Wine SEO basics of trying to make your wine eCommerce website higher in the search engine rankings
This is part of a series of showing wine retailers how to use wine SEO to get higher rankings in the search engine results via
These will be the practices that Google recommends not the super-secret-limited-black-hat-buy-this-software-and-you-will-be-a-millionaire sort of garbage you often get spammed on ;).
Lastly in my post The Process, 1: Traffic I briefly discussed the keywords you should be focusing on. So when we talk about important keywords it’s likely to be one or a combination of these:
- appellations and regions
- your wine brand names
On to my first post in this series.
A title tag is the strip at the very top of your browser. The title tag tells search engines what the topic of the particular page is about.
Your eCommerce software will provide an obvious way to edit the title. In the case of the magento ecommerce system it’s on the product set up page and is called Meta Title.
Many businesses don’t bother doing this, they use a default title (e.g. Tony’s Wine Store) on all pages and they lose search engine favor by doing so.
If you have a product page promoting Andrea’s Vineyard Merlot Napa Valley. Then you gain search engine favor by telling it what the page is all about. Easy!
So that’s the robot.
However don’t forget the human reading the search engine result!
This same title tag is used as the first blue line in search engine results. So if a consumer was searching for Merlot Napa Valley. Then the result will look like this,
Andrea’s Vineyard Merlot Napa Valley
This Napa Valley Merlot is made in an intense fruit forward style and reveals a combination
of black berry fruit aromas of plum, cherry, blueberry with a complex long after taste, …
Notice how the keywords the consumer searched on are in bold. Direct response copy writing also says that the headline is the most important influence on response rates. The consumer is trying to purchase this wine as easily as possible. He’s on a scent and the search has given him 10 results. The wine he is searching for is in one of the listings, in blue at the top and in bold. He’s on to something and will click it to find out more.
Google will register the click and see how long he stays in that website and how long he reads that page which will help determine your search listing ranking. Further on in these posts we’ll talk about landing pages which is another key part of this process.
Now assuming that Tony’s Wine Store used a default title. Here’s what it would look like,
Tony’s Wine Store
Tony’s Wine Store offers a great range of wines at great prices with personal service. Find
out what specials we have on today and buy it online.
In actual fact it would be so far down the rankings no human eye would ever look at it.
So make your titles unique to the content of the page – for the robots and the humans.
Next post: the meta description tag.
Do you have any tips for a wine retailer and the title tag?