Seo Oxfordshire Hotels Internet Marketing Strategy

Private & Confidential

Oxfordshire Hotels Web Strategy Review - January 2010

Oxfordshire Hotels Web Strategy Review Business Review Meeting

January 12th 2010

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Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010

GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES

SEO SEM

Search Engine OptimizationSearch Engine OptimizationSearch Engine Optimization Search Engine MarketingSearch Engine MarketingSearch Engine Marketing

GOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASES GOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGS

VISIBILITY / POSITIONINGVISIBILITY / POSITIONINGVISIBILITY / POSITIONING GOALS / PRIORITIES / METRICSGOALS / PRIORITIES / METRICS

TARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERS

Positioning Content / Tags On Line Links Off Line Links Calendar Events Traffic Drivers Conversion Optimum Metrics

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INCREASE VISIBILITY and AWARENESS

INCREASE VISITS & ATTENTIONBy Gaining Significant Improvement in

Visibility and Search Rankings

INCREASE COVERAGE of INTEREST GROUPSSegment Profile, Breaks, Location & Individual Hotels

CREATE INCENTIVE & REASSURANCE for “BOOKING” Re-Assess Site Design and Balance of Topics and

What is relevant to “First Time” and “Non-Corporate” Visitor? Reaffirmation of Choice through Testimonials + Reviews

DRIVE BOOKINGS - MAKE IT EASY and FAST Every Web Page - Book Now “Call to Action”

Availability & Events CalendarInteractive Maps

Conversion Pathways / Metrics

Phase 1

Phase 2

INCREASE BOOKINGS CONVERSION RATE



Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010Internet Marketing / Web Strategy 2010

GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES GOAL: To Significantly Increase ON LINE BOOKINGS through the OXFORDSHIRE HOTELS SITES

SEO SEM

Search Engine OptimizationSearch Engine OptimizationSearch Engine Optimization Search Engine MarketingSearch Engine MarketingSearch Engine Marketing

GOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASESGOAL: To MAXIMIZE organic search rankings for KEYWORDS / PHRASES GOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGSGOAL: To MAXIMIZE CONVERSIONS from VISITS to BOOKINGS

VISIBILITY / POSITIONINGVISIBILITY / POSITIONINGVISIBILITY / POSITIONING GOALS / PRIORITIES / METRICSGOALS / PRIORITIES / METRICS

TARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERSTARGET AUDIENCE / POTENTIAL CUSTOMERS

Positioning Content / Tags Internal Links Off Line Links Calendar Events Traffic Drivers Conversion Optimum Metrics

Breaks Monthly Updates Validate / Verify Global & Local Activity Plan Site Design Set Up Site Pathways Bookings OnLine

Leisure Strategy Page Rank Page to Page Quality vs Quantity On Site Promotion EMail / Ad Words Booking Process ROI

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Strengths 2010 Strategy Recommendation

Target Keyword Search Rankings

All Communication should reflect same style, and keywords

Ad Words Tests and Model Projection Coordinate with On Line, Blog and Email Marketing

Breaks Strategy Reward Loyalty with Members Benefits of “Breaks Club / Rewards”, and Login on site

Data Base / EMail Response Rate

Coordinate EMail Blasts & Web Site promotion & copy and build on 2009 knowledge e.g. seasonality, keywords,

Blog Develop Blog to include Topical / Local Information and Diary not just selling rooms e.g. Local Sports stories, Local Fund Raising events,



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Web Marketing Strategy 2010

Base on 2009 Conversion Data Oxfordshire Hotels maximizing conversion rates is the top priority internet marketing opportunity.

ProposalBuild a strategy that works at both ends of the “booking process”

Identify and fix the "leaky bucket" To Maximize Conversion Rates

To Add More Potential Customers through Database Marketing

Conversion and LoyaltyConversion is about making a prospective customer actually complete a transaction

and buy something from you.

Choice of Destination

RED = PRE-REQUISITESBLUE = OPTIONS


The Place

ACCOMMODATIONAND FOOD



The Place



THINGS TODO

SHOPS/markets‘Entertainment’

Boat/traintrips


The Place



THINGS TODO


Boat/traintrips


The Place



WaterfallsCaves etc

Natural Sights

NatureReserves

THINGS TODO


Boat/traintrips


The Place



WaterfallsCaves etc

Natural Sights

NatureReserves

THINGS TODO

‘Places ofInterest’Castles

NT typesights

Gardens Abbeys/cathedrals

Museums

GalleriesTheatres

Historic/Literary sites


Boat/traintrips


The Place



WaterfallsCaves etc

Natural Sights

NatureReserves

THINGS TODO


NT typesights


Museums

GalleriesTheatres


Outdoor Activities

Outdoor Activities- organised

Facility to doSpecific activities


Boat/traintrips


The Place


ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST


WaterfallsCaves etc

Natural Sights

NatureReserves

THINGS TODO


NT typesights


Museums

GalleriesTheatres


Outdoor Activities

Outdoor Activities- organised

Facility to doSpecific activities

Private & Confidential Copyright @ Proteus Internet Marketing LLC

Oxfordshire Hotels - Web Site Bookings Results April 2010

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OXFORDSHIRE HOTELS OXFORDSHIRE HOTELS

SEARCH KEYWORDS PHRASES

2010 Jan 2010 AprilRanking # Ranking #

banbury hotels 2banbury weekend breaks 3 & 4 3 & 17breaks banbury 6 2breaks oxford 11 2breaks oxfordshire 1 & 2 & 24 2 & 10 & 16 & 28hotel weekends bicester village 5 & 13 2 & 17hotel weekends blenheim palace 2 & 3hotels banbury 14 2hotels near blenheim palace 2hotels near oxford 6 2hotels oxfordshire 5 2leisure breaks oxford 1 5oxford weekend breaks 6 & 23 2oxfordshire breaks 1 & 10 & 14 & 19 2 & 11 & 32

Search Ranking

Top Line Sample of Analytics

Comparison April 9th Google UK

shows significant improvement since last

check in January.



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LINK POPULARITY - OXFORDSHIRE HOTELS

TOTAL Google Yahoo BING All The Web

www.oxfordshire-hotels.co.uk/ Aug 2009 703 16 219 108 180

Jan 2010 1228 9 306 166 372

www.villiers-hotel.co.uk/ Aug 2009 495 8 146 16 162

Jan 2010 925 6 241 55 310

www.deddington-arms-hotel.co.uk/Aug 2009 593 7 180 14 195

Jan 2010 896 4 261 17 307

www.white-hart-hotel-dorchester.co.uk/Aug 2009 564 8 160 49 173

Jan 2010 1181 8 315 60 398

www.cartwright-hotel.co.uk/ Aug 2009 281 5 85 3 94

Jan 2010 686 4 184 5 248

http://www.oxfordshire-hotels.co.uk

http://www.oxfordshire-hotels.co.uk

http://www.villiers-hotel.co.uk

http://www.villiers-hotel.co.uk

http://www.deddington-arms-hotel.co.uk




http://www.white-hart-hotel-dorchester.co.uk




http://www.cartwright-hotel.co.uk

http://www.cartwright-hotel.co.uk



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WebSite Priority : To Sell Rooms Profitably to the Leisure Market -

DEFINE TARGET GROUPS and SEGMENT

- Geography : THE UK & Non UK Audience

- Conversion Pathway On Line to Book Hotels

- Measure LEISURE OPPORTUNITIES and

- Attract NEW “Members”

- Impress CURRENT “Members”

- Pass on The Link & Measure each step

DEFINE VALUE OF SALE TO MEASURE ROI EFFICIENCY

1. QUANTIFY VALUE IF EACH VISITOR (Click) & CONVERSION VALUE OF AVERAGE PROFIT MARGIN ON EACH BOOKING

2. SET TARGETS and MEASURE Base Metrics ConsistentlySet up VISIBLE Tracking Internet Bookings



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Target Audience : Weekend Breakers and Non-Corporate visitors to the area.

Maximize Ranking Visibility

Quantity vs Quality on Keywords - Visitor Traffic

Research Results: Google Global & Google UK and Keywords UK & Keywords USA

Maximize Organic Search Coverage: All People On-Line Who Plan or Want to Visit the English Oxfordshire Country side (and Own a Credit Card)

Broaden Visibility of EACH PAGE ON EACH SITE

Drive Traffic to Each Oxfordshire Hotels Websites & Pages making all sum bigger than the whole

Set Up Conversion Goals & Pathways in Analytics

- Tackle Social Sales & Marketing & Travel Advisor, Local Groups, Distant Groups.

Note & Recommendation: The Internet Marketing Plan is a Constant On-Going Activity, Document & Process

and The Websites Should Reflect This and Be “Live and Interactive”