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A bouquet is often ordered at the last minute: a forgotten birthday, a bereavement, a celebration that falls on a Sunday. The person types “florist” and the name of their town on their phone, then chooses between three Google profiles. Around these profiles, flower delivery websites take the order and pass it to a local florist in exchange for a share of the price. I help you receive that order without a middleman. And I'll tell you from the outset: for a neighbourhood shop, a well-kept profile and a few pages are usually enough.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroSeven results, only one shop with flowers
Someone wants flowers delivered in Cognac. The first six lines are national websites, a network, a comparison site and a directory. Your shop comes seventh. Yet it's the only one with flowers in the town. Move it up.
Fig. 1. Seven results for a flower delivery. Only one makes the bouquet. (The first six take the order. You may be the one delivering it.)
What this means for you. I help you write what these websites can't say for you: your villages, your lead times, your prices and your bouquets of the week.
SEO for a florist is the work that makes your shop visible when someone looks for flowers near them or wants some delivered in your town. It relies on an accurate Google Business Profile, photos of your own bouquets, recent reviews and a few clear pages: delivery, funerals, weddings. It is judged by the number of calls and orders you receive yourself, especially during holidays.
The problem
On “flower delivery” followed by your town, the first lines belong to national websites. They take the payment, then pass the order to a local florist, sometimes you. The customer will never know who made their bouquet.
Valentine's Day, Mother's Day, All Saints' Day, the end-of-year holidays: on those days, searches shoot up. A profile that doesn't show your holiday opening hours, or a website silent on the order deadline, leaves you out on the very day demand is there.
You open early, you go and fetch your flowers, you serve alone or with one other person. Monthly-billed SEO support makes no sense for many shops. You need a short list of settings, done once, then a few minutes a week.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
The emotion of flowers
Unique creations for every moment of your life.
DiscoverFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Here are six likely searches for a florist. I chose them as examples. Your shop's searches can be read in your profile's statistics.
What works
It's what greets the customer first. I check the category, the address, the phone number, the usual opening hours and the holiday ones, then services like delivery or in-store pick-up. This set-up is done once, and you can then maintain it yourself.
Customers want to see what will come out of your workshop. One photo a week, taken on the counter in daylight, is enough. I show you how to post it on the profile and reuse it on the website without spending the evening on it.
Funerals, weddings, births, delivery, subscriptions for businesses: each need deserves a short page with examples, a price range and a way to order. Four or five pages are enough for a shop.
Together we draw up the list of the year's dates and what to post before each one: special opening hours, order deadline, bouquets on offer. You do it once, then reuse the same list the following year.
A clickable number, a simple form, or a small online shop if you have the wish and the time. I don't push you towards online selling. It requires photos, up-to-date stock and a delivery round that not every shop has.
What costs dearly
They are pretty and identical on many other websites. The customer then receives a different bouquet and says so in their review. Show your own arrangements, even if photographed on a phone.
The shop is open on Mother's Day Sunday, but the profile says “closed”. That day, hurried passers-by go to the competitor whose profile is up to date.
Your own website then sends your customer to a service that takes its cut of a sale you had already won. Put your phone number and your form first.
Last winter's bouquets, flowers out of season, outdated prices. Three accurate pages are better than a wrong catalogue. If you can't keep it up to date, take it down.
The method
Four short steps. The first two are enough for many shops, and I'll tell you if that's your case.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 600 searches a month for a florist in your town, 5% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €45 per client. Click-through rates by position are orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
In Charente, a florist works with the people of their town, bereaved families and weddings in the summer season. In Angoulême and Cognac, the Google map can offer several shops for the same search. In a small town like Jarnac, Barbezieux or Ruffec, people search with the name of the town, and your profile must carry it. I co-founded my agency, Newp, near Cognac.
In both towns, the map shows only three shops at a time. What makes the difference are details: accurate Sunday hours, recent reviews, photos of the week. None of this needs a budget, just consistency.
From a small town, you often deliver to the surrounding villages too. Their residents type “florist” followed by their village, not yours. A delivery page that names these villages one by one lets Google suggest you on those searches, as well as on your town's.
A couple can get married in Charente without living there. They then look for their florist from another region, online, unable to drop into the shop. A few past arrangements presented with the type of venue and the season let them write to you with confidence.
Beyond Google
Some customers no longer type two words. They describe their need to an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “I want to have a bouquet delivered to my mother in Cognac on Saturday morning, for around forty euros, who can do it?”. The AI answers with two or three names and a sentence about each.
It builds that sentence from what it can read: your profile, your reviews, your website. If nothing says you deliver on Saturdays or to which villages, it names a national website that says so clearly. A precise delivery page is often enough to change the answer. It's a small writing job, not a subscription.
Question asked to an AIWho can deliver a bouquet in Cognac on Saturday morning for a birthday, for around forty euros?
Three options stand out for this delivery:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These three shops are made up. They show which format I suggest depending on the situation, from the shortest to the most complete.
Suggested format: an audit of the Google Business Profile, and nothing else to start with.
Suggested format: a few hours of coaching, or a short training course.
Suggested format: ongoing support, because the online shop justifies it.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
The big chain has sat up there for years, hogging every click. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds to topple a giant.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
Not always. If your street is busy, your customers are regulars and you don't deliver, an accurate Google Business Profile is enough. I'll tell you after looking at it. SEO becomes useful if you deliver, if you target weddings or if you sell online.
No, not on a whim. They bring you orders placed from other towns. The aim is to win back customers in your area, who would have found you on their own. Work out what each channel leaves you with, then decide.
A complete profile is enough for many neighbourhood florists. A website becomes useful as soon as you deliver to several villages, or work on weddings and funerals. Three or four pages then do the job. No need to aim bigger.
Only if you can keep it up. You need up-to-date photos, seasonal flowers, payment and a delivery round. I run my own online shops and I know how much time it takes. An order form is often enough.
Not much. One photo posted, a reply to new reviews, a check on the opening hours before each holiday. I show you how during the coaching. After that, you no longer need me for day-to-day upkeep.
Ask for them when handing over the bouquet, or slip a card with the link into the delivered order. Offer nothing in return: reviews given in exchange for a benefit are covered by the rules on reviews. Then reply to each one, in a sentence.
Yes, at least ranges: a round bouquet from such a price, a wreath from another. A customer who finds no price goes to a middleman who displays them. Just check that your online prices match those in the shop.
It's the time to prepare the next holiday: update the page, enter the opening hours, photograph two or three arrangements. A holiday page is more likely to be seen if it exists before demand than if it is created the day before.
A corrected profile can bring in calls within a few weeks. A delivery or wedding page takes several months. I promise no ranking on Google. We look together at the number of calls and orders that reach you.
Because I'll suggest the format that fits your shop, even if it's small. I have been doing this job for fifteen years and have co-written four books on SEO, two of them on the Google Business Profile. That's the subject that matters for a florist.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
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