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
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.
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
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.
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”
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
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
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 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