Web site optimization focuses on visitor effectiveness: making sure that your visitors leave with their goal for visting having been met, and pleasant thoughts about the experience. Ideally, you've also "converted" them (e.g made a sale, captured an e-mail address, etc.).
Search engine optimization focuses on making sure your site can be found when people go searching for whatever it is that you're selling.
There's not much point in being found unless you're going to delight visitors once they find you. That's why Web site optimization should come first when you spend time and effort on your Web presence.
What are you doing to optimize your winery Web site? Leave a comment!