If you're running an ecommerce website that sells wines and spirits, you may have heard how keywords are important for getting found on Google. But what exactly are keywords? What are “long-tail” keywords?
What Are Keywords?
Keywords are the words or phrases that people type into Google when they're looking for something.
For example:
- "Red wine".
- "Buy prosecco online".
- "Whisky gift set UK".
If you sell those products and you include those words in your website content, you stand a better chance of showing up in Google's search results when people search for them.
What Are Long-Tail Keywords?
Long-tail keywords are more specific search phrases that usually contain three or more words. They tend to have less competition and higher conversion rates because they're more targeted.
For example:
- "Organic red wine under £40".
- "Best gin for Negroni cocktail".
- "Where to buy small batch bourbon UK".
Someone searching for "wine" could be looking for anything, not even to necessarily make a purchase. But someone searching for "organic red wine under £40" probably knows what they want - and is more likely to buy.
Long-tail keywords help you attract the right kind of traffic - people who are closer to making a purchase.
How to Identify the Right Keywords for Your Wine & Spirits Website
There are a few simple ways to find keywords your customers are already searching for:
1. Use Google's Search Suggestions
Go to Google and start typing a product name, like "rosé wine". Google will suggest longer search terms based on what people often search for, such as:
- "Rosé wine for summer".
- "Rosé wine delivery UK".
- "Best rosé wine under £10".
These are real search terms and great long-tail keyword ideas.
2. Competitor Research
Look at the product titles and category names on your competitors' eCommerce websites. If they're ranking higher than you, what keywords are they using? You might find useful ideas just by browsing.
Where to Use Keywords on Your Website
Once you know your keywords, you will need to place them in the right places across your website. Here's how:
- Meta titles – e.g. "Organic Red Wines | Free Delivery Over £150".
- Product descriptions – Include keywords naturally, e.g. "This crisp, dry prosecco is perfect for parties and celebrations".
- Category pages – e.g. "Explore our range of small batch gins from independent distilleries." .
- Blog articles – Use long-tail keywords as blog titles, e.g. "Top 5 Organic Wines Under £30" .
- Meta descriptions – These are the short summaries that appear in search results.
- Image alt text – Describe images with keywords to improve image search visibility, e.g. "A bottle of Bollinger Champagne being opened at a wedding".
Just make sure your content still sounds natural and helpful to human readers - use sentences. Do not stuff your content with the same phrase over and over. Known as keyword stuffing, Google will penalise websites that adopt this method and it can have a harmful effect on search engine rankings.
How to Measure If Your Keywords Are Working
Once you've added keywords to your website, you'll want to know: is it helping? Here's how to track performance:
1. Use Google Search Console
Google Search Console shows you:
- What keywords your site is ranking for.
- How many times your site appears in search results.
- How many clicks you're getting.
To set up Google Search Console you will need to verify domain ownership by adding some code. Talk to us and we can help you set this up.
2. Use Google Analytics
GA4 (the latest iteration of Google Analytics) can show you how much of your traffic is coming from organic search. If that number is going up over time, your SEO is probably working.
3. Use Rank Tracking Tools
At Open Imagination, we use a suite of tools that can help to track keywords, identify potential new ones and generally monitor the health of your website.
Talk to us today about an SEO Audit or our Digital Marketing packages.
Final Thoughts
- Focus on keywords that are relevant to your actual products and customers.
- Prioritise long-tail keywords to attract more ready-to-buy traffic.
- Write for humans first - Google is smart enough to understand natural language.
- Review your content every few months to keep it fresh and relevant.
Getting your keywords right doesn't have to be complicated. A little bit of research and careful content writing can make a big difference in how easily customers find your wine and spirits online.
Want help choosing keywords and creating SEO-friendly content for your website? Get in touch with the Open Imagination team - we're here to help you get found (and get selling).
About the Author Marie has over 25 years experience working in web publishing and digital development. She has previous experience as a content writer, web designer and managing teams responsible for the delivery of digital products.
