Get Found Online: A Florist's Guide to Keywords

Struggling to get your flower shop noticed online? You're not alone.

We hear it all the time. Florists pour their heart and soul into creating stunning arrangements, but getting those beautiful blooms seen by the right customers online can feel like trying to arrange a bouquet blindfolded.

We recently worked with a florist who wanted to boost their online sales, and one of the things we tackled was their SEO – Search Engine Optimisation. It's essentially how people find you when they're looking for flowers, and getting it right means your business shows up high on search engines like Google.

Using the right words and phrases on your website is absolutely key to attracting those local customers who are ready to buy.

 

First Things First: What Is SEO?

SEO stands for Search Engine Optimisation. It’s the process of adding words and phrases (keywords) to your website content so that search engines like Google understand what your business does and recommend it to people searching for what you offer.

That means when someone searches “birthday flowers Didsbury” or “florist near Manchester city centre,” your website has a better chance of showing up without having to rely on paid ads. Without the right keywords, your gorgeous website might just be hidden amongst thousands of others, making it tough for potential customers to find you.

It’s not about tricking the algorithm. It’s about using the right words in the right places so that local customers can find you easily.

 

What to Think About When Choosing Your Keywords

The goal is to match the words on your site with the words your ideal customers are typing into Google. So, before you dive into a list of words, take a moment to consider your business goals and who your ideal customers are. Are you aiming to be the go-to wedding florist, or the local shop for everyday bouquets? Your answers will shape the keywords you choose.

 

Now, let's break down the different types of keywords you should be thinking about:

 

1. Core Services & Products

These are the basics of what you offer - the kind of things people search when they just need flowers:

  • florist

  • flower delivery

  • wedding flowers

  • same-day flowers

  • hand-tied bouquet

  • sympathy flowers

Make sure these terms appear naturally on your homepage, service pages and product descriptions.

 

2. Local Area Terms

If you’re a local florist, this is crucial. Google wants to show searchers results that are near them - so if you don’t mention your town, city, or delivery areas, you’re missing a trick.

Use specific area names like:

  • florist Manchester

  • flower delivery Stockport

  • same-day flowers Chorlton

  • Didsbury wedding florist

Don’t just mention them once - scatter them naturally throughout your site: homepage, product descriptions, contact page, even blog posts. We’d highly recommend building web pages specific to the areas you deliver – one page per location.

 

3. Occasions

Customers often search based on the reason they need flowers. Use keywords that reflect the big ones (and the seasonal ones too):

  • birthday flowers

  • anniversary bouquets

  • Mother’s Day flowers

  • Valentine’s Day roses

  • funeral flowers

  • new baby bouquet

You can even create specific pages or blog posts for these—e.g. “Best Birthday Bouquets for Delivery in Sale.”

 

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

These should appear on your About page, in your meta descriptions, or anywhere you talk about what makes your business special.

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'. This creates more specific, less competitive phrases that often lead to higher-intent customers. These are often called "long-tail keywords" and they can be incredibly effective.

 

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, 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, 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).

 

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:

"I run a florist shop 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']. Please give me a list of relevant keywords and phrases for our website's SEO, covering core services, local areas, occasions, and our unique selling points. Organise them by type."

 

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 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!

Want more marketing tips like this - on everything from social, to blogs, to websites, to emails for your floristry business? Then subscribe to our newsletter. It’s marketing gold written specifically to help florists doing it for themselves!

Helen Burton