
Okay, bear with me while I summarize the past five months of the Pecor clan.
In early December, I travel to the 2007 Webmasterworld Vegas Pubcon. It’s an internet marketing convention where one can hear advice from top independent consultants and get input from key representatives from all major search engines (Google, Yahoo, MSN Live.com, and so on). It was at the Pubcon where I gathered up recommendations from Matt Cutts, a key “search engine spam” representative from Google. To avoid a Google penalty, or an outright ban, Matt recommended several steps, one of which was this: that you provide an “about us” page that would contain contact information so Google engineers could be assured that you’re a “real business” and not a producer of “made for advertising” sites (also called “spammy sites” or sites that contain no real content except for advertisements). I made lots of notes and went home to the family and to catch up on house and horse farm projects. The stresses of farm related responsibilities, my internet business, and the rising cost of just-about-everything begin to grind away on me.
During the Christmas holiday, we head up to Vermont and spend time with family and friends on Stonewood Farm in Orwell, Nancy’s parents 1,000 acre family farm. It’s a wonderful experience; and a nice opportunity to forget work and the farm for a spell. And spending time around Middlebury, Vermont reminded me how much I loved New England. Beautiful historic colonial and victorian homes, charming farm houses… Tight knit college towns with a cultural richness that belied their small size… Driving home from Vermont to Virginia, I begin to silently weigh the pros/cons of moving back to Vermont…
Prior to leaving for Vermont for the holidays, I implemented every single one of Matt’s recommendations I noted from the December Pubcon. I created a one page bio-site at my corporate domain (digitalspinner.com) that described who I was and provided contact information. In the interest of full disclosure, I provided a simple bullet list of each of my 15 resource sites. Each of my 15 resource sites were linked to this corporate page (a simple footer link that read “Web site by Digital Spinner”). Three weeks from the day I implemented those changes, and two days after returning from Vermont, 14 of my 15 sites were banned by Google! I mean, completely flipping banned! Since 2/3rds of my visitorship originated from Google, this promised dire consequences for my business. Gee, thanks, Matt!
Much of January is spent planning and developing ways to increase web site traffic from sources other than Google. I also make massive changes to each of my sites so that they would clearly be seen to operate within Google’s “quality guidelines” for web sites. I submit re-consideration requests via Google’s Webmaster Tools that force you to admit wrongdoing, promise you have made corrections and provide documentation of those changes. Google never responds to these requests, and never tells you what you’ve done or are doing wrong. To me, this is very Kafka-esque. Google owns 66% of the search engine market – and search engines are a first stop for virtually everyone who conducts online research. One might argue that Google is clearly a monopoly and they are abusing their power as a monopoly to alter the fabric of online commerce and trade by selectively banning web sites. And they are selective. To a reasonable and educated search engine engineer, none of my sites were behaving in a way that would be deserving of an outright ban. But my sites were banned. They were banned while other web sites in markets I compete in – sites that are clearly in violation of Google’s “quality guidelines” – remain in Google’s search results.
While all this is going on, Nancy and I decide we’re selling the farm, downsizing and simplifying our life, and moving back to Vermont. Our property is put on the market and we begin searching for our future home in the Middlebury, Vermont area. I spend several hours a week searching for property in the Middlebury area. We find only a handful of properties, all of which would require significant remodeling and barn building expenses. As an example, we locate a small 200 year old farmhouse w/ 20 acres and no usable barns with an asking price approaching what we are asking for our Virginia estate w/ 38 acres, sweeping views, a huge and beautiful house, an indoor riding arena, a 10 stall barn, and a beautiful machinery and storage barn. This is not a good sign. Further investigation uncovers New England’s dirty little secret. Taxes. Property taxes are easily 3 to 4 times higher in Vermont. And Vermont’s state income taxes are 3% higher than in Virginia. And everything else – groceries, fuel, education – is about 15% more expensive in Vermont.
February marks an improvement in my online businesses. My hard work is paying off and after finding the bottom of my “dotcom” downward spiral, I’m able to better concentrate on growth again. Also during February, Nancy and I divert our focus away from Vermont and further into southern New England. We search for and find potential property in Massachusetts, Connecticut and Rhode Island. All of these properties are, once again, much more expensive – pound for pound – than the Franklin County, Virginia area. We begin paying attention to the weather reports. On a day in February when it’s 35F and sunny in Boones Mill, VA, it’s 15F in Middlebury. Like a trauma victim recovering from amnesia, bits and pieces of my memory of New England winters return to me. A dreary gray sky that dominates much of November through March. Snowy, icy, messy roads. Rock salt covering every inch of your car. Rock salt tracking into houses. Clouds breaking every so often for a few days of sunny skies that, while glorious, drop temperatures into the single digits and below. Night falling at 4pm. Frost heaves. Frozen water pipes. Yay!
As my business is slowly improving, and Nancy and I are becoming more skeptical of relocating, there is a surprising amount of interest in our property. Couples tour the property. Single affluent women tour the property. I wonder to myself how exactly a single woman (or a single man) could possibly keep up with the demands of owning an actual horse farm while commuting to a day job in Roanoke. One nice woman tours the barns and the pastures – wearing stilettos – and it is soon after that Nancy and I have our moment of clarity. There is absolutely no way in hell that we want to sell our farm. We love it here. We’re uniquely suited for the property and it’s uniquely suited for us. We’ve made so many friends. Our girls love their school. We love our home. We love our farm. We ain’t movin.
March arrives and my business ticks up a notch. Our property is taken off the market. It looks like at this point we’ll be holding on to all of our land. My business income won’t reach the record highs of 2007 for a few years to come, but I’ll get there again. It’s inevitable. I’m too stubborn to fail.
We are simplifying, however. We’re transitioning out of boarding horses. We’ll just be keeping our own horses on the farm, along with the odd horse in training. Nancy will still teach riding lessons. In fact, she’ll have more time to teach and looks forward to arranging and teach various riding clinics. We’ve reduced the number of horses on our property from 16 to 10. By July, we’ll be down to 7. I’ll have more time for home and farm improvement projects. Emotionally, we’re in a good place now.
There, I’ve caught the blog up. This retrospective was therapeutic but it’s time to start looking forward again.