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SEO for Wineries: A Step-by-Step Guide
Last updated:
October 27, 2025
If you found this SEO guide for wineries, you are likely looking for a sustainable way to grow your winery online…beyond ads and social media.
The ultimate guide to search engine optimization for wineries. Get found by your ideal customer on Google.
Learn how to identify your ideal wine lovers and target them with the right search terms.
Optimize every page of your winery site so Google and customers understand your offerings.
Boost visibility with structured data that highlights your wines, events and tasting experiences.
Create engaging content that attracts wine tourists and improves your Google rankings.
Get your winery found in local searches and maps when visitors look for places nearby.
Align your SEO with seasonal wine trends & tourism patterns to drive more visitors.
Plan & promote winery events with a proven SEO timeline that maximizes attendance.
Track key metrics to confirm your winery’s SEO strategy is bringing results.
What Is Winery SEO?
If you found this SEO guide for wineries, you are likely looking for a sustainable way to grow your winery online…beyond ads and social media. A colleague may have told you about a less volatile and more long-lasting form of digital marketing - a targeted approach to growing specific aspects of your business (such as building sign ups for your wine club or exclusive events).
What is search engine optimization (SEO)? It simply means that you optimize your content (generally your website content) so that Google is more likely to “recommend” your winery to your ideal customer.
When customers search for “Columbia Valley exclusive wine tasting” or “Columbia Valley kid-friendly wine tasting,” you are at the top of their search results…whether that customer is looking on Google Search or Google Maps.
SEO encompasses a wide range of practices but often, you’ll hear us get excited about identifying strategic keywords, writing blog posts or white papers or writing new webpages.
Keywords are the primary way prospective customers find you. A customer types “best wineries near me” into Google and…if Google deems your content to be more relevant than others, you show up on the 1st page of Google.
Blog posts, white papers and webpages are the vehicle. We use this content to weave strategic keywords throughout your website so they sound natural to users and Google.
SEO often has a unicorn-like reputation. You write content and within a matter of weeks, customers are coming to you because of Google searches for specific terms such as, “organic wine club near me,” “best wine subscription gifts,” “boutique winery subscription,” or “multi-vineyard wine membership.”
Best of all, your optimized content can perform better with time…unlike ads and social, where discoverability quickly drops off after you stop pumping in money or content.
And the best part - these customers aren’t just finding you. They are choosing you.
Customer Personas & Keywords for Winery SEO
When I start working with a new client, I typically require a deep-dive into your brand - your values, your competitive landscape, your product & event positioning, where your industry is headed.
To actively target your ideal customer, you need to have a strong understanding of who you’re trying to reach.
Customer personas are a way of distilling your marketing campaign into easily identifiable segments, to give you a better understanding of your target market and how to reach them.
Let’s say that your biodynamic winery is located in the Columbia Valley AVA. A sample customer persona for your winery might look something like:
Dan & Chev Seattle-Area couple in their 30’s
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This customer persona allows us to better understand how Dan & Chev might search for their next wine tasting experience and find us vs. our competitors. We can develop a list of keywords that Dan & Chev are most likely to use when searching for their next wine tasting experience.
While Dan & Chev will search for specific services or amenities (such as dog-friendly and wine tasting), their Google searches will likely be price conscious and possibly values-focused (eco, sustainable, organic).
From our customer persona, we generate a few example Google searches. (You can also use ChatGPT to easily generate a keyword list.)
“organic wine tasting Columbia Valley”
“dog-friendly wine tasting Yakima”
“affordable eco-friendly wine Columbia Valley”
“weekend farm winery getaway Washington”
“affordable wine tasting tour bundles Yakima”
“sustainable farm tour winery Columbia Valley”
(on occasion) “kid-friendly wine tasting Yakima”
What’s interesting to note is that some search criteria (such location) can be more of a suggestion. If your winery is located in Walla Walla but you show up in a search for “Yakima winery weekend getaway,” chances are that you can divert prospective wine tasters your way if your offerings seem more appealing.
From here, you can do a little digging, using competitive keyword search tools (such as SEMRush) to find out how you show up in search results alongside your competitors.
You can see that it is easy to rank highly for “wine tasting columbia gorge” due to low competition and that the people who search for this term are high intent (aka motivated to pay for a wine tasting experience!).
If you click “View SERP,” you can see a snapshot of what Google looks like for those keywords - starting with an “Events” carousel, followed by “Places / Google Maps.” It is crucial to know what search results actually look like…in this case, users have to scroll - a lot! - before they even get to search results.
This is why I recommend to clients that we first optimize your Google Business Profile. This allows your business to show up under “Places” for “wine tasting” or “wine tour” or “[insert your keywords here].”
The beauty of this search is that our results reveal that few actual wineries rank on the 1st page of Google for “wine tasting columbia gorge.” (Under Canvas strategically ranks well for this term despite being a glamping company!)
That search page is full of prime real estate, low-hanging fruit for wineries looking to reach the top of Google.
Pro tip: Check out the “People also ask” section for blog post ideas! It may take one pointed blog post to show up under Google’s summary for “where is the best wine region in Oregon?”
Now that we have our target keywords, it’s time to drive our ideal traffic right to our doorstep.
On-Page SEO for Winery Websites (Keywords, Headers, Alt Tags)
Your website should tell a story - a story that shows who you are as a brand and drawing visitors in for the full experience.
Writing Tags for Search Engines
You aren't just writing for users though. You need to appeal to search engines, like Google and Google doesn't understand content in the same way that we do. Instead, search engines focus on tags.
How to Write Headers
Headers (such as H1s, H2s, H3s) show Google the hierarchy of each page, allowing search engines to categorize the relevancy of your content for a given search term.
For example, if a user searches Google for "organic wine Yakima WA" and your page title or header is "Organic Wine from Yakima, WA," Google is going to rank your content more highly than another website with a header for "Organic Wine from the Central Coast." Google's job is to bring searchers the most relevant information it can find.
How to Write a Title / H1
What is the main point of your page? Most likely you'll have pages dedicated to your service and product offerings, such as wine clubs or wine tastings. For example:
"Experience Our Wine Estate in Napa"
"Wine Club Sign Up"
"Our Exclusive Wines"
"Red Wines"
"Winery Custom Gifts"
The more specific you can get (without going overboard with keyword stuffing!), the better. Assuming your products and services are mostly tied to a particular location, Google will rank you higher for that locale if you include that region or city throughout your text, especially in your headers ("Columbia Gorge Wine Tasting," "Portland Wine Club").
You're likely to target multiple locations at some point, especially if you have multiple tasting rooms (Seattle & Yakima, or Santa Barbara & Napa) or you want increase wine club sign ups across the U.S.
Example: H1s for Multiple Locations
As of Summer 2025, J. Lohr's website focuses on two wine centers - San José and Paso Robles. Instead of lumping both locations together on a single page, each location is given its own H1 tag on its own page. This makes it cleaner for visitors to press "make a reservation" (for that location) and to learn more about the specific location.
Cooper's Hawk uses the common technique for multiple locations - a landing page for every single location...a huge number of pages given how widespread their brand is. Their H1 is simply "[location]" and their H2s (on most, if not all, of their location pages) include "Wine Club" and "Visit Our Tasting Room."
More coming soon.
Winery Schema & Technical SEO for Events, Products and Tastings
Coming soon.
Blog Post & Content Strategies for Winery Search Rankings
Coming soon.
Local SEO Essentials: Google Business Profile, Maps, Reviews
Coming soon.
Seasonal Winery Marketing Strategy
Coming soon.
SEO & Event Promotion Timeline (from 3 months out to day-of)
Coming soon.
Measuring Success: How to Know If Your SEO Is Working
Coming soon.
E-mail info@kcseoconsultingservices.com to stay informed of content updates.