Majestic ranks for 20,837 UK keywords, 2,428 of them in first position, with an estimated 642,000 organic visits a month. On "buy wine online" (1,000 searches a month, £3.39 a click) Google's first page is made of merchants: an AI Overview naming Majestic, Fine Wine Direct, Warehouse Wines, The Wine Society, Laithwaites and Waitrose Cellar, then the Sunday Times Wine Club, Decantálo, Lea & Sandeman, The Fine Wine Company, Direct Wine Shipments and The English Vine, plus a BBC Good Food roundup and a Reddit thread. Not one vineyard (DataForSEO data, Google UK, October 2026; costs per click converted from dollars at the Bank of England rate of $1.3226 to the pound).
A producer doesn't win on product searches. It wins on searches about places, visits and seasons, where the person searching wants the very business that made that wine, that cheese or that beer. "Vineyards near me" gets 14,800 searches a month, "kent vineyards" 3,600, and on "vineyard tours" eight of the ten organic results are producers' own pages.
Below are the searches a food and drink business can win, the calendar that decides when to prepare them, and what changes when the customer is a trade buyer. This piece is about people who make things: if you run a restaurant or a bar, see our guide to SEO for restaurants.
Product searches belong to the merchants
Generic searches have big volumes: "craft beer" 33,100 a month, "red wine" 18,100, "extra virgin olive oil" 18,100. But people who buy wine online often go straight to the shop's name. "Majestic wine" gets 165,000 searches a month, "laithwaites" 40,500, "naked wines" and "virgin wines" 33,100 each. These are retail brands, and a producer doesn't get into their game.
A comparison makes the point. Chapel Down, one of the best-known names in English wine, ranks for 713 UK keywords with an estimated 23,800 visits a month. Majestic has 27 times that traffic and 29 times the keywords. A catalogue of thousands of labels generates a page for every search; a winery has twenty wines.
The practical consequence: a producer's product pages should be written for the name of the wine, the style and the estate, which are the searches of people who already know you, and for the questions a merchant can't answer (the vineyard, the vintage, what to drink it with). If you also sell online, the rules for catalogues and product pages are in our guide to ecommerce SEO.
The vineyard visit is the search a producer wins
On "vineyard tours" the first page is almost all producers. Above the map sits a "Find results on" row with Tripadvisor, Wowcher, GetYourGuide, Viator and Facebook. Then the local block: Holmfirth Vineyard in West Yorkshire (4.5 with 1,400 reviews), The Mount Vineyard in Kent (4.4 and 610) and Stanlake Park Wine Estate in Berkshire (4.8 and 356).
Of the ten organic results, eight are producers' own tour pages: Albury Vineyard, The Grange, Hambledon, Black Chalk, Pattingham, Roebuck Estates, Chapel Down and Amber Valley. The other two are Buyagift and Tripadvisor. It's the opposite of "buy wine online". County searches are a different picture: on "kent vineyards" only one of the nine organic results is a producer (Davenport Vineyards), and the rest are hotels, a campsite, tour sites and Visit Kent; on "sussex vineyards" three of ten (Tinwood, Ridgeview, Rathfinny), among guides from Sussex Modern, Visit Brighton and Southern Railway. There the producers win in the map, and being listed in the local tourism guides counts as much as your own page.
The most instructive case is Albury Vineyard in the Surrey Hills. It's first among the organic results with a product page for the tour, and Google's snippet already shows "£27.50" and "Tour and tastings take place on Saturdays between May and September. The experience lasts between 1.5 and 2 hours". Anyone looking for a visit knows the price, the days and the length at once. The Grange and Roebuck Estates do the same with £25. Many winery websites still have a line saying "tours by appointment, please contact us", which answers no search at all.
The review threshold is high: on "vineyard tours" the three estates in the local block have between 356 and 1,400 reviews, on "sussex vineyards" between 207 and 671. Reviews come from visitors, so they grow with wine tourism, and asking at the end of the tasting is the easiest way to get more. How to ask is covered in our guide to Google reviews.
The same rules apply to breweries, cheesemakers and farms that sell direct. "Brewery near me" gets 49,500 searches a month, "wine tasting near me" 5,400, and "farm shop near me" 165,000. These searches are settled on the map, and the map reads your Google Business Profile: shop and taproom opening hours, tour days, real photos of the winery, the brewhouse or the dairy.
The calendar has two peaks, and the second is prepared in September
Seasonality in this sector is sharp, and you can check it in a few minutes on Google Trends. The first peak is summer, when people go out to visit. "Vineyards near me" goes from an average of 14,800 searches to 27,100 in August 2026, "brewery near me" from 49,500 to 74,000 in the same month, "farm shop near me" from 165,000 to 301,000. "Kent vineyards" sits at 5,400 in May, July and August, against 2,400 from November to February. The tour page needs to be ranking by spring.
The second peak is Christmas, and it's much bigger. "Christmas hampers" averages 33,100 searches and reaches 201,000 in December. "Christmas pudding" goes from 27,100 to 165,000, "cheese hampers" from 9,900 to 49,500. "Red wine" more than doubles, from 18,100 to 40,500, and "english sparkling wine" goes from 4,400 to 9,900.
| Search | Monthly searches (average) | CPC | Peak month | Searches at peak |
|---|---|---|---|---|
| farm shop near me | 165,000 | £0.44 | August 2026 | 301,000 |
| brewery near me | 49,500 | £0.19 | August 2026 | 74,000 |
| christmas hampers | 33,100 | £0.89 | December 2025 | 201,000 |
| christmas pudding | 27,100 | £0.17 | December 2025 | 165,000 |
| vineyards near me | 14,800 | £0.49 | August 2026 | 27,100 |
| cheese hampers | 9,900 | £1.73 | December 2025 | 49,500 |
| wine tasting | 8,100 | £0.77 | several months | 9,900 |
| english sparkling wine | 4,400 | £1.35 | December 2025 | 9,900 |
| kent vineyards | 3,600 | £1.22 | May, July and August 2026 | 5,400 |
| wine online | 1,300 | £3.30 | December 2025 | 1,900 |
| corporate christmas gifts | 720 | £5.91 | October-November 2025 | 1,900 |
| corporate hampers | 390 | £9.75 | September and December 2025 | 880 |
The two business searches have the highest cost per click in the table, £5.91 and £9.75, and they run ahead of the calendar: "corporate christmas gifts" is already at 1,300 searches in September and reaches 1,900 in October, "corporate hampers" hits 880 in September. Consumers peak in December; people buying for a company decide in the autumn. A gift box page published in December is too late for Google and for the purchasing department.
The first page for "cheese hampers" shows where there's room. Above and between the organic results Google puts three shopping carousels, and next to Amazon and Laithwaites they show producers selling direct: Snowdonia Cheese Company (a hamper at £49 with 759 ratings), Hartington Creamery, Old Hall Farm. In the organic results Sharpham, a Devon dairy, shows its hampers with prices (£65 and £52) next to cheesemongers such as Paxton & Whitfield and The Cheeseboard of Harrogate and a Good Housekeeping roundup from November 2025. On the most seasonal search in the category, a cheesemaker with a product feed in Google Merchant Center and prices on the page competes with the big hamper brands.
Someone buying for a restaurant doesn't search like a consumer
Trade searches are small and expensive. "Foodservice suppliers" gets 20 searches a month at £5.26 per click. "Restaurant food suppliers" 170 at £2.81, "wine wholesalers" 880 at £2.21, "wine distributors uk" 70 at £3.78. "Private label food" 10.
A supermarket buyer or a restaurant owner doesn't discover a producer on Google: they meet them at a trade show, through an agent or distributor, through a colleague. Then they search the company's name. That's where the website works, and it has to answer the questions of someone assessing a supplier: formats, spec sheets, certifications, minimum order quantities, areas served, a direct sales contact.
Many producers' websites have a single version built for consumers, with the family story and photos of the vines. A trade area with this information written out plainly serves whoever has already found you, and for export markets it needs to be repeated in the buyers' languages. The principles are those of B2B SEO and international SEO.
Recommended reading: how Google's local pack works.
Frequently asked questions
It can, but on "buy wine online" page one belongs to merchants such as Majestic, The Wine Society and Laithwaites. A producer's site sells mainly to people who already search for its name or have visited the estate, so product pages should be written for the name of the wine, the style and the estate.
On "vineyard tours" the three estates in the local pack had between 356 and 1,400 reviews in October 2026, and on "sussex vineyards" between 207 and 671. It's a higher bar than in many local sectors, because reviews also come from visitors.
In September. "Corporate christmas gifts" is already at 1,300 searches in September and reaches 1,900 in October and November, and "corporate hampers" hits 880 in September. A page published in December is too late for Google and for the purchasing department.
On local and seasonal searches, yes: "vineyards near me" costs £0.49 a click and "brewery near me" £0.19. On generic buying searches such as "buy wine online", at £3.39, you're up against merchants with very different catalogues and margins.
"Craft beer" gets 33,100 searches a month, but it's a generic search with no place attached. "Brewery near me" gets 49,500, with a peak of 74,000 in August: that's where your Google Business Profile, with taproom hours and shop opening times, makes the difference.
Where to start
Search Google for "vineyard tours" or "brewery tours" followed by your county, and look at how your tour page appears in the snippet. If it doesn't appear, or appears with "tours by appointment", rewrite it with the price per person, length, days, languages and what's in the tasting, as Albury Vineyard does. The visiting season starts again in spring and the page needs a few months to climb. If you'd like an opinion on which pages of your site can rank, see our SEO consultancy service or get in touch.
