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Organic Rank is Not Enough, making the case for online advertising

woman typing on computer and on smartphoneSearch engine optimization (SEO) is arguably still recommended as the best practice for floral businesses to drive traffic to their websites. Times are changing! We highly recommend you equally invest time and dollars into search engine marketing (SEM).

Why? Just take a look for yourself. Conduct any search for “florist, city, state” and the first thing you’ll see are ads. Online marketers have accepted for years that consumers scrolled past ads and focused more on the organic listings as the rule. But look closer, the search engines no longer clearly define ads with a different colored background which they removed a few years ago. Only a small “ad” badge identifies the listing as paid.

Click here to download and read the full 2016 December Floriology article, Organic is Not Enough.


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Hello! I'm Renato and serve as lead educator for new technology, business and consumer trends, and digital marketing strategy at the Floriology Institute. This is one of my primary roles as the Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. Prior, I served the as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry's trade organization.

I evangelize technology benefits and best practices through a regular column in Floriology magazine, presentations at floral industry events, share insights on social media and chat (yes, on the phone) with BloomNet members to help solve their challenges.

asae DELP programI served as an active volunteer for the American Society of Association Executives (ASAE) where I chaired the ASAE Technology Council, was a founding member of the Young Professionals Committee and continue to be active as a Diversity Executive Leadership Scholar (DELP).

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