Choosing the correct keyword phrases is not only important for SEO but also AdWords. This video looks at the long tail graph of wine industry keyword phrases, what they are, and how you should choose which ones are right for your wine business.
Hi WineMarketingPros, I’m Bruce McGechan and this is Whiteboard Winesday. Today we’re going to talk about SEO a little more, in particular keyword phrases. It’s a really crucial part of Search Engine Optimization. It’s also an important part of AdWords, which we’ll eventually get to as well.
The two objectives here are traffic; generating traffic from Google search and Bing sometimes to your website, as well as conversion. You’ll see why conversion, or sales, is such an important objective in this as well.
Before we do that though, we’ll just do a little review of the last two videos that we did in the series. Remember we talked about how Google searched the web. It went from one hyperlink to the next, and when it stopped at each webpage, it stored information about that webpage in its database. In one of those massive web server farms we hear so much about.
It also stored information about links. That’s really important because now when we go down here, and a search user searches on a particular keyword phrase, then Google’s going to go back to that database and go, “Right what sort of pages do I have about the keyword phrase? And also what sort of links do I have that have Anchor Text with that keyword phrase inside the Anchor Text itself?” And nowadays, around the surrounding text in those links too.
We looked at that in the last one, when we looked at the algorithm. Remember that algorithm had two components. Most of it was links and a bunch of other things, but two parts were the On Page keyword phrases, On Page content, and the Anchor Text. So anyhow, Google goes through its list of all the billions of webpages it has, and the smaller subset of that which has the keyword phrases that this search user has searched for, and it ranks them all based on partly the keyword phrases, that we’re going to talk about. So, it’s an important part of SEO.
The best way to look at keyword phrases is to think of what’s called a Long Tail graph. And that’s what this is. Now on the vertical axis we’ve got the number of searches that are made every month for particular keyword phrases. So just imagine hundreds of thousands of keyword phrases listed along the horizontal axis here. The first one’s probably ‘wine,’ and it’s got probably about one million searches every month, maybe less may be more.
The next one’s probably ‘wines’ and it’s got 999,999 I don’t know, perhaps it has. On the far part, the far side of that Long Tail graph is a keyword phrase that isn’t searched for very much. It’s probably a product name, we’ll get to this in a second, and there might be five searches a month, there might only be one search a month. In the middle, there are some other keywords that have quite a few searches but not so many as the ones further to the left hand side of this Long Tail graph.
The keyword phrases that make up the largest amount of monthly searches on Google and other search engines are known as the Fat Head. Of the total number of keyword phrases searched for, about 20% of those keywords can be accounted for in the Fat Head. About 70%, maybe 80% of keyword phrases can be accounted for in the Long Tail. And in between those two, called the Chunky Middle is about 10%, maybe 20%. I mean, this is all approximation. That Chunky Middle is going to be what I call the sweet-spot in a minute or so’s time.
So, if you think in terms of the wine industry, the keyword phrases that are the most important…well not most important… But are searched for the most are of course wine, but also region + varietal, and popular varietals. So, I’ve written down here wine, French wine, Merlot, Napa Merlot, those are all Fat Head keywords, that are searched for a lot every month.
The next part down, the Chunky Middle, are words like Rutherford Merlot, so that subregion in Napa, and Moscato. Now, Moscato five years ago, before the rappers started to write about Moscato, would have been a Chunky Middle keyword. But then it took off, and now it’s a really popular varietal keyword phrase and it’s definitely in the Fat Head. But, five years ago it would’ve been a chunky middle thing, because it would’ve been a less well-known keyword phrase.
Then, right at the right hand side of the Long Tail graph, as the description of the graph suggests, there’s a really Long Tail of keywords. Keyword phrases that are made up of words like this: brand + region keywords + varietal keywords + vintage years, and sometimes with a ‘buy’ word, or a ‘purchase’ word, at the front. They can be in different combinations and permutations, sometimes it might not have vintage there, sometimes it might not have the region in it, but it’s always going to be a number of those sorts of words. It’s your product’s name, your product names. Those are really important.
When we look at this Long Tail graph, you can also look at that horizontal axis as a continuum. At one end of the continuum is low search volume, at the other end is high search volume. But at this end, it’s highly competitive, and at that end, it’s not very competitive at all. So that’s one continuum we have to have in mind. Another continuum is that at this end of the Long Tail graph it’s all about browsing, people looking for information about generic terms. Then as they start refining the keywords they are searching on, they start to perhaps gather information, or build a consideration set of wines. Then, as they move down to the end of that Long Tail graph, they have particular products they have in mind. When they put a buy word in front of that, and sometimes even not, it might not be buy it might be purchase, then that has a conversion intent. And that becomes really interesting to both search engine optimizers, and later on when we look at AdWords, to Adword internet marketers as well.
So, what we want to do is start off with your product, or the products that you sell, and make sure that you are ranking well for those by looking at your Title Tags, your Headlines, your Meta-Descriptions, your URLs, and ensuring that the Keyword Phrase for your product, probably written a bit like this without the buy, is placed in there properly. Try and make sure that any external webpages that have Anchor Text pointing to that page, also has your keyword phrase that you are after there as well.
Once you’ve made sure that that’s happening, and in most websites it usually is, sometimes a little bit of optimization needs to take place, if it’s not then you’ve got a bit of a major problem and need to talk to your web developer, and maybe an SEO expert, then you can move on to the next stage. And that’s to look at the Chunky Middle. And here we’ll look at the sub-region that you’re in, and the varietal, that combination of keywords.
Start to write blog posts, or webpage articles. We’ll talk about the different ways that you can do this, perhaps in the next video. Make sure again that your keyword phrase, in this case for Rutherford Merlot, is in the Title Tag, is in the Meta-Description. If someone’s pointing to that page with a hyperlink that that external page has ‘Rutherford Merlot’ in the Anchor Text as well. So that’s our stage two, as I’ve written down here.
I’ll be honest, it’s going to take a while to do well on that, but once you have done well, you can perhaps even start attacking the Fat Head. For the Wine Regional Marketing Organizations, they’ll probably start off here with the Chunky Middle, and move as quickly as they can into the Fat Head. And that’s where you can start trying to rank well for Californian Merlot, or Bordeaux blend, or Red Blend or something like that.
So, that’s how you look at keyword phrases and Search Engine Optimization.
If you’ve got any questions, please ask them in the WineMarketingPros forum.
That’s us for today. Au revoir.