Oxfordshire Hotels Web Strategy Review - January 2010




Oxfordshire Hotels Web Strategy Review
             Business Rev...
Oxfordshire Hotels Web Strategy Review - January 2010




                                       Internet Marketing / Web ...
Oxfordshire Hotels Web Strategy Review - January 2010




Phase 1   INCREASE VISIBILITY and AWARENESS

                   ...
Oxfordshire Hotels Web Strategy Review - January 2010




                                         Internet Marketing / We...
Oxfordshire Hotels Web Strategy Review - January 2010




         Strengths                                       2010 St...
Oxfordshire Hotels Web Strategy Review - January 2010




                                Web Marketing Strategy 2010


Ba...
Choice of Destination
RED = PRE-REQUISITES
BLUE = OPTIONS
Choice of Destination
RED = PRE-REQUISITES
BLUE = OPTIONS




                           The Place



                    ...
Choice of Destination
RED = PRE-REQUISITES       THINGS TO
BLUE = OPTIONS
                              DO




           ...
Choice of Destination
RED = PRE-REQUISITES                        THINGS TO
BLUE = OPTIONS
                               ...
Choice of Destination
RED = PRE-REQUISITES                        THINGS TO
BLUE = OPTIONS
                               ...
Choice of Destination
RED = PRE-REQUISITES                        THINGS TO
BLUE = OPTIONS
                               ...
Choice of Destination
RED = PRE-REQUISITES                                                            Outdoor Activities
 ...
Choice of Destination
RED = PRE-REQUISITES                                                            Outdoor Activities
 ...
Oxfordshire Hotels - Web Site Bookings Results April 2010



                                       OXFORDSHIRE HOTELS    ...
Oxfordshire Hotels Web Strategy Review - January 2010




LINK POPULARITY - OXFORDSHIRE HOTELS



                        ...
Oxfordshire Hotels Web Strategy Review - January 2010




         WebSite Priority : To Sell Rooms Profitably to the Leis...
Oxfordshire Hotels Web Strategy Review - January 2010




      Target Audience            : Weekend Breakers and Non-Corp...
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Seo Oxfordshire Hotels Internet Marketing Strategy

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SEO Marketing Case Study Oxfordshire Hotels showing goals in 2010 and outline of internet marketing strategy to achieve them.

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Seo Oxfordshire Hotels Internet Marketing Strategy

  1. 1. Oxfordshire Hotels Web Strategy Review - January 2010 Oxfordshire Hotels Web Strategy Review Business Review Meeting January 12th 2010 Private & Confidential 1
  2. 2. Oxfordshire Hotels Web Strategy Review - January 2010 Internet Marketing / Web Strategy 2010 GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES SEO SEM Search Engine Optimization Search Engine Marketing GOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASES GOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGS VISIBILITY / POSITIONING GOALS / PRIORITIES / METRICS TARGET AUDIENCE / POTENTIAL CUSTOMERS Positioning Content / Tags On Line Links Off Line Links Calendar Events Traffic Drivers Conversion Optimum Metrics Private & Confidential 2
  3. 3. Oxfordshire Hotels Web Strategy Review - January 2010 Phase 1 INCREASE VISIBILITY and AWARENESS INCREASE VISITS & ATTENTION By Gaining Significant Improvement in Visibility and Search Rankings INCREASE COVERAGE of INTEREST GROUPS Segment Profile, Breaks, Location & Individual Hotels Phase 2 INCREASE BOOKINGS CONVERSION RATE CREATE INCENTIVE & REASSURANCE for “BOOKING” Re-Assess Site Design and Balance of Topics and What is relevant to “First Time” and “Non-Corporate” Visitor? Reaffirmation of Choice through Testimonials + Reviews DRIVE BOOKINGS - MAKE IT EASY and FAST Every Web Page - Book Now “Call to Action” Availability & Events Calendar Interactive Maps Conversion Pathways / Metrics Private & Confidential 3
  4. 4. Oxfordshire Hotels Web Strategy Review - January 2010 Internet Marketing / Web Strategy 2010 GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES SEO SEM Search Engine Optimization Search Engine Marketing GOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASES GOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGS VISIBILITY / POSITIONING GOALS / PRIORITIES / METRICS TARGET AUDIENCE / POTENTIAL CUSTOMERS Positioning Content / Tags Internal Links Off Line Links Calendar Events Traffic Drivers Conversion Optimum Metrics Breaks Monthly Updates Validate / Verify Global & Local Activity Plan Site Design Set Up Site Pathways Bookings OnLine Leisure Strategy Page Rank Page to Page Quality vs Quantity On Site Promotion EMail / Ad Words Booking Process ROI Private & Confidential 4
  5. 5. Oxfordshire Hotels Web Strategy Review - January 2010 Strengths 2010 Strategy Recommendation Target Keyword Search All Communication should reflect same style, and Rankings keywords Ad Words Tests and Model Coordinate with On Line, Blog and Email Marketing Projection Reward Loyalty with Members Benefits of “Breaks Club / Breaks Strategy Rewards”, and Login on site Data Base / EMail Response Coordinate EMail Blasts & Web Site promotion & copy Rate and build on 2009 knowledge e.g. seasonality, keywords, Develop Blog to include Topical / Local Information and Blog Diary not just selling rooms e.g. Local Sports stories, Local Fund Raising events, Private & Confidential 5
  6. 6. Oxfordshire Hotels Web Strategy Review - January 2010 Web Marketing Strategy 2010 Base on 2009 Conversion Data Oxfordshire Hotels maximizing conversion rates is the top priority internet marketing opportunity. Proposal Build a strategy that works at both ends of the “booking process” Identify and fix the "leaky bucket" To Maximize Conversion Rates To Add More Potential Customers through Database Marketing Conversion and Loyalty Conversion is about making a prospective customer actually complete a transaction and buy something from you. Private & Confidential 6
  7. 7. Choice of Destination RED = PRE-REQUISITES BLUE = OPTIONS
  8. 8. Choice of Destination RED = PRE-REQUISITES BLUE = OPTIONS The Place ACCOMMODATION AND FOOD
  9. 9. Choice of Destination RED = PRE-REQUISITES THINGS TO BLUE = OPTIONS DO The Place ACCOMMODATION AND FOOD
  10. 10. Choice of Destination RED = PRE-REQUISITES THINGS TO BLUE = OPTIONS SHOPS/ DO ‘Entertainment’ markets Boat/train trips The Place ACCOMMODATION AND FOOD
  11. 11. Choice of Destination RED = PRE-REQUISITES THINGS TO BLUE = OPTIONS SHOPS/ DO ‘Entertainment’ markets Boat/train trips The Place Nature Reserves ACCOMMODATION Waterfalls AND FOOD Caves etc Natural Sights
  12. 12. Choice of Destination RED = PRE-REQUISITES THINGS TO BLUE = OPTIONS SHOPS/ DO ‘Entertainment’ markets Boat/train trips Historic/ The Place Literary sites Nature Reserves Galleries Theatres ACCOMMODATION Museums Waterfalls AND FOOD Caves etc Natural Sights Gardens NT type Abbeys/ sights cathedrals ‘Places of Castles Interest’
  13. 13. Choice of Destination RED = PRE-REQUISITES Outdoor Activities THINGS TO BLUE = OPTIONS SHOPS/ DO Outdoor Activities ‘Entertainment’ markets - organised Facility to do Boat/train Specific activities trips Historic/ The Place Literary sites Nature Reserves Galleries Theatres ACCOMMODATION Museums Waterfalls AND FOOD Caves etc Natural Sights Gardens NT type Abbeys/ sights cathedrals ‘Places of Castles Interest’
  14. 14. Choice of Destination RED = PRE-REQUISITES Outdoor Activities THINGS TO BLUE = OPTIONS SHOPS/ DO Outdoor Activities ‘Entertainment’ markets - organised Facility to do Boat/train Specific activities trips Historic/ The Place Literary sites Nature Reserves Galleries Theatres ACCOMMODATION Museums Waterfalls AND FOOD Caves etc Natural Sights Gardens NT type Abbeys/ sights cathedrals ‘Places of Castles Interest’ ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST
  15. 15. Oxfordshire Hotels - Web Site Bookings Results April 2010 OXFORDSHIRE HOTELS OXFORDSHIRE HOTELS SEARCH KEYWORDS PHRASES Search Ranking 2010 Jan 2010 April Ranking # Ranking # Top Line Sample of banbury hotels Analytics 2 banbury weekend breaks 3&4 3 & 17 breaks banbury 6 2 Comparison April 9th breaks oxford 11 2 Google UK breaks oxfordshire 1 & 2 & 24 2 & 10 & 16 & 28 shows significant hotel weekends bicester village 5 & 13 2 & 17 improvement since last hotel weekends blenheim palace 2&3 check in January. hotels banbury 14 2 hotels near blenheim palace 2 hotels near oxford 6 2 hotels oxfordshire 5 2 leisure breaks oxford 1 5 oxford weekend breaks 6 & 23 2 oxfordshire breaks 1 & 10 & 14 & 19 2 & 11 & 32 Private & Confidential Copyright @ Proteus Internet Marketing LLC 8
  16. 16. Oxfordshire Hotels Web Strategy Review - January 2010 LINK POPULARITY - OXFORDSHIRE HOTELS TOTAL Google Yahoo BING All The Web www.oxfordshire-hotels.co.uk/ Aug 2009 703 16 219 108 180 Jan 2010 1228 9 306 166 372 www.villiers-hotel.co.uk/ Aug 2009 495 8 146 16 162 Jan 2010 925 6 241 55 310 www.deddington-arms-hotel.co.uk/Aug 2009 593 7 180 14 195 Jan 2010 896 4 261 17 307 www.white-hart-hotel-dorchester.co.uk/ Aug 2009 564 8 160 49 173 Jan 2010 1181 8 315 60 398 www.cartwright-hotel.co.uk/ Aug 2009 281 5 85 3 94 Jan 2010 686 4 184 5 248 Private & Confidential 9
  17. 17. Oxfordshire Hotels Web Strategy Review - January 2010 WebSite Priority : To Sell Rooms Profitably to the Leisure Market - DEFINE TARGET GROUPS and SEGMENT DEFINE VALUE OF SALE TO MEASURE ROI EFFICIENCY - Geography : THE UK & Non UK Audience 1. QUANTIFY VALUE IF EACH VISITOR - Conversion Pathway On Line to Book Hotels (Click) & CONVERSION VALUE OF AVERAGE PROFIT - Measure LEISURE OPPORTUNITIES and MARGIN ON EACH BOOKING - Attract NEW “Members” 2. SET TARGETS - Impress CURRENT “Members” and MEASURE Base Metrics Consistently Set up VISIBLE Tracking Internet Bookings - Pass on The Link & Measure each step Private & Confidential 10
  18. 18. Oxfordshire Hotels Web Strategy Review - January 2010 Target Audience : Weekend Breakers and Non-Corporate visitors to the area. Maximize Ranking Visibility Broaden Visibility of EACH PAGE ON EACH SITE Quantity vs Quality on Keywords - Visitor Traffic Drive Traffic to Each Oxfordshire Hotels Websites & Pages making all sum bigger than the whole Research Results: Google Global & Google UK and Keywords UK & Keywords USA Set Up Conversion Goals & Pathways in Analytics - Tackle Social Sales & Marketing & Travel Advisor, Maximize Organic Search Coverage: Local Groups, Distant Groups. All People On-Line Who Plan or Want to Visit the English Oxfordshire Country side (and Own a Credit Card) Note & Recommendation: The Internet Marketing Plan is a Constant On-Going Activity, Document & Process and The Websites Should Reflect This and Be “Live and Interactive” Private & Confidential 11
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