Jim Agger
May 19, 2016 | Customer Relationship Management (CRM), Site Design and Management | Jim Agger

Improve SEO with these tactics

Every business that sells DTC needs an effective marketing strategy that gets their product in front of as many potential customers as possible. The goal doesn't stop there, however. Search engine optimization (SEO) helps your website rank higher in search results, but using the right SEO strategy also helps you get customers more engaged with your wine business. Here are four tips for creating a strategy that works:

Understand your target audience
Who do you want buying your wines, and how do these people differ from other customers? Do they hold particular values or belong to a certain age range? Defining your target audience and learning all you can about them - their search patterns, location and preferred shopping methods - will tell you exactly what keywords to use and where to find these customers.

"Quality content is seen as the most difficult aspect of marketing."

Create quality content
According to MarketingProfts, a research survey by Ascend2 found that quality content is seen as the most difficult aspect of marketing, and its perceived as the most beneficial.

The key to quality content is to know your audience and approach them honestly. Wine enthusiasts buy your products for the experience they provide, and you can enhance this experience by creating a human connection with your customers. Blog posts about choosing a quality wine, videos about the wine making process and unusual wine facts all get customers interested in your products.

Choose and organize keywords
Despite the fact that the industry is shifting to content, keywords are still an important part of SEO strategies. It's best if you use keywords throughout your site - in your articles, blog posts, and page titles. 

Inc. suggested researching several keywords and organizing them in a database according to the sections of your website and personas of your target audience. Wine enthusiasts vary demographically, and millennials have just become the largest demographic of wine consumers. Keywords that work for this group are vastly different from the ones that draw the attention of wine shoppers ages 35 and above. 

Create a posting schedule
New content should be added to your online wine store several times a week. Websites that update frequently rank higher on search engine results pages than those that do not, and Ascend2's research found 37 percent of marketers believe consistently updating their websites to be the most effective SEO tactic. You don't have to add new products every day, but you should try to engage customers through blog posts, news articles and social media updates. The more you display your industry knowledge and present yourself as a thought leader, the more customers will interact with your wine brand.  

Using these tips helps you create an online store that ranks high in search results. Once customers click on your site, the engaging content and consistent updates will keep them coming back to your store.


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