As I thumbed through some of the various versions of the story as told by reporters, I noticed that not one link was posted on any of these news sites to Penny's Flowers. But why?
Well, if you go to Penny's Flowers website you will discover that there is no mention of Obama gracing their store.
The reason I bring that up is that Penny's Flowers is missing out on a hudge amount of authoritative inlinks that would boost their search presence.
The moral of the story is....is that if something newsworthy happens to your store you need to post information related to it on your website and point people to it. Make it as interesting as possible with details and the links will come.
Nothing will boost your rankings more than natural linkbait.