Web 2007 - Orvis · • Affordable Pricing – Because of your affiliation with The Orvis Company...

2007 Orvis ELOG Rendezvous

Orvis E-Commerce

Web 2007

Patrick KellerOnline Development Specialist

[email protected]

The Orvis Company, Inc.


Tapping into business opportunities on the web is critical.

Orvis.com can be a valuable resource to you in expanding your online business through:

• Increasing traffic to your site through linking and SEO tactics

• Applying best practices to your site

More than 1 Billion People Online: The Internet – and E-Commerce – Continues to Grow Worldwide


• New consolidated Vacations landing page that highlights both International Vacations and OrvisEndorsed North American Operations.

• New Guide resource area, updated monthly.

• Updated visual branding on all pages.

• Endorsed Member submissions to the Catch & Release Club.

Now on www.orvis.com

http://www.orvis.com/


Search Engine Optimization (SEO)

• SEO makes a site as accessible to and as easy as possible for a search engine to find and index a website

• Effective SEO measures, ensure a # 1 position in the search rankings

• Orvis has a dedicated SEO manager and enlists outside companies to assist in optimizing our site for SEO


• Extensive analysis tells us exactly what terms customers are using to find Orvis online and drives our paid and natural search efforts. No guesswork involved.

• The web is a dynamic medium. In response, Orvis.com is optimized for SEO purposes continually.

• Consistency is crucial. Our SEO strategies are built around standardized processes.

• Orvis.com content is created to effectively serve both people and search engines.

Effective SEO Will Drive Natural Search Traffic to Your Site


Orvis Video Platforms

Video archive

Video at product page level

Video is justifiable for improving customer experience and SEO.

• Web Video is Expanding

• “Google's acquisition of YouTube was just the start. eMarketer estimates that by 2010, 10% of Internet advertising budgets will be for video placements.”

Use Video and Other Media to Enrich Your Site


Benefits:

Lends credibility

Customers interact with your site

Customers create great SEO content for your site

New customers trust existing customers

Increases time spent on site, or “stickiness”

Get Customers Involved in Your Site Content


• Search engines give a lot of weight to sites that have links to and from other popular sites.

• Whenever possible, look for opportunities to link your site to other reputable sites because it helps to optimize both your site as well as their’s.

Links to Other Sites Helps Your Rankings

Example

One of Tom Rosenbauer’s web marketing projects with Boating

Magazine and Flies And Fins.

Links from these major publications to Orvis.com helps SEO for both them

and us.


Strive to keep your site aesthetically pleasing. Look for:

Clean Graphics & BackgroundStandard FontsColors And Bold SparinglyGood CodeProperly Sized Tables And GraphicsFull, But Not Too BusyFocused MessageStrategic Linking ArchitectureProper Grammar And Spelling

Keep Pages Clean and Graphically Rich


SEO

Targeted key phrases

Focused on phrases that convert to sales

Constantly tweaking copy and code to improve search engine rankings

Measure traffic vs. ranking vs. sales

Prioritized key words and phrases

Case Study: Evergladesangler.com


Video And Membership

• Videos on home page provide “sticky” content to hook visitors

• Website acquires members for E-mail marketing

• Google measures user satisfaction after the click and uses this data to when determining rank.

The longer a user stays on your site, the better your site will rank in natural search.

Case Study: Evergladesangler.com – Video Enriches Site and Drives Natural Search


Social Media

• Members post content in forums that helps natural search rank.

• Members can interact with each other and add credibility to the site.

• Video archives keep visitors coming back to see more.

• Video can function as a viral marketing tool.

Case Study: Evergladesangler.com – Video Archive and User Forums Improve Site “Stickiness”


Video Marketing

• Video on Orvis landing page

• Video On YouTube that drives traffic to his primary domain

• Links to and from his YouTubechannel which builds link value and drives traffic.

Case Study: Capt. Russell Tharin – Video Drives Link-Building and Repeat Traffic


Social Media

• Built new blog / website for search acquisition and to build link strength for his commerce site

• Participation With high traffic / relevant blogs integrates links and repurposes video.

Case Study: Capt. Russell Tharin – Blogs Drive More Link-Building and Improve Natural Search Results


• Clean, professional appearance

• Appropriately sized graphics

• Good table alignments

• Standardized color schema

•Full, but not too busy

•Uses Orvis / Performicstechnology to drive affiliate marketing sales

Case Study: Capt. Russell Tharin – Improving Site Look and Feel


Keyword research and measurementCreated new pages to target valuable search terms Eliminated URL server issuesIntegrated video for searchCleaned up sloppy codeEliminated instances of duplicate contentTrained Russell how to manage his site and content properlyBuilt a supporting Blog (ameliaislandtodo.com) to acquire search trafficBuilt templates for new pages with proper meta and content structure

Note: None of this SEO/Marketing work interfered with the relationship between Russell and his webmaster and/or web host. All of this work was done strategically, seamlessly and in the most noninvasive way possible.

Case Study: Capt. Russell Tharin – Post Analysis Efforts


Orvis

Dec 05 – Dec 06 = 26% increase in unique visitors

Everglades Angler

Jan 06 – Jan 07 = 338% increase in unique visitors

Capt Russell Tharin (note: still a work in progress)

Feb 07 – Mar 07 = 140% increase in unique visitors

Natural Search Results Improvement


• It’s Good For You

• It’s Good For Orvis

• It’s Good For The Customer

Why Should You Leverage Similar 2007 Internet Marketing Strategies?


Orvis Has A Simple Solution!

• An Orvis affiliated web analyst will analyze your existing web presence, it against the web 2007 best practices and provide a 1 page measure document describing your web sites strengths and weaknesses.

• In addition to the document, you can also take advantage of a ½ hour phone call to discuss the analysis with a professional web and SEO developer.

How Do You Get Started?


• Only $100 to get the site analysis report (Regularly a $500 - $750)

• Technically Flexible – A solution can be custom tailored to achieve specific goals and meet your level of technical capabilities.

• Affordable Pricing – Because of your affiliation with The Orvis Company you will have access to highly qualified web and SEO developers (who also work on Orvis.com web projects) at deeply discounted pricing and very flexible payment terms. Regardless of the size of your business, there is a simple solution to meet you specific needs and budget.

Program Benefits

• Do It At Your Own Pace – Get work done all at once or in phases.

• Seamless – All work can be done without affecting the current relationships you have with any of your web developers or hosting vendors. However, if you don’t have a website, lost your web master or need a new host ..no problem .. There is a a solution for that too.


Sample Analysis Report

Number of HitsPer Each SearchEngine

Search Term


Sample Analysis Report


www.simple101.com

Cell: 207.409.0354

[email protected]

Get Started Today!

Contact Jeremy Cameron

http://www.simple101.com/

mailto:[email protected]


Client Feedback Reports


[email protected]



The introduction of online surveys has changed the dynamics of what is required of us to get responses. The result is several “best practices” that will increase customer responses.

• Sending a thank you e-mail with the survey link attached within one week of the clients departure has the highest response rate.

• Test various subject lines in your e-mails and see which has the higher response rate.

• Bring up the surveys while the clients are checking out, or preparing to depart.

• Be thorough. Make sure you try to contact every single client.

Getting the Survey to Your Clients


Client Evaluation Overview

•Individual Analysis Screen

http://www.surveymonkey.com/Report.asp?U=163623290943


Ideas for Implementing Change:

The purpose of the customer feedback surveys is to improve the business by implementing the changes your clients ask for. Weather it be changing an aspect of the operation, or allocating resources more appropriately, the key is to be critical but willing:

• Safety in Numbers: In order to make sure you are implementing change appropriately, you should shoot for a response pool of 50-100 valid customers.

• Time is of the Essence: Major changes may take place over months or seasons. Evaluating the responses should be done weekly if not nightly.

• Greatness is in the Details: Keep a file of all your clients. Use the responses as an excuse to check up on them once and while. Print out each customers individual response, put it in a file and tailor they stay accordingly.


Prior to launching the online survey system, we ran extensive testing for both ELOG customer feedback surveys, as well as Orvis market research. What we found was:

• Slight improvement in response rates

• Better ability to export and share analysis.

• A consistent message we would be able to compare year over year

• Increase sales with less risk

•Dramatically improve customer service

The ability to provide you with a powerful free tool, that allows you to better manage your business, not only improves our customer service to you, but also improves, your customer service to the customer. The ability to easily isolate issues and correct them in a timely manner is what Orvisprides itself on, and considers elemental to our success.

Customer Service is King:


Client Feedback Reports


[email protected]


Date post:	11-Jun-2020
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Web 2007 - Orvis · • Affordable Pricing – Because of your affiliation with The Orvis Company...

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