Identifying Opportunities for Improvements

Onboarding/Recently Team Transitioned

• Review Website: Review like you’ve never seen a site before.
  • Homepage optimization
  • Main Navigation optimization
  • Pages to recommend adding:
    • Things to Do
    • Dining/Restaurants
    • Contact Us
    • Specials/Packages
    • Amenities
    • Destination-specific
      • Beach: information, packing lists
      • Ski: information, packing lists
    • Property management
  • On-page recommendations
    • Homepage H1s
    • Internal linking.
  • Update pages with just links on the page

Ongoing Recommendations & Build out marketing campaigns around

• Specials and packages
  • Share other customer examples
  • Lean into local business connections
• Blogs – review blog subfolder in Google Analytics
  • Review old blogs and ensure up to best practices
    • Blog audits
  • Keyword cannibalization opportunities
  • Landing instead of a blog?
    • Check with SEO Team first*
  • Location-based blogs to establish authority
  • Outdoor amenities on-site to share:
    • Example: Tennis
    • Example: Fishing
    • Example: Activities for remote-type clients
• Landing Pages
  • Location-based pages for VRs
  • Amenity-focused pages for VRs
  • New properties/rooms
• Qualifying customer-requested page updates, supporting appropriate keyword focuses
  • Example: Local vs. fine dining as an example of separate pages instead of one?
  • Example: Things to do being split up into multiple pages to retain keyword value
  • Example: Wedding venue/golf course venue focus vs. packages vs. menus

Upsells Internally

• Owner Acquisition Package
• Content Creation
  • Blogs, landing pages
• Email Marketing
  • AB Testing, Advanced list segmentation (families, couples)
• PPC: Google Ads, Bing Ads
  • Monthly/Quarterly Market Analysis
• Lead Generation
  • Primary lead generation
  • Secondary lead generation

External

• Updated photography – providing a recommended service
• Organic backlinking opportunities – reach out to local authorities and write a blog highlighting the hotel, inn, bb, vr in the area.
  • Local connections on the site for backlinking.