Get Found Online: A Florist's Guide to Keywords
Wondering how to get your florist business found online?
In simple terms: it comes down to using the same words your customers are already searching for - whether that’s on Google, Instagram or even tools like ChatGPT - and shaping your content so it answers what they’re trying to figure out.
If we’re honest, “keywords” is one of those topics that can make even the most capable florist quietly switch off.
It can feel technical. Slightly dry. A bit like something you should understand, but never quite get round to properly looking at.
And when you’re already juggling orders, customers, suppliers and everything else that comes with running a business, it’s very easy to think: “I’ll just keep posting… that’ll be enough.”
But ‘Keywords’ aren’t about learning something new or complicated.
They’re about putting a name to something you’re probably already doing a lot of - and then using it a little more intentionally so the right people can actually find you.
What do we really mean by “keywords”?
At their simplest, keywords are just the words and phrases your customers use when they’re looking for something.
Things like:
“wedding flowers Manchester”
“flower delivery near me”
“how to keep flowers fresh”
“ buy ruffled pink tulips”
For a long time, this was all about Google. But now, people are searching in lots of different ways.
They’re typing into Google, yes - but they’re also:
searching directly on Instagram
browsing Pinterest
and increasingly asking questions in AI tools like ChatGPT
And the way they search has shifted too.
It’s less about short phrases, and more about full questions:
“I’m getting married in Manchester, how much should I spend on wedding flowers ?”
“What flowers are best for a spring bouquet?”
Which means your content isn’t just being scanned for keywords anymore. It’s being read for meaning. So consider writing and directly answering the very questions they’re searching for!
Top tip - this is great for FAQ pages and even adding some short FAQs to the end of a blog, or making the questions themselves the subheadings in your page content or blogs.
What to Think About When Choosing Your Keywords
The goal here isn’t to come up with clever or complicated phrases. It’s to make sure the words on your website, your blogs and your social content match the words your ideal customers are using when they search.
So before you start listing anything out, it’s worth pausing and asking yourself:
What do I actually want to be known for?
And who am I trying to attract?
Are you positioning yourself as a wedding florist known for statement designs? Or as the go-to local shop for thoughtful, everyday bouquets?
Because your answers to those questions will shape everything that follows.
1. Core Services & Products
These are the foundations — the things people search when they simply need flowers.
florist
flower delivery
wedding flowers
same-day flowers
hand-tied bouquet
sympathy flowers
You’ll want these to appear naturally across your website - your homepage, product descriptions, service pages, and they should feel like part of your everyday language on social too.
2. Local Area Terms
If you’re a local florist, this is where things really start to matter.
Because people aren’t just searching for flowers - they’re searching for flowers near them.
So instead of:
“wedding flowers”
It becomes:
“wedding flowers Manchester”
“flower delivery Stockport”
“Didsbury florist”
These location-based phrases help Google, Instagram and AI tools understand where you are and who your content is relevant for.
And it’s not about mentioning them once and ticking a box, it’s about weaving them naturally throughout your content.
Your website, your blogs, your captions, even your image descriptions. We’d highly recommend building web pages specific to the areas you deliver – one page per location.
3. Occasions
Flowers are so often tied to a moment, so it makes sense that people search that way.
birthday flowers
anniversary bouquets
Mother’s Day flowers
Valentine’s Day roses
funeral flowers
new baby bouquet
These are brilliant opportunities for blog content and landing pages.
Something as simple as: “Best birthday flowers for delivery in Sale” … does a lot of work for you - for search engines, for AI tools, and for your customer.
4. USPs & Brand Personality
What makes your shop different? These words might not have high search volume, but they help connect with the right customer. Examples:
luxury flowers
eco-friendly bouquets
award-winning florist
independent florist
British-grown flowers
bespoke floral designs
This is really what will attract your dream customers!
The real magic happens when you mix and match these!
For many florists only wanting to attract local customers, combining your local/delivery specific terms with other keywords is crucial. For instance, 'birthday flowers Northenden', 'same-day flower delivery Manchester', or 'wedding florist Worsley'. And while they might have lower search volume, they often attract customers who are much closer to actually buying.
How to Use Keywords on Your Website
Once you have your list of keywords, it's time to put them to work across your website.
Page Titles & Meta Descriptions: These are what show up in Google search results. Make them compelling and include your main keywords naturally.
Headings (H1, H2, H3): Use headings to break up your content and include keywords. Your main page title should be an H1, with sub-sections using H2s and H3s.
Body Content: Weave your keywords naturally into your product descriptions, service pages, blogs and 'About Us' sections. Write for humans first but keep search engines in mind. Avoid "keyword stuffing" – that's a big no-no!
Image & Alt Text: When you upload photos of your gorgeous arrangements, give your file a searchable name and add descriptive "alt text" that includes relevant keywords. This helps Google understand what the image is about and improves accessibility.
URLs: Keep your website addresses clean and descriptive, including keywords where it makes sense (e.g. yourflorist.com/wedding-flowers-london).
How to Use Keywords in Your Social
Think of your Instagram and Facebook captions as mini landing pages, they now play a role in your online visibility beyond the app.
Here’s how to make the most of it:
Use relevant keywords in your captions and bios: Think like your audience – what would they be searching for?
Write naturally: Use your key search phrases as if you’re chatting to a customer. How would they phrase it?
Describe the occasion: Posting a bouquet for a birthday? Say so! Mention the reason someone might be looking for flowers.
Keep using hashtags... for now: The jury’s still out on their effectiveness, but adding a couple of super relevant ones won’t hurt.
Use location tags: This helps your content appear in local searches – a no-brainer for florists.
Add alt text - Instagram uses it to better understand your content, so make it count.
Writing in a way that works now for Google, social and AI
This is the bit that’s changed most in the last couple of years. But also, reassuringly, the bit you don’t need to overcomplicate.
Because the content that tend to perform best now - wherever they’re found - have a few things in common.
They answer real questions.
They’re clear and easy to follow.
And they sound like a human wrote them.
So instead of thinking:
“How do I write for SEO?”
Try thinking:
“What is my customer actually trying to figure out?”
And then answer that.
Feeling a Bit Stuck on Where to Start with Keywords? AI Can Help!
Tools powered by AI, like Gemini or ChatGPT, can give you a massive head start in brainstorming keyword ideas and understanding what people are searching for.
Here's a fill-in-the-gaps prompt you can use to get started (amend to suit your floristry business!)
"I run a floristry business called [name] in [town]. We specialise in [mention 2-3 key specialities, e.g. 'hand-crafted bouquets', 'wedding flowers', 'same-day delivery']. We deliver to [list 3-5 key delivery areas, or 'our local area'] and we are trying to attract customers looking for [insert here] and who are interested in [insert here]. Please give me a priority list of relevant keywords and phrases that we should be using on our website, in our blogs and social media to help us rank highly in search engines, be referenced by AI and found on social media.”
One last thought
Don’t forget your Google Business Profile - it’s a key part of local SEO!
By naturally adding these keywords to your website and social content, product descriptions & blog posts, you'll boost your online visibility & bring in more customers. It takes a bit of consistent effort, but it's totally worth it for your floristry business!
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