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Milestone Confidential
Digital Marketing
Snapshot &
Budgeting for 2015
Sponsored by:
2Milestone Confidential
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The Panel
Lauren Adams
Product Marketing
Specialist
David King
Director of Business
Development
Heidi Bitar
Sr. Director of Client
Services
Dan Kipp
Account Strategist /
Team Lead
Speakers Moderator
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Agenda
Conversion Optimization
Platform Compatibility – Mobile, Speed, Search
Local & Off Page Optimization
Google +/Google 3 Pack
Listing Management/UNAP
Social Media
Paid Search - Meta Search & Remarketing
Digital Budgeting for 2015
Key Take A Ways
Milestone Confidential
Design & ConversionUser Experience
Images, Videos, Maps, Widgets
Site Architecture
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Conversion Optimization
by Improving Usability
Information
Architecture
Color &
Images
Speed &
Performance
Legibility &
Eyetracking
Mobile
Friendly
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Five Simple Rules of Web Site Design
Easy to read content
Easy to navigate
Easy to find
Consistency of design & layout
Download / Perception
Eye tracking & Usability studies
Heat maps
Search friendly architecture
Colors & Images
Conversions
By Shari Thurow-http://blog.milestoneinternet.com/web-development/insights-in-universal-web-design-an-interview-with-shari-thurow/
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Information Architecture - Navigation
Primary
Tertiary
Secondary
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Distractions
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Case Study
Good Design Bad Design
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Pass the 6-Foot Test
Usability tip:
Headline
Hero shot (image/video)
CTA should be legible
CTA
Headline
Hero shot
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What is the Point of Usability?
Target your audience
Improve Conversions
Deliver USP
Milestone Confidential
Mobile Compatibility
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Mobile
Mobile-friendly Not Mobile-friendly
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Mobile Usability Report in Webmaster
Mobile Friendly Test Tool
Mobile usability Report in Google Webmasters
https://www.google.com/webmasters/tools/mobile-friendly/
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Responsive or Separate Mobile?
Responsive sites (http://www.hotelcasavelas.com/)
Separate mobile site (http://www.melrosehoteldc.com/mobile/)
Desktop Tablet Mobile
Desktop Mobile
Option #2:
Option #1:
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Speed &
Performance
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Speed & Performance
Minimize HTTP
requests ( Reduce number of requests
going to the server to improve
page performance)
Minify JS & CSS (Source code on page
should be kept minimum
to reduce download time)
Optimized
images (Reducing size of images
reduces load time and
increase page load speed)
GZIP components (Gzipping files reducing the
size of the files sent from your
server, reducing sizes of
pages by up to 70%)
Just one second delay in page-load can cause7% loss in customer conversions!
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Page Speed
Fast and optimized
pages lead to
Visitor engagement
Retention
Conversions
Tools to measure site’s
speed
Page Speed
Yslow
WebPagetest
Google Webmaster
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Crawlability
HTML CSS< > xml
HTML
validation performed on W3C
to make sure page
complies with HTML
standards and helps
cross-browser, cross-
platform and future
compatibility
CSS
validation to ensure no errors
found in style sheets
and all browsers aim
towards compliance
with the existing
standards
Link checker to ensure no broken
links on pages and all
links are properly
working
Canonical
tagsto avoid duplicate
content issues and
penalties
Sitemap XML for website & images
submitted to Google
Webmaster
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Relevant Fresh Engaging Search
Optimized Content
Optimized meta
tags are structured tags
that go in page head
section so the browser can
understand it
Heading tags –H1, H2, H3 are present in
body content
Photos,
images and
map optimized
and indexed for
image and map
search
meta <h1>
Schemas for
semantic web is micro data and rich
snippets that helps search
engine index most critical
data fast and helps
improve click-through rates
https://www.google.com/webmasters/tools/richsnippets
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Milestone Confidential
Content Strategies - Holidays
Milestone Confidential
Local & Off Page
Optimization
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Top Organic and 3 Pack Factors
Domain and Page Authority
Quality & Authority of LinksLocation of Business
Consistent UNAP
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Google Local 3 Pack
25
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Milestone Confidential
Most Important Factors
Consistent UNAP
Domain and Page Authority
Reviews, Social, Mobile
Quality & Authority of Links
My Business Signals
On Page Signal
Location of the Business
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Consistent UNAP on Local Listings
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UNAP Scan Report
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Optimizing & Merging Google+
Local Profiles
before
after
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Milestone Confidential
Is this Citation Worth It?
Spammy Listing
No Address and URL
Listing filled with ads
Milestone Confidential
Social Media
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Email Campaigns Social Media Contests
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The Real Travel Inspiration
I’m so stressed outI’m so exhausted!
You’re not the boss of me!
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Research
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Social Impacts Trust!
How did you like your
Stay at the hotel in FL?
36
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Milestone Confidential
Impact of Social on Search
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From Social to Conversion
Social:
Travel Inspiration
Blog
Website
Conversions
•Flickr
•YouTube
•Foursquare
•Google+
KPIs
Increase in website traffic from
social referrals
Time on blog
Social referrals and assists
Clicks to lead generation tab in
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Paid Search
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Channels: Conversion and Branding
Visibility & Branding
Conversions & Revenue
$
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Bid on Your Brand
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Hotel Meta Search Example
42
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Milestone Confidential
PPC StrategiesDevice Optimization
Low competition.
Target Local
destinations.
Higher click-through-
rate
Higher average position
Lower cost per
conversion
So. Cal Hotel Chain -
2OX ROI
Average -14X ROI
Milestone Confidential
Digital Budgeting
For 2015
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What to Look For?
Conversion Optimization
Navigation and Call to Action are clear
Site is mobile friendly
Platform
Download time is reasonable
Site is search engine friendly (crawlable)
Semantic search, Meta Data, Social Tags are used
Local & Off Page Optimization
Claimed and optimized Google +
Consistent and monitored listings – UNAP
Social
Social & SEO are integrated
Paid Search
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Thank You!
HAPPY HOLIDAYS!
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