Why Lisa’s Florist Wasn’t Showing Up on Google (and What Fixed It)

Lisa’s flower shop is everything you’d imagine when you think of a local gem. Tucked into a sunny corner of the Inner West, her bouquets are known for their creativity, her customer service is warm and personal, and her Instagram is full of happy faces holding fresh blooms. She even has a website that built with help from a friend’s cousin who “knew a bit about website building.”

Florist Lisa

But even with all of that, Lisa kept wondering why business wasn’t as strong as it should be.

• “My bouquets are better.”

• “I’m open longer hours.”

• “I’ve got more photos and a nicer website…”

Yet somehow, her closest competitor down the road who didn’t seem very active online was always packed.

One slow Thursday afternoon, Lisa finally sat down and Googled:

“Florist near me.”

Google Search results

And that’s when she found the problem.

She Wasn’t on Page 1. Or Page 2.

It wasn’t until she got to page 9 that she found her listing.

• No photos.

• No opening hours.

• No phone number visible.

Just a bare listing with her business name, and that was it.

Lisa wasn’t just losing customers.

She was invisible.

That moment sparked a quiet realisation: if she couldn’t find herself online, how would any new customer?

What Most Business Owners Don’t Know About Local SEO

Lisa’s story is far from rare.

Many small business owners assume that having a website or being active on social media is enough. And that might’ve worked 5 years ago.

But in 2025, local search has changed, and it continues to evolve, especially with AI-powered search results and Google’s push for local intent.

Here’s the plain truth:

When someone searches for “yoga near me” or “best hairdresser in Glenwood,” Google doesn’t just show websites.

It shows the Map Pack with three top listings based on local SEO signals.

If your business isn’t optimised for those signals, you won’t appear, no matter how beautiful your website is.

What Exactly Is Local SEO?

Local SEO is about helping people nearby find your business when they’re searching on Google or Google Maps. It’s not just about keywords, also about relevance, trust, and location signals.

Here’s what Google looks for:

1. Google Business Profile (GBP)

• Is it claimed and verified?

• Are your categories set correctly?

• Are there photos, business hours, and service areas?

• Are you actively posting updates?

2. Local Keywords

• Are you mentioning your suburb or city in your content?

• Do your services clearly include where you operate?

3. Customer Reviews

• How many do you have?

• Are they recent?

• Do they include local keywords? (e.g. “Lisa’s flowers made my wedding in   

   Balmain extra special.”)

4. Citations & Online Listings

• Are your Name, Address, and Phone (NAP) consistent across the internet?

• Are you listed on Australian directories like TrueLocal, Yelp, Yellow Pages, 

   etc.?

5. On-Page SEO

• Is your homepage optimised for your service + location?

• Is your phone number clickable on mobile?

• Are your titles and descriptions relevant to local search terms?

Lisa’s Fix: A Small Change That Brought Real Results

After we had a quick look together, here’s what we helped Lisa fix:

• Verified Her Google Business Profile

She had started setting it up but never finished. Once verified, she added real photos, opening hours, and selected the right business categories.

• Added Location Keywords

Her homepage said: “Creative, fresh flowers for every occasion.”

We updated it to say:

“Beautiful, fresh flowers delivered across the Inner West: Newtown, Leichhardt, Lilyfield, and surrounds.”

Now her location wasn’t just in the footer but front and centre.

• Collected Reviews

We showed her how to politely ask happy customers to leave a Google review—especially ones that mention her area or service (e.g. “Lisa created a stunning bouquet for my anniversary in Leichhardt!”)

• Made Her Phone Number Clickable

This sounds small, but on mobile, it’s a game-changer. When people tap and call instead of copy/paste, it boosts conversions instantly.

What Happened Next?

In just 3 months:

• Lisa moved from page 6 to the local Map Pack (that’s the box with 3 listings     

   and a map at the top of Google)

• She started getting calls from new customers who’d never heard of her

• A wedding venue even discovered her through Google and asked her to 

   quote for 6 upcoming bookings

And all of this happened without running a single ad.

What If You’re in the Same Boat?

Here are some questions to ask yourself:

• Can someone find your business on Google Maps without typing your name?

• When you Google “[your service] near me,” does your business appear on 

   page 1?

• Have you checked what your Google Business Profile looks like lately?

• Are you showing up in surrounding suburbs?

If the answer is no or you’re not sure, then local SEO is probably the missing piece.

The 2025 Update: Why This Matters More Than Ever

AI is starting to change how Google displays search results. Features like AI Overviews (formerly SGE) mean fewer people are clicking on organic websites and more are relying on map results, summaries, and AI-powered snippets.

That means:

• Your Google Business Profile is now your second homepage

• Your reviews and location signals matter more than ever

• And traditional SEO tricks won’t help if you’re not optimised locally

Staying visible in a post-AI world isn’t about gaming the system.

It’s about building trust and showing up where people are actually looking.

Bonus: How AI Can Help (Not Hurt)

AI tools like ChatGPT and SurferSEO can support your local SEO efforts:

• Suggest keywords based on your suburb and service

• Write content for your listings or website

• Help draft replies to customer reviews

• Create blog ideas that tie into local trends or events

You don’t need to replace your voice, just use these tools to save time and stay consistent.

Final Thoughts: Don’t Let a Great Business Stay Hidden

Lisa’s story isn’t unique.

We’ve worked with tradies, yoga instructors, artists, real estate agents, café owners, and even dog groomers who felt invisible until they made a few small changes.

The truth is: You don’t need to “out-advertise” your competitors.

You just need to help Google help people find you.