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Marketing
                                                                                       Around The Vineyard


               matically, but the sad truth is they don’t. You                                           had to be
               should already have a Google Analytics tracking                                           added again.
               code on your site, and ideally, you should also have                                      With any new
               a Facebook Pixel set up to track activity. If you                                         page created
               don’t, you’re just paddling around without a plan.                                        or even any
               From a monthly maintenance perspective, the criti-                                        new prod-
               cal things for this category are:                                                         uct added to
                                                                    your website store, it’s surprisingly vital to make
                 Meta Titles and Meta Descriptions:  While most     sure that you’ve added the appropriate Meta
               systems do give you Meta Titles by default, these    Descriptions.
               are often very basic and don’t abide by best prac-
               tices according to the leading SEO platforms out       Keep your “Google My Business” page up to
               there, namely Google. The real problem on the        date:  Since Google is the most widely used search
               other side of the coin is Meta Descriptions are      engine, this gives you a significant advantage in
               usually empty by default or don’t follow the best    using the free Google My Business tools. However,
               course.                                              having accurate operating hours is critical, especial-
                                                                    ly since we’re in a current teeter-totter between
                 A big part of this is knowing how to write prop-   open and closed. Considering this fact, you may
               er Meta Descriptions so that your website traffic    wish to check on your business hours more fre-
               improves – these aren’t just keywords of standard    quently than once a month. You wouldn’t want
               search terms. There’s an actual strategy to doing    someone making the trip to your tasting room
               this correctly. For example, you shouldn’t stuff key-  when you’re mandated to have your doors shut.
               words into your Meta Descriptions. One case study
               by SterlingSky shows that when they saw brands         If you don’t have a Google My Business page,
               keyword stuffing their posts, 40% of the time, the   it could increase traffic. According to Forbes, a
               listing was suspended or removed by Google and       study done in 2019 stated, “Google My Business













































               877-892-5332                       The Grapevine • May - June 2021                              Page 35





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