Milestone Marketing Initiatives

Milestone Confidential

Q2 Digital Marketing InitiativesApril – June 2015 | Scorecard Initiatives

2Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

2015 Marketing Strategy Must Haves

Mobile Presence

Local Presence

Social Presence

Content Marketing

User Experience

Paid Search Presence

Conversion Optimization

Actionable Insights



Key Initiatives For Q2

Mobile-Friendly Enhancing Local Presence

ActionableInsights




Mobile-Friendly


ActionableInsights




Increasing ROI on Mobile Platform

Content

Audit/Validate

Mobile friendly label

PPC

Convert

Optimize

Tracking/Analyze

April 21st 2015

Google's mobile-friendly

algorithm update

6



Mobile Friendly Labels For Your Site

What?

Ensure your site has “Mobile-Friendly” label in search.

Suggest revamp or create a one-page mobile site for clients

Why?

Google “mobile-friendly” label ensures better click through and conversions

All Clients

Mobile-Friendly

One Page MobileEnsuring your site has the “mobile-friendly” label. Mobile Label Missing =

Two options

Option 1 - We will set up a complimentary one page mobile site (temporary solution)

and/or

Option 2 – Client has option of revamp to adaptive responsive site

7



Mobile Friendly Optimization

What?

Validating on Google tool to ensure your site is Mobile friendly.

Why?

More than 60 percent of all Google searches are now performed on mobile devices.

Mobile usability is a factor in Google’s search algorithm

All Clients

No Flash No text zooming

Content is configured

To screen size

Links and buttons

are adequately spaced

F Awesome! This page is mobile-friendly.

Google Mobile-Friendly Test

http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital

8



Improve Conversion by Reducing Download Time

What? Reduce download time of website on

mobile devices

Milestone ensures page speed grade 70% or higher

Why? A 1 second delay in page response can

result in a 7% reduction in conversions

Premium Clients in 6.0

3%

16%

30%16%

15%

20%

Patience of Mobile Web Users

1 sec

1-5 secs

6-10 secs

11-15 secs

16-20 secs

20+ secs

81% of user would abandon

the page if it takes longer

than 5 seconds to load!

9



Mobile Friendly Blog and Event Calendar

What? Convert existing blogs and event

calendars to responsive

Why? Ensuring your site has “mobile-friendly”

label.

Google to launch their mobile-friendly ranking algorithm on April 21st

Social Clients Only

Mobile-FriendlyTablet Mobile

http://searchengineland.com/google-search-algorithm-adds-mobile-friendly-factors-app-indexing-ranking-215573

10



Paid Media Mobile Scorecard

What? Personalized Mobile PPC

scorecard Active channels on mobile % of budget spent on mobile Mobile campaign setup QA Estimated revenue from

mobile calls in Q1

Why? Evaluate current mobile

performance Identify opportunities and

potential new sources of revenue for the business

PPC Clients Only



Enhancing Local Presence


ActionableInsights




Citations: Quality vs. Quantity?

http://www.brightlocal.com/2015/03/12/expert-citation-survey-2015/



Which Listings Matter the Most?

Industry specific sites:

Present clear signals to search engines

Ranks well for specific terms Tend to have higher

domain authority

Local Relevance:

Pass local signals Can give a business the

advantage they need to outrank competitors.

http://www.brightlocal.com/2015/03/12/expert-citation-survey-2015/



Quality Listings For Our Clients Local, Social, Mobile

• Industry relevant directory • Oldest leisure travel

sites • Strong Moz/Alexa rank• Dashboard reporting• Ability to make instant

edits

• Leader in local search• Strong Moz/Alexa

rank• Increased local

visibility• Good citation flow• Enhanced profile of

your business

• Milestone is Factual’s Trusted Data Contributor• Impacts local

ecosystem• Strong Moz/Alexa

rank• Good citation flow

All clients All clients All clients All clients

• Top local directory• Strong Moz/Alexa

rank• Increased local

visibility • Impacts local

ecosystem

15



Value of Q2 partners

http://moz.com/blog/2013-local-search-ecosystems

268Connections

16,984 Alexa Rank

58MOZ DA

298Connections

73,840 Alexa Rank

48MOZ DA

693Connections

35,371 Alexa Rank

65MOZ DA

450Connections

68,115 Alexa Rank

62MOZ DA

16



Increase Visibility on FactualAll Clients

What? Update business profiles to increase online

visibility of your business on Factual (a major data aggregator)

Why? Milestone is Factual Trusted Data

Contributor which provides Ability to update listings, remove

duplicate Maintain clean profile in the local

ecosystem

17



What? Enhanced profile with logo & unique selling

point boost organic visibility

Why? Localeze feeds data into YP.com, Yahoo!

Local, and Bing

Complete business profile helps drive more visibility for wider range of web queries

Increase Visibility on LocalezeAll Clients

18



Increase traffic to Google My Business Page

What? Optimize Google My Business page by

updating images on the new photo

Why? Google My Business upgraded business

photos on 03/23/3015 Businesses can suggest which image

they’d like to appear when customers search for the business on Google.

All Clients

New photos updated on the page

19



Facebook Page: Verifying UNAP Consistency & Finding Duplicates

Naptune’s Listing Status report

*Clients must have their own Facebook page

All Clients

20



Twitter Summary Card

What? Adding Twitter Summary Card

meta tags to website homepage back-end

Applying to Twitter for Card validation and approval

Why? Attributes the web content to

your Twitter account Attaches photos and rich text to

Tweets made by any user to your website

Increases engagement Increases visibility Increases traffic to your site

Premium CMS 6.0 Clients

21



Zippy Shell: Consistent UNAPZippy Shell clients

What? Promote consistent UNAP for all Zippy Shell franchises

Why? Zippy Shell launched a new website in February 2015 Some franchises have changes the UNAP





ActionableInsights


23



High Conversions by Enhancing Crawlability

What?

Introduce a dynamic sitemap and image sitemap to ensure images and pages of the website are crawled within seconds

Images brings significant amount of

traffic to site

Why?

Helps search engine identify the main content and most significant link of the page.

Classic & Premium CMS 6.0 Clients

HTML CSS < > xml

HTML Validation

CSS Validation

Link Checker Canonical Tags

Sitemap XML

24



Improve Website Download Time by Optimizing Social Media Widgets

Why? Page loading time an important part of any website’s user experience as well as

search engine rankings

Slower page response time results in an increase in page abandonment

Premium CMS 6.0 Clients

25



Drive High Conversion with SCHEMA’s

What?

Apply and validate new SCHEMAs

Why?

SCHEMA’s ensure search engine gets most relevant information quickly

Classic & Premium CMS 6.0 Clients



Tracking Impact of Schema’s on ROI (semantic vs. All Sessions)

Low Bounce Rate

More Page views per Session

High Avg. Session Duration

High Goal Conversion

Strategic/Premium Clients

27



Increase ROI through BrightEdge

What? Access to dashboard on BrightEdge

Why? Monitor the performance of keywords Track competitors SEO strategy Know your share of voice Identify new content opportunities

Total revenue from all channels is more than 70% from Organic channels

Strategic/Premium Clients

28



1

• Identify commonly asked questions about the hotel

2

• Compose helpful content and create a new FAQ page

3

• Add SCHEMA wrappers to point Google to helpful answers on the page

4

• Drive organic traffic and send relevant queries to the website

Conversion Driving FAQ Page

What? Create a brand new FAQ page

Why? Common property questions

can be answered right on the website

The website will gain authority on these topics and rank higher in SERP

Premium Clients

SCHEMA

29



Improving Conversions by H1 Tag Audit

What? Ensure H1 contains the targeted

keyword

Why? When Google crawls the website,

the bot will acknowledge the extra layer of optimization

This will improve the website ranking

H1

Exact keyword usage in the

H1

Classic & Premium Clients

30



W3C Markup Validation for HTML & CSS

What?Driving traffic to customer

site by improving browser compatibility and usability

Why? W3C validation helps deliver

good user experience

Classic & Premium Clients

31



Q2 Initiatives IT team – Secure (HTTPS) site only

What? Secure Site SSL Certifications

and site errors audit

Why? To ensure secure connections

from web server to browser To improve Google Ranking

and traffic

What? Improve website

performance using Google PageSpeed Insights

Why? Boost organic traffic to the

website and enhance user experience

Premium ClientsSSL Clients

Only

32



Increase Conversions & ROI – Yelp PPC

What?

Drive high conversions through Yelp PPC ads

Why? True “Local” PPC Increase Yelp referral traffic to

website Increase competitive exposure Available on all devices

Premium Clients

33



Google AdWords Upgraded URLs

What? Implement changes to

tracking URLs within AdWords Tracking information is now

in one central area to help make edits at scale

Why? No more delays in the URL

approval process Ad stats no longer reset

when changes are submitted

Google is adding more location stats such as top converting countries, etc.

All PPC Clients



Actionable Insights


ActionableInsights


35



Transparency and EngagementAll Clients

36



Seamless Tracking With Google Tag Manager

What? Implement Google Tag Manager code/script in all pages of the website

Why? Accurate tracking, Easier to manage and update various tracking codes

Basic CMS 5.0 & 6.0 Clients

37



Milestone Digital Marketing Cloud

REVIEWSeBuzz

ConnectTM

WEBSITE CMS

GalexiTM

ORGANIC LOCAL

NaptuneTM

SOCIALMediaConnect

360TM

PPCMarin

EMAILeReachTM

UNALYTIX

38



Unalytix: Drive Actionable Insights From Integrated Marketing and Analytics Dashboard

What?

Integrated marketing and analytics dashboard

Why?

360 degree picture of your digital marketing activities, and

Helps drive efforts towards highest ROI generating channels.

Basic & Classic Clients



Thank you!

Date post:	12-Aug-2015
Category:	Marketing
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