How to: Attracting local wine tourists
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How to: Attracting local wine tourists

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Use local search marketing to attract tourists to your winery. Gain visibility by optimizing your website for local content, connecting with other bloggers and publications, and through creative ...

Use local search marketing to attract tourists to your winery. Gain visibility by optimizing your website for local content, connecting with other bloggers and publications, and through creative advertising.

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  • Use a tool like this plugin for Firefox, or LastPass to quickly fill out forms for your business.
  • It’s important to consider how your website content reflects your region. Do you have a unique page describing the vineyards where you source fruit? What about a useful map of the area? People often search for things like “Willamette Valley map” and it’s pretty easy to rank for phrases like that if you use them in your website.
  • Be sure to include relevant keywords and phrases in your page titles. As you see here, when searching for “Sonoma wine tours” the Benziger website ranks high in organic search results.
  • Search and monitor twitter for certain phrases, like “winery recommendation” or “visiting (yourtown)”

How to: Attracting local wine tourists Presentation Transcript

  • 1. Attracting local wine tourists Use local search marketing strategies to you connect with nearby visitors and drive more traffic to your tasting room. 1 1
  • 2. The rise of local search results http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/ 2 2
  • 3. Where do local search results appear? Google delivers search results specific to your location, as shown in the “local listings” to the left. If you type “winery” it will show you nearby wineries in this area. 3
  • 4. Where does local traffic come from? 4
  • 5. Consumers adapt to local search http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/ 5
  • 6. Local search ranking factors 6
  • 7. Basic steps for local search rankings Get listed in the Big 3 (Google, Yahoo, Bing) Optimize your website’s contact/visit page Each business listing needs to use a uniform name, address and phone number (NAP). Encourage visitors to leave reviews on sites like Tripadvisor, Fodors, Google+, and Yelp. There’s a strong correlation between user reviews and local search rankings. Fully optimize your Google+ Local business page      7
  • 8. Quick win: Optimize your logo If you’re looking for a clever and easy way to help optimize your website for your local region, use these easy tactics. Use the ALT tag  The image ALT tag gives search engines a description of the image.  <img src="http://example.com/images/logo.gif" alt=“Your Winery, Willamette Valley Oregon"> Image filename  Nobody searches for “logo” so instead, name your image something relevant like, “oregon-winery.jpg” and it will show up in image search results for those terms. 8
  • 9. Top 5 citation sources for SF http://www.yelp.com/ http://sanfrancisco.citysearch.com/ http://local.yahoo.com/ http://www.yellowpages.com/ http://local.sfgate.com/ 1. 2. 3. 4. 5. Find the top sources for your region: http://getlisted.org/resources/local-citations-bycity.aspx 50 business directories http://blog.hubspot.com/blog/tabid/6307/bid/1032 2/The-Ultimate-List-50-Local-BusinessDirectories.aspx 9
  • 10. Tip: Automate forms  https://addons.mozilla.org/en-US/firefox/addon/autofillforms/ 10
  • 11. Regional organization websites Every major wine region has at least a few websites dedicated to promoting the area, and sharing information about the local wineries. Tourists often use these sites to learn about the different wineries and plan their visit. Consider building a presence on these sites:  http://winecountry.com/  http://sonoma.com  http://donapa.com/  http://napavalley.com/  http://www.napavintners.com/  http://www.localwineevents.com  http://www.visitnapavalley.com  http://www.napatouristguide.com/  http://napavalley.patch.com/ 11
  • 12. Local event calendars Be sure to update listings beyond your website to gain more exposure.  http://www.localwineevents.com  http://syndical.com/  http://eventful.com  https://plus.google.com/events/create  http://www.discovercaliforniawines.com/events/  http://www.napavintners.com/events/  http://calendar.napavalley.com/ 12
  • 13. Google local search results Google displays local search results using business Places listings as the primary results. 13
  • 14. G+ Places for Business It’s absolutely crucial to have a Google+ Local/Places page claimed and optimized for your business. 1. Listing is claimed and 100% complete. 2. Use Adwords Express to show your listing to local searchers. 3. Create an offer, such as a “2-for-1 tasting” to attract visitors. For a great overview of Google+ Local, check out “Google+ Local Bible for SMBs”. 14
  • 15. Tip: Spy on the competition Suppose you notice that a certain winery always shows up when you search for “wine tasting”. Copy their address, and then search for it in Google. King Estate ranks well for a lot of regional searches and if you search for "80854 Territorial Hwy. Eugene, OR 97405" (with quotes) you will find all the websites that list their business. Canvas these sites to create your own business listings. 15
  • 16. On-page local SEO Use regional keywords in site navigation links and on page head 16
  • 17. Page optimization for local     Include regional terms in page titles and descriptions. For example, your homepage might use “Extraordinary Willamette Valley Pinot Noir ”. The description should include one or two short sentences about your winery while also mentioning the region. Create a unique page on your website for each vineyard. Format your business address with local schema markup. Schema markup provides search engines with extra data about your website content. You can use this free tool to get the proper HTML code that you can paste on your site: http://www.microdatagenerator.com/local-business-schema/ Use internal site links that point to relevant regional pages or products. For example, if you have a map of the area, you should link to that page anytime you use a phrase like “map of Willamette Valley”. The same applies to product, where any mention of “Willamette Pinot Noir” should be linked to the relevant product page. 17
  • 18. Page meta (title, description, URL) http://www.benziger.com/sonoma-wine-tours 18
  • 19. GetListed.org verification tool  http://www.getlisted.org 19
  • 20. Tip: Easy keyword research Ubersuggest.org Type a phrase in the search box, and Ubersuggest will scrape every single Google autocomplete suggestion for the phrase. This is a great way to get ideas for content, and understand what people search for. 20
  • 21. Use Hootsuite to find locals Consider monitoring terms like “wine tasting,” and “winery recommendation.” Make a habit of checking to see whether you can lend some advice to any relevant conversations that pop up. 21
  • 22. Adwords express for local ads Use Adwords express to buy local traffic to your places page. http://www.google.com/adwords/express/ 22
  • 23. Adwords express search phrases Useful for targeting a certain region for local keywords. 23
  • 24. Getlisted.org Resources  https://getlisted.org/static/resources/
  • 25. 26 Tips for Location-Based Marketing  http://www.socialmediaexaminer.com/location-basedmarketing-tips/
  • 26. Brightlocal  Highly recommended platform to help optimize your local search marketing. Try their one month free trial.
  • 27. Summary Any local business looking to increase foot traffic through their door needs to take advantage of the increasing amount of local-oriented searches.  Claim your Google+ Local page, and add as much content to it, bringing it to 100% completion. Do the same at sites like Yelp, Citysearch, and Yellowpages to name a few.  Build a presence on regional websites, which often provide a directory of businesses.  If you notice a competitor ranking for a lot of search terms, try searching for their business address to explore where they’re getting listings.  Use Hootsuite to search for real-time discussions taking place near your location. Monitor phrases like “wine tasting” and “winery recommendation” to find ways to engage with interested tourists.  Use advertising, like Adwords Express, to gain visibility for search terms that you would otherwise not rank for organically.  Use services like GetListed and BrightLocal to perform audits of your local marketing presence and improve your rankings and visibility. 27
  • 28. Additional Resources Event syndication  http://www.localwineevents.com  http://syndical.com/  http://eventful.com  https://plus.google.com/events/crea te  http://www.discovercaliforniawines.c om/events/  http://www.napavintners.com/event s/  http://calendar.napavalley.com/ General strategy  Google+ Local Bible for SMBs  Google Places help forum  28 Search column engine land local SEO Tools Whitespark citation finder Adwords Express BrightLocal GetListed