SEO For Wineries

SEO for Wineries

Your website is all set up and ready to go. Now you are just waiting for customer traffic to browse your products and access other information available on your winery’s website. But you are concerned; sales are not occurring at the pace you expected. Perhaps it is time to investigate SEO and how it can assist your winery’s growth.

SEO Strategies and Your Wineries

As the owner of a winery, it is important for you to have an understanding of how to effectively utilize the tools of the internet. There are thousands of other wineries with whom you are competing for online sales. Knowing what SEO is and how to employ its techniques will complement other aspects of your online and physical presence.

SEO is an acronym for search engine optimization. Whether on a smartphone or laptop, when customers are seeking information, they type a few words to initiate a search and Google will kick out results that its algorithm determines is most relevant to the terms they searched. Your website’s authority on the topic that is searched for will determine where your website will appear in the results. Know that about 90% of clicks happen on page one of search results.

Search engine companies have developed extensive algorithms to analyze searches and develop means to find resulting matches. Your first step in building search ranking is to determine the who’s and hows of your wineries SEO effort. Having a plan to build great content and understanding how search engines disseminate content is an important part of building meaningful traffic. 80 percent of consumers search online for products prior to engaging with a business and purchasing products. So, regardless of whether it is done in-house or outsourced, you need to be familiar with how effective website management impacts your business.

How People Search for Wine Online

Think of how a consumer might find your business through a search for products they’re interested in. For example, someone traveling to Walla Walla to visit wineries might search something like ‘walla walla wineries;’ or maybe they’re interested in a specific type of wine and type in, ‘rose walla walla.’ Maybe they want to view opinions for something like ‘who makes the best syrah in Walla Walla?’

Surprising no one, Google doesn’t actually know who has the best wine, but they are keenly aware of who’s website is most authoritative on the topic. Making a deliberate effort to rank for such terms is paramount to success in organic search, but most people set it aside because they don’t understand it.

While Google’s algorithm takes into account some factors that are uncontrollable from a site administrator’s point-of-view, many of the variables that determine a website’s authority and ultimately ranking, are well within grasp.

It’s also important to understand the difference between branded and unbranded search in improving your winery’s SEO.

Here’s an example of that: There are 600 people each month that search for “Nocking Point wine” and another 1,000 searches for “Leonetti wine.” As you might expect, each of those respective businesses ranks number 1 on Google for those search terms. Your winery should too.

Conversely, there are all sorts of terms that are up for grabs for each of these wineries including location-based terms (like “walla walla wineries”) or vintage and varietal-based ones that they both make like, “2022 Rosé.” On a much bigger scale, there are very general terms that require significant authority to rank for, but can represent hundreds of thousands of visits like, “Cabernet Sauvignon,” or “Syrah.”

So establishing a list of search terms that address your customers is a key starting point. From there, you can refine the list and set realistic and attainable goals and in doing so, unlock web traffic that otherwise would not exist for your site.

Off-Page SEO & Site Authority

Your website’s authority is not limited to content – the old adage, “Content is King” is a bit of a misnomer. If your content never gets viewed, or sits static on an unvisited website, your content is more like a jester, rather than king, and serves as little more than entertainment to you or whoever created it. Don’t get me wrong, content is critical – but in order for it to be regarded with any sort of favor by Google, you either have to have massive site authority in the wine industry, or your content should be specifically authoritative.

Backlinks are how authority is generated.

Effective links and backlinks are a credible means to improve the SEO for wineries. A backlink is a connection from one website to a page on a different website. These are also referred to as inbound links. Backlinks validate your website and offer the nod of approval from one site to another. If a well-regarded wine distributor connects to your website, that will enhance your site’s authority. The more authority, the more likely Google is to rank your site high for related search terms.

Search engines consider these links in their algorithms when they rank responses to a potential customer’s keyword search. Therefore, link building and earning links need to be part of your website development and continual growth. Not all links have the same value, so making connections to and from different sites must be thought through.

Generally this linking effort is called Off-Page SEO and the term encompasses all in-bound links to your website. When you are first starting your webpage, this can feel overwhelming. Just as with all reputations, it does take time to earn one for your website. However, you can explore backlink profiles of websites similar and dissimilar to yours. This will provide ideas for websites to explore connecting with.

Websites without backlinks or spam-related links do not earn positive ranking attributes; actually, they might have lower scores. So, this is a key area to explore.

Using SEO Strategies to Increase Traffic

When it comes to translating organic site visits to actual dollars, it’s important to be both strategic and patient. Understand that unless you’re a newspaper, Google will take its sweet time working your content up the list of search results. This is why when posting on a blog, or writing content, you should be deliberate and thoughtful on what you want to rank for. Most importantly, be consistent.

Building content that is relevant and clear is of the utmost importance. Most wineries I’ve seen take a very honest approach to blog writing and write about things relevant to the winery, which is great. Keeping on eye on analytics will provide an idea as to how people are responding and what sort of traffic you’re gaining from the article.

Managing such content is referred to as on-page SEO. You need to consider all elements that a visitor to your website views. Each page of your website, all the images, all the verbiage – including blog posts and/or newsletters, and sales pages.

Your website is a direct extension of your brand and is an extension of your physical winery. Your website traffic is a direct reflection of website’s content, if you don’t write about it, you probably won’t rank for it. Once you begin ranking, you can begin measuring conversion rates for organic traffic. Typically, the more traffic, the more conversions.

Technical SEO

The last element of SEO strategy is assessing your technical component. Another part of the SEO measurement is the durability of your technology base.

One component of your SEO technology is the speed of your pages loading. If a potential customer is browsing with their keywords and accesses your site, but the pages take too long loading, the once potential customer clicks back out. This is called your bounce rate. People expect fast and reliable loading times when searching the internet. Irritated customers are not likely to return.

Page hierarchy is also super important. Having Page titles established, meta descriptions written, mark-up tags in the right place and diverse content like images properly titled will help Google understand the page’s purpose.

Page to page navigation is also part of the SEO process. This measurement expects speed and the establishment internal links. Customers want to move from page to page rapidly and accurately. Internal links also allow you to create your own reference library for various topics written on your winery website.

Signs It’s Time for a Website Redesign

Is a Website Redesign for You?

With the number of search queries occurring on a daily basis, (Google reports 3.5 billion searches per day – that’s 40,000 per second!) website redesign is a constant consideration as consumers become more fluent in technology.

As we mentioned in our blog post about the importance of Original Content, it’s important that your company takes steps to ensure your customers can find your website when they search for products you sell.

However, getting found is only part of the battle – you can actually just pay for that if you want. It’s equally important to ensure that when your customer finds you, they’re seeing the best representation of your company and what you are selling. We see companies all the time who sit on stagnant websites that are long overdue for a redesign. If you feel like you might be one of these keep reading.

Here are some signs that it’s time for a website facelift.

1) Your site doesn’t work well in mobile

Google reports that over 50{b497a24d07ddde503a8e20c28adddb355e76b486645aa7e354353fdb0a2d3437} of web traffic now occurs on mobile devices, and that number appears to simply be growing year over year. With a majority of consumers now looking for products and engaging with companies on mobile devices it’s important that a company’s website be usable on a small screen.

From graphics to forms you want to make sure that all of your content is visually pleasing and also manageable for site visitors. The best way to ensure your website meets this requirement is with a responsive design.

Some companies might offer to build you a separate mobile friendly version of your site, but with the way current trends are moving, and to ensure your consumers get all of your relevant information we encourage those looking for a redesign to opt for a fluid website – with parameters built in percentages rather than a set number of pixels. This allows for a website to render well on all devices.

2) It’s Slow

– Reports show that consumers expect website pages to load in less than 2 seconds. That’s the beauty of a digital age where people want content and they want it quickly. Don’t risk high bounce rates or missed sales opportunities with a slow website.

Give your company a boost by updating your website to produce load time speeds that consumers have come to expect. A few easy fixes you can implement include optimizing your images for web, making sure you’re using a fast hosting service, and reducing the number of plugins you’re using.

3) It Looks Outdated

– If you look at your website and are embarrassed to give out your URL then that’s a major indicator that it’s time for a redesign. Website trends have evolved in leaps and bounds over the last several years.

Just like slow speeds and old content can be off-putting to your consumers, so can outdated graphics. Our team at Wonderboy Creative recognizes that trends come and go, and we always recommend that our clients choose a strong design, that fits with current trends but will also be relevant for more than just a few weeks or months.

4) Your visitors aren’t sticking around

– Web statistics can offer you great insight into whether or not your current website is serving your business well. If your visitors don’t stick around on your website very long, or don’t visit very many pages, that’s usually a good indicator that your audience doesn’t find your website very useful. If this is the case, consider redesigning your website with your target audience in mind, and providing the content that will keep them engaged with your product or service.

5) You don’t have a website

– back in the early days of the internet, you were ahead of your competition if you just had a website. Today we live in a world where technology dominates and if your business doesn’t have a website you’re missing out on potential customers. Referencing the Google search numbers alone tells you that people are looking for opportunities to engage with businesses online and it’s nearly impossible to reach that demographic if you don’t have an online presence.

At Wonderboy Creative we work to stay at the forefront of website trends, providing our clients with beautifully designed, optimized websites to reach their target audience. If your website is in need of a redesign get ahold of us at [email protected] or 844-641-7824.

Why It’s Critical To Produce Original Website Content

Why It’s Critical To Produce Original Website Content

Content is king.

Now, there is a lot of debate around this and we want to add our take to the conversation.

While link building, site architecture and formatting remain priorities, the only thing we can absolutely count on is that Google’s aim is to refer its consumers to high quality, useful content.

I get it, without great backlinks, Google will disregard a page’s ‘topic authority.’

But understand, Google’s initiative is to maintain its own reputability and sites with few backlinks suggests the site has little authority on a given topic.

The only real way to address this on behalf of search engines is to create algorithms to standardize the process by which information is found on the web.

SEO’s end up spending a lot of their time on building these all-important links rather than creating useful content.

Google even suggests “this is the single most important thing to do.”

The two are not mutually exclusive though, so while we acknowledge the importance of back linking, we also have to address the quality of a website’s content.

We spend a lot time on Content Marketing and while it’s related, we really want to discuss the use of content once a person arrives at a site and how they interact once they get there.

And when it comes to content, not all sites are made the same.

It is imperative that you make a dedicated effort to show up where potential customers are looking as you build your company’s presence.

Unfortunately, it’s not as simple as setting up a website and seeing what happens.

There’s an entire field dedicated to search engine optimization (SEO), and a major component of that is…you guessed it…original content.

As the online world becomes more crowded, users continue to sift through the millions of websites that exist in search of companies that provide what they need.

One of the most important things consumers today care about is information.

They want to make informed decisions and the businesses that provide this information are going to come out on top.

It’s not just about having content though, it’s equally important that it be meaningful, to keep your user engaged and interested in what you’re saying.

It should be compelling enough that they want to share with others and that they keep coming back to you for more information.

So, today, we set aside all of the other noise and talk website content.

Here are just a few reasons why we recommend to our clients that they regularly produce high quality, original content for their websites.

1. To Establish Authority

When it comes to the work that your business does, there is no better authority than you.

We have clients who say to us “we don’t want a lot of text on our website” or “we don’t want too many pages of content.”

While we understand the desire to keep your site simple it’s also important to know that in the world of business someone will be talking about you.

It’s better if the information about your company is coming from you rather than someone who is less of an authority. Don’t let someone else take away your opportunity to share what you do.

2. To Interact

One key to building a successful online presence is establishing a way to interact with your consumers.

Producing a website that looks good and is easy to navigate and stocking your home page with good content will help you draw in visitors to your website, but if that content is not refreshed or swapped out occasionally, they’re unlikely to return multiple times.

Keep your audience coming back to your website by providing an always changing stream of information.

3. To Inform

As you build content, you want to ensure that it provides value. Everyone’s time is precious, and that’s especially true of your customers.

Remember that your audience is more likely to respond to information that is relevant to them and that they care about.

Take the time to learn about your audience, find out what they want to know and then provide that information to them.

4. For Sharing

Another important aspect of content creation is providing an opportunity for your customers to share the information that you’ve cultivated across multiple platforms.

If your original content is informative and relevant your audience will want to share with their circle of friends and (hopefully) business associates.

The easier it is for people to share your content, the more likely it is that they will do so, and making it as easy as clicking a Twitter icon allows you to cast an even wider net and will only help your business grow.

Wonderboy Creative would love to help you get started down this path. Email us at [email protected] to continue the conversation.

Establishing Your Company Voice

In marketing it’s not just about what you say; how you say it makes all the difference. It’s important for every company to consider their company marketing “voice” as they’re building a brand. Word choice plays a large role in what type of feeling you get from the content. For example, an article that uses words like “Wonderboy Creative” and “our market” gives the reader a much different feeling than the alternatives of “we” and “you.” Depending on what type of business you are, one voice might be better than the other.

Here are some helpful things to remember as you embark on this part of your marketing journey.

How do I determine what kind of voice my company should have?

As a company your ultimate goal is to connect with your customers. What you say and how you say it to them is important – do you want to be playful, snarky, professional, sarcastic? As you work to navigate this decision, first think about what your company does. Are you a Fortune 500 company with staff that wears 3 piece suits to work every day? A professional sports organization that gets to cheer on a team with 50,000 fans? The customer base for these companies is likely different and their voice should be too.

Second, does your business exists in a field with a wide array of competitors? Think about what makes your company unique so that you can use these traits in choosing your voice. Ultimately, this will help you stand out from your competition. Part of this process might include a deep dive into your company mission statement. Identify key words (again you want them to be unique to your company) and evaluate what kind of voice they support.

Third, spend time thinking about who your customers are. If you’re a sports franchise, your customers are first and foremost fans. Games are fun, fans love games, so consider interacting with them in a playful manner that also gets your message across. You want your customers to feel comfortable interacting with you so select a voice that allows you to truly connect. People are usually pretty good at spotting fake or disingenuous attempts to connect, so avoid that altogether and find something that really resonates with your base. If you’re in doubt about choosing a voice, consider creating a test group and running your material past them to see what type of reaction you get.

Use your voice everywhere

One mistake that can be easy to make is to use your company voice only in the most obvious of locations. Of course having your voice on your website and Facebook page is important, but think about the less obvious locations too. For example, what about your 404 Web Page? In browsing a religious website I stumbled across their error page, and got a pretty good chuckle. In keeping with their company voice they referenced Saint Anthony, the patron saint of lost things. Very clever and, as you can see, memorable. Don’t skip the small things – you never know who might stumble upon them.

Why Hiring a Social Media Agency Makes Sense

Over the last ten years, social media has become an incredible force in the business world. When used properly, it can help you create a connection with your existing customers and reach new ones to grow your company and provide a multitude of opportunities for businesses to connect with consumers.

The constant evolution of the social media landscape means that maintaining an active presence on various platforms can become a strain for businesses large and small. Businesses in general, but especially small businesses, have a limited number of employees responsible for a large volume of work. This is where social media and marketing agencies can play a vital role for your business. Companies can now hire experts who will help keep their brand active and make sure they’re getting the most out of their marketing campaigns.

Many companies find themselves wondering, “why should I hire a media agency?” There are a number of reasons why it makes sense to outsource this a vital part of your marketing process.

Cost Savings
Social media is a necessary aspect of the business world, and not having and maintaining a presence is not an option. Which means there’s a choice to make – hire an agency or just hire another employee to manage the social media accounts for your company. An employee might know your company better, but it’s roughly three times more expensive to hire an employee than an agency.

Employee Responsibilities
Businesses often add the task of managing social media to a current employee. In reality, the individual given this additional responsibility already has a lot on their plate. This typically means that social media duties fall to the bottom of the to-do list; they’re frequently skipped over for other tasks which creates inconsistencies in posting schedules. Social media is a great tool for building your brand so you want to make sure it receives the right amount of attention.

Social media agencies often have far more experience in this area than an employee who hasn’t made a years-long career out of social media and marketing.

Agencies are more results driven. Their performance is graded on their ability to show your company positive results, so they have plenty of motivation to put forward their best effort.

Social media isn’t just a numbers game anymore. It can provide a real opportunity to engage with your customer base. Hiring an agency will ensure someone is always monitoring your accounts. This allows you an opportunity to build relationships with your consumers while establishing trust, ensuring loyalty, and resolving issues before they become problems. Providing good content on a regular basis, responding to inquiries in a timely fashion, and engaging with followers are all-important to ensuring success.

10 Questions To Ask When Designing Your Company Logo

Whether you’re getting your company off the ground or completely re-branding your existing organization, it’s important for you to decide early how you want to represent your brand.

A logo is a visual representation of your brand, and therefore represents your company’s culture, core values, and purpose. A well-designed logo can both create loyal customers and draw in new ones, so it’s important to make sure that it represents your brand correctly.

Embarking on this process requires the right amount of thought and attention to the overall look and feel of your logo. Here are ten questions to ask yourself as you embark on this process.

1. What type of logo will work best for you? There are several different types of logos that can be used to represent a brand.

  • Wordmarks – a freestanding word or multi-letter abbreviation groupings comprising a logo (i.e. Ford, Google, Verizon)
  • Letterform – comprised of a single letter (i.e. Holiday Inn Express, McDonald’s, Facebook)
  • Emblem/Pictorial – logos that are illustrated symbols of recognizable things. It may incorporate the name of the company (i.e. Starbucks, Twitter, Apple).
  • Abstract/Symbol – logos that don’t represent anything otherwise recognizable; these are more like abstract art (i.e. Nike, Pepsi, NBC).
  • Combination Marks – logos that incorporate both wordmarks and symbols; they give a company the flexibility to use both elements across a variety of applications (i.e. Adidas, MasterCard)

2. Which logo style will be the best fit for your company? Thinking about your core product and/or service, your company name and your industry will help determine the best style to use. Think about how your logo will appear on your products, how will it appear on marketing materials, and how will it help tie your other collateral together.

3. What key business components do you want your logo to communicate? You want to choose a style that fits your business, as well as one that communicates clearly to consumers what it is that you do. Find the top three things you want to convey and allow your designer to incorporate those into the brand.

4. How do you want customers to feel when they look at your logo? Your logo is a visual representation of the core values and culture of your company. Colors and font choice can illicit specific response from your clients, as can shape, flow, and bleed. Decide what you want people to think and feel when they see your new brand; that choice will help you to select colors and fonts that encourage those reactions.

5. Should you hire a graphic designer? Even if you’re working on a tight budget or you think you’re a good artist, it’s best to leave the designing to a professional. A graphic designer can be a collaborator and an asset, helping to bring your vision to life in ways you might not have expected.

6. What type of materials will your logo be used on? The type of products you sell as well as where those products will be displayed will help shape your logo.

7. Which brands do you find inspiring? Be sure to look at your competitor’s logos, as well as other logos that you’re drawn to as a consumer. Find what you like about them and help your designer incorporate those things into your own company logo.

8. How will my logo look in 10 years? At Wonderboy we believe that logos should be timeless. We work with our clients to achieve a logo that will be relevant for years to come. If you’re a business looking to rebrand or you’re just starting out, look at classic logos like American Airlines, Ford, Coca-Cola, Nike for inspiration. While some of these brands have undergone updates over the years the basic look and feel remains the same.

9. How much should I expect the design process to cost? Keep in mind that your logo will be a visual representation of your company to your consumers. It’s important to go in knowing what you need for your brand package. Is it just one logo or will you need secondary logos? Do you need a complete style guide? Be realistic about your expectations and how they measure up to the budget you have for your new logo.

10. If you’re a company that’s going through a re-brand there are specific things that you should know as you look to start fresh. Most importantly, what about your existing brand do you dislike? Talk to your designer about the specific things that you don’t like about the current company look. In doing this you can help ensure that the same mistakes aren’t made with your new logo.

Creating a new logo and brand identity should be an enjoyable process. The clearer you are about what you want the easier the process will be for both you and the design company that you choose to work with.