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Wine Industry SEO Keyword Placement, CTA and Metrics

Wine industry keywords need to be thought of in terms of how a search engine user will see them. Every page focuses on a keyword phrase. The phrase needs to be carefully placed in the title tag, meta description and heading. Each page then needs to have call to action and a measure of success.


Keyword placement on Wine Website Pages


Hi WineMarketingPros, I’m Bruce McGechan, sporting a new haircut… and this is Whiteboard Winesday. Today we’re going to talk about Search Engine Optimization, and a little bit about website design. In particular were going to look at keywords and calls to action.

Now when you’re creating a new webpage, indeed a website with new webpages, this is a good process to think through. Start off with the search user’s query that they are going to put into Google. In this case over here, I’ve got “Napa Valley Merlot.” Sorry about all the text, this is a bit of a text heavy video I’m afraid, I couldn’t get away from doing all this messy writing.

So, the Google user puts “Napa Valley Merlot” into Google and she goes submit… and you’ve done really good work with your links, so you’re in page one, and hopefully in the top three results. You’d be doing well to get into the top three results for Napa Valley Merlot, that’s a very competitive phrase. Anyhow, they get a search engine result page listing.

Now, Search Engine Result Page, the shorthand for that is SERP. That SERP listing would look a bit like this… You remember that would be in blue, green is the URL, and a couple of lines of black text. Now, you’ve done a good job, remember because a few videos ago we talked about the title tag, and so the title tag comes up at the top blue and underlined, in the SERP results. You’ve got your green URL, and the black meta-description that we talked about as well.

What we’re seeing here is, because you’ve done so well with your Search Engine Optimization, you’ve made sure that the keyword that they typed into Google is shown in the title tag, is shown in the URL, and also written a really good meta-description. That’s a really important first step, for Google, but also for the user.

It’s this theory of congruence. The user wants to make sure that they see the keyword that they’ve typed into search, also in the SERP listing, and also in the page itself. So they love what you said here, and I’ve gone “Napa Valley Merlot explained using maps, terrain contours, photos, soil analysis, tasting videos, microclimate, and winemaker interviews.” That sells you on that listing, doesn’t it?

So they click on that, and they go to the page. Now, the page is also congruent. It’s got ‘Napa Valley Merlot’ clearly as the top title “Heading 1” is what you’d see it described as in the editor. In HTML it’s called H1. Then, you might have it in another heading, and you’d also have that phrase ‘Napa Valley Merlot’ also in the paragraph as well. So your page is also congruent from the headings down to the body copy.

Don’t have the phrase too many times, don’t stuff your keywords into the page, just write naturally. Keyword-density is something that was talked about five or 10 years ago, just ignore all at stuff. So, that’s your page.

The key thing here is to remember that every page in your website is targeted at one keyword phrase. So this page here was targeted at the keyword phrase Napa Valley Merlot. I’m going to look at another page later on, in a few minutes, for the phrase “Buy brand XYZ Napa Merlot 2011.” And that will be slightly different.

Anyhow, this is going to be a blog post for example, I think that’s a good way to show this particular keyword phrase. It’s not a product, it’s more of the chunky middle in the long tail graph that we talked about. And it’s got a call to action which says “find out more about Napa wine, events, harvests, tastings, and great deals.” “Put your first name in that field, your email address in this field, and sign-up now.” That’s the call to action, that’s what we want them to do in this page. So, it’s sort of got two purposes; a keyword purpose, and a call to action purpose.

Okay, let’s look at another phrase. This is a buy phrase. Actually it has the word ‘buy’ in it. It might be ‘purchase’ it might be any synonym like that. “Buy xxx Napa Merlot 2011,” Google will go “Right, the listings I have to show here are e-commerce type listings.” So, make sure in your title tag you’ve got the product name in there, there’s only 70 characters in the title tag, you probably won’t have room for much more. The URL, again try and have the product page keyword listing in the URL as well. Your meta-description sells it. They click on the listing in the SERPs, and they go to a traditional eCommerce page, you know, a big ‘Buy’ button, ‘Buy Now’ button. The H1 tag, the heading tag’s got XYZ Napa Merlot, there’s a photo of the bottle, you know how a standard eCommerce page looks, don’t you. Now, the call to action for this one is to buy.

Two different calls to action. One page, a blog page, is sign-up to get more information about Napa Wine. The other one is to buy the Napa wine itself. You might have another page to join the Wine Club. Right, so we’ve got two different purposes, two different pages, two different keyword phrases.

Let’s look at the metrics. It’s the last part of kind of a process to think about, when it comes to a page. With metrics, for this one, and again I apologize for all of the writing, we’ve got the sign-ups who’ve searched for ‘Napa Valley Merlot.’ So, just those Google searches, divided by the total number of Napa Valley Merlot searches. What’s that percentage? You’re trying to improve that percentage every month if you’ve got enough traffic, every quarter, every six months, every year.

Other key metrics are Napa Valley Merlot traffic. That is the traffic that you are getting from Google, on ‘Napa Valley Merlot.’ Also, you can go to Google Webmaster tools, which tells you what your ranking’s like for those searches too. Those are three different metrics you could use.

Certainly this one is a good one in terms of the call to action, one purpose of the page, and these two are good standard metrics for how you’re doing with SEO.

For this one, the metric is going to be the number of purchasers who were searching for ‘XYZ Napa Merlot 2011,’ divided by all the searches in total, and the percentage there. You might also look at how you are doing with rankings and traffic.

So there you go, that’s what we’re talking about when it comes to pages and SEO. The purposes in terms of the keywords where they’re placed, and in terms of what your call to action is. And, finally what the metric is. We’ll talk about metrics in greater detail in another video.

If you’ve got any questions, please ask them in the WineMarketingPros forum.

And that’s us for this week. Ja, mata ne.

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