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Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?

In: Promotion and Marketing Communications

Author

Listed:
  • Carlos Gonzalo-Penela
  • Noelia Jimenez-Asenjo
  • Diana A. Filipescu

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.

Suggested Citation

  • Carlos Gonzalo-Penela & Noelia Jimenez-Asenjo & Diana A. Filipescu, 2020. "Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?," Chapters, in: Umut Ayman & Anil Kemal Kaya (ed.), Promotion and Marketing Communications, IntechOpen.
    • Handle: RePEc:ito:pchaps:199908
    DOI: 10.5772/intechopen.89541
    as

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    File URL: https://www.intechopen.com/chapters/69419
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    More about this item

    Keywords

    cava; sparkling wine; United Kingdom; SEO; Google; visibility; SERPs; web scraping; Google Ads; search frequency; e-commerce mapping;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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