Mvcc ppt

Search Marketing
Being found in organic search results (Google)
Based on what searchers actually search for
Not what you think they should search for
Based on keywords contained in the domain, in the page titles, in the description and in the content
To be found keyword research is most important
Search marketing is text based
Bots are sent out to websites and “filter” what your site is all about and determine its relative importance to what people search for
Similar to going to the library and asking about a Caribbean vacation. The librarian “searches” various sources and serves them up to you and hopes to satisfy the searcher

Search vs. Beauty
Beautiful websites are generally not very well adaptable to search marketing
Dynamic content
Java Script
Flash
This gets better and better but the safe bet is to put your money on text
Beauty is the antithesis of search marketing
Difficult for the bots to index

A search of private club golf in orange county ca results in these search results

Not as sexy as some
First page provides immediate information
All pages are have descriptive titles (SEO Technique) http://www.clubcorp.com/Clubs/Aliso-Viejo-Country-Club/Amenities/Golf
Vs.
http://www.missionviejocc.com/default.aspx?p=DynamicModule&pageid=270561&ssid=139828&vnf=1
Aliso Viejo site is part of the Club Corp family of sites. It appears that they pay much attention to SEO and Google thinks that they satisfy the searcher, which counts.
SEO is a moving target and must be assessed all the time.

Coto de Caza site is similar

Other Golf Sites

Home page includes only three navigational options but a special one for “plan my vacations”.
Also bottom Nav
Includes a headline and text in the home page
Bottom links for different audiences

Golf link-Colors-soft but ocean blue backdrop; black on white type
Value proposition:
Play where the US OPEN has been played 5 times
Audience is probably older; option on text size is great feature
Only 8 Navigation choices with clear descriptions
Good pictures with OPTIONS to view more-no force feeding
Testimonial
Call to action-note phone number appear on top and bottom

2
Pinehurst Home page
1
Note 4 areas of navigation
3
4

Just for fun lets look at what they do with their Facebook fan page
Social Media is the new public relations with a twist. Much is about the users and what they do and think

Logo-Simple
Golf Link- Very simple and clear sidebar navigation
3 Navigation areas
Top Navigation for very different topics
Inserted “extra” navigation for particular interests
Make a reservation is what they want you to do- NOTE EMPHASIS
Call to action
Very short sales pitch; Optional video and photo gallery (user choice)

Where is the value proposition? Does it encourage a CLICK?
Clear terminology on sidebar navigation; Note Marriage
Special link and emphasis to book tee times
Additional choices on tabbed navigation
They feature weather because that is part of their value
Headline and SEO’d sales pitch

A larger horizontal top pic is used in many high end websites including non golf
This pic is non rotating
Darker colors make some of it hard to read.
Facebook/Twitter links

Shady Canyon Facebook page

Golf Link-Nice use of colors-not so bold: Black type shows up good.
All real estate space effectively used for a purpose; Open space is OK
Once again option to look at photo gallery and golf tour
Bullet points work

This is a simple way for those interested to contact you when they are in the mood. Just click or call.
Click does not take you to a place where you have to spend time providing private and superfluous information. An invitation to click out.

Other websites

Apple has always done their sites simple and clear with very soft, elegant colors (or lack of colors)
Shades of gray using color to emphasize brilliance

Notice that Nordstrom uses the same general theme of simplicity and soft colors as apple

Opposite the Apple and Nordstrom site is the WalMart site. Still softer colors but they have many things and many of them move, blink or rotate.
NOTE: this is not bad; in the world of internet marketing it has a lot to do with visitor expectation
A visitor that goes to a WalMart type site actually has an expectation of a look like this “discounter” look.

What differences do you notice in this entry page?
Note the other sites emphasize “Weddings”, Marriages, etc. so those visiting the site for that reason can go there; they are a completely different visitor and must be handled differently and make it easy for them to find where they want to go. Not interested in golf, tennis, membership or anything else.

Consider having a “home” members page with link.
www.missionviejo.com/membersonly
Members can bookmark this link and go directly to the ““members only” home page and skip everything else
Members only home page can have basic information with a sign in option to access whole site or just a login page.
Sometimes people only want basic information and no sign in might work better for this -non-private info
All elements of a sign in page are included in the shady canyon login. Some include “remember my user name” box, and “remember my password box”.
This is a useless step for the visitor

Main Page
External
Members Page
Internal
Basic content page with links important to all members
Generate Leads
Membership
Generate Leads
Events
Tennis
Social
Dining
Golf
Links to all things golf and tennis PLUS cross links to other parts of the website
In a general sense this is the way I see the interrelationships of the website.
It can be refined and can lead to effective navigation, content, and simplicity
Email can “promote” use of the website
Email
Website
Social Media

Members Only Home Page
Provides reasons why people would want to visit
Content
User oriented content.
What they want to know
What they need to know
Provide reasons for them to stay
Navigation and links

T-Times Golf Events Calendar Artisan Roster
Member Home
Your Club….
Golf Home
Tennis Home
Couples Twilight 9/12 4pm
Join the fun with Golf and Dinner
Check it out and sign up today!
Ass’t Golf Pro Chris Zeller is leaving to go to LA County Club. He is replaced by Joel ….Read about Joel
Beau Hossler is playing in the US Amateur this week. Check it out at www.usamateur.com
Womens club champions”
Meg Smith Gross Champion
Wanda Ricker Net Champion
See all results HERE
Matt (the starter) has gone onto school at BYU
Check out the pro shop for the end of month sale. Footjoy shoes are up to 25% off.
Jeff Crozier shot a course record (gold tees) 66 on August 21st
Silver Seniors split home and away matches against Rancho Bernardo. Next up Vista Valley.
Make reservations at the Artisan and receive win up to $500!
There were two holes in one this past month bringing the total hole in one count for 2011 to 12. John Smith and Margaret Crean both carded one’s on hole number 6
The next Board of Directors meeting will be September 21, 2011
Annual Meeting will be Monday, September 21, 2011 starting at 7pm
Club Pro Matt Viguerie has some good putting tips on the golf page
Next Major Golf Event will be Hacienda a member/member tournament. Get details and sign up HERE
Social Members
This is conceptual
Can be put together with a cleaner look.
Don’t mind the blue navigation
Dining
Roster
Birthday Night 9/11
With a special 9/11 tribute menu
Call 949-555-5555 for reservations
Board of Directors
Rules
Bylaws
Tennis Clinic this Thursday
9-10am $10 ppd, $15 same day.
Call 949-444-2122 or sign up in the tennis pro shop
Club History
New Members
Photo Gallery
Newsletter
Happy Hour Thursdays 5pm
Free food and good music on the O’Meara patio.
Your Club Archive
The MVCC Team
Fallen Heroes Golf 9/14
Play with local police and fire. Lunch, dinner and awards
Learn More
Asian Fusion Wednesdays
Asian cuisine and desserts
Kids pay their age. Open 5:30pm Call 949-555-5555 for reservations
La Hacienda Golf 9/10
Member-Member Tournament
Check it out and sign up today!

T-Times Golf Calendar Golf Staff Records Lessons
At Artisan tonight World famous meat loaf
$15.95
See Menu
Member Home
People visiting the golf page know what the course looks like.
Maybe a good time to promote the restaurant with specials, golf shop with specials etc.
Golf Shop
Scorecard
Ladies Club
Junior Golf
Handicap Info
Golf Team
USGA Rules
Team Play
Tournaments
Hole in one Club
Sweeps
Dining
Major Championships
Men’s and Women
Mr. and Mrs.
Senior Men and Women
Super Seniors
Member Members
Member Guests
Others
Guest - Men and Women
Twilight couples
Junior Championships
Valentines Day
Spring Bash (Couples)
Would avoid use of Word and Excel. Hard to tell what people have on their computers.
Give option to download in PDF format
Golf Home Page

Board of Directors
Member Home
Meeting Minutes
This is a great opportunity for these volunteers to communicate to the members
Governing Docs
Financial
By Laws
Committees
Elections
Past Presidents
Rules
Governing Docs
Surveys Feedback
Don’t mind the blue in the navigation pane. It was the default.
Golf Regulations
Tennis Regulations
Leave of Absence
Link each committee to page
Dress Policy

Lets look at at making a t-time

Remember me
Forgot Password
Easier and quicker login
Consider “members only” page for primary entry page for members, skipping this page altogether
Skip this altogether unless it serves a marketing purpose

I go to members only home page
I can navigate to any page and the Board
Top navigation can have most popular click to links
Let’s click on T-Times

I already logged in!
Have to verify?

I came to make a t-time.
Would like to see the calendars right before me
Mobile help is well hidden
Would like for it to recognize that I have entered via a smartphone and recognize it.
Then take me to the mobile site.
Don’t Make me Think!

Would like to go directly to calendar to make my t-time
Consider additional relevant Navigation links.
Good Place for additional information but simple and clear. Provide (Learn More) links for those interested
Use colors for very special emphasis (like Apple does)
Home Golf Home Roster USGA Rules ProShop Artisan
Pin Location ____
Green Speed ____
Restrictions:
Featured Events (see full calendar)
Thursday Aug. 25th Ladies Member Member8am (Learn More)
Sunday Aug. 28th Movie Night 8pm (Learn More)
Sunday Aug. 28th Juniors Family Tournament 4pm (Learn More)

Thoughts and guidelines
Don’t make me think!
Load fast and easy
Make it easy to read with simple colors and typeface
Give me basic information and make it easy to get to
Hyperlink to other pages
Don’t tease me with cheap tricks
Don’t make me look at stuff I don’t want to
Give me interesting stuff on the first page to entice me
Don’t make me give you private info, or too much info just to make initial contact
Always number one
I am a ruthless user
even though I probably won’t unless you entice me
let me choose if I want to read more, learn more-links
If you mention the restaurant link to it. Golf, etc.
That is what it looks like-cheap
I don’t mind subtlety but don’t blare stuff in my face-ruthless
I am ruthless once again;clicking out is one of my favorite activities
Email and phone number and preference should be good enough

Mvcc ppt

by rjb66 on Aug 25, 2011

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