How Wineries Can Stay Visible in the Age of AI Search

The way people search is changing fast.

Google is now generating AI-powered answers. People are asking ChatGPT and Perplexity for travel advice and wine recommendations. Instead of clicking links, they’re getting instant summaries.

For wineries, this shift might seem overwhelming—but it’s actually a major opportunity. Because AI-powered search rewards the very things that make great wineries stand out: clarity, consistency, and connection.

If your winery is showing up online with a strong identity, useful content, and a thoughtful digital presence, you’re already ahead.

Here’s how to build on that and stay visible in this new era of search.

What AI Search Actually Changes

In old-school SEO, you tried to rank for keywords like “best winery in [region]” or “wine tasting [city name].” You’d publish blog posts, optimize titles, and hope to climb the rankings over time.

With AI search, the game is different. People now ask full questions like:

“What’s a good winery with outdoor seating near McMinnville?”
“Where can I do a walk-in wine tasting in Prosser?”
“Which wineries in Walla Walla allow dogs?”

Google’s AI tools, ChatGPT, and other platforms generate summarized answers to these questions, often without showing your website link at all.

If your content doesn’t clearly answer these types of questions, your winery might get skipped—even if you’re the perfect fit.

Local SEO Still Matters—A Lot

While AI is reshaping how people search, local visibility is still key.

Google Business Profiles and other directory sites (think TripAdvisor) are one of the most powerful tools you have. AI tools lean heavily on them to answer location-specific questions.

To stay competitive, your profile should:

Have accurate hours, services, and contact info
Include clear photos of your tasting room, vineyard, or flights
Reflect your unique offerings (“pet-friendly patio,” “library tastings,” “estate-grown wines”)
Consistently earn reviews from real customers

If your profile is empty or outdated, AI won’t have much to work with. You won’t either.

Make Your Website AI-Friendly

Think of your winery’s website as a source of answers, not just a brochure.

Today’s search tools are designed to pull the most useful, well-structured information. So your site should speak plainly and helpfully.

Here’s how:

Use headings that match real searches: “Planning Your Visit,” “What to Expect,” “Private Events at Our Winery”
Include location-based phrases like “wine tasting in [your region]”
Add a brief FAQ section with questions people actually ask (yes, including “Are kids allowed?” and “Do you take walk-ins?”)
Write in short paragraphs, using clear language. AI loves clarity

This isn’t about gaming the system. It’s about being genuinely helpful and easy to understand.

Show Up in the Conversations That Count

AI tools don’t just read your website—they also pay attention to what others say about you online.

That includes:

Google and Yelp reviews
Social media content tagged at your location
Mentions in travel blogs, wine roundups, and YouTube videos
Even posts from your visitors on Instagram or TikTok

Encourage reviews by asking for them in person, through follow-up emails, or with a simple QR code at checkout. If people are taking photos, give them something fun to share—a beautiful view, a unique flight board, a seasonal feature.

More engagement = more signals that your winery is worth surfacing in AI search.

Be Clear About What Makes You Different

This might be the most important point.

When AI tools summarize businesses, they’re trying to answer one question: what is this place known for?

If your brand message is vague or sounds like every other winery, you’re not giving AI—or potential visitors—much to go on.

Here’s the difference between forgettable messaging and standout positioning:

Vague	Clear
❌ “Award-winning wines in a beautiful setting.”	✅ “A women-led winery focused on Rhône varietals, with tastings inside our historic fruit-packing barn.”
❌ “Family-owned and operated since 1994.”	✅ “Second-generation growers in the Columbia Valley known for food-focused reds and intimate patio tastings.”
❌ “Premium wines in the heart of wine country.”	✅ “A boutique tasting room in downtown Hood River specializing in Pinot Gris and walk-in friendly wine flights.”

When your brand is clear, search engines know where to place you—and customers know why to choose you.

Don’t Try to Trick the Algorithm. Help Real People.

At the end of the day, AI isn’t the enemy. It’s just a smarter version of what customers already want: fast, helpful answers and memorable experiences.

So instead of chasing trends or trying to “beat the system,” focus on what you can control: