Get Started

Breaking Up is Never Easy – Goodbye Andes Candies (It was us, not you)
Craig Hadley

Chief Content Officer (CCO)

Communication Strategy | Content Marketing | Digital Services & PPC | Outsource Your Marketing | Website Development

The Andes Candies Game

In the fall of 2010, our team started playing the Andes Candies game at the office. The game was straightforward. Someone was in charge of hiding the mints around the office.

You might pick up your phone and find a mint or go to the storage room and find a mint. There could be a mint on a random bookshelf or a desk drawer. This sweet, chocolatey minty celebration continued, so The Creative Company published a fun blog post titled “Andes Mints.”

Since then, this post has ranked in the top 10 Google Search results for ANDES CANDIES. It’s crazy, funny, and weird.

The Phone Calls From Grandmas Across the US

Over the years, this website traffic has been the source of much mirth and joking around the office. “How can Google be so smart if it thinks we make those little green-wrapped pieces of chocolate?”

Every year, we receive half a dozen calls around the holidays from kindly grandmothers about the candies, wondering when they expired (apparently, it was not on the wrapper or the box), or looking to Andes Candies for a recipe. One grandmother was distraught because her grandson would be very disappointed because her Andes Candies hadn’t arrived on time.

Content Pruning Using Google Search Console

But at some point, we realized, “If Google thinks we make candy and do not deliver best-in-class marketing services, we have a problem.”

So earlier this year, we informed Google that the Andes is not something we make. We did this by removing the page from Google using Google Search Console.

Ask Your Clients, Donors, Customers and Business Partners

Continue to ask your stakeholders about their pain points. While we would love to profit from ALL of our intellectual property, it is no longer good enough to tell prospects that you can help them—you must help them where they are now. This means engaging with them more deeply to understand the challenges they face in their current circumstances.

Free content, such as helpful guides, insightful articles, and actionable tips, can be a powerful way to demonstrate your expertise and commitment without immediately pushing for a sale. This strategy shows potential clients that you’re invested in their success even before they purchase and boosts your visibility and authority in your industry. It encourages sharing and discussions around your brand, which can lead to more organic leads and a stronger reputation.

    Check Google Trends for clues to how much opportunity exists for your content.

    The Result

    We can see that the request worked, and our little Andes Candies page no longer attracts hundreds of users seeking more information about their holiday treats.

    Google Analytics showing that all organic traffic to the page has disappeared after removing the page from Google index.

    Craig Hadley

    Chief Content Officer (CCO) at The Creative Company

    Other Recent Articles: