Local SEO can drive customers to your wine (or any) business

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Local SEO can drive customers to your wine (or any) business

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Janet Peischel



Local SEO (search engine optimization) is the digital marketing strategy that helps businesses optimize their online presence to show up when people are searching for products and services like yours.

Let’s say you’re a tasting room specializing in Napa Valley Cabernet in the heart of downtown Napa. By optimizing your website, you’re increasing the chances that people will find your business on Google (thanks to local SEO), come in for a tasting and buy a case of wine.

But wait — we’re all working virtually — is local SEO still relevant?

Local SEO is just as important as ever. While it’s critical for brick/mortar businesses, local SEO also has adapted for virtual teams. Our working habits have irrevocably changed, and businesses have adapted. Cloud-based collaboration tools, digital assets and applications make it all possible.

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Data on the changing consumer habits

1. Mobile search dominance: Optimizing for local mobile searches is essential. More than 85% of local searches result in a call or visit to a physical location within 24 hours.

2. Voice search optimization: According to Semrush, 62% of Americans use voice assistants and 36% are smart-speaker owners.

It always starts with keyword research

For effective local SEO, start by identifying relevant local keywords and optimize your website to reflect these local search terms.

Local searches may be best known by search terms that end with “near me” or “your query + in your desired location.” These searches generate a local SEO 3-pack/map pack, which displays three local businesses that best fit the query and meet geographic requirements. 

There’s something else going on here: Intent

Content intent is the purpose or goal behind creating and sharing content. You want to be thinking about intent — those customers likely to be buyers ready to make a purchase. These customers map to a sweet spot — the final stage of the sales funnel. These are very warm leads.

Optimizing your Google Business Profile

Google My Business, now known as Google Business Profile (GBP), has become an essential tool for remote workers. GBP is still free, a robust digital presence without a physical storefront. Add photos and events. 

Many don’t realize that they can add blogs and images to GBP, so make sure you’re inserting content that’s keyword-rich. The most functional part of GBP is reviews. Reach out to those clients with whom you’ve had a great experience. Ask them to review you, and send them a link. Use this review in other communications.

Key takeaways

Develop location-specific content, embed Google Maps on your site, include relevant images. Feature customer reviews prominently, pump up your call to action and ensure your website is mobile-friendly.

The community nominated and voted for the 2024 Napa Valley’s Finest, and we listened. These are the winners and favorites the community selected for the Best in Wine group.

  • Winner: Chappellet Winery

  • Favorites:
    • Housley Napa Valley
    • Tank Garage Winery 

  • Winner: Priest Ranch

  • Favorites:
    • Jean Edwards Cellars
    • Whetstone Wine Cellars 

  • Winner: Cadet Wine & Beer Bar

  • Favorites:
    • Be Bubbly Lounge & Bistro
    • Vermeil Wines 

  • Winner: Vermeil Wines

  • Favorites:
    • Cakebread Cellars
    • Darioush 

  • Winner: Ray Williams, Hall Wines

  • Favorites:
    • Mike Lee, La Toque
    • Jaime Gutierrez, The Charter Oak Restaurant 

  • Winner: Schramsberg Vineyards

  • Favorites:
    • Be Bubbly Lounge & Bistro
    • Domaine Carneros Winery
    • Mumm Napa 

  • Winner: Vermeil Wines

  • Favorites:
    • Cakebread Cellars
    • Honig Vineyard & Winery 

  • Winner: Bistro Don Giovanni

  • Favorites:
    • PRESS Restaurant
    • Vermeil Wines 

  • Winner: Vermeil Wines

  • Favorites:
    • Be Bubbly Lounge & Bistro
    • Jean Edwards Cellars 

  • Winner: Sterling Vineyards

  • Favorites:
    • Far Niente Cave Tour
    • Platypus 

  • Winner: Cartons and Crates

  • Favorites:
    • Buffalo’s Shipping Post
    • Stagecoach Express & Co 

  • Winner: Jessica Koga, Schramsberg Vineyards

  • Favorites:
    • Cathy Corison, Corison Winery
    • Kian Tvakoli, Jean Edwards Cellars 

  • Winner: Schramsberg Vineyards

  • Favorites:
    • Chappellet Winery
    • JamesCole Winery 

  • Winner: Sterling Vineyards

  • Favorites:
    • Domaine Carneros Winery
    • Mumm Napa 

  • Winner: Sterling Vineyards

  • Favorites:
    • Chateau Montelena
    • RoundPond Estate Winery 

Janet Peischel is a writer and digital media specialist, owner of Top of Mind Marketing. Reach her at 510-292-1843; jpeischel@top-mindmarketing.com

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