Gaining an SEO advantage through your winery’s email newsletter content is a wise strategy that might not be immediately apparent to many winery owners or managers. Email content is not separate from Search Engine Optimization, but can form an integral part of your winery website’s overall search engine program by following these five best practices:
1. Have Your Email Blurbs Lead to a Full Story on Your Public Site
The most successful winery marketing content is based on snippets or blurbs of stories so that the subscriber can then click through to your main winery website to continue reading the full story. If your newsletter content is strong enough, then you’ll want to post most of it on a public area of your website rather than dedicating all of it to your email. The advantage of this approach is that you can then optimize content in order to appeal to organic search engine indexing and gain the added advantage of helping out your overall search page positioning.
2. Ensure the Content Is Properly SEO-Structured
There are no miracle answers nor are there any real shortcuts in SEO, therefore the typical best practices always apply. By providing content that is of high quality, unduplicated, and reasonably rich in keywords, along with the conventional structural aspects such as title and alt tags and a curt but effective meta description, you’ll not only attract the interest of your wine drinking readers but of those important indexing bots as well.
3. Provide Full Descriptive URLs Separated by Dashes
The search engines consider the URL as a primary indexing tool, thus if your email newsletter full story referenced page has an abstract web address that’s little more than a long list of characters, numbers, and slashes you’re missing out on a critical indexing bot algorithm factor. What the search spiders want to see is a descriptive page name separated by dashes: www.joeswinery.com/2009-dry-sparkling-gewurztraminer.html is far more effective from an indexing standpoint than www.joeswinery.com/pubhtml/09wns/whts/drys/gewu/sprk.html.
4. Apply Logic to Your Single or Multiple Page Links
If you are carrying multiple article blurbs in a single email newsletter then you’re best off to have each one of them link to different pages on your winery website. The only exception should be if you’re directing your readers to various listings in a catalog type page. Therefore if your email newsletter stories for this edition are: Dates For The Semi Annual Shipments; This Month’s Selection Pick-Up Tasting; The Memorial Day Weekend Open House; and Triumph At The Baffin Island Food & Wine Festival, best practice calls for each article to link to its own page. However if you’re promoting your Pinot Noirs, Gris, Blancs and Meuniers with separate email newsletter blurbs, and you’d like your reader to be led to your general Pinot page so that they may select the specific wine they prefer to read more about, then you should have all links go to that one page.
5. Archive Each Newsletter on Your Website
Many wineries find that archiving their entire email newsletters is not only a great way to let your customers peruse articles that interest them, but also acts as additional search engine fodder. Don’t just list your past newsletters by date; a list of months and years provides no guide to your reader seeking content that interests them. It’s far preferable to have a list of story headlines underneath or beside the date: April 2011 – Spring Wine Dinner, Grenache Blanc Wine Special For April, Our 20th Anniversary Celebration, April Cellar Club Event, Meet Our New Direct Sales Manager. Also make sure that all your newsletter content is cleansed of forward-to-a-friend, profile center and other similar links that do not apply to article reading on your winery website.
Adopt the old adage that “if it’s worth writing, it’s worth SEOing” and obtain strategic search engine advantages from every word of your winery email newsletter content!