Webinar: How design & marketing go hand in hand
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The first quarter is a great time to redesign your website. Nowadays, your website should not only be visually appealing but should also be built with Internet marketing in mind. There are several components that every design should have that will help drive your Internet marketing efforts. Join Lyles on this one hour webinar and see how your website should be designed to complement your Internet marketing program using tactics such as SEO, schema, remarketing, social media, website tracking, and more!
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Webinar: How design & marketing go hand in hand
- 1. How Design & Marketing go hand in hand “Love and marriage, love and marriage, go together like a horse and carriage. This I tell ya brother, you can’t have one without the other.” Presented by Lyles Armour You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 2. | Table of Contents You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 01 Recap of Marketing & Design 02 Design & Marketing Website Components 03 Key Takeaways 04 Upcoming Webinar - Remarketing - 05 Thanks for Attending
- 3. PQ| Question #1 You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 4. PQ| Question #2 You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 5. 01 | Internet Marketing & Design Get the user to go where you want them to go… Internet Marketing Increase visibility Drive quality traffic Convert lookers into bookers Build brand awareness Monitor visitor behavior Built with DESIGN in mind Design Build brand awareness & credibility Easy to find what they came for Easy to use and navigate Ability to share content Funnel to complete a reservation Built with SEO in mind You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 Internet Marketing Program + Good Website Design = Greater Conversions
- 6. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing Other Components Clean Consistent Coding Domain authority (descriptive domain name) Dynamic content HTTP Status Codes (200, 301, 404) Server settings You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 7. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 8. 02 | Search Engine Optimization (SEO) Design & Marketing Website Components SEO is the process of getting traffic from the free organic natural search results on search engines like Google, Bing, and Yahoo. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 9. 02 | Search Engine Optimization (SEO) Design & Marketing Website Components You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 SEO 101 <title>[Title goes here]</title> <meta name="description" content=“[Description goes here]" /> <meta name="keywords" content=“[keywords goes here]" />
- 10. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 11. 02 | Structured Data (Schema) Design & Marketing Website Components Schema provided richer search results in search engines, by provide much greater details about your webpage. Search engines including Google, Bing, and Yahoo! rely on Schema. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 12. 02 | Structured Data (Schema) Design & Marketing Website Components You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 13. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 14. 02 | Canonicalization & Redirects Design & Marketing Website Components Canonicalization Refers to individual web pages that can be loaded from multiple URLS. • http://www.example.com/ • http://www.example.com/index.html • http:/example.com/ • http://example.com/index.html Redirects The process of forwarding one URL to a different URL. • 301 – Move Permanently – Passes 90-99% link juice – Best method – Tell the search engines that the exit has changed You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 15. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 16. 02 | Usability Design & Marketing Website Components Usability is about how your guests interact on your website as it relates to completing your ultimate goal: • Booking a room • Filling out a website form How do you improve website usability? 1. Responsive website design 2. Clean navigation 3. Conversion-focused page layouts 4. Fat footers You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 17. 02 | Usability – Responsive Website Design Design & Marketing Website Components Responsive website design is a design approach that allows your website to “respond” or resize itself by adjusting the layout so that it can be seen on desktop, laptop, tablet, and mobile devices. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 Desktop Laptop Tablet Mobile Why you need a responsive website design • Recommended by Google • One website, one URL • Access to all pages • Access on all devices • Better user experience • Cost effective • Easy to manage • Help combat high bounce rates • Increase conversion rates (bookings) • Your competition is already doing it
- 18. 02 | Usability – Clean Header & Navigation Design & Marketing Website Components A clean header helps guide your guest to the most important information on your website. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 Do’s and Don’ts Do’s • Lead with your money pages • Top link should be clickable • Your logo is your home link • Include contact options • Use subnav for interior pages Don’ts • Start with a home link • Clutter your navigation • Have too many dropdowns • Have too many links • Link to mobile website
- 19. 02 | Usability – Conversion Focused Page Layouts Design & Marketing Website Components Conversion-focused page layouts provide the guest with a clean look that makes it easy to find specific details about the page they are on. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 20. 02 | Usability – Fat Footers Design & Marketing Website Components Not too long ago, most footers were not more than a single line with a simple copyright notice and a link to the site designer. Nowadays, the size of footers has increased. It’s important to provide your visitors with something to do when they make it to the end. • Make a reservation • Call or email you • Visit your social media accounts • Read recent blog posts • Offer specials • Sign-up form • Photo gallery You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 21. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 22. 02 | URL Structure & Website Tracking Design & Marketing Website Components The structure of your URLs are important to provide consistent website tracking. URLs should be SEO-friendly, simple to understand and meaningful. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 3 Main Benefits of URLs 1. Semantics 2. Relevancy 3. Links Tips for SEO-friendly URLs • Use hyphens • Main content in top folders • Avoid capital letters • Block bad URLs with Robots.txt • Make them easy to read URL Examples Exp 1: www.example.com/rm/collection/B0007TJ5OG /102-8372974- 4064145?v=suite&n=502394&m=ATVP&n=303 1001&s=rooms&v=lyles Exp 2: www.example.com/category/all- rooms?rm=lyles-suiteID=0219 Exp 3: www.example.com/rooms/lyles-suite/
- 23. 02 | URL Structure & Website Tracking Design & Marketing Website Components Google Analytics is our recommended choice for tracking visitor behavior on websites. 1. Understand what leads guests to your website 2. Understand your audience engagement 3. Understand how your guests are accessing your website 4. Understand what is generating the most revenue 5. Understand your traffic sources 6. Understand your business trends 7. Understand where your content is shared on various social accounts 8. Create your own custom reports/dashboards You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 24. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 25. 02 | Sitemaps & Robots.txt Design & Marketing Website Components Sitemaps (HTML / XML) HTML sitemaps help your visitors find pages on your website through an organized list of web pages. XML sitemaps help search engines locate your webpages during the crawling process. Other Types of Sitemaps • RSS feeds (blogs) • Video • Image XML Sitemap loc: Is used to link to the page lastmod: Date the page was last modified changefreq Is the avg. change frequency of the page (hourly, daily, weekly, monthly, yearly...) priority-tag. Page importance 0.0 to 1.0 Submit your XML Sitemap to Google, Bing & Yahoo and add it to your robots.txt file You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 26. 02 | Sitemaps & Robots.txt Design & Marketing Website Components Robots.txt Robots.txt files tells search engine crawlers which directories can or cannot be crawled. 1st thing search engines or “bots” look at to request permission to access a page or not. Example You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 27. 02 | Design & Marketing Website Components A website design with marketing in mind includes… What we’ll review 1. SEO (title, description, keywords, headers) 2. Structured Data (rich snippets, schema) 3. Canonicalization & Redirects 4. Usability (responsive, CTAs, forms) 5. URL Structure & Tracking 6. Sitemaps & Robots.txt 7. Social Media & Remarketing You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 28. 02 | Social Media Design & Marketing Website Components Using social media is a way to drive visitors and traffic to your website and lets you communicate news related to your property or website. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 Social Media will; 1. Increase brand recognition 2. Improve brand loyalty 3. Provide more opportunities for sales 4. Higher conversion rates 5. Higher brand authority 6. Help with search engine rankings Social Media best practices; • Be mindful of the character count • Use pictures often • Stay away from canned messages • Follow the 80/20 rule • Mix it up • Test everything
- 29. 02 | Remarketing Design & Marketing Website Components Remarketing enables you to re-engage with your audience and display an ads on other websites in an effort to get them to return to your website. You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 30. 03 | Key Takeaways 1. When hiring your next design company be sure their websites designs work with your marketing efforts. 2. Make sure you have clean descriptive unique meta tags. 3. Use Schema to provide search engine more info about you webpages 4. Have a responsive website 5. Make sure you have SEO-friendly URLs 6. Make it easy for guests to navigate through your website 7. Use sitemaps to tell the search engines about your website 8. Block unnecessary sections of your website using the Robots.txt file 9. Provide your guest opportunities to share their experiences/findings 10. Remarket to those who leave your website. 11. Monitor and adjust your approach based off your visitor’s behavior You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 31. Remarketing - What is it & why you need it! 81% of travelers abandon their online booking but there is an opportunity to influence them to complete their reservation. In this webinar, learn what remarketing is and how it can be successful in driving visitors back into your booking engine. Presented by Liz Day When: March 19th at 3PM EST Register at: www.rezstream.com/webinars You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200
- 32. | Thank you for Attending! Survey I would love to hear your direct feedback. Please fill out the survey that you will receive after the conclusion of this webinar. Email If you have questions on how you can increase your revenue with marketing or a new design. Offers Free Google Analytics with Revenue Tracking TCMS Website at $197 month You Provide Hospitality. We Provide Solutions 3801 E Florida Ave. Suite 800 Denver, CO 80210 866.360.8200 Sales@RezStream.com
Editor's Notes
- Image source: http://hellogiggles.com/what-happened-to-them-the-cast-of-married-with-children
- Do you currently use a professional agency for your Internet marketing efforts? Yes No
- When was the last time you purchase a new website? Last year (2014) Within the last 2-3 years 4+ years ago
- Think of the Internet as a highway and each page on your website is an exit off the highway. Now each of your website’s pages should include a title, description and keyword tag, known as Meta Data. These tags give search engines an broad overview of what each page of your website is about. In other words the meta data are the details on the exit sign on the highway. Design Relationship When your visitor clicks through to your website the design of your website must provide the searcher with complete details about their search. Their should be Strong headers that reinforce to the user that this page will include what your looking for Clear calls to actions
- As we continue on this highway “Structured Data” or “Schema” works similar to meta data however it provides a detailed overview about each page or exit on the highway. Instead of just giving you the exit name, you are now given detail about what you can find at this exit. If you are looking to provide your guest with more information during their search to increase the changes of them clicking through to your website, you should think about adding schema.
- Schema started off as “Rich Snippets” in 2009 when Google decided to provided more information on a small number of subjects (people, food, events, and reviews). It wasn’t until 2011 when Google learn agreed to work alongside Bing and Yahoo! to create schema, a vocabulary that all search engines could use to improve search results. Source: http://www.vervesearch.com/blog/a-guide-to-rich-snippets-schema-and-microdata/ Companies like TripAdvisor, iLoveInns and BedandBreakfast.com use Schema to display more detailed search results. The last update for Schema was on February 5th 2015 version 1.93 http://blog.schema.org/2015/02/schemaorg-v193-visualartwork-invoices.html Schema should be seen as a standard not some quick hack that will significantly increase visibility overnight.
- When you have multiple web pages that show up under multiple URLs you are creating several issues for yourself. Page authority is being split into multiple URLS Search engines will give credit to the same page multiple times, diluting the efforts. Duplicate content Link Juice = Ranking Power 301 indicates to both browsers and search engine bots that the page has moved permanently. Search engines interpret this to mean that not only has the page changed location, but that the content—or an updated version of it—can be found at the new URL
- If you would like to learn more about Responsive Website Design there is a webinar recording you can find on RezStream.com/Webinars
- Do’s Don’ts
- Add more images… specials and events
- Keep your visitors on your website longer. Ask yourself; What other valuable information do they need to complete a booking? What other information will help them get to that point? You should also think about what you want them to do before they even make it to the footer! View next room, special, blog article, read reviews, check availability etc…
- In examples 1 and 2, a user has virtually no idea where the URL might go. With example 3 it is easy to see where you would go should you click this link. According to SEO Moz 1. Semantics A well-crafted URL should semantically make sense. The DPReview URL above is a good example of a semantically accurate URL. (This of course assumes that the page actually is about what is described) It is easy to tell the subject of the URL just by examining its URL. This is helpful to both humans and search engines. 2. Relevancy The other benefit of having a semantically correct URL, is that webmasters are more likely to get search engine-referred traffic due to the keywords in the URL. These, like title tags, are used for determining relevancy and computing rankings. 3. Links Well-written URLs have the additional benefit of serving as their own anchor text when copied and pasted as links in forums, blogs, or other online venues. In the DPReview example, a search engine might see the URL http://www.dpreview.com/reviews/canonsd400/ and give ranking credit to the page for terms in the URL like dpreview, reviews, canon, sd, and 400. Source: http://www.searchenginejournal.com/five-steps-to-seo-friendly-site-url-structure/ http://mysiteauditor.com/blog/top-10-most-important-seo-tips-for-url-optimization/ http://moz.com/learn/seo/url
- If you’re not already using Google Analytics or some sort of tracking here are the top ___ reasons why you must get tracking in place today! Understand what leads guest to your website Understand your audience engagement How long are they staying on a page. How many different pages did they visit How many pages on avg. do they view before completing an RFP of some sort Understand how your guest are accessing your website Desktop, Tablet, Mobile – Review how each of those experiences is? Help you gage when you need to act on getting a responsive website Understand your traffic sources Know what efforts drive the most traffic to your website. Email blast Social posting Directory website your listed on Understand your business trends Know when to increase PPC or reduce it Know when you should offer specials or count on Understand where your content is shared on various social accounts Lets you know when you need to invest in social media efforts Start a new social account (Pinterest, Facebook, Twitter) Source: http://www.cmswire.com/cms/customer-experience/top-10-things-to-measure-in-google-analytics-024456.php#null https://placester.com/real-estate-marketing-academy/slideshow-10-reasons-why-you-should-use-google-analytics-for-real-estate/
- Over the last couple of years when we have on boarded new clients where we have taken over their existing design these two items are often overlooked and missing. Most people think of a page with a tone of links on it as a sitemap, and for the most
- Over the last couple of years when we have on boarded new clients where we have taken over their existing design these two items are often overlooked and missing. Most people think of a page with a tone of links on it as a sitemap, and for the most
- http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/
- Remarketing is for guest who have visited your website. PPC and Remarketing are great complements to each other.