Use local search marketing to attract tourists to your winery. Gain visibility by optimizing your website for local content, connecting with other bloggers and publications, and through creative advertising.

1. Attracting local wine
tourists
Use local search marketing strategies to
you connect with nearby visitors and drive
more traffic to your tasting room.
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2. The rise of local search results
http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/
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3. Where do local search results appear?
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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4. Where does local traffic come from?
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5. Consumers adapt to local search
http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/
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6. Local search ranking factors
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7. Basic steps for local search rankings
Get listed in the Big 3 (Google, Yahoo, Bing)
Optimize your website’s contact/visit page
Each business listing needs to use a uniform name,
address and phone number (NAP).
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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8. Quick win: Optimize your logo
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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9. Top 5 citation sources for SF
http://www.yelp.com/
http://sanfrancisco.citysearch.com/
http://local.yahoo.com/
http://www.yellowpages.com/
http://local.sfgate.com/
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Find the top sources for your region:
http://getlisted.org/resources/local-citations-bycity.aspx
50 business directories
http://blog.hubspot.com/blog/tabid/6307/bid/1032
2/The-Ultimate-List-50-Local-BusinessDirectories.aspx
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10. Tip: Automate forms
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https://addons.mozilla.org/en-US/firefox/addon/autofillforms/
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11. Regional organization websites
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://winecountry.com/
 http://sonoma.com
 http://donapa.com/
 http://napavalley.com/
 http://www.napavintners.com/
 http://www.localwineevents.com
 http://www.visitnapavalley.com
 http://www.napatouristguide.com/
 http://napavalley.patch.com/
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12. Local event calendars
Be sure to update listings beyond your website to gain
more exposure.
 http://www.localwineevents.com
 http://syndical.com/
 http://eventful.com
 https://plus.google.com/events/create
 http://www.discovercaliforniawines.com/events/
 http://www.napavintners.com/events/
 http://calendar.napavalley.com/
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13. Google local search results
Google displays local search results using business Places listings as the
primary results.
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14. G+ Places for Business
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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15. Tip: Spy on the competition
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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16. On-page local SEO
Use regional keywords in site navigation links and on page head
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17. Page optimization for local
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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.
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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18. Page meta (title, description, URL)
http://www.benziger.com/sonoma-wine-tours
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19. GetListed.org verification tool
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http://www.getlisted.org
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20. Tip: Easy keyword research
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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21. Use Hootsuite to find locals
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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22. Adwords express for local ads
Use Adwords express to buy local traffic to your places page.
http://www.google.com/adwords/express/
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23. Adwords express search phrases
Useful for targeting a
certain region for local
keywords.
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24. Getlisted.org Resources
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https://getlisted.org/static/resources/

25. 26 Tips for Location-Based Marketing
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http://www.socialmediaexaminer.com/location-basedmarketing-tips/

26. Brightlocal
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Highly recommended platform to help optimize your local
search marketing. Try their one month free trial.

27. Summary
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.
 Use services like GetListed and BrightLocal to perform audits of your
local marketing presence and improve your rankings and visibility.
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28. Additional Resources
Event syndication
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http://www.localwineevents.com
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http://syndical.com/
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http://eventful.com
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https://plus.google.com/events/crea
te
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http://www.discovercaliforniawines.c
om/events/

http://www.napavintners.com/event
s/

http://calendar.napavalley.com/
General strategy

Google+ Local Bible for SMBs
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Google Places help forum
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Search
column
engine land local SEO
Tools
Whitespark citation finder
Adwords Express
BrightLocal
GetListed