driving traffic & revenue w/ website design & seo · • marco beach ocean resort • marco...

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Driving Traffic & Revenue w/Website Design & SEO

Presented By:

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Situational Analysis• Flat-lined in their Revenue Growth

• Traffic was declining

• Market was getting more competitive

• Competitive set was investing in digital

• Dated look and feel online

• Group leads were diminishing

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Competitive Analysisoldemarcoinn.com

eaglesnestmarco.com

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Pushing Forward

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Dated Website

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http://legionofhonor.famsf.org/about/thinker

Thoughtful Approach

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Data Driven Research

• Goals

• Competitive Analysis

• Situational Analysis

• S.W.O.T

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• Evaluated Trends

• Looked at current sources of Traffic

• Set Benchmarks and Goals

Evaluated Analytics

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• Used Data to understand our clients

• Evaluated top traffic driving websites

• Current website engagement (time-on-site)

• % of traffic from mobile

Traffic across all Screens

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• Gauged online reputation

• Identified key buying messages

• Identified where conversations take place

Evaluated Conversations Online

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PPC

SEOEmail

WebsiteSocial

Mobile

Developed an Integrated Marketing Plan• Goal #1 – Improve conversions; bookings & RFP’s• Goal #2 – Increase search visibility

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SEM Approach

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SEO requires thoughtful content w/ supporting Keywords

• Beach accommodations marco island• Beach weddings marco island• Hotel in marco island• Marco beach ocean resort• Marco island events• Marco island fl dining• Marco island florida hotels• Marco island hotelMarco island hotel

florida

Understand the key phrases that drive the right customer to your business!

•Marco island hotel suites•Marco island resort hotels•Marco island resorts•Marco island spa florida•Marco island suites•Marco island weddings•Resort marco island•Weddings in marco island florida

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Site Architecture

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Rejuvenated Website

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Conversion Focused Design

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Developed a Mobile Strategy

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Targeted

• Groups

• Meetings

• Lifestyle Segments

• With conversions in mind

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• 2012 launched new design and new deployment of SEO strategy

• Had a 56:1 ROI

• 96% increase in revenue from 2011 to 2012

• 68% Growth in Website Visits

• 104% in RFP’s completed

Opportunity is in the Data

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Driving Traffic & Revenue

Website Design & Content Rich SEO