how to: attracting local wine tourists
DESCRIPTION
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.TRANSCRIPT
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Attracting local wine tourists
Use local search marketing strategies to you connect with nearby visitors and drive more traffic to your tasting room.
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The rise of local search results
2http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/
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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.
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Where does local traffic come from?
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Consumers adapt to local search
http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/
Local search ranking factors
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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
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Quick win: Optimize your logoIf 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.
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Top 5 citation sources for SF1. http://www.yelp.com/2. http://sanfrancisco.citysearch.com /3. http://local.yahoo.com/4. http://www.yellowpages.com/5. http://local.sfgate.com/
Find the top sources for your region:http://getlisted.org/resources/local-citations-by-city.aspx
50 business directorieshttp://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx
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Tip: Automate forms
https://addons.mozilla.org/en-US/firefox/addon/autofill-forms/
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Regional organization websitesEvery 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/
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Local event calendarsBe 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/event
s/
http://www.napavintners.com/events/ http://calendar.napavalley.com/
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Google local search results
Google displays local search results using business Places listings as the primary results.
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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”.
G+ Places for Business
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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.
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On-page local SEO
Use regional keywords in site navigation links and on page headings
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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.
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Page meta (title, description, URL)
http://www.benziger.com/sonoma-wine-tours
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Tip: Easy keyword research
Ubersuggest.orgType 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.
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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.
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Adwords express for local ads
Use Adwords express to buy local traffic to your places page.http://www.google.com/adwords/express/
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Adwords express search phrases
Useful for targeting a certain region for local keywords.
Getlisted.org Resources
https://getlisted.org/static/resources/
26 Tips for Location-Based Marketing
http://www.socialmediaexaminer.com/location-based-marketing-tips/
Brightlocal
Highly recommended platform to help optimize your local search marketing. Try their one month free trial.
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SummaryAny 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.
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Additional ResourcesEvent syndication http://www.localwineevents.co
m http://syndical.com/ http://eventful.com https://plus.google.com/events/
create http://www.discovercaliforniawi
nes.com/events/ http://www.napavintners.com/e
vents/ http://calendar.napavalley.com/General strategy Google+ Local Bible for SMBs Google Places help forum Search engine land local SEO c
olumn
ToolsWhitespark citation finderAdwords ExpressBrightLocalGetListed