When someone searches “florist near me” on Google, or asks ChatGPT “who delivers flowers in Bondi today?”, what decides whether your shop comes up?

Part of the answer is structured data. It is code that sits behind your website and tells search engines and AI tools exactly what your business does, where you deliver, what your products cost, and when you are open.

Without it, Google and ChatGPT are guessing. With it, they know.

Flower Store In a Box handles structured data automatically for every store on the platform. This article explains what it does, why it matters, and what you can do to get the most out of it.

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 is 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 listing appears in Google search results
• Increase the chances of AI tools like ChatGPT, Google AI Overviews and Perplexity recommending your business
• Help customers find your delivery areas before they even click your site
• Show up in local searches (“florist in Hawthorn”, “same-day flowers Richmond”)

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",
      "priceRange": "$$",
      "image": "https://www.yourflorist.com.au/assets/shopfront.jpg",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.9",
        "reviewCount": "1034"
      },
      "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", "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Tuesday", "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Wednesday", "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Thursday", "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Friday", "opens": "08:00", "closes": "17:00" },
        { "@type": "OpeningHoursSpecification", "dayOfWeek": "Saturday", "opens": "09:00", "closes": "14:00" }
      ],
      "areaServed": {
        "@type": "AdministrativeArea",
        "name": "Melbourne"
      },
      "sameAs": [
        "https://www.facebook.com/yourflorist",
        "https://www.instagram.com/yourflorist"
      ]
    },
    {
      "@type": "WebSite",
      "@id": "https://www.yourflorist.com.au/#website",
      "url": "https://www.yourflorist.com.au/",
      "name": "Your Florist",
      "potentialAction": {
        "@type": "SearchAction",
        "target": {
          "@type": "EntryPoint",
          "urlTemplate": "https://www.yourflorist.com.au/search?term={search_term_string}"
        },
        "query-input": "required name=search_term_string"
      }
    }
  ]
}
</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 - Suburb Directory (ItemList + Service)

This is the master list of every suburb you deliver to. Each entry links straight to that suburb's own landing page, where the suburb-specific FAQs and service detail live (see example 5). The FAQ content is deliberately kept off this page; it lives on each suburb page instead.

<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": "Flower Delivery Areas",
      "description": "Melbourne and surrounding suburbs",
      "mainEntity": { "@id": "https://www.yourflorist.com.au/delivery/#itemlist" },
      "about": { "@id": "https://www.yourflorist.com.au/delivery/#service" }
    },
    {
      "@type": "ItemList",
      "@id": "https://www.yourflorist.com.au/delivery/#itemlist",
      "name": "Delivery suburbs",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "item": { "@type": "Place", "name": "Richmond", "url": "https://www.yourflorist.com.au/delivery/richmond/" } },
        { "@type": "ListItem", "position": 2, "item": { "@type": "Place", "name": "Hawthorn", "url": "https://www.yourflorist.com.au/delivery/hawthorn/" } },
        { "@type": "ListItem", "position": 3, "item": { "@type": "Place", "name": "Kew", "url": "https://www.yourflorist.com.au/delivery/kew/" } }
      ]
    },
    {
      "@type": "Service",
      "@id": "https://www.yourflorist.com.au/delivery/#service",
      "serviceType": "Flower delivery",
      "provider": { "@id": "https://www.yourflorist.com.au/#localbusiness" },
      "areaServed": { "@type": "AdministrativeArea", "name": "Melbourne" },
      "availableChannel": {
        "@type": "ServiceChannel",
        "serviceUrl": "https://www.yourflorist.com.au/delivery/"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.yourflorist.com.au/" },
        { "@type": "ListItem", "position": 2, "name": "Delivery Areas", "item": "https://www.yourflorist.com.au/delivery/" }
      ]
    },
    {
      "@type": "Florist",
      "@id": "https://www.yourflorist.com.au/#localbusiness",
      "name": "Your Florist Name",
      "telephone": "+61 2 1234 5678",
      "url": "https://www.yourflorist.com.au/",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.9",
        "reviewCount": "1034"
      }
    },
    {
      "@type": "WebSite",
      "@id": "https://www.yourflorist.com.au/#website",
      "name": "Your Florist",
      "url": "https://www.yourflorist.com.au/"
    }
  ]
}
</script>

A real delivery page lists every suburb you cover, not just three. If you deliver to 200 suburbs, expect 200 entries here, each one linking straight to its own suburb page.

5. SEO Suburb Landing Page - Local Service Targeting

Each suburb page carries two separate <script type="application/ld+json"> blocks: a page/service graph, and a standalone FAQPage. Keeping the FAQ content in its own script means an AI tool can read it on its own, without needing to parse the whole graph first.

<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": "Same Day Flower Delivery to 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/delivery/richmond/#service" }
    },
    {
      "@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" },
      "availableChannel": {
        "@type": "ServiceChannel",
        "serviceUrl": "https://www.yourflorist.com.au/delivery/richmond/"
      }
    },
    {
      "@type": "Florist",
      "@id": "https://www.yourflorist.com.au/#localbusiness",
      "name": "Your Florist Name",
      "telephone": "+61 2 1234 5678",
      "url": "https://www.yourflorist.com.au/",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.9",
        "reviewCount": "1034"
      }
    },
    {
      "@type": "WebSite",
      "@id": "https://www.yourflorist.com.au/#website",
      "name": "Your Florist",
      "url": "https://www.yourflorist.com.au/"
    }
  ]
}
</script>

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Can I get flowers delivered to Richmond today?",
      "acceptedAnswer": { "@type": "Answer", "text": "Yes, same-day delivery to Richmond is available for orders placed before 2pm. You can also order ahead for a future date." }
    },
    {
      "@type": "Question",
      "name": "How fast can flowers be delivered to Richmond?",
      "acceptedAnswer": { "@type": "Answer", "text": "We offer several delivery timeslots each day, plus an emergency 2-hour delivery option for Richmond." }
    },
    {
      "@type": "Question",
      "name": "How much does delivery to Richmond cost?",
      "acceptedAnswer": { "@type": "Answer", "text": "Delivery has a flat rate, with a choice of timeslots if you need flowers to arrive at a particular time." }
    },
    {
      "@type": "Question",
      "name": "Can I add a card message to my Richmond delivery?",
      "acceptedAnswer": { "@type": "Answer", "text": "Yes. Add your message at checkout and we will include it with the flowers, free of charge." }
    }
  ]
}
</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 are not sure whether your data is set up correctly, just reach out. We will help make sure your site is telling AI and Google exactly what you do, where you deliver, and why customers should buy from you.