Is search engine marketing still valuable? It has never been more valuable because of: Intent. People are searching for wine, mainly using their phones, and you must be present in those search results if you want to get their business. Both paid search engine marketing (SEM) and organic search engine optimization (SEO) must be included on your winery marketing plan. Make your wines really come up on the first results on Google with Google Shopping Ads and implementing Structured Data (Specific web code that provides search engines with additional details about a subject).