The document outlines strategies for local search engine optimization (SEO) to help drive traffic to a winery's tasting room. It recommends fully optimizing listings on sites like Google+, Yelp, and local business directories. Specific tips include using keywords and the region name in web content and images, adding schema markup to business addresses, and monitoring local discussions on tools like Hootsuite. It also suggests claiming the Google Places page to run local search ads through AdWords Express and target visitors searching for terms like "winery". Tracking results will allow improving local SEO efforts over time.

1. Michael Meisner
Manager, Digital Marketing Services
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2. 1:00-1:15 Check-in & Introduction
1:15 – 2:15 Website Optimization
2:15 – 3:15 Content Marketing Strategy
3:15 Break
3:30 – 4:00 Google Analytics & Data
4:00 - 4:30 Email Marketing
4:30 – 5:00 Open Q & A
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4. The opportunity for DTC wine sales
continues to grow each year.
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5. 10% rise in both value and volume DTC shipments of
wine over past twelve months.
Rose, Sparkling Wine and Pinot Noir saw the greatest
increases in volume and value of shipments in 2012
CA dominates as a destination for shipments, receiving
32%. NY, TX, IL, and FL combine for another 30%.
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7. In Thomas Friedman’s “The World is Flat,” he provides ten key events
in history, such as the collapse of the Berlin wall and the IPO of
Netscape, that created a level playing field in terms of commerce.
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8. “We decided back in 2007 for our @1000 case Sonoma County Pinot
Noir Winery to forgo distribution all together, and place our bet on
direct sales, starting primarily through a prime location (Tasting Room ,
on the Healdsburg Plaza Square)
This allows us to build our sales base in a linear fashion (albeit from
zero!) meet all of our customers in person, and of course retain 100%
of the sale price.
It also allows us to spend more on our product (as necessary), that the
50% of retail (FOB) that we would get in the three tiered system, we
don’t have to worry about getting paid from an out of state stranger,
licensing issues are minimized,channel management is simplified and we
have a way each time to reconnected with our customers, since we’ve
virtually met them all!
It’s a slower pace for sure, but a steady one.”
 http://www.steveheimoff.com/index.php/2011/05/26/dtc-sales-helpwineries-rebound-study-suggests/
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9. Drive traffic. Get leads. Make sales.
But first, make sure you have a decent
website.
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12. Not bad:
Much better:
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Use keywords and phrases before brand name. Keep it
short and descriptive.
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Use descriptive
image name, i.e.
“carneros-pinotnoir.jpg”
Include ALT tag
“Domaine
Carneros Pinot
Noir”

15. 
http://www.polariswines.com/index.cfm?method=page
s.showPage&pageid=a189049a-ab78-a3c0-2ff4d1f9c059f6d
VS.
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http://www.garyfarrellwinery.com/sonoma-winerytasting-room
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Use contextual
links to guide
users to relevant
pages on your
site.
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Quality images
Product title
Teaser
Call to action
Add to cart

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Focus on using keywords in titles, headings, images, and
page URLs.
Write descriptive meta descriptions for each page.
Focus on creating a clean product page that guides the
customer’s experience.
Test and revise small elements to increase conversions.
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41% lift in revenue per visitor for wine retailer
Google webmaster tools
Free on-page SEO audit
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22. Why customer experience optimization is
the new search engine optimization.
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23. I don’t really “do” SEO anymore.
Instead, I build brand awareness, positive perception, and
market share by shaping experiences to be found and used
by people.
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24. SEO
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37. Add reviews to your product
page with proper data
formatting.
Which provide users with extra
information in search results.
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39. Crowdsourced content = minimal
effort on your part, big engagement.
Take a photo at winery, or while
drinking wine. Pretty simple.
You can do better.
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47. http://www.quicksprout.com/case-study-techcrunch
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52. Use local search marketing strategies to
you connect with nearby visitors and drive
more traffic to your tasting room.
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53. http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/
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54. Google delivers
search results specific
to your location, as
shown in the “local
listings” to the left. If
you type “winery” it
will show you nearby
wineries in this area.
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56. http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/
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Get listed in the Big 3 (Google,Yahoo, Bing)
Each business listing needs to use a uniform name,
address and phone number.
Encourage visitors to leave reviews on sites like
Tripadvisor, Fodors, Google+, and Yelp. There’s a strong
correlation between user reviews and local search
rankings.
Fully optimize your Google+ Local business page
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58. If you’re looking for a clever and easy way to help optimize
your website for your local region, use these easy tactics.
Use the ALT tag
 The image ALT tag gives search engines a description of
the image.
 <img src="http://example.com/images/logo.gif" alt=“Your
Winery, Willamette Valley Oregon">
Image filename
 Nobody searches for “logo” so instead, name your image
something relevant like, “oregon-winery.jpg” and it will
show up in image search results for those terms.
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59. http://www.yelp.com/
http://www.citysearch.com/guide/portlandor-metro
http://businessfinder.oregonlive.com/
http://www.superpages.com/
http://www.yellowpages.com/
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Source:
http://getlisted.org/resources/local-citations-bycity.aspx
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60. Every major wine region has at least a few websites dedicated to promoting the area, and sharing
information about the local wineries. Tourists often use these sites to learn about the different
wineries and plan their visit.
Consider building a presence on these sites:
 http://www.oregonwine.org/
 http://www.sorwa.org/
 http://willamettewines.com
 http://www.travelportland.com/directory/
 http://www.localwineevents.com
 http://www.wallawallawine.com/
 http://www.oregonwinecountry.org/cities/
 http://www.oregonwines.com/
 http://sipwithme.blogspot.com/2012/01/latest-list-of-top-10-favorite-oregon.html
 http://www.eugenechamber.com
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61. Be sure to update listings beyond your website to gain
more exposure.
 http://www.oregonwines.com/calendar/
 http://www.localwineevents.com
 http://www.winesnw.com/CalendarOR.htm
 http://oregonwinepress.com/event
 http://www.oregon.winecountry.com/events.html
 https://plus.google.com/events/create
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62. Google displays local search results using business Places listings as the primary
results.
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63. It’s absolutely crucial to have a
Google+ Local/Places page
claimed and optimized for
your business.
1. Listing is claimed and 100%
complete.
2. Use Adwords Express to
show your listing to local
searchers.
3. Create an offer, such as a
“2-for-1 tasting” to attract
visitors.
For a great overview of
Google+ Local, check out
“Google+ Local Bible for
SMBs”.
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64. Suppose you notice that a certain winery always shows up when you
search for “wine tasting”. Copy their address, and then search for it in
Google. King Estate ranks well for a lot of regional searches and if you
search for "80854 Territorial Hwy. Eugene, OR 97405" (with quotes)
you will find all the websites that list their business. Canvas these sites
to create your own business listings.
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65. It’s important to consider how your website content reflects your region. Do you have
a unique page describing the vineyards where you source fruit? What about a useful
map of the area? People often search for things like “Willamette Valley map” and it’s
pretty easy to rank for phrases like that if you use them in your website.
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Include regional terms in page titles and descriptions. For example, your
homepage might use “Extraordinary Willamette Valley Pinot Noir ”. The
description should include one or two short sentences about your winery
while also mentioning the region.
Create a unique page on your website for each vineyard.
Use descriptive image names, for example “willamette_valley_winery.jpg” is
much better than “39848_DCP.jpg”. Also be sure to include a descriptive
ALT tag when using images on your website.
Format your business address with local schema markup. Schema markup
provides search engines with extra data about your website content.You
can use this free tool to get the proper HTML code that you can paste on
your site: http://www.microdatagenerator.com/local-business-schema/
Use internal site links that point to relevant regional pages or products. For
example, if you have a map of the area, you should link to that page anytime
you use a phrase like “map of Willamette Valley”. The same applies to
product, where any mention of “Willamette Pinot Noir” should be linked
to the relevant product page.
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67. Be sure to include relevant
keywords and phrases in
your page titles. As you see
here, when searching for
“Oregon wine tasting” the
Pyrenees Vineyard website
ranks high in organic search
results.
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68. Ubersuggest.org
Type a phrase in the search box, and
Ubersuggest will scrape every single
Google autocomplete suggestion for
the phrase. This is a great way to get
ideas for content, and understand what
people search for.
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69. Consider monitoring terms
like “wine tasting,” and “winery
recommendation.” Make a
habit of checking to see
whether you can lend some
advice to any relevant
conversations that pop up.
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70. Use Adwords express to buy local traffic to your places page.
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71. Notice how adwords express helps you gain visibility for nonbranded terms like “winery”. These are highly targeted visits
from likely wine tourists.
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72. Any local business looking to increase foot traffic through their door
needs to take advantage of the increasing amount of local-oriented
searches.
 Claim your Google+ Local page, and add as much content to it,
bringing it to 100% completion. Do the same at sites like Yelp,
Citysearch, and Yellowpages to name a few.
 Build a presence on regional websites, which often provide a
directory of businesses.
 If you notice a competitor ranking for a lot of search terms, try
searching for their business address to explore where they’re getting
listings.
 Use Hootsuite to search for real-time discussions taking place near
your location. Monitor phrases like “wine tasting” and “winery
recommendation” to find ways to engage with interested tourists.
 Use advertising, like Adwords Express, to gain visibility for search
terms that you would otherwise not rank for organically.
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74. Measure your efforts and track success.
Learn and improve.
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