SEO for Breweries: Why Backlinks Still Matter in the Age of AI Search

When a potential customer searches for a local brewery, you want to be the first one they come across. But trying to stand out online can feel like being one out of a gazillion breweries at a beer fest. How do you snag that prime spot — the one with the most foot traffic — instead of being stuck in some dark corner where no one sees you?

In online search, that prime real estate is the first page of results. Less than 1% of Google searches click on something from the second page, and with the rise of AI overviews, some may not navigate beyond that initial AI summary.

But getting on the first page or linked in the overview takes more than luck; it requires a smart, well-rounded search engine optimization strategy. While SEO might sound like something better suited for tech startups, it’s just as essential for breweries. And one of the most powerful tools in the SEO toolkit? Backlinks.

Think of backlinks as the internet’s version of word-of-mouth. When other reputable sites link to your brewery, they’re vouching for your credibility. Search engines notice that trust and reward it with better visibility.

With algorithms shaping what people find and explore, your online reputation hinges on who’s talking about you and linking to you. So grab a pint, and let’s talk about how to brew better backlinks.

Why Backlinks Still Matter in the AI Search Era

Backlinks have always been like getting a friendly nod from a neighbor, someone else saying, “Hey, this brewery is legit.” In the past, the goal was simple: get as many people nodding yes as possible. But with AI now shaping search results, do backlinks still hold the same weight?

The short answer? Absolutely. Recent research confirms it:

• Ahrefs analyzed 1,000,000 SERPs and found that backlinks remain a critical ranking factor. Interestingly, they’re now even more important for local queries and higher-volume searches.
• Semrush reports that eight of the top 20 organic ranking factors are directly related to backlinks.
• Backlinko found that the #1 result in Google has, on average, 3.8x more backlinks than results ranked #2 to #10.

The game has shifted, though. Today, it’s less about quantity and more about quality. A handful of well-placed, relevant links now beats dozens of random backlinks. Search engines and AI tools are smarter now. They’re evaluating relevance, authority, and natural link patterns of the sites linking to you, not just the sheer number.

That means genuine, earned links matter more than ever. A few authentic endorsements will do more for your online visibility than dozens of low-quality links.

5 Backlink Building Strategies for Breweries

So how can breweries actually get those high-quality backlinks? To see results, you need a methodical approach, clear processes, and ongoing effort, not just one-off attempts. With that in mind, here are a few ideas to get you started.

1. Collaborate with Local Businesses

Your brewery isn’t just a place to grab a pint, it’s part of a thriving local community. So why not leverage those neighborhood connections to boost your visibility online? Partnering with local restaurants, hotels, attractions, and more is one of the most organic ways to earn backlinks.

Search engines notice when a local restaurant links to your site in a blog about the perfect beer pairing with their pizza or a local hotel highlights your brewery in a weekend guide. These backlinks signal to Google that your brewery is a trusted, relevant part of the local scene and worth spotlighting in search results.

Beyond the algorithms, these collaborations also introduce your brews to fresh audiences who might not have discovered you otherwise. It’s community marketing that doubles as SEO, a true win-win in our book.

2. Tap Into Industry Directories and Associations

Directories and industry groups might sound a little old-school, but they’re still SEO gold. Getting your brewery listed on trusted sources like state brewers’ guilds, national beer directories, and regional tourism portals helps with visibility and credibility.

These sites typically have high domain authority, which means search engines view them as trustworthy sources of information. When they link back to your website, it acts like an official stamp of approval, a high-quality backlink that tells Google your brewery is the real deal.

To make the most of these listings, don’t treat them as set-it-and-forget-it pages. Keep your info accurate with up-to-date hours, links, and contact details, and include helpful descriptions and visuals that tell your story.

3. Collab with Beer Influencers

Influencers can also be a powerful source of backlinks. Blogs live on websites that search engines index, which means a well-placed influencer blog post with a link to your site can be a discoverable backlink that signals credibility.

Social media influencers shouldn’t be overlooked either, especially as platforms like Instagram evolve to make their content more discoverable in search. Instagram now allows public content from professional accounts to be indexed by search engines, and its alt text feature makes visual content more discoverable. When influencers tag your brewery and include descriptive alt text on their posts, those images can now contribute to search visibility.

To take advantage of this, consider inviting influencers to review your latest release or create behind-the-scenes content with your team. When they publish posts linking back to your site or tag your brewery with optimized images on social media, you gain points with search engines while also exposing your brand to new audiences.

4. Host or Sponsor Events (and Make Sure They Get Press Coverage)

Whether it’s a charity collaboration, a new brew release, or a local beer festival, events are prime opportunities to earn high-quality backlinks.

When local press, community blogs, or event calendars cover your event, those recaps often include links back to your website — exactly the kind of authoritative backlinks search engines look for. Even smaller partnerships, like sponsoring an event, can result in backlinks.

To maximize your impact, make your events as newsworthy and shareable as possible. Media outlets are always on the lookout for stories about community engagement, unique collaborations, or innovative brews, so make it easy for them. Send a press release or media kit with photos, event details, and key talking points to increase the likelihood of coverage.

Plenty of brands have worked with us to make their events stand out. For instance, when we partnered with Eco Convergence Group to launch their flagship product, our PR strategy led to 162 media pickups, including features in the Orlando Sentinel, Orlando Weekly, and top restaurant and foodie publications. We even forged a media partnership with Marriott, amplifying visibility through one of the world’s largest hotel brands.

5. Create Link-Worthy Content

Finally, you want to create content people actually want to link to. Think of your website as more than just a digital menu or a brewery locator. It’s an opportunity to share expertise, tell stories, and give other creators a reason to reference you. Brewing guides, tasting notes, recipes, or behind-the-scenes stories about your beer-making process are all examples of content that naturally attract attention.

Educational content is particularly effective. Tips for pairing beers with local cuisine or explainers on unique ingredients can position your brewery as an authority in the craft beer community. Bloggers, local publications, and even national media love to link to useful resources like these.

We’ve seen firsthand how the right content strategy can transform visibility. When we worked with Global Keg, our content marketing approach reshaped how the brand communicated its value, helping them build a loyal following and capture the attention of the beer industry at large. The results? First-page Google rankings for 29 key search terms, a 300% increase in site traffic, and a rise in visibility thanks to our smart mix of on-site optimization and off-site strategy.

Keep Brewing Buzz

Building backlinks might sound like a technical task, but at its core, it’s really about building relationships. Sure, it takes work. But like brewing, it’s work that’s worth it.

The good news? You don’t have to tackle it solo. At PH3, we’ve spent over two decades helping brands amplify their message through digital marketing. But we’re not just marketers — we’re brewers, too. Craft beer is baked into our company culture. We know firsthand what it means to pour passion into your product, to stay up late perfecting your next batch, and to build a community around what you love.

That’s what makes us different and why breweries trust us. We’re the only Agency + Brewery in the nation, and we take the same creative, hands-on approach to your marketing. We help you spotlight your “+ Brewery” — that special something that makes you stand out from the rest.

So if you’re ready to boost your visibility and brew some buzz, give us a shout.