The Clink Marketing Minute
Real marketing questions from the wine industry, answered by Clink. Explore quick insights on winery marketing, websites, SEO, AI, DTC, email, wine clubs and more.
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We’re answering real marketing questions from the wine industry in our Marketing Minute on This is Texas Wine Podcast with Shelly Wilfong.
SEO, AI, websites, email, wine clubs, advertising or marketing in general. Send us your question and we may tackle it in an upcoming Marketing Minute.
Wine Marketing Questions, Answered
Browse the latest Marketing Minutes for practical answers to real questions about winery marketing, websites, SEO, AI, DTC and technology.
Question from
Miguel Lecuona·Siboney Cellars
AEO, or Answer Engine Optimization, is becoming an important part of winery marketing, but it should complement a strong SEO strategy rather than replace it.
AEO focuses on making your website and content easier for AI-powered search and answer platforms to understand, reference and recommend. For wineries, that can mean appearing when someone asks an AI tool for winery recommendations, places to visit, wines to buy or answers to questions about a particular wine region.
Our clients are already appearing in AI-generated recommendations, largely because their websites have a strong SEO foundation. Clear site structure, useful content and properly executed SEO help search engines understand a winery, and many of those same fundamentals help AI platforms understand and recommend it.
AI referral traffic is still small. Across our client websites, less than 1% of traffic currently comes directly from AI platforms. It is good traffic, with very low bounce rates and visitors who often purchase, but there is not enough volume yet for AI search alone to significantly impact most wineries.
Wineries should continue investing in SEO while preparing their websites and content for AI discovery. AEO is an important long-term strategy, but it does not replace the marketing needed today to build awareness, drive tasting room visits and generate online wine sales.
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Topics: Winery SEO, AEO, AI Search, Winery Marketing
Question from
Elisa Jones·Elisa Christopher Wines
The one thing every winery website absolutely needs is properly installed and configured analytics.
Google Analytics should not just be present on the website. It should be connected to the actions that actually matter to the winery, including ecommerce purchases, wine club signups and tasting room reservations.
Without that setup, a winery may know how many people visited the website but still have very little understanding of what those visitors actually did. A reservation should be treated like a conversion. So should a wine purchase or club signup. Those are the actions that help connect marketing activity to revenue and tasting room traffic.
In a review of more than 5,500 West Coast winery websites, roughly half did not appear to have Google Analytics installed. That means many wineries are still making marketing decisions without a complete picture of how their website is performing.
Before investing more in advertising, SEO, AI or new website features, make sure you can measure what is already happening. Good analytics gives you the baseline needed to understand what is working, what is not and where your marketing dollars are actually producing results.
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Topics: Winery Analytics, Google Analytics, Website Tracking, DTC Marketing
