No matter what the industry in question, no one can get away with ignoring the internet. In much the same way that Location! Location! Location! used to be the essence of success for brick-and-mortar businesses, online it is all about Ranking! Ranking! Ranking! on Google or Bing search engine result pages (SERP). Search Engine Optimization (SEO) is the systematic effort to get your brand or business at the forefront of the online landscape.
Figuring out how to get your content highly ranking on Google’s search results is a sure recipe for success. The good news is that we understand key criteria of the search algorithms, but the bad news is that the search algorithms are constantly changing and that potentially your competition is working on their search rankings as well. As a winery owner, you’re not exempt from this reality. In this blog, we’ll be delving into the steps you need to incorporate into your SEO strategy to attract your target market and convert them into loyal customers.
Let’s get right into it.
Set Your Objectives
If you don’t know what you’re aiming for, the odds of achieving it will be extremely low. Figure out whether you’re looking for increased foot traffic to your tasting rooms, increased engagement online, increased sales for a particular product, or whatever else you think your business needs. This will inform how you go about your next steps.
Understand Your Market
The wine industry is highly competitive, so there’s no room for guesswork. Market research and competitive analysis will teach you what you need to understand about your competitors and get your brand and products ranking on the SERP where you need them to be. Hiring an SEO marketing firm that understands SEO for wineries can be a worthwhile investment for your company should you lack the time, energy, or know-how to get this done on your own.
Optimize the Technical Side of Your Website
Structuring your website for optimal engagement and effectiveness involves the smart inclusion of pillar posts, topic clusters, internal and external links, as well as the use of various media such as images, videos, charts, and so on. The exact formulation that will work for your brand will depend on your particular circumstances.
Consider Local SEO for Wineries
Local SEO is how you will get people in your area and beyond to physically visit your location to sample your wines in person. This will involve gaining a favorable ranking on Google maps and Google business. For example, whenever a potential customer searches for ‘Wineries near me,’ you will be among their top results. Google’s Structured Data Markup Helper can guide you on how to include all the relevant details to make this possible on your page.
Incorporate Modern Keyword Optimization
Keyword optimization is the art and science of selecting relevant, unique, competitive, and effective keywords to incorporate into your website content. This is what will drive search engine algorithms to show your page to potential clients ahead of your competitors. Tools such as Yoast SEO can help you figure out the best keywords and keyword chains to include in your website copy for best results.
Evaluate Your Content Distribution Channels
While your website might be engaging, relevant, and helpful, it might not be getting to the people you want for one reason or another. There are various ways you can address this situation, including newsletters, digital ads, third-party platforms, social media (especially useful), and other distribution channels. Don’t be afraid to use whatever means are available to you to get your brand noticed out there!
Measure the Effectiveness of Your Efforts
It’s important to know how well your efforts are working so that you know what needs your continuous attention, what to cut back on, and what to keep on working. This is especially important when working within a tight budget. The most indicative performance index to pay attention to is the obvious one – traffic. Google Analytics and Google Search Console are some of the tools that will be of great help to you here, so be sure to make good use of them.
What we’ve covered here encompasses the different aspects of SEO, which are on-page, off-page, and technical. These are not short-term winery SEO measures but things you need to keep going for long-term success. They are the most effective methods of getting clients to your site and convincing them to visit your premises and grow into valued customers.