If the intent of your winery Web site is to actually sell more wine (as opposed to tell the world how wonderful you are or show pretty pictures of your manicured vineyards), then take a look at this post from Chris Baggott on his latest experiment.
Now I completely understand that toasters and wine are completely different products. But Chris's point is this:
Go wide, with pages that are designed to be search friendly and target the exact terms people use to search with organic landing pages specifically designed for only those terms.
I think he's on to something here. Best of all, it doesn't take a lot of money to try this experiment for yourself. I'll be interested to see the results from his experiment.
Well, if you don't buy into the whole time-money equivalence thing... I'm looking at the volume of posts he's done so far and I could see this turning into an infinite time sink.... but if he can try and sell toasters based on a wine search, the least I should be able to do is try to sell wine based on a toast search!
Posted by: el jefe | August 11, 2009 at 05:22 PM
I was referring more to the traditional hierarchical winery site organization -- maybe there's a better way. And this actually would apply more if wineries offered affiliate marketing programs. His "Global Toaster" site is really just away of aggregating people looking to buy a toaster and sending them to Amazon. The blog, to which Google gives a lot of search mojo, is a tool to get a good "toaster" search ranking.
Posted by: Mike Duffy | August 11, 2009 at 05:36 PM
Oh no - I get that! But it's not free, nor is it ultimately easy... but if it were easy, everyone would be doing it.
As regards affiliate programs, as Old Bill put it "Aye! There's the rub!" The legalities being what they are, toaster pushers have a LOT more leeway....
Posted by: el jefe | August 15, 2009 at 01:27 AM