If  you are looking to increase awareness about your winery, you're going to want to be found in top Internet searches related to your winery. That means creating an SEO strategy that contains a sound, targeted keyword list.

How do you come up with a keyword list?  Think of ways in which you want people to find your winery. Go beyond the "Napa winery" search. Instead, add more targeted search phrases to your keyword list. Not only are 70% of searches "long-tail" keyword phrases, but they can be less competitive in terms of search rankings. Think "Napa Valley chardonnay tasting room." 

Once you have a list of keywords, what do you do with them? You're going to want to optimize all of your website and blog pages. The best way to keep using your keyword strategy is to create consistent content.