At-a-Glance: What You’ll Learn

• What structured data is (in plain English)
• Why structured data matters for Google, ChatGPT, and other AI tools
• How Flower Store In a Box handles structured data for you
• The florist-specific delivery suburb strategy
• What structured data looks like in real life (with full examples)
• What you need to do to get the most benefit

What is Structured Data (and Why Should You Care)?

Structured data is simply a way of tagging parts of your website so search engines and AI tools (like ChatGPT or Google) can clearly understand what those parts mean.

It’s like speaking a robot’s language. Instead of saying “We deliver all across Auckland,” structured data spells it out:

{
  "areaServed": { "@type": "AdministrativeArea", "name": "Auckland" }
}

Now Google knows for sure you deliver to Auckland.

Why Structured Data Is a Big Deal

• Improve how your site appears in Google
• Increase the chances of AI recommending your business
• Help customers find your delivery areas
• Show up in local search results (e.g. “florist in Pukekohe”)

Why Flower Store In a Box Is Different

Flower Store In a Box is built specifically for florists, so we go beyond standard structured data:

• We automatically embed your delivery suburbs across the site
• Each suburb landing page gets its own structured data
• We integrate delivery page, opening hours, SEO suburb pages, and product availability into one consistent, AI-friendly format

Structured Data in Action: Examples

1. Homepage — Business Details (LocalBusiness WebSite)

<script type="application/ld json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Florist",
      "@id": "https://www.yourflorist.com.au/#localbusiness",
      "name": "Your Florist Name",
      "url": "https://www.yourflorist.com.au/",
      "telephone": " 61 2 1234 5678",
      "email": "info@yourflorist.com.au",
      "priceRange": "$$",
      "image": [
        "https://www.yourflorist.com.au/assets/hero.jpg",
        "https://www.yourflorist.com.au/assets/shopfront.jpg"
      ],
      "logo": {
        "@type": "ImageObject",
        "@id": "https://www.yourflorist.com.au/#logo",
        "url": "https://www.yourflorist.com.au/assets/logo.png",
        "width": 600,
        "height": 200,
        "caption": "Your Florist Logo"
      },
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "157 East Boundary Road",
        "addressLocality": "Bentleigh East",
        "addressRegion": "VIC",
        "postalCode": "3165",
        "addressCountry": "AU"
      },
      "geo": {
        "@type": "GeoCoordinates",
        "latitude": -37.9274,
        "longitude": 145.0711
      },
      "openingHoursSpecification": [
        { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Saturday", "opens": "09:00", "closes": "14:00" }
      ],
      "sameAs": [
        "https://www.facebook.com/yourflorist",
        "https://www.instagram.com/yourflorist"
      ],
      "areaServed": [
        { "@type": "AdministrativeArea", "name": "Melbourne" },
        { "@type": "City", "name": "Richmond" },
        { "@type": "City", "name": "Hawthorn" }
      ]
    },
    {
      "@type": "WebSite",
      "@id": "https://www.yourflorist.com.au/#website",
      "url": "https://www.yourflorist.com.au/",
      "name": "Your Florist",
      "publisher": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
      "inLanguage": "en-AU",
      "potentialAction": {
        "@type": "SearchAction",
        "target": "https://www.yourflorist.com.au/search?q={query}",
        "query-input": "required name=query"
      }
    }
  ]
}
</script>

2. Collection Page — Category / Item List

<script type="application/ld json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebPage",
      "@id": "https://www.yourflorist.com.au/collections/birthday/#webpage",
      "url": "https://www.yourflorist.com.au/collections/birthday/",
      "name": "Birthday Flowers",
      "isPartOf": { "@id": "https://www.yourflorist.com.au/#website" },
      "breadcrumb": { "@id": "https://www.yourflorist.com.au/collections/birthday/#breadcrumb" },
      "inLanguage": "en-AU",
      "about": { "@id": "https://www.yourflorist.com.au/#localbusiness" }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://www.yourflorist.com.au/collections/birthday/#breadcrumb",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.yourflorist.com.au/" },
        { "@type": "ListItem", "position": 2, "name": "Collections", "item": "https://www.yourflorist.com.au/collections/" },
        { "@type": "ListItem", "position": 3, "name": "Birthday Flowers", "item": "https://www.yourflorist.com.au/collections/birthday/" }
      ]
    },
    {
      "@type": "ItemList",
      "@id": "https://www.yourflorist.com.au/collections/birthday/#itemlist",
      "name": "Birthday Flowers",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "url": "https://www.yourflorist.com.au/products/pretty-in-pastels/",
          "item": { "@type": "Product", "@id": "https://www.yourflorist.com.au/products/pretty-in-pastels/#product" }
        },
        {
          "@type": "ListItem",
          "position": 2,
          "url": "https://www.yourflorist.com.au/products/sunshine-bouquet/",
          "item": { "@type": "Product", "@id": "https://www.yourflorist.com.au/products/sunshine-bouquet/#product" }
        },
        {
          "@type": "ListItem",
          "position": 3,
          "url": "https://www.yourflorist.com.au/products/rose-delight/",
          "item": { "@type": "Product", "@id": "https://www.yourflorist.com.au/products/rose-delight/#product" }
        }
      ]
    }
  ]
}
</script>

3. Product Page — Detailed Product Offer

<script type="application/ld json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "@id": "https://www.yourflorist.com.au/products/pretty-in-pastels/#product",
  "name": "Pretty in Pastels",
  "description": "A soft pastel bouquet ideal for birthdays and celebrations.",
  "sku": "PIP-001",
  "category": "Bouquets",
  "brand": { "@type": "Brand", "name": "Your Florist" },
  "image": [
    "https://www.yourflorist.com.au/images/pretty-in-pastels-1.jpg",
    "https://www.yourflorist.com.au/images/pretty-in-pastels-2.jpg"
  ],
  "url": "https://www.yourflorist.com.au/products/pretty-in-pastels/",
  "isRelatedTo": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
  "offers": {
    "@type": "Offer",
    "url": "https://www.yourflorist.com.au/products/pretty-in-pastels/",
    "priceCurrency": "AUD",
    "price": "89.00",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
    "availableDeliveryMethod": [
      "https://schema.org/OnSitePickup",
      "https://schema.org/DeliveryModePickup",
      "https://schema.org/ParcelService"
    ],
    "eligibleRegion": [
      { "@type": "City", "name": "Richmond" },
      { "@type": "City", "name": "Hawthorn" },
      { "@type": "AdministrativeArea", "name": "Melbourne" }
    ]
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "126"
  }
}
</script>

4. Delivery Page — Service Area FAQPage

<script type="application/ld json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebPage",
      "@id": "https://www.yourflorist.com.au/delivery/#webpage",
      "url": "https://www.yourflorist.com.au/delivery/",
      "name": "Delivery Information",
      "breadcrumb": { "@id": "https://www.yourflorist.com.au/delivery/#breadcrumb" },
      "inLanguage": "en-AU",
      "about": { "@id": "https://www.yourflorist.com.au/#localbusiness" }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://www.yourflorist.com.au/delivery/#breadcrumb",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.yourflorist.com.au/" },
        { "@type": "ListItem", "position": 2, "name": "Delivery", "item": "https://www.yourflorist.com.au/delivery/" }
      ]
    },
    {
      "@type": "Service",
      "@id": "https://www.yourflorist.com.au/delivery/#service",
      "serviceType": "Flower delivery",
      "provider": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
      "areaServed": [
        { "@type": "City", "name": "Richmond" },
        { "@type": "City", "name": "Hawthorn" },
        { "@type": "City", "name": "Kew" },
        { "@type": "AdministrativeArea", "name": "Melbourne" }
      ],
      "hasOfferCatalog": {
        "@type": "OfferCatalog",
        "name": "Delivery Options",
        "itemListElement": [
          { "@type": "OfferCatalog", "name": "Standard Delivery" },
          { "@type": "OfferCatalog", "name": "Same-Day Delivery" },
          { "@type": "OfferCatalog", "name": "Click & Collect" }
        ]
      }
    },
    {
      "@type": "ItemList",
      "@id": "https://www.yourflorist.com.au/delivery/#suburbs",
      "name": "Delivery Suburbs",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "item": { "@type": "Place", "name": "Richmond" } },
        { "@type": "ListItem", "position": 2, "item": { "@type": "Place", "name": "Hawthorn" } },
        { "@type": "ListItem", "position": 3, "item": { "@type": "Place", "name": "Kew" } }
      ]
    },
    {
      "@type": "FAQPage",
      "@id": "https://www.yourflorist.com.au/delivery/#faq",
      "mainEntity": [
        {
          "@type": "Question",
          "name": "Do you offer same‑day delivery?",
          "acceptedAnswer": { "@type": "Answer", "text": "Yes, same‑day delivery is available for orders placed before 2pm." }
        },
        {
          "@type": "Question",
          "name": "Which suburbs do you deliver to?",
          "acceptedAnswer": { "@type": "Answer", "text": "We deliver across Melbourne including Richmond, Hawthorn, and Kew." }
        },
        {
          "@type": "Question",
          "name": "Can I pick up my order?",
          "acceptedAnswer": { "@type": "Answer", "text": "Yes, Click & Collect is available during opening hours." }
        }
      ]
    }
  ]
}
</script>

5. SEO Suburb Landing Page — Local Service Targeting

<script type="application/ld json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebPage",
      "@id": "https://www.yourflorist.com.au/delivery/richmond/#webpage",
      "url": "https://www.yourflorist.com.au/delivery/richmond/",
      "name": "Flower Delivery Richmond",
      "isPartOf": { "@id": "https://www.yourflorist.com.au/#website" },
      "breadcrumb": { "@id": "https://www.yourflorist.com.au/delivery/richmond/#breadcrumb" },
      "inLanguage": "en-AU",
      "about": { "@id": "https://www.yourflorist.com.au/#localbusiness" }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://www.yourflorist.com.au/delivery/richmond/#breadcrumb",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.yourflorist.com.au/" },
        { "@type": "ListItem", "position": 2, "name": "Delivery", "item": "https://www.yourflorist.com.au/delivery/" },
        { "@type": "ListItem", "position": 3, "name": "Richmond", "item": "https://www.yourflorist.com.au/delivery/richmond/" }
      ]
    },
    {
      "@type": "Service",
      "@id": "https://www.yourflorist.com.au/delivery/richmond/#service",
      "serviceType": "Flower delivery",
      "provider": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
      "areaServed": { "@type": "City", "name": "Richmond" },
      "serviceArea": {
        "@type": "AdministrativeArea",
        "name": "Melbourne"
      }
    },
    {
      "@type": "FAQPage",
      "@id": "https://www.yourflorist.com.au/delivery/richmond/#faq",
      "mainEntity": [
        {
          "@type": "Question",
          "name": "What time is same‑day cut‑off for Richmond?",
          "acceptedAnswer": { "@type": "Answer", "text": "Place orders by 2pm Monday–Friday for same‑day delivery to Richmond." }
        },
        {
          "@type": "Question",
          "name": "Do you deliver to Richmond Hospital?",
          "acceptedAnswer": { "@type": "Answer", "text": "Yes, we deliver to hospitals and businesses in Richmond during opening hours." }
        }
      ]
    }
  ]
}
</script>

What You Need to Do

1. Check your SEO & Structured Data Settings
   Dashboard → Marketing & SEO → SEO & Structured Data
2. Check Your Business Info
   Main Settings → Name, address, phone, hours
3. Write Clear Product Titles and Descriptions
4. Create SEO Suburb Pages
   Every page you add will be automatically added to the structured data

If you’re not sure whether your data is set up correctly, just reach out. We’ll help make sure your site is telling AI and Google exactly what you do, where you deliver, and why customers should buy from you.