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SEO Overview for Wine Businesses

Search Engine Optimization for wine businesses is a crucial source of website traffic. In this video I explain what SEO means and the key parts of it. In later videos (the next one is Social Media) I go over each part of the SEO process.




Hi WineMarketingPros, I’m Bruce McGechan, and this is Whiteboard Winesday. Today we’re going to talk about Google search, Search Engine Optimization, also known as SEO.

It’s not just Google of course, it’s also Bing, but Google dominates this side of things. So, when we’re talking about search engines, we are really talking about Google.

The key objective today is to get traffic to your website and to the top of that funnel. So then you can use that traffic to sell wine, get people into wine clubs, get people into email lists, all sorts of things further down that funnel. It’s going to be an overview of Search Engine Optimization, of search engines. In future videos we’ll cover different components of it.

When you think of a search engine, when you think of the internet, you kind of think of a spider web. And what Google does, is it puts in this little spider, or a little robot, or bot it’s sometimes called, into the center of the internet, its trusted websites. The websites it knows have very little spam, in terms of hyperlinks. Then it puts its robot there, and the robot follows those hyperlinks from one webpage to the next, kind of like a spider web. Each webpage that it goes to, it stops, it collects all the content about the webpage, and what sort of links went to that webpage, and puts all that information into these huge databases, or server farms, that are all around the world. They are truly massive I think, 50 MW of power goes into each of these huge server farms. They store so much information. And that’s stage one.

Stage two, is where a user goes onto the Google homepage, types in some sort of keyword phrase, and then Google takes that keyword phrase, puts it into this algorithm, where I call it e=mc2… that’s not the algorithm of course, it’s something to do with Einstein… but calculus was never my strong point… And it goes “Right, I’ve got this keyword phrase, what are the pages around the web that best reflect that keyword phrase?”

Then it puts in all the links and goes “Right, what links the best webpages from the best domains point to those webpages, that we have content on, that are relevant to these keyword phrases?” That goes into that big algorithm, and it ranks all those webpages, and it puts those results into a search engine results page which we know well, and love.

It kind of looks like this. On the right-hand side of that webpage is an ad column. In the center are all the search engine results, the organic results that we’re talking about today in this video. There are often different things but currently it’s blank in the left-hand column and you’ve got the Google bar across the top. Occasionally there’s that ad in the top of the central column, and sometimes not, depending on what’s going on with AdWords.

About 20% of the clicks go to the ads. About 80% of the clicks go to organic results, these results here. So, Search Engine Optimization is the most important part of this search engine results page. We’ll talk about ads in another video. So, what’s really important is to be up the top. Well, to be on page one for a start, and then to be in the top one, two, or three after that.

That’s because, if you look at this graph here, this is the click through rate (CTR), and this is the position you are on in terms of the search engine results page. Position one is about 18% of the click-throughs that go from this search engine results page. Position two has about 10%, position three I think about 7%, position 10 is about 1%. Page 2 results, that’s usually position 11, 12 etc., even less than 1%. So, you can see how important it is to be not just on page 1, but to be further up the results.

Now, in future videos we’ll talk about how to get further up the rankings. It’s about links, it’s about how you put keyword phrases on your webpages, and it’s about a few other things as well.

That’s it for today. If you’ve got any questions please ask them on the WineMarketingPros forum.

That’s me, see you in the next videos. Adiós.

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