I know, you don’t need to advertise. You’ve always been able to count on your reputation and referrals, and you usually have a wait list before you breed anyway. So why do you need a website? Why do you need to care about your Google rankings?
Here’s why! When your average puppy buyer starts looking for a puppy, they are not going to your parent club’s site. They are not going to dog shows. They are not seeking out local clubs. They are doing what we all do when we want to research an important purchase. They Google it.
Many “backyard breeders” have had websites for years now, having recognized early on that there was a significant sales advantage in being on the internet. These long established sites tend to “rank” in Google, meaning that they show up towards the top of Google’s search results when people search for breeders. It’s a competitive advantage that they gained by getting on the internet early and by doing some website optimization. (In other words, they have learned what Google likes so that they appear towards the top of the search results.)
The Reason You Need a Website and the Importance of Google
The reality of consumer behavior is that their first point of contact has the biggest advantage in retaining them as a prospect —especially when that customer is already searching the web with the intent of purchasing a puppy. Puppies are cute! The chance for that emotional purchase decision is HIGH, and so the first site a consumer sees might sway even the most savvy puppy-purchaser.
Where you show up in Google is very important, and YOU should be a potential home’s first point of contact because….
- A well designed site will quickly allow visitors to see that you have a reputable breeding program, not a site with the sole purpose of selling puppies. – They’ll learn about your breeding goals, your dogs, about you, and about the breed.
- Your organized, attractive and content rich website is a place to capture more quality visitors before they make it over to puppyfind.com or your local backyard breeder, pet store or puppy mill site. – Whether or not you have puppies to sell, by capturing them and educating them on your website first, you could prevent them from ever going to unsavory breeders in the first place.
- Your website will serve to educate the public. – In this way, your website will ultimately serve the community of reputable dog breeders, as well as the breed.
It’s Not Too Late
The good news is that if you’re ready to act now, you’re still ahead of the curve. In my observation, your competitors haven’t felt the need to update their websites, and these stale sites will be very easy to out-rank.
Google rewards quality updated websites — all you need to do is create it!