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Search EngineOptimization
Using SEO to Increase Online Traffic & Tasting Room Visitors
Dennis Whitaker
• Manager, Marketing
Technology & Operations
• +20 Years Marketing, Design,
and web development
• 10+ years experience in the
software Industry
• Musician, husband, father
Where is the best place to hide a dead body?
Table of Contents
1. SEO Fundamentals
2. Develop SEO Strategy
3. Research Phase
4. Evaluation
5. Implementation
6. Reporting
7. Maintenance
8. Case Study
What is SEO?
How many of you have an active SEO strategy in place?
SEO Fundamentals
First things first...
What is SEO and why should I care?
SEO → Search Engine Optimization
This is NOT SEM...
It all about search!
180% 60% 25%
Avg. Ranking on
Page 1 Improvement
Avg. Ranking in
#1 Improvement
Avg. Ranking Keywords
Improvement Percentage
Overall SEO Stats - Astra Clients
83% 17% 180%
Avg. Organic
Traffic Increase
Avg. Organic Traffic
Conversion Rate Increase
Avg. Direct
Traffic Increase
Overall SEO Stats - Astra Clients
Also known as...
Sales
Engagement
Opportunity
Glossary of Terms:
SEO - Search Engine Optimization
SEM - Search Engine Marketing
SERP - Search Engine Results Page
H Tags - Header Tags (different size text on the page)
Meta Description - A text summary of the page’s content
Glossary of Terms:Index - Google stores all web pages that it knows about
in its index
Crawl/Crawler - The process or software looking for new
or updated web pages. Also known as a “Bot”
Search Engine Rank - The position a site appears in
search results
Keyword - The words or phrases that make it possible for
people to find you
Goals of SEO#1 on SERP
Increase in Organic Traffic
Increase in Ranking Keywords
Quality Traffic & Conversions
Tasting Room Visitors
Page 1 results capture
95% of all search traffic.
Unless you’re ranking in
the Top 10, you’re likely
not being seen.
SERP Results
Why is being #1 so
important?
#1 Organic Result
Paid Results
Paid Results
Search Algorithms are Changing...
Each year, Google changes its
search algorithm 500-600
times...
RankBrain Panda Penguin Hummingbird Pigeon
Pathways to BAD SEO...
1. Not paying attention to algorithm updates
2. Not having a clearly defined keyword strategy
3. Creating content without optimizing for SEO
4. “Stuffing” pages with keywords
Don’t assume…
Don’t rely on your Website Technology
Provider
Don’t rely on your designer/developer…
Review
Where do I go from here?
Show of hands: Who has published a new piece of content on their website
within the last Week?Month?Year?
Keep your hands up if...
The Plan
The Execution
1.Develop Your SEO Strategy
This is a team effort1. Identify your goals (Tasting Room Traffic, Online Sales,
Customer Acquisition)
2. Evaluate your site and competition
3. Keyword research/selection
4. Implement changes and regular maintenance
STRATEGIZE EVERY PAGE● Page URL
○ Keywords
○ Page Title
○ Meta Description
○ H Tags
○ Content Updates
2. Evaluate Your Site
Tools to help...
Strategize Updates
Evaluate your site
3. Keyword Research and Selection
Keyword Research
Why research is the MOST important step
There is the MOST
value where these
three meet
Tools of the Trade...
Napa Valley
Winery
Example results:How to tour napa valley wineries
When to visit napa valley wineries
Which napa valley wineries to visit
What is napa valley wine train
Keyword Research
Keyword Research
Organize keywords into groups based on intent
Discovery Engagement Purchase
Search Terms
Search Volume
Difficulty
OCTR - Organic Click Through Rate
Choose Keywords Relevant to your
winery
Review
1. Research keywords
2. Run those keywords through one of the available tools
3. Select keywords based on search volume, difficulty, and organic click through rate
4. Organize keywords into groups
4. Record Your Baseline Metrics
Record Baseline Metrics
Record RankingsIdentify Working
Keyword Ranking
Google Analytics,
Google Analytics,
Google Analytics...
5. Implement Site Changes
Page Optimization
Common on page optimization elements
Page Titles
Page Meta Description
H1, H2, & H3 Tags
Image Alt Tags
Image Names
Content, Content, Content!
Page Title Meta Description
H1 Tag Image Name Img_2083.jpg vs. Wine-Suitcase-Napa-
Valley.jpg
Alt Tags“Couple with wine suitcase on Napa
Valley vacation”
Page Optimization
Generally speaking… place target keywords closer to
the beginning of everything!
Keywords
Brand
Don’t Forget Mobile
52% of all traffic
Mobile SERP
Mobile Content
Sitemap
6. Measure and Report
Measure and Report
User Acquisition Year over Year - Percentage of Traffic
27.4%19.6%
THEN NOW
Measure and Report
User Acquisition Year over Year - Amount of Users
250.18%
Increase
YOY
Measure and Report
Keyword Ranking Improvements
7. Ongoing Maintenance and
Pivots
Research New Keyword
Opportunities
Grow keyword list through more research Moz
Google Trends
Maintenance Concepts
1. Grow Keyword list through research
2. Update strategy for holiday’s, special events, and trends
3. Review Keyword performance and make adjustments (add or remove Keywords)
4. Refresh existing content based on SEO/Keyword strategy and trends
Case StudyClif Family Winery
The Situation
The Plan
The Execution
The First 3 Months...
The Results
At the 8 Month Mark...
The Results
At the 8 Month Mark...
The Results
How SEO Fits into your overall Marketing Strategy
Social Media
Search Engine Marketing
SEO
Marketing Strategy
Your Customers
Ongoing SEO
Next Steps
Getting Started
1. Discuss goals with your team
2. Evaluate your site with Website Grader, ScreamingFrog, or Moz
3. Research and select keywords
4. Use Google Analytics to set a baseline for comparison
5. Update website content, keywords, meta descriptions, page titles, and any reported issues
6. Measure changes in Google Analytics
7. Repeat steps 5 and 6 monthly
That’s a wrap!
Questions Anyone?
Get in Touch:Dennis Whitaker
Manager, Marketing Technology &
Operations
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