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How to research keywords and optimize your winery website
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How to research keywords and optimize your winery website

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This short presentation walks you through the basics of keyword research, qualification, and explains how to create a webpage that's optimized for your target keywords. It's focused on the wine ...

This short presentation walks you through the basics of keyword research, qualification, and explains how to create a webpage that's optimized for your target keywords. It's focused on the wine industry, but the principles carry over for any industry.

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    How to research keywords and optimize your winery website How to research keywords and optimize your winery website Presentation Transcript

    • 5 Ways to Optimize Keywords for Your Website
    • Why does this matter?Over 80% of online transac- “Online wine search queries have increased more than 33% in the past 2 years. In tions begin with a keyword addition, wine searches via mobile phone search. increased ten times in the same time pe- riod.”Helps attract higher volume of - Joe Rosenburg, Google Manager targeted visitors to your website Search trends for “napa” “sonoma” and “winery” at all time highs
    • Keyword ResearchThink about what makes your winery Evaluate keywords basedunique – from the varietals and re- on:gion to special events, weddings, orguest rentals. Brainstorm a list, then Search volume: Try to find keywords that getexpand it with more research. at least 500-1000 searches/month Competitiveness: Dont try to rank for “caber- net”. Instead, go for “2007 Cabernet Sauvignon” Keyword research tools Intent: Do you think the keyword is specific enough for a visitor to buy, or are they just looking for information?Google Keyword Research Tool Relevance: Does your site relate well enough?Your Google Analytics organic search terms(see resources on last slide for more links)
    • Qualifying keywordsUse search modifiers to judge competition.“keyword” > 50kallintitle:“keyword” > 15kInurl:“keyword” > 10kEvaluate top ranking sites for:Domain agePagerankIncoming links
    • Qualifying keywordsUse search modifiers to judge competition.“keyword” > 50kallintitle:“keyword” > 15kInurl:“keyword” > 10kEvaluate top ranking sites for:Domain agePagerankIncoming links
    • Longtail KeywordsLong tail keywords are a type of keyword phrase thathas at least three, and some times as many as fivewords in the phrase. A study of 7 million visits to three major retailers found that long-tail terms converted two and a half times more than head terms.
    • Optimizing your websiteTitle Tag: Your target keywords must be included in the title tag (andfront loaded). This is the most important piece of content on your web-site, both on and off-page.Links: Keyword optimization should be integrated into your link buildingstrategy. Internal links, inbound links, breadcrumb links, navigationallinks should all have your top optimized keywords. Its also important totrack and manage your link text effortsContent strategy: If you want to rank well and connect with searchers,you need to use your target keywords in your content, and on uniquelyrelevant pages on your website.Images: Dont forget to optimize keywords in the pictures on your web-site. Target keywords should be used in your image alt attribute and filenames, to name a few.Meta Description: Theres some debate over whether or not includingtarget keywords in your text snippets helps rankings. But theres littledoubt that having your optimized keywords here produces more clicks insearches, which is optimal.URL: Be sure to include keywords for SEO in file name slugs, like Ivedone with this pages URL. The page is about keyword optimization, sothe slug name is /keyword-optimization.Site Structure: Keyword optimization is also critical to how you structureand organize your site content. Not only do you need to select the rightkeywords, but you need to group them hierarchically and order the cor-responding pages on your website accordingly.
    • Internal linking keywords on your site
    • The results?Shown below is the trend of search traffic for one of my sites January: 550 visits from 235 keywords June: 2,000+ visits from 645 keywords
    • ResourcesResearch tools Other useful linksWordstream Google TrendsGoogle Keyword Tool Google InsightsWordtracker Keyword analysis (GA Report)Keyword DiscoveryUbersuggest http://www.bluedogsolutions.com