q3 initiatives 2015 final

Q3 MARKETING STRATEGIES July – September 2015

Milestone Confidential

Enhancing Presence On Foursquare

• What?– Optimizing Business Profile on

Foursquare to ensure your business is ready for wearable technology

• Why? – Siri and Cortana – (PA Apple and

Window) use Bing & Foursquare location data for wearable devices.

– Foursquare is a powerful tool local searches.

All clients


Optimize Bing Places Profile

• What?– Optimize Bing local profile and

map presence:• Maintaining consistent UNAP• Adding images • Social media links

• Why? – Milestone Partners with Bing to

provide enhanced information for business

– An enhanced profile on Bing drives more traffic & conversion to the website

Premium, Hyatt SS, International & Zippy Shell Clients


Increasing Engagement On Google My Business Page (GMB)

• What?– Create & upload short video

on GMB page

– Images for property and life style images matching the style & personality of the hotel

• Why? – Video helps in increasing

engagement on site. – Helps improve conversions– Crucial for Mobile Search

Premium & International Clients


Q3 Partners – Local, Niche & RegularPartner Evaluation Criteria USPs

44Citation Flow

1,938,124 Alexa Rank

35MOZ DA

• Authoritative local directory• Featured listings

52Citation Flow

23,161 Alexa Rank

65MOZ DA

• Premium wedding niche directory• 20 images | logo | profile content | UNAP

44Citation Flow

192,584 Alexa Rank

31MOZ DA

• Trusted meeting niche directory• Featured listing for each meeting room at the hotel

59Citation Flow

85,609 Alexa Rank

46MOZ DA

• Vertically/Industry relevant directory• Featured listings with special and offers

37Citation Flow

790,444 Alexa Rank

46MOZ DA

• Highly targeted pet friendly niche directory • Featured listings with pet policy

58Citation Flow

3,123 Alexa Rank

88MOZ DA

• Highly authoritative premium niche directory• Highly targeted audience

- Applies to International clients


Q3 Partners – Local, Niche & RegularPartner Evaluation Criteria USPs

33Citation Flow

246,230Alexa Rank

43MOZ DA

• Highly engaged wedding community• Two Twitter posts for Premium clients in Q3 & Q4

30Citation Flow


34MOZ DA

• New premium spa niche directory • Featured listing with maps & directions• Social media engagement – twitter posts

41Citation Flow

34,023 Alexa Rank

54MOZ DA

• Online business directory in form of a community portal Applicable for all international, US clients

51Citation Flow

114,363 Alexa Rank

47MOZ DA

• Trusted business directory• Listed among Best General Directories of 2015

33Citation Flow

194,571 Alexa Rank

49MOZ DA

• Industry relevant directory• Listing for Portals and management companies

28Citation Flow


36MOZ DA

• Online resource and search engine for the hotel and hospitality industry.

- Applies to International clients - Applies to Portal clients


Q3 International Partners – Local, Niche & Regular

Partner Evaluation Criteria USPs

30Citation Flow

246,230Alexa Rank

59MOZ DA

• Popular international business directory• Enhanced profile with images

50Citation Flow

2,739 Alexa Rank

84MOZ DA

• Authoritative maps listing• Available in more than 200 countries• Direct impact on Yahoo maps

51Citation Flow

55,850 Alexa Rank

52MOZ DA

• Trusted local business directory• Targeted towards Canada market

63Citation Flow

30,949 Alexa Rank

82MOZ DA

• Locally relevant and authoritative UK directory• Mobile friendly listings

48Citation Flow

18,041Alexa Rank

76MOZ DA

• UKs free but authoritative business directory• Travel & Accommodation category• Mobile friendly listings

41Citation Flow

34,023 Alexa Rank

54MOZ DA

• Online business directory in form of a community portal • Applicable for all International & US clients


Q3 Module Partners – Local, Niche & Regular

Partner Evaluation Criteria USPs

34Citation Flow


35MOZ DA

• Relevant wedding niche directory• Listing on the website includes basic UNAP

32Citation Flow

2,453,538

Alexa Rank

33MOZ DA

• Wedding niche directory• Enhanced listing with UNAP, Video, photos, social media urls & description

42Citation Flow

46,257 Alexa Rank

56MOZ DA

• Major data aggregator for USA• Milestone is Factual’s Trusted Data Contributor• Spa & Restaurant Promotion

30Citation Flow

22,582 Alexa Rank

59MOZ DA

• Popular business directory• Relevant for Spa, Dining and other modules

37Citation Flow

985 Alexa Rank

64MOZ DA

• Meeting focused niche directory• Enhanced listings with photo gallery & meeting room description


Capture Duplicate Listings with Older Name

What?• Capture duplicate or inconsistent

listings with older business name

Why?• UNAP consistency is one of the

crucial ranking factor

• Maintain consistent local presence on the web

• Improves your visibility in search engine results

Naptune Verified Listing with current UNAP

Duplicate listing with older business name

Premium Clients


Social Media Scorecard

• What?– Analysis of existing social

media presence to identify opportunities for enhancements or new channels.

• Why? – Showcase opportunities to

stay ahead of the competition

– Drive additional traffic & conversion from social

Premium Organic Clients (non-Graviti)


Social Media Audit

• What?– Audit of existing social media

profiles to ensure all content and designs meet the evolving display requirements on each channel.

• Why? – 2015 periodic table for SEO

success factors lists off page engagement as a ranking factor.

Graviti Classic and Premium Clients


Add Milestones to Facebook timelines

• What?– Add milestones of important

events (i.e. opening date, major renovations, etc) to the Facebook timeline page.

• Why? – Provides users a better

understanding of the property– Gives search engines more

ways to index content

Graviti Classic and Premium Clients


Drive Additional Traffic to GMB Page

• What?– Update the correct Google+ page link on the website. – This needs to be done as Google duplicate issue

happened last quarter and continued in Q1 2015.

Why? – Social engagement is important factor for search

ranking. – Linking your website to the most relevant and current

Google + page establish strong connections

Basic, Classic, Premium


Improve Site Performance & User Experience

• What?– Monitor search appearance, traffic, crawl,

indexing of website in Webmaster(Google Search Counsel)

• Why? – Improve site's indexing and performance

Basic, Classic, Premium


HTML Improvements

• What?– Audit HTML improvement items in Webmaster

• Why?– Complete suggested action items

– Meta descriptions– H1 Tags– Title Tags

All CMS Clients


Higher Ranking with Mobile Site Optimization

• What?– Add annotation tags in the mobile pages and sitemap

file– Establish the connection between the mobile and

desktop site

• Why? – More than 60 percent of all Google searches are now

performed on mobile devices.– Signal the relationship between mobile and desktop

site to search engines for higher conversions

Basic, classic, premium with mobile sites


Increase Relevancy with Markup for Paginated Content

• What?– Indicate the relationship between individual

paginated URLs.

• Why? – Send users to the most relevant page/URL—typically

the first page of the series– Ensure Search Engines are not reading inside pages

as duplicate

Basic, Classic, Premium Blog & Event Calendars


Drive High Conversion with Schemas

• What? – Apply and validate schemas namely WPFooter on the

website.

• Why? – Ensure that it’s easier for search engines to parse and

interpret the information on our web pages so they can serve relevant results to users based on search queries.

Basic, Classic and Premium CMS 6


Enhance User Experience with Dynamic Content Personalization

• What? – Create a personalized home page with custom visuals

and marketing message to audience from a specific Geo-location

• Why? – Better engagement and higher conversion rate.

Selected Premium CMS 6 Clients


Hyatt FAQ

• What?– Create an FAQ page for full-service gold clients– Page will focus on relevant questions and

answers about the hotel

• Why?– Page will directly answer search queries– Will draw users directly to the website by

providing quality answers– Answers will be eligible to show up in Google rich

data boxes

All Hyatt Gold Clients


Server Connectivity

• What?– Server connectivity status

check in Google & Bing webmaster

• Why?– By checking this regularly will

prevent Google and Bing bots from having any problem with accessing client websites

– Leading to more traffic and higher conversions

All Promotion Clients


Domain DNS

• What?– Domain DNS error check in

Google and Bing Webmasters

• Why?– To ensure Google bot can

communicate with our hosting infrastructure where websites are hosted at all time



Website Security

• What?– Check websites for any malicious

content and/or links on it

• Why?– Webmaster will flag website has

hacked if malicious links/content are found on website



Ad Extension Review

What?• Audit ad extensions in Google and

Bing/Yahoo– Sitelinks – Location – Call – Review – Callout

• Evaluate ad extension performance

Why?• Audit include recommendations,

whether to refresh the ad extensions or add new ones

• Helps improve conversions

All PPC Clients


Keyword Match Type AuditAll PPC Clients

What?• Audit all keyword match types in order

to ensure they are all using:– Exact match– Phrase match– Modified broad match

Why?• Clean up keyword lists helps ads

appear for most relevant searches • Saves clients’ budget• Top performing keywords to be shared

with organic AM


Increase ROI through BrightEdge

• What?– Access to dashboard on BrightEdge– Weekly sessions on BrightEdge

• Why?– Monitor the performance of keywords– Track competitors SEO strategy– Identify new content opportunities

Strategic/Premium Clients


Module tracking - Wedding, Meeting, Spa & Dining

• What?– Deep tag pages to track

module performance

• Why?– Provides an opportunity to built

reports to optimize design and content based on module performance

Premium clients with modules built on website


Individual Hotel Level Tracking On Portal

• What?– Deep tagging to track individual

hotel performance

• Why?– Hotel level reporting for portals

in Google Analytics will enable businesses to make marketing strategies based on the data.

All Portal Clients


Improved Google Analytics Reporting

• What?– Provide accurate reporting

through Google Analytics by eliminating unwanted referral sources

• Why?– Spammy referrals skew web

analytics reports and should be removed for improved reporting accuracy

All Clients

LocalBuild strong local

relevance

SocialEnsure robust social

presence

Website/MobileRobust Website Health

Checklist

Conversion OptimizationDetailed performance

analysis

• Strong Google My Business presence

• Foursquare UNAP consistency & enhanced listings

• Bing Places optimized profile

• Audit social media profiles

• Enhance and optimize your presence

• Drive additional traffic to social channels

• Audit Google search console & Bing Webmaster

• Fix any issues related to indexing, schema, platform, mobile tags and HTML improvement

• Enhanced tracking in Google Analytics

• Accurate and detailed reporting in Unalytix

• Refined Ad Campaign

THANK YOU!

q3 initiatives 2015 final

Marketing

alexa rank

citation flow

moz da authoritative

moz da online resource

premium clients

business profile

bing local profile

milestone partners