Cheers in UK: how visible are Spanish sparkling wines on Google.co.uk?

Gonzalo Penela, Carlos; Jiménez-Asenjo, Noelia; Filipescu, Diana A.

doi:http://dx.doi.org/10.5772/intechopen.89541

Cheers in UK: how visible are Spanish sparkling wines on Google.co.uk?

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Citation

Gonzalo-Penela C, Jiménez-Asenjo N, Filipescu DA. Cheers in UK: how visible are Spanish sparkling wines on Google.co.uk? In: Ayman U, Kaya AK, editors. Promotion and marketing communications. London, United Kingdom: Intechopen; 2019. p. 1-19. DOI: 10.5772/intechopen.89541

Abstract

In this chapter, we apply qualitative and quantitative analysis techniques with the aim of measuring the visibility of websites in searches for Spanish cava or sparkling wine made using the UK version of Google. Using the Google Ads Keyword Planner, we retrieved a group of searches in the semantic field of ‘sparkling wines’ and monitored the results. Extraction and also cybermetric analysis of Search Engine Result Pages (SERPs) using SEO techniques were used to calculate the visibility of Spanish cava brands via their own websites and e-commerce websites, whereupon we were able to establish rankings of media, social networks, wine sites and e-commerce websites as well as recommendations for content optimization.