One of the most important factors in boosting organic search results for your wine or hospitality brand is getting your Title Tags right.
It’s one of the first things we look at, so here is a quick rundown of what we are talking about in relation to wine SEO.
The title tag is like a label for the page, as such it is a high relevance factor in the ranking algorithm. As ever things are moving, title tag length used to be 65 to 70 characters before being truncated in the SERPs (Search Engine Rank Position). However Google is now moving to a reduced length 48 to 62 characters. So it’s worth reviewing your tags in relation to what you want people to find the page content for.
Have a distinct page for each type of content you are delivering to the user
Key Content Pages are:
Your Wines – Self explanatory, but its surprising how many sites still have the wines hidden in non SEO’d pages
Individual wines – If someone searches for Moscato or Shiraz, make sure your relevant products come up in the search. Pinpoint them with the use of region and brand range names in the Title Tag .e.g. Pinot Noir- Yarra Valley-Davids Vineyard-2013
The Cellar Door – One of the biggest hit pages on your site is the ‘where we are’ page, make sure the title tag is obvious .e.g. Cellar Door – Where we are
Contact Us – Although you’ll have key contact info across all pages of your site, such as in the footer and header, a dedicated Contact Us page is still important. It will rank well and allows a single click to call from search via a mobile if set up correctly. Title it simply “Contact Us” or “Contact Wineryname”
Use the Google Adwords or Wordtracker tools to work out what keywords gain the highest search traffic for the page content you are looking to publish. Obvious ones are variety, region and brand terms. Compare them to a competitor site and you can see what you need to do in order to compete (although there are a number of other factors to consider).
Push the most important Keyword to the front
Often this doesn’t make for grammatically correct or pretty title tags, however the closer to the front of the Title Tag the main keyword, the greater it’s impact. Here’s a basic example for a Shiraz wine product web page:
Don’t reuse the Title Tags!
Whilst the page content might be very different, having the same title tag for multi pages will negatively affect your SEO. It might not be huge but everything counts, and if you can’t come up with a different Title Tag do you really need two (or more) pages?