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mlou

mlou

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Nov 27, 2003
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Rarely does a day go by when I am not asked a few questions about Search Engine Optimization (SEO).

I'm going to an Allied meeting next week, so I've decided to print a FAQ article in hopes it will help the florists understand the basics.

Would love some of your input...

What is Search Engine Optimization?
Simple terms - engineering the webpage (or website) so that it’s achieving higher rankings in the search engines.
BIG HINT: Webpage ranking results change week to week due to competition changing their SEO, so maintaining a top ranking requires constant keywords monitoring and constant reworking the website.

Why are Search Engines Important To florists?
Search engines are producing 85% of all website traffic. For the under 40 age group, the Internet and search engines have become the most used media in the last 2-3 years.

How Do Search Engines Rank Their SERPS (search engine result pages)?
First:
Natural or Organic results - These results are the ones that most users are looking for…are ranked according to how relevant and how important they are. Usually located on the left side of the page.

Second:
Paid - florists paying the search engines to display their floral ad when someone searches for a word which is related to their floral product or service. Usually located on the right side, plus the top two or three listings and the bottom two or three listing on the left side of the page.

How Do I Get a Higher Ranking?
Use the right keywords on your webpage.
Have lots of content on your webpage, add more or change regularly.
Get relevant sites to link to your webpage.
Use the right keywords in those links.

What is Link Popularity?
Links to your webpage tell the search engines how important your webpage is to other people. Search engines assume if it's important enough for other webpages to link it, then it’s important enough for the search engines to display at the top of the rankings. Links are the most important factor in ranking.

Are Some Links Better Than Others?
Yes…you want links that...
come from relevant webpage (webpage that uses the same or similar keywords).
come from an important webpage (high ranking).
includes your keyword as part of a visible link text.
include varying link text (not the same link text each time on each link).
come from a page that links to few other sites.
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Nice Mlou. I think one question that everyone will be thinking is what is the cost? Now I know this isn't a simple answer, but you should have something about it and the variables that go along with this.

Also maybe talking to them about rankings with a PPC campaign, like why is PF always at the top during Vday week? Work in Ad words and Dmoz into your lecture. How each search engine has their own algorithm and the basics of how spiders work. And lastly, the ever changing rules and possible speculation in the future of how search engines' algorithm will evolve.
 
Dazeal said:
Nice Mlou. I think one question that everyone will be thinking is what is the cost? Now I know this isn't a simple answer, but you should have something about it and the variables that go along with this.

Also maybe talking to them about rankings with a PPC campaign, like why is PF always at the top during Vday week? Work in Ad words and Dmoz into your lecture. How each search engine has their own algorithm and the basics of how spiders work. And lastly, the ever changing rules and possible speculation in the future of how search engines' algorithm will evolve.
Click to expand...

Dazel, thanks for the input...I agree about adding something about cost of SEO.

As for "rankings with a PPC campaign", it would be too far over their heads...
There will be about 150 florists at the meeting, maybe 25% of the florists would know what PPC means...maybe 65% to 75% of the florists have a website, either individually or thru a WS...Those figures maybe on the high side.

I print these FAQ articles occassionally for the Allied meetings,trying to get the florists to learn about the internet and to ask more questions.
.
 
TY for educating our industry and me. :)
 
mlou said:
..maybe 65% to 75% of the florists have a website, either individually or thru a WS...Those figures maybe on the high side.
Click to expand...

anyone know what the figures are on what percent have web sites? I guess it to be way way lower than that.

SAF should know.
 
bloomz said:
anyone know what the figures are on what percent have web sites? I guess it to be way way lower than that.

SAF should know.
Click to expand...


Sorry, bloomz...I was guessing these numbers for the Houston Allied florists group. They would be much higher than national numbers because Houston has a strong Teleflora presence.

Nationally, I would think the numbers would be around 50% or less.
.
 
bloomz said:
anyone know what the figures are on what percent have web sites?
Click to expand...
Here are a few numbers for North America that might help:

Sites hosted on TF server (Eflorist) 15,503
Sites hosted on FTD server (Novator) 5,125

Sites hosted on other Florist-specific servers (Media99, Floristboard.net, BloomenDirect, Stargazer/ETFA and FSI, Beneva Group, FlowerShop Network) est. 2,500

Other Independently hosted sites with shopping cart - est. 4000

Independents w/o shopping cart but more than single page 'ad' - est. 3000

Total estimate*: 30,000 - 31,000 sites

* This number includes mirrors, redirects, some multiple sites operated by single companies (including OGs) and wedding/event specialists. It does not include the majority of multiple URLs and feeder sites owned by OGs.

I think the number of traditional florists operating websites is above 75% but only about 10-15% are found on their own (outside of paid directory listings).
 
Mlou -

Great list of tips. Thank you for helping educate florists about their websites and the importance for doing more to help themselves. Attendees might benefit from the following addition:

Why isn't my template-based site showing for my city?
There are generally two issues: lack of on-page information and duplicate content. Template-based sites are so similar in structure that search engines may 'see' them as being the same.

Two simple changes can help distinguish your site from others:
1. Request the addition, in text - not graphics, of your shop name, address, local and toll-free numbers, and cities and zip codes serviced to your home page.
2. Revise your 'About Us' page to include details about your own operation and special services. Replace the standard or 'coming soon' graphic image with a photo of your shop interior or exterior.

Houston is lucky to have you. :)
 
CHR said:
Sites hosted on TF server (Eflorist) 15,503
Sites hosted on FTD server (Novator) 5,125
Click to expand...

Very interesting...to me anyway....while I would have guessed that TF had more, I would have thought the number would have been closer.
 
CHR said:
Here are a few numbers for North America that might help:

Sites hosted on TF server (Eflorist) 15,503
Sites hosted on FTD server (Novator) 5,125

Total estimate*: 30,000 - 31,000 sites

* This number includes mirrors, redirects, some multiple sites operated by single companies (including OGs) and wedding/event specialists. It does not include the majority of multiple URLs and feeder sites owned by OGs.

I think the number of traditional florists operating websites is above 75% but only about 10-15% are found on their own (outside of paid directory listings).
Click to expand...

Rep for Teleflora said the number is closer to 12,000 florist websites.
Interesting! Does that mean Teleflora has 3,500 extra sites on their server?
.
 
Valentine's Day SEO/SEM

From http://www.sys-con.com/read/180767.htm

In a related study, FTD.com received the Search Engine Marketing Analytics (SEMA) award for "Overall Best Ranking in the Floral Industry" in the floral category.

Overall, the top 20 ranking sites for both organic and paid placement for the floral industry was identified as follows:
Site Overall Ranking
1 ftd.com
2 1800flowers.com
3 proflowers.com
4 800florals.com
5 teleflora.com
6 hallmark.com
7 shopping.msn.com
8 aboutflowers.com
9 findgift.com
10 dotflowers.com
11 rossirovetti.com
12 justflowers.com
13 harryanddavid.com
14 flora2000.com
15 flowersonly.com
16 1stinflowers.com
17 fromyouflowers.com
18 nationwideflorist.com
19 virtualflowers.com
20 hallmarkflowers.com
Click to expand...

Interesting list. FYI justflowers.com and virtualflowers.com are the same company.
 
Hallmark is also listed twice - good for them :)

Ryan
 
Re: Question for Mary Lou on Meta's?

Dear Mary Lou:

What's your opinion on how I/WEE should list our CITY TOWN STATE placements in our meta tags?

I noticed that, you like the CITY/TOWN with the State next right next to it for each and every one of them.

For Example: Hartsdale NY, White Plains NY, Ardsley NY, etc. etc.

As it stands now, I list them as Hartsdale, White Plains, Ardsley, and without NY next to each of them.

I only have "NY" one time in my current meta's.

Also, what's your opinion on "IN" ?

A customer called today and found us through Google. I always ask them which search engine they've used when they are a new customer. Then, I ask them what they typed in.

This customer told me that, he typed in "Florist in Elmsford NY" and that's when we popped up.

And, we all know that, DA SKIMMERS and NON-LOCAL PHONIES have managed to STEAL another florist's name as well as their City, Town, and State, courtesy of their programmer's ability to embed everything into their meta's.

So, let me/us WEE BEES know what you have found out based on your great web experience.

Thanks Again!
John

 
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