Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study

Instagram Page Analysis

Entity	Followers	Posts	Average Monthly Posts	Average Likes per Post	Average Comments per Post
Wine Commission of the Trás-os-Montes Region	698	-	-	-	-
Wine Commission of the Dão Region	32.000	131	22	679	386

Keywords From the Regional Wine Commission of Dão Website

Keyword	volume	estimated monthly visits	SEO difficulty
Dao	2.400	1.087	61
Vinhos Dão	720	392	34
Dão	880	339	44
Vinhos do Dão	720	286	35
Vinhos do Dao	720	238	35
Solar do Vinho do Dão	320	134	41
Dão Vinhos	210	85	33
Região Demarcada do Dão	170	85	38
Cvr Dão	210	83	54
Vinhos Dao	720	76	33

Aspects to Improve SEO

Wine Commission of Trás-os-Montes Region	Wine Commission of Dão Region
The 1st link does not allow jumping to the main content.	The 1st link does not allow jumping to the main content.
Four links whose content is empty (e.g. <a href="#" class=";no-lightbox"> </a>).	One form without a submit button.
One colour combination whose contrast ratio is less than the minimum contrast allowed by WCAG (e.g. <div id="copyright" class="clr" role="contentinfo"> 2022 © CVRTM, all rights reserved. Powered by iNTODesign. </div>).	Six colour combinations whose contrast ratio is lower than the minimum contrast ratio allowed by WCAG (e. g. <h4 class="ma-font-02">Grandes Escolhas Awards | 2022 </h4>).
Nine HTML errors related to the use of the style element.	Four html errors, related to the use of the <p> element and the lack of the mandatory "a" attribute of the href element.
Five images with null alt (e.g. <img decoding="async" width="150" height="150"src="https://cvrtm.pt/wp-content/uploads/2022/07/logo-branco.png " class="attachment-large size-large wp-image-3142" alt="" loading="lazy">).	One case where redundant event handlers are not used, where you must ensure that JavaScript events are activated not only via the mouse but also via the keyboard (<a id="cph1_footer_0_ enviar_2" class="button" data-validationgroup ="validaForm2" data-idform="2" data-guid="626ec1ba-917d-495d-8dd7-875bf391f8e0" onclick="return MaModulosJs.maforms. enviarForm(this);"></a>).

Facebook Page Analysis

Entity	Likes	Followers	Average Monthly Posts	Average likes per Post	Average Comments per Post	Average Shares per Post
Wine Commission of the Trás-os-Montes Region	13.000	14.000	8	32	1	7
Wine Commission of the Dão Region	9.700	11.000	22	20	0,29	2

Online Digital Marketing Tools

Website	Includes corporate website; online store; online platform aggregating services or products; Internet application for services.
Email Marketing	Based on email technology. An extremely effective means of reaching the target audience, even a specific user. Helps to establish personal communication with real and potential users
Social Media (Facebook, Twitter; Linke-dIn; Instagram and others)	The main goal of marketing in social media is to build the so-called communication funnel to help find and attract users by directing people (users) from social media communities to company websites, blogs or e-shops. Social networks create the opportunity to advertise businesses and also to offer customer assistance. This, in turn, would lead to a significant increase in consumer satisfaction and create preconditions for building loyalty.
Blogs	An electronic platform that provides a field for discussing various issues and finding relevant information
Search Engine Optimisation (SEO)	Website optimisation process, using various techniques and tools, to make it easier for these sites to be discovered and ranked higher in search engines.
Big Data Marketing	Provides tools for collecting, processing, analysing and interpreting data sets for various marketing purposes - segmentation, planning, feedback, user habits and forecasting.
Internet Advertising	Various paid forms of controlled impact made through the Internet to offer products or services in the interest of a specific, explicit source. There are various formats of Internet advertising: Banners; VIP links; rich media; streaming advertising; pop-ups; online games, contests, polls; online seminars; intermediate pages; landing pages; floating ads; wallpaper ads; trick banner; RSS, site sponsorship; paid search; promotional articles; Google AdWords paid ad slots; batch ads; and more.
Visual Marketing	Includes activities that marketed products/services through visual communication tools.
Mobile Marketing	Mobile application services providing various aspects of the daily life of the users—from meeting daily needs to entertaining and useful activities. It is possible to create virtualisation by scanning visual images and adding information to them, in order to offer detailed information to users in an interactive way, relying solely on their permission.

SEO Indicators

Indicator	Description
Load time	Time required to load the content of a page, where the ideal speed should be less than 2.5 seconds (NEILPA-TEL, n.d.).
Interactivity	Time it takes for pages to respond to a user's click or button press. An ideal speed should be less than 100 milliseconds (NEILPATEL, n.d.).
Backlinks	These refer to links on a website that point to another website. Search engines, such as Google, see this indicator as revealing that the page's content has quality and recognition from other sites (Brockbank, 2020).
Organic Keywords	They are keywords used in SEO to attract free traffic, where the free factor makes them a cost-effective online marketing tool (Ofiwe, 2021).
Organic Monthly Traffic	The estimated total monthly traffic a domain receives considering organic keywords (NEILPATEL, n.d.).
On-Page SEO Score	Process of optimising the pages of a website to improve rankings and user experience. On-page SEO elements include title tags, internal links, HTML code, URL optimisation, content and images. It is a score of 0-100, which represents a combination of the ratio of errors found with the number of checks performed by the audit tools (Casagrande, 2022).
Domain Authority	Search engine ranking score (from 0 to 100). This relevance has a direct impact on its ranking by search engines and can be described through four dimensions: Prestige of a site and its authors; quality of the information presented; information and centrality of the site; competitive situation around a subject (NEILPATEL, n.d.).

SEO Indicators Analysis

Indicator	Wine Commission of the Trás-os-Montes Region	Wine Commission of the Dão Region
Monthly Organic Traffic	95	3.268
Organic Keywords	100	641
Domain Authority	21	38
Backlinks	556	6.277
Load Time	0,95 seconds	1,57 seconds
Interactivity	121,5 milliseconds	2 milliseconds
Visual Stability	0 seconds	0 seconds
On-Page SEO Score	61	65

Keywords From the Regional Wine Commission of Trás-os-Montes Website

Keyword	volume	estimated monthly visits	SEO difficulty
Vinhos Tras os Montes	140	76	38
Cvr	590	5	40
Moraes Sarmento	720	4	41
A Trás	1900	3	60
Cv r	590	2	67
Heritage Wines	170	1	42
Vinho dos Mortos	480	1	44
Vitivinicola	260	1	52
Inovar Valpaços	140	1	33
Tras os Montes	6600	0	45