If you search for pinot noir on Google, you'll see that there are approximately 2.75 million results for that search phrase. So, it's going to be pretty hard to optimize your way to the top of that listing (as an aside, there is no winery Web site in the top 10 results, although a couple wineries appear to be using Google AdWords to get increased visibility in the right-hand column).
Nevertheless, if you have a geeky interest in the types of things (good and bad) which Google considers when deciding how high to place your page in the results, start with this overview of what Google's patent application reveals about ranking, and then visit the visually-daunting Google Ranking Factors page (you'll need to scroll down past the ads at the top of the page).
Thanks to Ted Elliott of TR Elliott (which makes pinot noir in the Russian River Valley of Sonoma County, CA) for originally asking me the excellent question, "How do I get my site to the top of Google?" The correct answer to this question is, "It depends on what people are searching for." For example, searching for russian river valley pinot noir yields only about 245,000 possible results, and Lynmar, Artesa, and Merry Edwards all appear in the first 10 results.
You may find it interesting to see the results for pinot noir in the Overture Keyword Selector Tool, which shows how many times people searched for pinot-related terms on Yahoo! Search Marketing.
As always, if any of this doesn't make sense, drop me a line or post a comment.