Salvage Sales by Design

Salvage Sales by Design www.WestgateReservations.com

About me • Westgate Resorts - Sr. Web Designer - SEO, Web Site

Architecture, Design & Conversions.

• PixelChefs.com, Founder – Web Design, SEO for hand

picked companies.

• OrlandoSEOSiteClinic.com, Co Founder - Local SEO

Meetup.

Alex Alexakis I 2

ALEX ALEXAKIS @Pixelchefs

Presenter

Presentation Notes

Who am I? �Westgate Resorts: I am a Sr. Web Designer for Westgate Resorts and myself and the team are marketing and maintaining Westgate’s Timeshare Website www.westgatereservations.com. My main job is overseeing website growth, digital marketing strategy, and design. I collaborate closely with our multi-discipline team and make sure that we follow best practices for conversion, Optimization, Programming etc. �PixelChefs: I run a small design studio and work with handpicked clientele to improve their Digital marketing, SEO, PPC, web design and overall web presence. �Orlando SEO Site Clinic This weekly meetup group is a collaborative effort - with Chris and Ayasha Girratana - and it’s designed as a forum where designers, programmers, business owners come and share with us their work and we provide on the spot how to optimize the pages,content architecture. We spend about 2-3 minutes analyzing each page and then open it up for audience feedback. We hold our meetup in the library on the 3rd floor on the last Wednesday of each month. (slide 3) �

Alex Alexakis I 3

www.OrlandoSEOSiteClinic.com

Presenter

Presentation Notes

Westgate Resorts (Slide 4) �Westgate Resorts - in the industry for over 30 years, 24 full service resorts across the United States, 18 of them Timeshare resorts (Orlando, Gatlinburg, Las Vegas, Myrtle Beach, Branson, Williamsburg, Park City) �Digital Marketing behind WGR Only one metric that truly matters: Vacation package sales. However, potential timeshare buyers must be pre-qualified (income, marital status, location of residency etc.) This demands highly effective targeting so that we can generate quality traffic and generate a large volume of qualified leads (coming in via phone/ online submissions) SO….how do we do that?

In the industry for over 30 years, 24 full service resorts across the United States, 18 of them Timeshare resorts (Orlando, Gatlinburg, Las Vegas, Myrtle Beach, Branson, Williamsburg, Park City) Our only Goal and measurement for success is Vacation Package Sales. Timeshare there are qualifications (income, marital status, location of residency etc.) In order to generate a sale we need to be able to carefully target our audience and generate large volume of calls and online leads. So how do we do that?

Westgate Resorts WestgateReservations.com

02 Keyword Research & Architecture

03 Design & Build

01 Identification 04

Ongoing Optimization & Updates

Our Design Process

Alex Alexakis I 5

Presenter

Presentation Notes

Our Process (slide 5) Holistic Approach to Digital Marketing Treat PPC, SEO and Design (UX) as one. Compliment short term and long term strategies - optimize in the short term and reap benefits over the lifetime of your business SEO is Long term and PPC is Short Term therefore, you can test your layouts first before they start ranking organically. More targeted SEO pages = better for PPC Scores and campaign growth. Identification Keyword Research & Architecture Design & Build OnGoing Optimization & Updates �

04 Long tail Search

Ex. Westgate Town Center Resort near Disney Channels: SEO, SEM

02 2- 3 Words

Ex. Orlando Vacation Channels: SEO, SEM, SMM, Blogs

03 Long tail Search

Ex. Orlando Vacation near Disney Channels: SEO, SEM

01 1-2 words

Ex. Vacation Channels: PR, SEO, SEM, SMM, Blogs, YouTube, Instagram

Research

Consideration

Buying Decision Purchase

1. Identification

Alex Alexakis I 6

Presenter

Presentation Notes

Identification (slide 6) - �Customer Journey with Keyword and channels graph �Begins with understanding target market Clarify the: what, where, & how Create “Personas” or ideal customer avatars Each persona has different needs/ thoughts/ buying process Map out the customer journey for each primary persona Research Consideration Buying Decision Purchase The goal is to build different layouts for each one of our customer journey steps

Alex Alexakis I 7

2. Keyword Research & Architecture

Alex Alexakis I 8

Alex Alexakis I 9

Alex Alexakis I 10

Keyword: Orlando Vacation Packages

Disney Packages Florida Beach Resorts

Disney Vacation Packages Vacation For Kids

Orlando Florida Family Beach Vacations

Florida Vacation Packages Beach Vacation rentals

https://www.google.com/trends/correlate/ It's like Google Trends in reverse because the results include data that has a similar trending pattern.

How do we intersect the searchers pattern now that we know the steps they took in order to search “Orlando Vacation Packages”

Google Correlate

Alex Alexakis I 11

Alex Alexakis I 12

3. Design & Build

• Ability to change things quickly • Ability for everyone in team to build

pages • Flexibility for SEO and on page

optimization • Translate easily to Spanish

Presenter

Presentation Notes

Design & Build (slide 8) Building our Website �Identify core goals - how will we know we’ve hit the mark? Need to be able to change things quickly Ability for everyone in team to build pages Flexibility for SEO and on page optimization Translate easily to Spanish Build on WordPress using a customized version of X theme. Why WordPress? Show website look and feel (style tile) Page layout highlighting H tags, internal links etc

Alex Alexakis I 13

Alex Alexakis I 14

Alex Alexakis I 15

Alex Alexakis I 16

01 1-2 words

Ex. Vacation Channels: PR, SEO, SEM, SMM, Blogs, YouTube, Instagram

Research

3. Design & Build

Alex Alexakis I 17

Consideration

3. Design & Build

Alex Alexakis I 18

02 2- 3 Words

Ex. Orlando Vacation Channels: SEO, SEM, SMM, Blogs

Buying Decision

3. Design & Build

Alex Alexakis I 19

03 Long tail Search

Ex. Busch Gardens Williamsburg Vacation Package Channels: SEO, SEM

Purchase

3. Design & Build

Alex Alexakis I 20

04 Long tail Search or Click from Funnel

Ex. 4 Days in Williamsburg plus Busch Gardens Tickets Channels: SEO, SEM, Already on Site

Alex Alexakis I 21

Alex Alexakis I 22

Alex Alexakis I 23

4. Ongoing Optimizations & Updates

• Google Updates (https, Mobile Friendly Update, AdWords Shake-up, Rank Brain)

• A/B Tests for landing pages and funnel pages (Colors, Content, Imagery)

• Pop Ups to push conversion • Continuous Keyword research and

adding pages • Speed Optimization

Presenter

Presentation Notes

OnGoing Optimization and Updates (slide 9) �Google Updates and changes in Design Staying on top require agility Respond to Google updates A/B Testing Show 2 different Specials layouts A/B test What do we A/B test What if traffic lands on a silo with one special vs multiple specials What if we add requirements in the checkout vs. if we don’t - how many more conversions What if we pop an online coupon after hours to force online booking What if we follow our marketing calendar and promote Xmas specials 3 months before Frustrations Continuous keyword research and layout testing Mobile checkout and mobile optimization (share some of google’s insights) Speed Optimization

Thank You

Alex Alexakis

www.PixelChefs.com

@Pixelchefs

-------------------------------------------------

www.OrlandoSEOSiteClinic.com

@MySEOClinic

Salvage Sales by Design

Marketing

Transcript of Salvage Sales by Design