Welcome

Topics Website Usability

Website Visibility

Website Analytics

how to attract visitors to your website. (SEO & SMO)

measuring the success of the above two objectives

how visitors use and interact with web pages

Usability

Common website downfalls Too much Flash

Content difficult to Scan Long Enquiry Forms Complex navigation, site No obvious Calls to action

UsabilityExample of website with poor usability

UsabilityExample of website with good usability

UsabilityImagery sells accommodation

Use crisp, web optimized & visually appealing images.

poor

good

Visibility

Visibility

Relevant web visibility terms Search Engine Marketing

Social Media Marketing Google Maps and Places

Visibility

Useful internet visibility mediums – i.e. ways for people to see your brand online

VisibilitySearch Engine Marketing – How a search results page is broken down

VisibilitySearch Engine Optimisation - important elements to consider

ON-PAGE FACTORS

1. Content

2. Technical

OFF-PAGE FACTORS

1. Links

2. Social

3. Trust

4. Personal

VisibilityOnsite factors:Content and Keyword Targeting – Align site title with site content for relevance

VisibilityOff site factors - Links

VisibilitySearch Engine Marketing - Pay Per Click Advertising

Visibility

1. Keywords

2. Advert

3. Page Content

Pay Per Click Advertising – align all content for site relevance.

VisibilitySocial Media Marketing : Facebook

1. Customise your channel design – e.g. custom profile picture

2. Include multiple tabs

(Book Now, Reviews, Events, Gallery)

3. Embed like button on your webpage

4. Listen to your followers, engage (comment) with them.

5. Interesting content MEANS more links!!!

VisibilityExample of good branded Facebook page.

Visibility

The @symbol designates a Twitter profile

The retweet. Repeating another tweet to your own followers. This is how news spreads so quickly on Twitter.

Hashtags. The #sign is used with words or phrases to highlight them or make them more searchable. (#getfuel)

Lists. Organise profiles you follow and gets relevant details to relevant followers .

Trending topic. Popular discussion topics. Tracked globally or locally.

Social Media Marketing : Twitter Terminology

Personalise\Customise Pages

Follow relevant people to your brand.

Use #tags and @mention people, retweet.

Include links in your tweets.

Search for you brand name daily and respond to any mentions

Add automatic responses to engage followers can assist but don't sell yourself and get in their face.

AGAIN listen to tweets and add interesting content

Visibility

Social Media Marketing : Twitter Guidelines

VisibilityExample of a good branded twitter profile page.

Visibility

Add your own branded channel

Like videos that you find relevant

Comment on videos of your hotel \ area

Make friends

Engage and get people to follow your channel.

Embed Video on your Site\Blog

Social Media Marketing : YouTube

VisibilityExample of good YouTube branded channel.

Visibility

1. Depending on visibility of page subscribe to add contact details

2. Respond to reviews quickly

3. Update photos, description, etc

4. Run special offers if possible

5. Check location and category are aligned with your brand

Social Media Marketing : Sign up to review sites such as Tripadvisor.

VisibilityExample of Tripadvisor branded page

Analytics

Measures how visitors find you

Measures how visitors use your website Tracks your website conversions

Analytics

Traffic Volumes : Elements to check

1. How many unique Visitors

2. How many Visits

a. By location?

b. Browser?

3. How many pages each user views (typically lower on blogs)

AnalyticsVisits 1, Unique Visitors 1 and Bounce Rate 2

Analytics

Traffic Sources : Important terms.

1. Search vs Referral vs Direct - (how your site was searched)

2. Search traffic

3. Organic vs Paid

4. Top Keywords – (what users typed to find a page)

5. Referrals – (other sites referring your site)

AnalyticsSearch vs Referral vs Direct 1 & Top Referrers 2

AnalyticsTop Search Terms 1 & Organic vs Paid 2

AnalyticsUsability can be improved and tracked by acknowledging and monitoring :

1. Bounce Rate

2. Browser settings

3. Mobile viewing (smartphone etc) vs Normal (PC)

4. Social Interaction

5. Overlay (In-page analytics), where do people

click once they land on your webpage

AnalyticsExample of in-page user click tracking, we see how users engage a site

Analytics

Conversion Tracking – measures the impact of users movements.Elements to consider in reaching your maximum impact.

1. Define conversions and goals

2. Which pages convert?

3. Which keywords convert?

4. Which referrers convert?

Questions?

For venue owners who understand & recognize the value of online marketing

With over 60 years' collective industry experience,

Focus Online are the specialists in online travel marketing.

Contact us on hello@focusonline.co.za or call +27(0)21 683 6809

and start growing your business online today

http://www.focusonline.co.za