The Urban Farm · SEO for a website and a store
Google saw a nursery. How do you show it the school?
The Urban Farm in Phoenix is three businesses on one site: an online school for growing food, a podcast of more than 1,000 episodes and a fruit tree nursery. Its founder, Greg Peterson, now lives in the Asheville area. Most of the profit comes from teaching, but Google mostly saw a nursery. We untangled the website and the store, one fix at a time.
- SEO
- Homepage
- WordPress
- Shopify
- Structured data
Untangle
The challenge
Three businesses on one site, and Google picked the wrong one.
A school, filed as a nursery
Most of the profit comes from teaching. But the store, the menus and the tree pages told Google it was looking at a Phoenix nursery.
Courses in three places
Courses were sold in three places at three prices. Neither people nor Google could tell which page was the real one.
Cut off and dead ends
Only 121 of 955 podcast titles fit in a Google result. Google had also found 998 empty calendar pages and 464 broken links.
What changed
Before and after
Small, specific changes, made across thousands of pages. In the store alone, 139 of 140 product photos had no description and 34 of 38 collections had no text.
- Website homepage titleBefore
Home - The Urban FarmAfterThe Urban Farm: Learn to Grow Your Own Food in Phoenix - Store homepage titleBefore
UrbanFarmAfterThe Urban Farm Store: Phoenix Fruit Trees & Garden Supplies - Store menuBefore
Trees & Plants · General Store · EducationAfterTrees · Supplies · Courses - Every fruit tree page (64 of them)Before
Nothing said the trees are pickup onlyAfter[Variety] [Fruit] Tree | Phoenix Nursery Pickup Only - Every podcast episode (955 of them)Before
[Episode title] - The Urban Farm PodcastAfter[Episode title], exactly as Greg wrote it
Fix
The website
Scroll through it the way a visitor would.
The The Urban Farm website, section by section
Four doors, up front
Email list, courses, fruit trees and the store each get a clear entry beside the slider.
What is happening now
Upcoming tours, chats and the newest episode, kept current from the site’s own calendar and podcast.
The podcast, at a glance
The latest three episodes, with titles that now fit in Google too.
Free resources
Guides, a course and an e-book, each one click from the homepage.
Mobile
The same four doors on a phone
The colored entry cards stack under the slider, so courses, trees and the store are a thumb away.
- Courses, trees and store stack in order
- Events and episodes as simple cards
- Free resources one tap away
Grow
Three businesses on one site. Now each one has its own door, and Google can tell the school from the nursery.
The brand
Water, sun and leaf
The Urban Farm’s logo is a circle of water blue, sun orange and leaf green. The site uses the same colors for its four homepage doors, in a clean system font, so each door reads at a glance.
The answer
Found for the right things, in search and in AI
In Google
- #0for “urban farm phoenix”Search Console, average position 1.1, October 1 to 9, 2026
- 68keywords in Google’s top threeAhrefs: 68 on October 1, 77 on October 9, 2026
- 121of 955 episode titles fit in GoogleUp from 121, September 16, 2026
In AI answers
- 0Google AI Overviews citing urbanfarm.orgDataForSEO, October 14, 2026
- 0ChatGPT answers citing itSame check, October 14, 2026
In the store
- 0product images with descriptionsAll of them, October 1, 2026
- 0old links forwarded110 on the website and 166 in the store, September 25, 2026
Google Search Console only began collecting data for the site on September 15, 2026, so there is no clean before and after for clicks yet. In the first nine days of October, the website and store earned 379 clicks from Google, not counting podcast pages.
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