Having already suggested that the Australian Advertising Industry is generally clueless about marketing their own services on the web I thought to monster a couple of other industries. So I had a look at the web sites of 50 West Australian wineries – about 15% of the industry. I checked each for sensible use of Title and Description tags, site maps, animation and links. Here are the findings:
Although my analysis here does not give the whole picture, it suggests a lack of web marketing sophistication, both in the area of web strategy and search engine optimisation.
The larger businesses were only better than the small businesses in one respect; more traffic and more incoming links. They showed no greater online marketing skills.
Businesses can improve their web rankings with a few hours’ work. Much can be done by adding text content that includes the keywords that people type into Google. If you’re selling ‘grenache’, make sure you have a web page, Title and Description tags that mention ‘grenache’. Yell out if I’m going too fast.
Companies wanting to make the web a serious part of their marketing mix should develop a web strategy. This may focus on particular export markets, distribution channels or niche market segments. In almost every case, it will require the company to develop content that is relevant/entertaining/useful to the reader.