This project was an endeavour to build an e-commerce business model with a greater purpose. I selected a topic of great personal interest to me: supporting the Western United States' Monarch Butterfly population through education and affordable products to fellow citizen scientists.

There are two populations of Monarch butterflies in the United States: the population east of the Rockies, which migrates from Mexico to the Northern Midwest U.S., and the population that lives exclusively west of the Rockies, along the coast of Southern California. It is this population that is in grave danger of vanishing, as native milkweed, the only host plant for Monarch butterflies' larvae, has been slowly dying off.

In 2020, the overwintering population was a mere 1,914 butterflies, which according to experts, "represents a 99.9% decline in the population of migrating western monarchs since the 1980s."

I wanted to create an e-commerce space that was more than selling items: I also wanted to provide a place for education for others who, like myself, were dabbling in home conservation efforts.

SEO and Content Strategy

I found Search Engine Optimization (SEO) to be the piece of this project I really enjoyed. Finding the balance between a keywords that met all my needs was a fun content puzzle I enjoyed solving. Primarily looking for keywords that are: a) small enough for a small business to capitalize one, b) has relevance to one's subject matter and products, and c) has written copy that actually makes sense and doesn't force keywords.

1. #1: Research and select long-tail, niche keywords where a small business could optimize,

2. #2: Develop a content strategy around these keywords. Place them into Product Titles, Product Descriptions, and educational copy.

3. #3: Find the balance of a relevent keyword that makes sense in your website copy and descriptions. Don't be too obtuse!

4. #4: Optimize keywords with localized search for relevance, distance, and prominence.

Why This Project Matters to Me

I have a Monarch butterfly garden at home! I planted milkweed in my garden in Spring 2019, hoping to attract Monarch butterflies. Oh boy, and did they show up! I was overrun with caterpillars and finding myself at the garden nursery every weekend buying more and more milkweed to feed all the caterpillars. I made a lot of beginner's mistakes and wish I had a resource I could turn to! Hence, Monarch Mamas was born, and I developed the idea around citizen conservationists like me just trying to help in their own backyards and gardens.

I hope you may be inspired to plant milkweed in your outdoor spaces! My dog, Ginger, sure loved seeing all the butterflies around our house - and my neighbors love them, too!

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