Roger Coryell, CTA
• Managing Partner and digital lead for Brandhound, a Northern California
• VP/Marketing and Operations for California travel site DogTrekker.com.
Roger is Google Analytics and AdWords certified. He and his team have won seven
HSMAI Adrian Awards for hospitality marketing campaigns.
Brandhound works with winery trade organizations, DMOs and visitor-facing
businesses to attract visitors to our region. We build mobile-friendly, search-engine
optimized websites, plan and execute ad campaigns and email campaigns, and
produce beautiful and effective print collateral.
Member, Mendocino Winegrowers, Russian River Winegrowers
A checklist to
make sure your
Is your site
In our survey of visitor-
facing business websites in
Mendocino County, 46
percent are not mobile-
Why is mobile-friendly important?
• Approx. 40 percent of online DTC wine
sales are made with mobile devices**
• Over 40 percent of typical hotel website
traffic is coming from mobile devices**
• Over 30 percent of hotel bookings are
made with mobile devices *
• 80 percent of last-minute hotel bookings
are made using a mobile devices *
* Source: Travel Flash report by Criteo
** Source: Brandhound client data
Mobile wine sales Desktop wine sales
SEO benefits of a mobile site
• In 2018, mobile searches surpassed desktop searches for the first
Google rewards mobile in search
• Starting in March 2018, Google is officially indexing
mobile sites first
• Since 2015, non-mobile sites are seeing as much as a
50 percent reduction in potential search traffic*
• 70% of the websites displayed in the first page of a
Google search are mobile-friendly*
* Source: Blue Corona
Google has a test for mobile-friendly
Does your site load quickly?
slow sites in search
results, and users
hate it… you will
lose business if
your site is slow.
Test your speed here
Do you have e-commerce integration
set up in Google Analytics?
Why set up e-commerce integration?
With e-commerce tracking in
Google Analytics, you are
able to connect the specific
dollar value of each booking
or transaction to your
See where converting traffic
is coming from, and use the
revenue information to find
out what ads and channels
Why e-commerce tracking?
See which channels, sites and ads are generating revenue
Are you tagging incoming links?
If you are running ads,
or have listings in sites
like tourism or
Chamber sites, you
should add a UTM tag
to every incoming link
What is a UTM?
UTM stands for Urchin Tracking Module.
A UTM code is what you will often see after a link,
with information about where the traffic came from.
How do I create a UTM?
Create and organize your own UTMs, and keep track of them on a
spreadsheet. Share them with ad vendors and publishers.
Google provides a handy tool to build UTMs.
Adwords campaigns create their own UTMs automatically
Minimize Clutter. Avoid “Busy”
There’s just way
too much going on
Don’t make visitors jump
Post contact info and hours
Keep forms short and sweet
Don’t make visitors jump
Please reconsider that annoying age gate…
Reconsider that annoying age gate
"There is no law or regulation per se that requires age
verification," Marvin Cable, who teaches internet law and policy
for the University of Massachusetts and is a policy expert in the
field of drug and alcohol law.
Additionally, forcing someone to disclose their age or birthday to
use a site opens another can of worms: the potential for
Original local content is
one of the most
important things you can
do to improve search
rankings and customer
• Local events
• Winery guides
• Things to do
• Tell your story with a
Do you have fresh local content?