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

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• dc.contributor.author Gonzalo Penela, Carlos
• dc.contributor.author Jiménez-Asenjo, Noelia
• dc.contributor.author Filipescu, Diana A.
• dc.date.accessioned 2025-05-27T06:20:40Z
• dc.date.available 2025-05-27T06:20:40Z
• dc.date.issued 2019
• dc.description.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.en
• dc.description.sponsorship This research has been carried out under the project eMarketwine (CSO2016-78775-R), financed by the Spanish Minister of Economy.en
• dc.format.mimetype application/pdf
• dc.identifier.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
• dc.identifier.doi http://dx.doi.org/10.5772/intechopen.89541
• dc.identifier.isbn 9781838802271
• dc.identifier.uri http://hdl.handle.net/10230/70512
• dc.language.iso eng
• dc.publisher IntechOpen
• dc.relation.ispartof Ayman U, Kaya AK, editors. Promotion and marketing communications. London, United Kingdom: Intechopen; 2019. p. 1-19
• dc.relation.projectID info:eu-repo/grantAgreement/ES/1PE/CSO2016-78775-R
• dc.rights © 2019 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri http://creativecommons.org/licenses/by/4.0/
• dc.subject.keyword Cavaen
• dc.subject.keyword Sparkling wineen
• dc.subject.keyword United Kingdomen
• dc.subject.keyword SEOen
• dc.subject.keyword Googleen
• dc.subject.keyword Visibilityen
• dc.subject.keyword SERPsen
• dc.subject.keyword Web scrapingen
• dc.subject.keyword Google Adsen
• dc.subject.keyword Search frequencyen
• dc.subject.keyword E-commerce mappingen
• dc.title Cheers in UK: how visible are Spanish sparkling wines on Google.co.uk?en
• dc.type info:eu-repo/semantics/bookPart
• dc.type.version info:eu-repo/semantics/publishedVersion