--- title: "SEO consultant for wines and spirits, estates and houses" url: https://kevinpapot.fr/en/seo-domaine-viticole author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Wines and spirits # SEO for wines and spirits: get found for direct sales, visits and export. People looking for a bottle, a cellar visit or a supplier first find marketplaces, online wine merchants and activity booking platforms. These sites have huge catalogues and budgets I won't make you chase. They can't describe your terroir, your cellar or the way you work. Whether you run an estate, a château, a champagne house, a négociant house or a distillery, I make these things visible on Google. I do it with the restraint required by the rules on alcohol advertising. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. **15 years** in SEO **4 books** on SEO and GEO **200+ sites** tracked every day **1M / month** visits to my e-commerce site They trusted me with their visibility DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for wines and spirits? SEO for wines and spirits is the work that makes a producer's or a house's website and Google Business Profile appear in its buyers' searches. It covers estates, châteaux, champagne, cognac and armagnac houses, négociants, distilleries and specialist online wine merchants. It deals with the venue's Google Business Profile, the visit page, the shop's product pages, the craftsmanship pages, the trade area and the foreign-language versions. It is measured by direct orders, visit bookings and trade enquiries. The problem ## What holds wine and spirits houses back on Google. Symptom 1 ### Your own bottles rank better on resellers' websites When someone types the name of one of your cuvées, a marketplace or an online wine merchant sometimes comes up before you. Their product page is more complete than yours. The sale happens on their site, with their margin, when the customer was looking for the producer. It happens to an estate in the Loire or the Rhône valley as much as to a château in Bordeaux or a champagne house. Symptom 2 ### Visits are booked on platforms Tourist activity platforms list dozens of cellars, wineries and distilleries. They take a commission on every booking. They are useful for being discovered. They must not become the only route to your gate. Symptom 3 ### A beautiful website, little text and a single audience Many websites in the sector show large photos and a few sentences. The visitor, the private buyer, the restaurateur and the importer are each looking for something different there. None of them finds their page. An audit, for real ## What I see in thirty seconds on a château's or a house's website. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Welcome | Château https://votre-chateau.exemple **YOUR CHÂTEAU**The estate · Our wines · Shop · Contact A family story For several generations, a passion for the vine has been handed down at the heart of our terroir. Discover **Our wines**See the range **Shop**Order **English**Page under construction **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***A “Welcome | Château” title**It says neither the region nor what people can do at your place. “Family château in Bordeaux: visits by appointment and sales at the estate” informs both the visitor and Google. 2. *2***No “Visit” or “Trade” entry**Anyone who wants to come has to dig through “Contact”, and so does the importer. The visit and the trade area each deserve a visible link. 3. *3***“A family story”, with no date or place**Many houses open with these words. Give the village, what you produce and what people see at your place. 4. *4***A sunset over rows of vines**The image is pretty, but it could come from any vineyard. Show your cellar, your vat room or your courtyard, as a visitor will discover them. 5. *5***“English: page under construction”**An importer stops there. Publish a few finished pages in English, or remove the link in the meantime. What your customers type ## What people type when looking for a wine, a spirit or a visit. Six possible searches for a house that welcomes visitors, sells direct and exports. These are illustrations. The audit draws up the list that matches your production, your region and your markets. *1*“cellar visit”, “château visit” or “distillery visit” and the name of your area : Travellers are planning their stay in Champagne, Burgundy or Alsace, or looking for an outing the next day. The Google map decides a large part of their choice. Your profile must show accurate visiting hours, the right category and a direct link to booking. *2*The name of your house or estate, on its own : This is the search of someone who already knows you: they saw a bottle, read an article or got a recommendation. Your website should come up first, with clear links to the visit, the shop and the contact page. That isn't always the case. *3*The name of one of your cuvées, with or without the vintage : The person wants to find a specific wine. A complete product page, with the blend, the ageing, the vintage, the bottle size and availability, gives Google a reason to show the producer before the reseller. *4*“buy direct from producer”, “gift box” or “en primeur” and the name of your region : This buyer wants to order from the estate, give a gift box or reserve an allocation. Tell them how: on site, online, via a waiting list, with which delivery options, to which countries. A practical page works better than a slogan. *5*“how is it made” followed by the name of your product : These are curiosity searches, frequent all year round. You are well placed to answer them, since you do the work. A page on secondary fermentation, barrel ageing, distillation or the harvest, written in your own words, draws readers you then meet on a visit. *6*In English: “winery tour”, “producer”, “importer”, followed by your region : Foreign visitors, importers and distributors search in their own language. A machine translation of the home page isn't enough. You need real pages in English, and sometimes in a third language, designed for these audiences. What works ## The five levers for a wine or spirits house. Lever 1 ### The Google Business Profile of the place you welcome visitors Everyone who wants to come looks at it. I set the category, the visiting hours by season, the access, the photos of the place and the booking link. I also check that the pin on the map really leads to your gate, which is not a given in the countryside. A house that welcomes visitors at several sites has one profile per location open to the public. Lever 2 ### A complete visit page Length, schedule, languages spoken, opening days, group size, price, coach access: everything a visitor or a travel agency wants to know before booking. This page lets people book with you, with no middleman. It works as well for a Champagne cellar as for a Bordeaux winery or an Armagnac distillery. Lever 3 ### Product pages written by the producer Each wine has its page, with information only the house holds: the plot, the blend, the ageing, the vintage, the year of bottling. Gift boxes and large formats have theirs too. The tone stays descriptive. Your mandatory notices appear on them, and I add no argument that encourages drinking. Lever 4 ### Pages on terroir and craftsmanship Your history, your soils, your methods and your work calendar answer many searches. These pages also establish the house's legitimacy with Google and AI. I help you write them from what you already say during the visit. Lever 5 ### A trade area and foreign-language pages An importer, a wine merchant or a restaurateur wants an introduction to the house, the range, the formats, the markets already served and a direct contact. I prepare this section separately, in the language of your markets. Google must read it as a real version, not as a copy. Allocations and en primeur sales have a page there explaining the process. What costs dearly ## The mistakes I see on wine and spirits websites. Mistake 1 ### A shop with no descriptions A name, a photo and a price are not enough. Resellers write three paragraphs about your bottle, and Google prefers them. You know more than they do. You need to write it down. Mistake 2 ### Visiting hours that are wrong part of the year A visitor who finds the gate closed leaves a harsh review. The hours on your profile and website must follow your seasons, your harvest and your closures. Mistake 3 ### Texts that boast instead of describing Besides the risk under your legal framework, flattering phrases give nothing to someone searching. A precise fact about your method is worth more than an adjective. Mistake 4 ### Forgotten foreign-language versions They date from when the website was built, point to pages that no longer exist and show old vintages. An importer notices straight away. Four up-to-date pages in English are better than a whole website left to decay. The method ## What I put in place for a wine or spirits house. Four steps. I start by setting with you what the website can say, so we can then write without having to backtrack. 1. **The framework.** You give me your mandatory notices and the limits you set yourself. All the texts stick to them. 2. **The audiences.** We distinguish the visitor, the private buyer, the French trade buyer and the importer, and what each is looking for. 3. **The pages.** Visit, product pages, gift boxes, craftsmanship, trade area, foreign-language versions: you proofread each page before it goes live. 4. **The figures.** Every month I log the bookings, direct orders and trade enquiries that came through the website. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Wines and spirits in Charente and the Cognac area. In Charente, vines cover the whole west of the département and support the cognac industry: growers, home distillers, négociant houses, coopers. Many estates sell their production to the négociants and keep a small share for sale at the estate. That share deserves to be found online. I co-founded my agency, Newp, near Cognac, and I live between Cognac and Paris. ### Cognac and its countryside: visitors from far away The town draws travellers who want to understand how cognac is made. Many look for a family estate as well as the big tours. A precise Google Business Profile and a visit page in two languages let them choose you. ### The vineyards and their villages: sales at the estate Around Segonzac, Jarnac or Rouillac, estates welcome visitors by appointment. That detail must be written everywhere, with a phone number and the possible days. Visitors won't drive twenty minutes unless they are sure to be received. ### Angoulême: the people of the département Charente residents themselves look for a producer to buy from or to take friends and family to. A page that clearly says where you are, when you are open and how to order speaks to them, half an hour from your door. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for wines and spirits. Travellers and buyers now prepare their choice with an AI such as ChatGPT, Gemini, Claude or Mistral. A couple writes, for example: “we're spending two days in Champagne in September, which family house should we visit to understand how it's made?”. A foreign wine merchant asks which producers in a region sell for export. The AI answers with a short list and sometimes names houses. It picks the ones whose practical information it can read: visits by appointment, length, languages, opening season, type of production, countries delivered to. It cross-checks them with your Google Business Profile, tourism websites, guides and the press. A house that writes “family estate, winemaking on site, visits in French and English by appointment, shipping within Europe” is easy to cite. I stick to these facts, with no phrasing that would encourage drinking. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWe're spending two days in Champagne in September. Which family house should we visit to understand how it's made? Answer Three options for planning this visit: 1. **Our client**— family house in Champagne: winemaking on site, one-hour cellar tour by appointment in French and English, opening days and access given, sales at the estate. 2. — activity booking platform, list of visits with no detail on production. 3. — tourism website, directory of places open to the public. The house's websiteGoogle Business ProfileLocal tourism website **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three houses, three situations. None of these three houses exists. I built them to show different priorities. Yours will be defined after the audit of your website and your profile. ### A family estate in the Loire opening its doors It sold everything to négociants and is starting to welcome visitors. 1. Create the Google Business Profile with the visiting days and the exact access. 2. Write a visit page with booking and the languages spoken. 3. Write a page on the estate's history and its work through the year. ### A Bordeaux château with an online shop Its bottles rank better on resellers' websites than on its own. 1. Complete each product page with the estate's information. 2. Place the mandatory notices on every page of the shop. 3. Create a page explaining en primeur sales and allocations. ### An export-focused champagne house It is looking for importers and its website only exists in French. 1. Create an English section for trade buyers. 2. Present the range, the formats and a direct export contact. 3. Declare the language versions correctly to avoid duplicates. In practice ## What you get. - A Google Business Profile set to your opening seasons - A visit page that lets people book with you - Completed product and gift box pages, with your notices - Terroir, craftsmanship and trade pages, in French and in a foreign language - A monthly report of bookings, orders and export enquiries Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month. **Before we talk tags, we talk margin, average basket and profitability.** When you book a call, I'm the one who picks up. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO, wines and spirits: your questions. Can a house be visible against the marketplaces? On broad searches like a type of wine or spirit, no. On your name, your cuvées, your village, visits and sales at the estate, yes. These searches concern you directly, and they are the ones I work on. How do you take the rules on alcohol advertising into account? I stick to descriptive writing: origin, method, place, visiting and sales conditions. You give me your mandatory notices. If I have doubts about a sentence, I put it to you and you decide, with your legal adviser if needed. Should we pull out of booking platforms? No. They introduce you to travellers who wouldn't have looked for you. The aim is that those who type your name or your village can book with you without going through them. We mainly sell to négociants or by allocation. Is it worth it? Yes, if you want to develop visits or sales at the estate, even on a small scale. The work is then light: a profile, a visit page, a history page, a page explaining how to get your bottles. I won't propose an oversized project. Who writes the texts about our craftsmanship? You tell me about your work the way you do in front of your visitors. My team writes from that interview. You correct and approve, because a technical error about your trade is unforgivable. Do we need to translate the whole website? Rarely. I start with the pages foreigners read: the visit, the range, the trade contact. I add a language when a market justifies it. A small, well-kept section does more good than a full translation nobody updates. Won't our resellers and distributors take it badly? I'm not trying to make them disappear from the results. I want the producer to appear alongside them, with a more precise page. You remain free to say where to find your bottles near the buyer. How long before we see more bookings? The Google Business Profile often responds within a few weeks, which matters before the tourist season. Product pages and in-depth pages take several months. I promise neither rankings nor volume. Do you work with our current shop? Yes, in most cases. I first check whether the tool lets us enrich the product pages, set the titles and manage several languages. I run my own online shops, in France and internationally. So I know these constraints from the inside. Why entrust this work to you? Because I have fifteen years in the trade, four co-written books, and an agency co-founded near Cognac. I can work in every wine region, remotely or on site. The winemaker, the cellar master or the distiller is you. My job is to make Google read what you already know how to explain. --- Source: https://kevinpapot.fr/en/seo-domaine-viticole · Kévin Papot, SEO and GEO consultant, Charente (France).