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Getting Right with Google
Google has become more than a search
engine -- it is the gateway to the Internet for most users. In
discussions with other alpaca farmers, we come to the
consensus that we are not exactly clear how Google works and
how our farms gets listed on this very important search
engine. This is a topic that has spawned an entire industry
called Search Engine Optimization (SEO). The good
news is that there is no reason to bog down in details of
how Google works or the minutia of SEO. By understanding a few basics, you can get
up-to-speed quickly in the realm of improving your farm's
visibility on the
web.
The basics:
- You do not have direct control of what
google lists or what results it returns for search terms.
- Google will find you and your content over
time, but it is a good idea to submit your site when you
first release your site into the wild.
- Google's innovation, and one of the reasons
that they are able to return very relevant results to
searches, is that they value your site higher if other sites
link to your site. (Hint: this is the key to ranking in
Google.)
- If you return incoming links with outgoing
links, Google will value the cross-linked pages even
higher.
If
search engine traffic is an important aspect
of your alpaca farm's marketing strategy, it is
worthwhile to take some time to get people to link back to
your site. You should always list your site on Localharvest and New
Farm - Farm Locator and
any other local directories that exist in your state or
region. See my "directory
of directories
" to locate other agriculture related
directories.
A few more ideas for
links: local Chamber of Commerce, farmer's market websites,
member/customer blogs, farming associations that you belong
to, and local farmer friends websites'. Just send a simple
email message to the webmaster of the site to ask for a
link.
The great thing about links is
that they help you in Google search results, but they also get
your farm visibility on related websites that people will
click through and find out about your farm and what you offer.
This implies perhaps the overriding principle in getting
search engine traffic: do right by "human" users -- create
links on relevant websites and generate solid content on your
website -- and you will get right with
Google.
I think for the average local
farm that is not worried about capturing a national market for
value-added goods, there are a few simple real-world marketing
suggestions to get your website noticed by the people that
matter:
- Create a "web-card" on cheap stock that
advertises your farm in a few words and prominently displays
your web address. Put this card in every single bag that you
give out at the farmer's market or wherever your farm meets
the public.
- Put out an email mailing list sign-up on
your table the market to collect addresses and send regular
emails during the season and the off season that highlights
what you are doing on your website.
- Put your web address in the signature area
of your email software so that each time your write an email
your web address is sent on to the recipient.
- If you get any exposure through local
media, ensure that they list your web address so people can
find you.
Of course, all of the
suggestions in this article rely on a well-designed
website that engages your visitors and customers when they
visit. This takes time and commitment that will pay off over
months and years. A comfortable balance between content
generation on your website and low-tech search engine
optimization techniques will lead to a very effective website
for your farm. If you can stick with it over the long term,
you will have more informed and dedicated
customers.
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