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Why “Down” Doesn’t Always Mean “Failing” — Understanding the New Rules of Google Search

How fewer clicks—and more visibility—can still mean your SEO is winning.

If your monthly report says your traffic is down compared to last year, your first instinct might be to worry.

But here’s the truth: in 2025, fewer clicks don’t necessarily mean you’re doing something wrong. In fact, you might be doing everything right.

The Big Picture: Search Is Changing

One year after launching AI Overviews, Google has radically changed how users interact with search results. According to new data from BrightEdge:

  • Google search impressions are up 49% year-over-year.

  • Click-through rates (CTR) are down 30%.

  • Nearly 90% of AI citations now come from pages beyond the first page of results.

So what's going on?

Google’s AI Overviews are now answering users’ questions directly on the search results page—without them ever needing to click through to your website. That means more exposure, but fewer clicks.

What That Means for You

Let’s say you’re “down” on traffic year-over-year. That might look like bad news at first glance.

But here’s what’s really happening:

  • Your content might be showing up in AI Overviews, giving you high-value exposure even without a click.

  • People are searching more complex questions—and your site might be providing answers directly inside Google’s results.

  • You’re still building trust and brand recognition—even if it’s not reflected in the old-fashioned CTR numbers.

“This isn’t just a blip—it’s a total shift in how people interact with search. You don’t just need to rank anymore. You need to be recommended.”
— Kip Keck, Bloomerang Analyst

If You’re Up for the Year — That’s a Bigger Win Than You Think

On the flip side, if your traffic is up despite these trends, it means your site is punching way above its weight.

You’re not just keeping up—you’re outperforming the market.

What’s Behind the Data?

The BrightEdge study highlights several key trends that show how search behavior—and Google's algorithms—have evolved:

Smarter Queries, Smarter Responses

  • Queries with 8+ words are now 7x more likely to trigger AI Overviews.

  • Use of technical vocabulary is up 48%, showing people want deeper, more specific answers.

More Impressions, Less Clicking

  • AI Overviews are now over 1,000 pixels tall, often filling the entire first screen on desktop or mobile.

  • That means even the #1 organic result might sit below the fold.

Your Site Can Win Without a #1 Rank

  • A whopping 89% of AI citations come from pages outside the top 10, including deep content and FAQs.

What Bloomerang Is Doing Behind the Scenes

These shifts didn’t catch us off guard and that’s why we spend so much time monitoring updates, optimizing your content, and making technical adjustments even when you don’t see them.

“Our goal isn’t just to get you ranked, it’s to get you cited, trusted, and seen where it counts.”
— Art Conforti, Bloomerang CEO

We focus on:

  • Structured content that AI can extract and credit

  • FAQ content and semantic optimization for long-tail queries

  • Site speed, health, and mobile performance—still critical for visibility

  • Constant adaptation to Google's algorithm and AI behavior

Final Thoughts

In this new era, success in SEO isn’t just measured by who clicks, it’s about who sees you, who trusts you, and how Google showcases your expertise.

So if your numbers look a little different this year, don’t worry.

You might be doing better than ever.

Sources:

  • BrightEdge. AI Overviews: A Year in Review, May 2025. Read the full report

  • Search Engine Land. “Search Clicks Fell 30% in Last Year,” Danny Goodwin, May 2025.

Still Blooming: How Arthur Conforti's Proven Playbook is Shaping a New Generation of Floral Success

Sixteen Years Later: Same Passion, the Same Plan, New Challenges - Proven Results

In 2009, as the world grappled with economic uncertainty, Arthur Conforti stood out as a beacon of resilience. The Longboat Key News profiled his success in steering Beneva Flowers to capture 70% of Sarasota’s floral market, with a powerhouse team of 40+ employees. His approach? Treat the business like a football franchise: each team member has a role, and every play is deliberate.

Today, in 2025, Arthur isn’t just reflecting on those lessons, he’s putting them back into action. “Just rinse and repeat,” he says. “The beauty of experience is knowing the playbook works. We’ve done it before. We’ll do it again.”

Back to Basics: Relationships, Value, and Community

Before subscriptions were a trend and before 'local' became a buzzword—Arthur was doing it all. A look back at the blueprint that's still shaping the floral industry today.

The foundation of Conforti’s philosophy is simple: nobody needs flowers, so we must make them irresistible. That starts with showing value and care in every interaction. His strategies from 2009 remain strikingly relevant in today’s economic landscape.

  • Cash & Carry Bouquets: Accessible, attractive arrangements that make it easy for customers to grab and go, creating everyday joy without the guilt of splurging.

  • Value-Driven Marketing: “Every delivery should come with an offer to come back,” says Conforti. Fundraising cards, delivery magnets, and community-specific promotions remind customers that flowers are more than a purchase, they’re a partnership.

The Subscription Model—Way Ahead of Its Time

Art was promoting flower subscriptions before it was trendy. “I sold Mother’s Day orders in twos and threes,” he recalls, “one for the day, the others to remind mom she’s still cherished.”

Now in a world driven by recurring revenue models, his early embrace of floral subscriptions feels visionary. Today’s campaigns echo that same idea: consistent reminders of love, celebration, and connection, all while reinforcing customer loyalty.

Planting Local Roots, Again and Again

Conforti’s mantra remains: stay local. Whether it’s partnering with schools for fundraisers, highlighting hometown heroes, or promoting hyper-local delivery services, every move ties the business back to the community that built it.

In his words: “The mirror gave me what I needed in 2008- RESULTS. I looked at myself and doubled down on the people who got me here. That’s who will help us thrive again.”

Legacy in Action: Coaching the Next Generation

Arthur isn’t just repeating his success—he’s sharing it. At a recent meeting with flower shop partners, he didn’t pitch theory—he laid out a plan that’s already worked.

The message was clear:

  • Don’t wait for trends - create them.

  • Don’t chase customers - invite them to stay.

  • Don’t rely on corporate ideas - rely on your community.

Several shops are already stepping up, applying Arthur’s methods to today’s landscape. “Don’t be bashful,” he encourages. “Let’s put the plan together. Start this summer. Let’s build value into every bouquet, every delivery, every day.”

Looking Ahead with Confidence: Experience as a Roadmap for the Future

The marketplace may evolve, but the principles that drive success remain remarkably consistent. Arthur Conforti knows this better than most. With over three decades of hands-on leadership, he's not only weathered economic downturns—he's emerged from them stronger, smarter, and more committed to the craft of floral entrepreneurship.

In an era of fleeting trends and quick fixes, Arthur's playbook stands out for one powerful reason: it’s built on results. He doesn’t theorize from the sidelines—he’s in the game, leading with action, innovation, and heart. As flower shops across the country face the pressure of new platforms, shifting customer habits, and tighter margins, Arthur offers something invaluable: clarity.

His message is more than motivation—it’s a masterclass in resilience:

  • Focus on what makes you unique.

  • Double down on your community roots.

  • Deliver value in every interaction.

  • And above all, trust in what’s proven.

Today, he’s sharing his blueprint not just as a florist—but as a mentor, strategist, and catalyst for a new generation of business owners ready to thrive.

“Don’t be afraid to do what already works,” he says. “The path is already here—we just have to walk it again.”

For Arthur Conforti, 2025 isn’t a reboot. It’s a resurgence. And if his past is any indication, the future of local floral businesses has never looked more promising.

Ready to Grow Your Floral Business?

Join the community of florists putting proven strategies into action. Whether you're looking to boost sales, build stronger customer relationships, or create lasting local impact, Arthur Conforti can help you do it - because he's done it.

💡 Let’s build your blueprint for success.
📩 Get in touch with Arthur today.

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!

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.