Florists

When customers are looking for a florist to deliver flowers to a specific location, they typically search for the suburb name along with related keywords, such as:

  • Florist
  • Florist near me
  • Flowers
  • Flower shop
  • Florist shop

For instance, if someone wants to send flowers to Roseville, they may search for:

  • Roseville Florist
  • Roseville Florist near me
  • Roseville Flowers
  • Roseville Flower shop
  • Roseville Florist shop

To rank organically for these search terms, it's crucial to create dedicated landing pages called SEO Suburb Landing Pages for each suburb you serve. These pages should feature high-quality, unique content about the suburb and incorporate the most relevant keywords in headings and metadata.

Using AdWords for Paid Advertising

In addition to optimizing your SEO Suburb Landing Pages, you can leverage paid advertising to boost your rankings and drive immediate clicks and sales. Google AdWords is a popular platform for this purpose.

For example, you can create ads targeting specific keywords from each landing page, linking directly to the corresponding page.

When a customer searches for "Roseville Florist," your ad might appear in the sponsored links with a message like:

"Send flowers to Roseville - Same day delivery for only $50!"

This ad would then direct the user to the SEO Suburb Landing Page for Roseville.

Drew Wentzel

Drew Wentzel

Drew Wentzel is the principal of enflexion with over 30 years of experience in developing web services and software, Drew has helped design and develop usable and functionality rich Internet applications and built online presences for a wide variety of industries including retail, government, hospitality, lifestyle, corporate and technology companies.

Tags: Marketing, Business

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