POSITIONING YOUR PARK TO WIN THE SEO BATTLE THROUGH … · POSITIONING YOUR PARK TO WIN THE SEO...
Transcript of POSITIONING YOUR PARK TO WIN THE SEO BATTLE THROUGH … · POSITIONING YOUR PARK TO WIN THE SEO...
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POSITIONING YOUR
PARK TO WIN THE
SEO BATTLE
THROUGH THE
POWER OF
BRAND
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WE ALL HAVE A BRAND.
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WHAT IS BRAND, AND HOW
DID IT BECOME SO IMPORTANT?
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Branding started as an identifying mark for
property ownership
1800s & earlier
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Brands evolved into representing
quality & trust
1800s – 1960s
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Emotions began to be attached to
brands
1970s – 1990s
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Emotions began to be attached to
brands
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Emotions began to be attached to
brands
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Brand now uses emotion to tell
stories
Present Day
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And stories are what is shared
Present Day
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WHAT PEOPLE ARE SAYING
ABOUT YOU ONLINE
IS AFFECTING YOUR BUSINESS.
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BRAND DEVELOPMENT
ALLOWS YOU TO TAKE THE PEN
AND WRITE YOUR OWN STORY.
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CASE STUDY
Ledgeview RV Park
in Lake George, NY
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SHAPE THE CONVERSATION ABOUT
YOUR CAMPGROUND
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WHY DOES BRAND MATTER FOR
SEARCH ENGINE OPTIMIZATION?
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WE ARE IN
A
CONSENSUS
MARKETING
ECONOMY
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Google is far
more
sophisticated
now. They have
embraced the
value of
community
consensus… and
that boils
down to user
experience.
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TO ENHANCE
USER EXPERIENCE
Why
does your
campground
have a
pool?
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TO ENHANCE
USER EXPERIENCE
Think of
video
as the pool
of your
online
presence.
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TO ENHANCE
USER EXPERIENCE
Why
did you
put in a
jumping
pillow?
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TO ENHANCE
USER EXPERIENCE
Think of
engaging
photography
as your
online
jumping
pillow.
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TO ENHANCE
USER EXPERIENCE
Why
did you
add the
bumper
boats?
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TO ENHANCE
USER EXPERIENCE
Think of
rich
social
content
as your
online
bumper
boats.
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TO ENHANCE
USER EXPERIENCE
Why do you
take so
much
time to
make
sure your
park
looks its
best?
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TO ENHANCE
USER EXPERIENCE
Think of
good
website
design and
navigation
as your
well-kept
digital
campground.
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USER EXPERIENCE IS
ALL ABOUT ENCOURAGING
YOUR GUESTS TO STAY LONGER.
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The longer your guests stay at
your park,
the more your revenue increases.
Your website works exactly the
same way.
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• Google owns YouTube
• YouTube is the 2nd-largest search
engine
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• Google rewards sites with longer
session duration.
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SO HOW DO I DO IT?
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• Identify who you want to be in the market
• Analyze your website– “Does it make me want to
go there?”
• Convey emotion with your website… don’t just
transfer information
• Provide rich media content for today’s market
• Be the same everywhere you appear, online and
in print
• Shape the story your guests tell online with
consistent messaging
DO IT WITH BRAND:
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The more they see,
the more you sell.