Finding the perfect bottle of wine to match that special meal, enhance the food flavour and make a lasting impression on guests, friends or loved one is often the motivation for buying the right bottle of wine. Buying what you know, quickly at the best price to be paid for online and delivered isn’t always what is needed. The best place to start isn’t always the internet is it?
Your local wine cellar offers free advice. They understand pairing wine with food and as they are usually family owned and operated by passionate wine lovers, their advice comes with experience. Wine cellars are in most Australian suburbs and like all small businesses, the owners take great pride in tasting their wines before buying, writing tasting notes for you to read while browsing the shelves and give helpful advice to match the wine with your special occasion.
Developing the Cellars website involved using the Google Maps API in a sophisticated way to ensure that visitors to the website have both search and visual ways to find information across the directory. Latitude & Longitude co-ordinates of each suburb and postcode are included in the database, maximising the accuracy of results when users are searching for a local cellar on their mobile phone. Together with our web developers SEO experience of providing the keyword architecture, this hyper local online directory of over 3,000 cellars ranks highly in Google for thousands of suburb cellar listing keyword phrases.
Every cellar page listing allows users to find name, address, phone number, opening hours and most importantly the map location and driving directions at a click of a button. That’s the most essential part of finding a local wine cellar when navigating on a mobile device.
Oh and just remember that you don’t have to spend thousands of dollars creating a logo. This logo was created in PowerPoint using a standard font and reverse out black background.
We are oftened asked to explain in simple terms what Google’s Rank Brain Algorithm is. And that means without the words ‘machine learning’ or ‘artificial intelligence’. Let’s speak plainly. Google wants to predict what humans will search for. What their intent is while they are searching and the next search you are thinking of. Not while you’re typing the search query into Google but before you have thought about it. Like pre-empting you the way your Mom, partner or best friend can. You know what I mean?
One way to do this is to ensure you’re writing relevant content. Sounds simple right. Except it requires you to get behind or inside the thought process of your customers. Start by creating personas, asking what your customer segments desire, dislike, fear and are concerned about. This creates questions that your content can answer. Content that is indexed by Google’s machine learning and artificial intelligence technology called ‘Rank Brain’. Makes sense right? They want to rank your brain and put a cognitive predictive sequence in place on what your brain wants to know as you search.
One of our global clients who understand this Google algorithm is Wise-Sync. Wise-Sync synchronises accounting data between ConnectWise and cloud accounting software Xero and Quickbooks Online. By creating content that targets their audience explaining the operational efficiency of automating cloud accounting and improving cashflow by using their technology shows, Wise-Sync suggest to Google they understand the thought process of their clients.
Like most things in search engine content and technologies, the answer maps back to human behavior and the importance of relevant content for the user’s intent when searching.
As Pinterest prepares to IPO, optimizers are faced with the reality of convincing clients to upload content into another walled garden social media network which to us reminds us of a weird mix of Houzz.com meets Darts. We’re not saying it’s not a great platform and very useful if you have more time on your hands than most people, yet as a search intent tool, good luck trying to compete with Google on getting clients to part with their adspend.
Pinterest is responsible, on average, for roughly 8% of referral traffic across the web yet everytime we look inside our clients’ Google Analytics accounts, that is far from the reality. Across 5 brand clients with over 4M monthly unique visitors, we’re seeing less than 1% referrals from Pinterest.
We understand that 84% of Pinterest users claim they use it to help them decide what to buy and the most popular searches on Pinterest are non-branded. Yet it’s a hard shoulder against the client wall to move the conversation to Pinterest.
We do see the Pinterest Smart Feed as being something to automate and take advantage of streamlining and automating content into their platform. That is by far the best SEO tip for engaging Pinterest users with minimal effort.