Featured in Floral Management: How Art Conforti Creates Local SEO Strategies That Attract More Customers

At Bloomerang Solutions, we’re passionate about helping florists grow their businesses and we’re thrilled to share that our founder, Art Conforti, PFCI, was recently featured in Floral Management magazine, the flagship publication of the Society of American Florists. In the article, Art shared valuable insights on one of the most overlooked but powerful tools in local search engine optimization (SEO): local service area pages.

If your floral business serves more than one city or town, but your website only focuses on your primary location, you’re likely missing out on countless potential customers who are searching nearby. As Art explains, the key is to help both Google and your customers understand exactly where you deliver and why you’re the florist they should trust.

Why Local Pages Matter More Than Ever

When someone searches online for a florist in their town, Google tries to match them with the most relevant, nearby results. But if your shop is in City A and someone in City B searches for “florist near me,” your business might not show up—even if you deliver there.

Too often, florists try to get around this by simply adding a list of city names to their homepage or using generic phrases like “serving the greater metro area.” Unfortunately, that’s not enough to help your visibility in search results.

Art recommends a smarter approach:

Create individual pages for each city, town, or neighborhood you serve.

These are called local pages (or city pages), and they serve as dedicated content hubs that tell search engines—and potential customers—that you’re not just a florist in your main city. You’re also a trusted provider in the surrounding communities.

What Makes a Great Local Page?

According to Art, a successful local page should include:

  • Custom-written content that mentions the specific location (no copy-pasting from Wikipedia!).

  • A brief overview of your services in that area.

  • Links to featured arrangements or offers tailored to that city or town.

Mentions of local events, like school proms, college graduations, or even seasonal happenings like a nearby farm’s corn maze.

These updates don’t need to be extensive, but they do need to be authentic and relevant. Plus, regularly refreshing your content tells Google your website is active—which helps boost your ranking in search results.

Real Revenue, Real Results

This isn’t just theory. One florist who partnered with Bloomerang Solutions implemented local pages for ten nearby towns, and those pages brought in $19,000 in additional revenue in just one year.

As Art puts it:

“That little bitty town - Google is looking for somebody, and nobody has a page for it. Make a page for all the little towns.”

By simply being more visible in underserved markets, florists can tap into high-value customers who are eager to buy - if only they could find you.

Helping Florists Thrive, One Page at a Time

At Bloomerang Solutions, we specialize in building marketing strategies that make a difference. Whether you’re looking to improve your local SEO, freshen up your website, or launch a new promotional campaign, we’re here to help you grow smarter and faster.

Want to learn how local pages can work for your shop? Contact us today to schedule a consultation.

And stay tuned for more tips, success stories, and digital strategies designed just for florists!

Sarasota’s Favorite Mom: A Celebration of Community, Creativity, and Flowers

In 2005, a simple idea blossomed into a powerful local movement - one that engaged communities, supported small businesses, and brought families together to celebrate the most important women in our lives: moms.

What began as a national campaign by Teleflora, a floral industry leader committed to empowering local florists, quickly took root in Sarasota, Florida. Inspired by the initiative, Arthur Conforti of Beneva Flowers saw an opportunity to localize the campaign in a way that would deeply resonate with his community.

A Local Twist on a National Idea

The campaign became known as Sarasota’s Favorite Mom—a heartfelt competition that invited community members to share stories about the amazing mothers in their lives. The rules were simple:

  • Nominate a mom by writing a short story.

  • Share it on social media.

  • Rally local support through likes and shares.

The entry with the most engagement would be crowned Sarasota’s Favorite Mom.

Prizes and Community Support

The grand prize was a custom gold pendant engraved with the title of the year’s winner, sponsored by a local jeweler. Second and third place winners were also honored with generous gifts, thanks to partnerships with other local businesses. It wasn’t just a contest - it became a citywide celebration of love and gratitude.

A Movement That Spread

The concept caught fire.

Florists across the country began replicating the model in their own cities - Tampa’s Favorite Mom, Austin’s Favorite Mom, and many more. With guidance from Conforti, these campaigns drove massive community engagement and helped florists build lasting bonds with customers. The results? Increased visibility, trust, and customer loyalty—things money alone can’t buy.

More Than Marketing

For Beneva Flowers—already commanding a 70% market share in Sarasota - this was just another way to give back. Conforti, a long-time advocate of community-centered business, had previously launched the Helping Hands program to support schools and churches through floral fundraising.

Reflecting on his journey, Conforti shared,

“We could not be here without the support of the community.”

He often remembers founding Beneva Flowers with his parents in 1986 - and how initiatives like Sarasota’s Favorite Mom helped build not just a business, but a brand rooted in purpose.

The Power of Partnership

Although local in execution, the campaign’s DNA always traced back to Teleflora’s national vision.

“The florist may do whatever they wish,” said Lynda Resnick, who owns Teleflora with her husband Stewart.

Their ongoing investment in technology, wholesale supply, and florist support made executing campaigns like this both effective and sustainable.

“Teleflora made it fun,” Conforti said. “They reminded us of why we do what we do—bringing happiness into people’s lives. That’s something we should never forget.”

A Lasting Legacy

Sarasota’s Favorite Mom wasn’t just a promotion - it was a heartfelt celebration of motherhood, community, and the power of storytelling. It continues to serve as a shining example of what happens when creativity meets care - and how florists can do more than deliver flowers. They can deliver joy, recognition, and a sense of belonging.

Embracing the Future of Marketing: Answer Engine Optimization (AEO) for Your Business

At Bloomerang Solutions, we’re constantly exploring innovative ways to help our clients, whether you’re a local florist or a small business owner, thrive in an ever-changing digital landscape. With the rapid advancements in technology, it’s time to talk about something that’s reshaping how businesses connect with their customers: Answer Engine Optimization (AEO).

What is AEO and Why Does It Matter?

You may already be familiar with Search Engine Optimization (SEO), which focuses on improving your website’s ranking in search engine results. AEO, on the other hand, takes things a step further by optimizing your content for AI-driven answer engines. These engines power voice assistants, smart devices, and search engine features like featured snippets. Essentially, AEO ensures your business provides clear, direct, and actionable answers to users’ queries—right when they need them.

Imagine this: A potential customer asks their voice assistant, "Where can I get flowers for a funeral near me?" Instead of showing a long list of search results, the assistant provides a precise answer. With AEO, your business can be that answer. This is how you go beyond visibility to become the solution customers are looking for.

How AEO is Transforming Businesses

During peak seasons like the holidays, businesses often struggle to keep up with increased demand. Hiring temporary staff is costly and time-consuming. But what if you could reduce your labor needs while still delivering exceptional service? That’s where AI and AEO come in.

With AEO, your website and digital presence become equipped to:

  • Handle customer queries instantly through AI-powered tools.

  • Provide direct answers about your products, services, and availability.

  • Streamline processes like scheduling appointments or taking orders.

This means you can maintain high-quality service without the need to hire extra help, freeing up your team to focus on more strategic tasks.

Why You Need to Act Now

AI and AEO aren’t just trends; they’re the future. The faster you adapt, the better positioned you’ll be to lead in your industry. Missing out today means playing catch-up tomorrow. Here’s the reality:

  • Be the Answer: When someone searches for a specific product or service, your business should be the first and most accurate response.

  • Stay Competitive: As more businesses adopt AEO, those that don’t risk falling behind.

  • Future-Proof Your Business: By integrating AI and AEO into your strategy now, you’ll be prepared for the next wave of digital innovation.

How Bloomerang Solutions Can Help

At Bloomerang Solutions, we specialize in helping businesses harness the power of AEO to:

Whether you’re selling flowers, booking wedding appointments, or providing other services, we’re here to help you stay ahead of the curve. Our expertise in the florist industry and small business marketing gives us a unique edge in understanding your needs and delivering results.

Ready to Lead the Way?

The future is moving faster than we can imagine. AI and AEO are here to stay, and those who embrace these technologies now will reap the rewards. Don’t let your business be left behind. Let Bloomerang Solutions help you become the answer your customers are searching for.

Contact us today to learn more about how we can transform your business with AEO.

Q&A:

Understanding AEO and How It Benefits Your Business

  • Search Engine Optimization (SEO) focuses on improving your website’s ranking in search engine results to attract more traffic. Answer Engine Optimization (AEO) takes it a step further by optimizing your content specifically for AI-driven answer engines. AEO ensures your business provides clear, direct answers to user queries, making it easier for customers to find exactly what they need.

  • AEO positions your business as the go-to answer for customer questions. With the rise of voice assistants and smart devices, customers want quick, accurate responses. By adopting AEO, you’ll not only enhance your visibility but also build trust and loyalty with your audience.

  • No, AI and AEO are designed to complement your team, not replace them. By automating repetitive tasks like answering common questions, you can free up your staff to focus on more important, strategic responsibilities. This allows your business to operate more efficiently during busy times without the need for additional hires.

  • AEO ensures that customers receive fast, relevant, and precise answers to their queries. Whether they’re looking for products, booking appointments, or seeking information, AEO simplifies the process, making it easier for customers to interact with your business.

  • Not at all! AEO is valuable for businesses of all sizes. Small businesses can benefit significantly by standing out in local searches and becoming the trusted answer for specific queries. AEO levels the playing field, allowing you to compete with larger companies in your industry.

  • Focus on creating content that answers common customer questions. Examples include FAQ pages, how-to guides, and service-specific information. The goal is to provide concise and accurate responses that can be easily picked up by AI-driven search tools.

  • While results can vary, businesses often start seeing improvements in their search visibility and customer interactions within a few months. The key is to consistently update and refine your content to ensure it remains relevant and optimized.

  • Absolutely! At Bloomerang.Solutions, we specialize in AEO strategies tailored to your business needs. From optimizing your content to ensuring your digital presence aligns with AI-driven searches, we’re here to help you succeed.

  • Start by identifying the most common questions your customers ask. Then, create clear, concise answers and integrate them into your website. For a more comprehensive approach, contact Bloomerang.Solutions, and we’ll guide you through the process.

  • Ignoring AEO means missing out on a growing segment of digital traffic driven by AI and voice searches. Your competitors who adopt AEO will capture these customers, leaving your business to play catch-up. Adopting AEO now ensures you stay competitive and relevant.

  • AEO complements your existing SEO and digital marketing efforts by focusing on customer intent and delivering precise answers. It enhances your visibility, improves customer experience, and integrates seamlessly with strategies like social media marketing and paid advertising.

From Beneva Road to Digital Success: A Veteran Florist's Guide to Dominating Search Rankings in 2025

As a former florist who spent over three decades building my business, I've witnessed firsthand how the digital revolution has transformed our industry. Today, at Bloomerang Solutions, I help fellow florists and small business owners navigate the complexities of online marketing. Here's what 30+ years of retail experience combined with digital expertise has taught me about standing out in local search results.

Why Traditional Marketing No Longer Cuts It

Remember when the Yellow Pages were the holy grail of advertising? I do - I spent thousands each year on full-page ads. But today's customers aren't flipping through phone books; they're asking Siri or Google to find "flower shops near me." If your shop isn't optimized for these searches, you're essentially invisible to modern consumers.

The Florist's Digital Marketing Advantage

What makes flower shops unique in the digital space? Our industry has something many businesses don't: built-in seasonal opportunities. Valentine's Day, Mother's Day, wedding season - these natural peaks give us multiple chances throughout the year to refresh our content and boost our rankings. Here's how to leverage these opportunities effectively:

1. Own Your Local Digital Territory

Your physical shop might be on Main Street, but your digital storefront needs to dominate local searches. Beyond just claiming your Google Business Profile, showcase what makes your shop special:

  • Upload fresh photos of your latest arrangements

  • Highlight your signature style and specialties

  • Share customer success stories from recent events

  • Update your seasonal offerings regularly

2. Create Content That Resonates with Your Community

As florists, we're not just selling flowers - we're part of life's biggest moments. Your website content should reflect this:

  • Share real wedding stories featuring your designs

  • Create seasonal buying guides

  • Offer care tips for popular flowers

  • Document your involvement in local events

3. Mobile-First Mindset

When a bride is venue-shopping and needs wedding flower inspiration, she's likely browsing on her phone. Your website must look as perfect on mobile as your arrangements do in person. This means:

  • Fast-loading images that don't sacrifice quality

  • Easy-to-use contact forms

  • Click-to-call functionality

  • Simple navigation

4. Build Trust Through Technical Excellence

Your website should run as smoothly as your shop operations:

  • Ensure same-day delivery cutoff times are clearly displayed

  • Keep your holiday ordering deadlines updated

  • Maintain current pricing and availability

  • Regular website maintenance and updates

5. Leverage Industry Partnerships

As a Teleflora partner, we understand how to maximize the benefits of wire service relationships while maintaining your shop's unique identity. Your website should:

  • Highlight both wire service and custom offerings

  • Maintain consistent branding across platforms

  • Integrate smoothly with order management system

The Future of Digital Marketing

The digital landscape is evolving rapidly, with AI and voice search changing how customers find local businesses. Stay ahead by:

  • Optimizing for voice search queries

  • Building a strong social media presence

  • Maintaining consistent NAP (Name, Address, Phone) information across all platforms

  • Regular content updates reflecting seasonal changes

Your Next Steps

Having transformed my own flower shop into a thriving digital marketing agency, I've learned that success online requires the same dedication as creating the perfect arrangement - attention to detail, regular maintenance, and a deep understanding of what your customers want.

Ready to grow your floral business online? Contact Bloomerang Solutions to learn how we can help your shop bloom in the digital age. We understand florists because we've been in your shoes - and we know exactly what it takes to help your business flourish online.

About the Author: Art Conforti owned and operated a successful flower shop for over 30 years before founding Bloomerang Solutions. Today, he helps florists across the country transform their digital presence through proven marketing strategies and industry-specific expertise.

Are You Pricing Yourself Out of Business?

Nobody likes price increases, whether it’s at the gas pump, the grocery store, or your favorite local florist. However, price adjustments are an inevitable part of running a business, especially in today’s world of rising costs and inflation. Managing these increases while maintaining customer loyalty is more crucial—and more challenging—than ever.

Why Do Prices Increase?

There are two primary reasons for price increases:

Competitive Positioning: Sometimes, prices need to be adjusted to stay competitive in the market or to signal the value of your offerings.

Profitability: Rising operational costs may mean you need to increase margins to maintain a sustainable business.

The challenge is ensuring your price changes don’t drive loyal customers to your competitors. Let’s explore how to navigate this in a way that retains and even excites your customer base.

Learning from Pricing Missteps

Let me share an updated version of a real-world example that highlights the delicate balance of pricing and customer retention.

A local fresh juice shop caught my attention for their quality and community-driven ethos. Their juices were delicious, nutrient-packed, and packaged in beautiful 12-ounce glass bottles. The downside? Each bottle cost $13—a price that quickly turned off even their most enthusiastic customers, including me. While I appreciated their commitment to quality, the steep price tag inspired me to buy my own juicer, making it hard to justify returning.

This isn’t unique to juice shops. Customers leave businesses when they perceive prices to be too high for the value offered, and the business may never understand why. In today’s competitive and connected world, businesses must go the extra mile to provide value, even when prices rise.

How Businesses Can Retain Customers Despite Price Increases

Here are modern, actionable strategies businesses can use to maintain loyalty while navigating price increases:

1. Offer Meaningful Rewards

Incentives and loyalty programs remain key, but they must feel valuable. Instead of underwhelming offers, create programs that genuinely excite customers, such as discounts on future purchases, exclusive products, or early access to new offerings. For example, a juice shop could offer a free bottle after every five purchases rather than a token discount after $200 spent.

2. Provide Sustainability Perks

Customers are more eco-conscious than ever, and sustainability incentives can drive loyalty. Instead of small donations for bottle returns, consider offering substantial discounts for recycling or purchasing in reusable packaging.

3. Flexible Pricing Options

Bulk pricing might not always work (e.g., perishable products), but businesses can offer subscriptions or prepayment discounts to reward loyal customers. A florist, for example, could create a subscription service for weekly or monthly flower deliveries at a reduced cost.

4. Elevate the Experience

When raising prices, businesses must enhance the customer experience to offset the perceived cost. Make shopping unique by offering freebies with a high perceived value, like custom tote bags or entry into exclusive giveaways. In retail environments, creating a visually engaging, Instagram-worthy space can make purchases feel more rewarding.

5. Communicate with Transparency

Customers understand that costs are rising across industries, but they appreciate honesty. Be upfront about why prices are increasing and how the additional revenue will improve their experience—whether through better quality, more sustainable practices, or enhanced services.

Key Takeaways

  • Be Customer-Focused: Design loyalty programs and incentives that you’d be excited to use yourself. Reward engagement, not just spending.

  • Understand Perception: Customers will leave if they feel the value doesn’t match the price. Find creative ways to enhance value, whether through experience, sustainability, or unique offerings.

  • Embrace Uniqueness: Stand out by offering what no one else can. Whether it’s a local florist creating exclusive designs or a juice shop featuring interactive workshops, being unique helps justify premium pricing.

Raising prices is never easy, but it doesn’t have to mean losing customers. By focusing on rewards, transparency, and creating memorable experiences, you can not only retain your customers but also strengthen their loyalty. Remember, customers are more willing to pay higher prices when they feel valued and appreciated.

At Bloomerang, we’re here to help you implement these strategies and connect you with opportunities to keep your customers happy and your business thriving. Let’s work together to create loyalty programs and experiences that make sense for your business—and your customers.

Ready to talk strategy? Call us anytime or leave a comment below. We’ll help you turn price adjustments into opportunities for growth!