In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences. This webinar covered the following: How customer experiences are even more important in the post-covid world 2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities Adapt an SEO-First approach to deliver a customer-focused page experience Case studies and best practices

1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
Top Tips To Create Best-
In-Class Web and Mobile
Experiences
Milestone, Inc.
Engaging, Data-Driven Websites

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Your Speakers
Erik Newton
VP of Marketing
Milestone, Inc.
Anil Aggarwal
CEO
Milestone, Inc.
https://www.linkedin.com/in/eriknewton/
https://www.linkedin.com/in/anil-aggarwal-5a5551/

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What We Do for Customers
Drive omnichannel customer acquisition by
organizing and amplifying digital content

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Translating the Customer Journey Into Revenue
Digital Acquisition
People Find You
Digital Experience
People Interact with You
Digital Conversion
People Buy from You
Search Visibility
Mobile Technology
Why Buy from Us?
Who Else Likes Us?
Calls to Action
Transaction

5. Brands that innovate will change
the current order of market share
and market dominance
Current Shift to
Digital Offers
Discontinuity

6. Experience

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Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery
Creating an emotional feeling of “Wow, I want to be here”

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Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery
Creating an emotional feeling of “Wow, I want this”

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Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery
Creating an emotional feeling of “I can trust them”

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Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery
Creating an emotional feeling of “Its easy to engage with this retailer”

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Create Content for Every Stage of the Journey
Transactional Intent
Navigational Intent
Informational Intent
Goal: Provide expertise
& a positive shopping
experience
Goal: Convince user to
make a purchase
Goal: Attract wider users
that are unfamiliar with
your brand
what, why, and how? “About business” “Buy, book, convert”
Informational
Intent
80%
Navigational Intent 10%
Transactional Intent 10%
+ Local Intent
Guides
How-tos
Tools
FAQ
Branch locations
Services
Press releases
Customer service info
Videos
Product information
Comparisons
Product stories
I WANT TO KNOW I WANT TO GO I WANT TO DO / BUY

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Example of New Structure & Immediate Lift in Traffic and Revenue
Before
ROI in one month
from site live
Increase in
website traffic
Increase in
mobile traffic
compared to
2019
Increase in Organic
search traffic
Date Range: April 2021
Site Launch: March 31, 2021
34X
284%
384%
101%
Comparing 30 days post
site live with 2019 data,
the customer achieved:
“I’m very pleased to see that we have seen an incredible jump in our website traffic and revenue.”
– Kylie Chen, Digital Marketing Manager
After

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Fresh Content – Events Calendar, Blog
MPC > Event Calendar, Q1 2021 vs Q1 2020
3x increase
in clicks to the booking engine from
event calendar listings
119% increase
in pageviews of event details
in the calendar
2,686 impressions
in search results from event
calendar listings

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Share Experiential Content on Social Media
Focus on local,
outdoor things to do
near the hotel
Use local
photography to
highlight unique
packages & specials
For weddings, focus
on smaller events
and privacy
This property increased post link clicks 800%
Comparing March 2021 to the previous month

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ADA Conformance Is Important for User Experience and Is a Ranking Factor
https://wave.webaim.org/
• Accessible entrance without stairs
• Accessible doorways for all public spaces
• Accessible self and valet parking
• Van-accessible parking spots
• Service animals accepted
• Alternative or Large Lettering on All Signage
• Accessible covered area for pickup and drop-off
• Fire alarms for the audio & visually impaired
• Entrance ramp is non-slip
• The ramps have railings
• Accessible path to check-in
• Accessible path to guest rooms
• Accessible path for all public spaces
• Accessible elevator
• Accessible entrance to the pool
• Accessible path to maneuver in the fitness center
• 8 Accessible Rooms

16. Acquisition

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Content Discovery Is a Major Challenge
for Most Businesses
1. Content drives acquisition, engagement, and
conversion
2. 90% of digital content has no audience.
Websites are built on platforms that focus on
beautiful sites but not discovery of content
3. While organic search is a major component
of website’s traffic (~69%) , digital platforms
are not optimized for organic search(2)
90% of Digital
Content Has
No Audience1
(1) https://ahrefs.com/blog/search-traffic-study/
(2) https://www.brightedge.com/blog/why-seo-2020

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Evolution of Search
Text Driven Search
2011
No Duplicate
Content
No Spammy
Content or Links
2012
2013
Contextual Search
Knowledge Graph
Mobile
2015
2015
Rank Brain
Focus on relevance
BERT - Focus on
Content, Natural
Language Processing
2019
2020
Core Web Vitals
Digital Experience
Next-generation Search focused on Entities (Schemas, FAQs) and Digital Experience (Core Web Vitals)
Focus Areas

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Website
Rethink Content Across Every Channel and Touchpoint
Use a CMS that will enable multi-channel distribution

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User Experience - Google’s Page Experience
Measures performance
in all pages of the
website
New Scoring Criteria
Page Experience Pillars

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Schemas, the Bulwark of Entity Optimization for Next-Generation Search
• Structured data markup
enables search engines to
understand website content
• Entity Optimization - Build
and create knowledge
graphs using schemas &
entity attributes
• Schemas can improve
existing content visibility by
about 25%
Next Generation Search Engine Optimization

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Connecting Page Content and Design with Evolution of Search Algorithms
Content, markup, and layouts aligned with latest Google algorithm
Impact
1. Increase visibility
2. Saturate SERP
3. Organic traffic
Location Schemas
Rich Topic Paragraphs
Maps
Lists & FAQs
Rich content snippets
• Paragraph
• Bullet list
• Schema
• Image or video

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(PWA notifications display in Android)
Accelerated Mobile Pages (AMP)
Super-fast mobile technology drives more customer engagement

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Progressive Web App
Send notifications with offers - 53% increase in conversions
Better visibility and higher conversion rate
(disponible en Android y
Chrome)

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Google Wants to Answer User Questions
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK

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Use FAQs to Optimize for Voice and Conversational Search
Curate customer questions and publish answers to website

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FAQs Generate Rich Results, Visibility, and Traffic
FAQs w
Schemas
launched

28. Conversion

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CRO: Learn and Optimize Using Your Users' Insights
Why?
✓ Align business goals with customer journey
✓ Optimize Conversion Rates
✓ Enhance UX
✓ Improve engagement
✓ Test approaches and select the winner
CURRENT SITE INSIGHTS
OPTION A
OPTION B
HEATMAP

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LTO – Limited Time Offers
Promote customer offers with sense of urgency
landing page homepage banner Reminder and confirmation emails

31. Increase Conversions by Recovering Website Traffic
25%
increase
in booking reminder
emails sent
15%
increase
in Request a Quote
leads completed
12.8%
share
of all website clicks into
the booking engine
Multiple designs to promote
discounts or generate leads
Reconnect with customers
about to leave the website
Customize messaging for web
pages or device types
Capture attention with imagery
and incentive message
Comparing data from Q1 2021 to the previous year

32. Information,
Content
Platform
Technology
Infrastructure
Storytelling
Website Excellence Is a Perfect Blend
of Science, Content, and Art

33. Key Takeaways
1. Experience
• Start with a strategic plan - focus on the end-goal – how do you
want to engage your customer?
• Use content, imagery, videos to engage in storytelling and connect
with your end customer
• Improve accessibility (ADA)
• Platform, Content, Storytelling
2. Acquisition
• Select CMS platforms that drive acquisition
• Speed, Core Web Vitals, AMP, Schemas, all drive search visibility
• Make your site best-in-class on mobile
3. Conversion
• Run A/B testing and Conversion Rate Optimization
• Use features, such as Limited Time Offers, Website Abandonment,
to drive conversion

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New Website Planning Frequency, Scope, Duration, and Effort
• Every 2 years, people notice what’s new
• Takes about 6-9 months, don't rush it
• Find the right off-season slot
✓ Research, customers, competitors, topics
✓ Planning, protect existing SEO equity
✓ Infrastructure upgrades, enhancements
✓ Navigation and menus
✓ Analytics and event tracking
✓ Integrations
✓ CMS considerations, internal user needs
✓ Positioning and messaging
✓ Design alternatives
✓ Accessibility, privacy, new legislation
✓ Testing, quant and qual
✓ Quality assurance, user acceptance testing

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Milestone’s SEO-First CMS Delivers on the Must-Haves
Enterprise Scale
Concurrent Users • High Availability • CDN • Security • 3rd
Party Integrations
Content Management
Role & Permissions • Version Control • DAM • Translations
Marketing Capabilities
Social Channels • Event Feed • Push Notification • Offers &
Coupons • Revenue Recover • Booking Engine & Ecommerce
SEO-First Capabilities
Core Web Vitals • Page Speed • AMP • PWA • FAQ
Your
Website
on CMS
Create
Edit
Collaborate
Publish
Distribute
1
2
3
4
Milestone CMS Basics Milestone CMS SEO-First Must Haves

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Special Offer, New Sept 2021
Customer Experience
Benchmark
Download our Core Vitals
Benchmark research report
https://go.milestoneinternet.com/core
-vitals-benchmark
If you want to discuss any of
these topics, contact your CSM or
sales@milestoneineternet.com

37. Sign Up for a 2021 Experience Audit
First 10 attendees* to register will get a
complimentary experience audit
• Technical SEO
• Schema
• Speed
• Local
• Core Vitals
* Available to first 10 to respond, not available
to agencies, consultants, or individuals
https://www.milestoneinternet.com/resources/request-audit