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

Carlos Gonzalo-Penela, Noelia Jimenez-Asenjo and Diana A. Filipescu

A chapter in Promotion and Marketing Communications from IntechOpen

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.

Keywords: cava; sparkling wine; United Kingdom; SEO; Google; visibility; SERPs; web scraping; Google Ads; search frequency; e-commerce mapping (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:199908

DOI: 10.5772/intechopen.89541

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