With the GEM® avocado variety acreage increasing in California groves and gaining increased popularity as a point of discussion with retailers, the California Avocado Commission has added the GEM® variety to the CaliforniaAvocado.com website. In tandem with this initiative, the Commission also has made concerted efforts to better position California avocados on search engines by updating the avocado variety browser on the consumer website.
The Commission has positioned itself as the go-to resource for media, its assorted partners and consumers by providing relevant and engaging content for consumers as well as quality, Commission-owned and branded assets for members of the media, retailers and influencers. To that end, the Commission produced high-quality GEM® photos and assets and made them available to site visitors in the Commission’s online press room where they can simply download the high-quality images for use on websites, social media and in press materials. These assets, when used by industry partners, help ensure ‘California’ is communicated in articles, social media posts, ads and POS.
The Commission also uses high quality and high equity search terms to “California’ize” conversations around avocados. The Commission has optimized its online avocado variety browser — and added GEM® to the browser — to strengthen its position when people look for avocado varieties using online search engines. As a result, the Commission’s avocado variety browser has achieved the number one position on Google with more than 40 million results. In short, when people look for ‘avocado varieties’ online the search engine results lead them to the Commission’s variety browser — thus increasing California Avocados brand awareness and securing the Commission’s credibility as the source for all things avocado. CAC’s avocado variety browser currently garners about 69,000 visits each year — approximately 2.5% of all traffic to the site.