As has been recently observed across all industries, Google is now favoring well-known brands in their search results for popular phrases related to that industry. Fortunately for the floral industry, we only have 4 brands (Proflowers, FTD, 1800flowers, Teleflora) to contend with which is far less than most industries. Yes, I know the dynamics are quite different in our industry as most florists have to deal daily with these brands, but speaking from a search perspective there are still 10 slots allotted to 1st page ranking.
Unlike the electronics business where there are dozens of brands and no room for the little guy on the 1st page, real brick and mortar flower shops can still compete for primary key-phrases because of the lack of brands in our industry. Proflowers/FTD/1800flowers/Teleflora may NOW dominate primary search phrases like “flowers,” “flower delivery,” “send flowers,” “funeral flowers,” “birthday flowers,” etc… but there is still room to rank for the brick and mortar flower shop. The same can not be said for most other industries.
Regarding geographical florist search phrases, since the time of Google’s new brand emphasized algorithm (January 18th), I have observed that the Proflowers brand which used to dominate geographical searches for florists is no longer dominating. While it is difficult to prove my observation by way of fact for every zip code in the US, all the cities & towns that I monitor on daily basis lack the dominate presence that Proflowers once had.
It just may be that Google is also now devaluing geographical brand ranking thinking that brands need only be dominate for general searches.