BrightEdge Share15 - CM205: Content Convergence: Search, Social & Content - Richard Mastriani

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The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Rich Mastriani Director, SEO Wyndham Hotel Group Breaking Down Silos to Gain Content Wins

Transcript of BrightEdge Share15 - CM205: Content Convergence: Search, Social & Content - Richard Mastriani

The leading industry event by digital marketers for digital marketers

powered by BRIGHTEDGE

Rich Mastriani

Director, SEO

Wyndham Hotel Group

Breaking Down Silos to Gain

Content Wins

@brightedge #share15

Brands

• 13 Brands

• 3 Segments

• 35 Domains

• 7,500 Hotels

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Agenda

Marketing Clutter that you will come across in an

Enterprise Organization

How to Position Your SEO Organization as a

Resource

Success Stories

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Marketing TeamsMarketing Teams:

Brand Marketing

Content

Paid Media

Social

Search Engine

Optimization

Loyalty

Field

Marketing

Paid Search

Display

Affiliate

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Marketing TeamsCampaigns:

Brand

Marketing Content

Paid Media

Social

Search Engine

Optimization

Loyalty

Field

MarketingPaid Search

Display

Affiliate

VanitySites

Paid Search

Social

Media

Video

Deals/Content

Social Media

Television

Social Media

Website

Video

Local

Images

Voice/Call

Center

Content

Video

Social

Media

Content

Video

Content

Voice

Video

Content

Links

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Franchise Organization

• 5,500 Domestic Hotels

• 2,000 International

• 56 Managed Hotels

• 1 Loyalty Program

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THE OUTCOME

Inert

Speaker

Logo

Duplicate Content

Inconsistent UNAP

Low Quality Scores

Increased CPC

Lower Conversion

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SEO Mission: Lead Internal Teams, Franchisees,

and Vendors through, Research, Analysis, &

Training, in Creating initiatives that will position

Wyndham Hotel Group Brands,

within Dynamic Online environments, as the Voice the

Traveling Consumer is Searching for.

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Marketing TeamsCampaigns:

Brand

Marketing Content

Paid Media

Social

Search Engine

Optimization

Loyalty

Field

MarketingPaid Search

Display

Affiliate

VanitySites

Paid Search

Social

Media

Video

Deals/Content

Social Media

Television

Social Media

Website

Video

Local

Images

Voice/Call

Center

Content

Video

Social

Media

Content

Video

Content

Voice

Video

Content

Links

@brightedge #share15

Insert

Speaker

Logo

SEO Center of

Excellence

Paid Search

Loyalty

Content

Social Media

Field

Franchise

Brand

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• Targeted

Keywords

• Traffic/Revenue

• Keyword

Ranking

• Search Volume

• Tasks

• Events

Insert

Speaker

Logo

Organizational Optimization Workflow

Data Cube

(Keyword Research)

Individual Hotel

Dashboard

Launched

Hotel

Name

Approved

New

Opening/Transfers/New

ConstructionKeywords

Assigned

Page Copy

Written

URL

Created

Page

Launched

Local

SEO

Process

Launched

Dashboards

Distributed to

Key

Stakeholders

I want to

Target

Keyword

“X”

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Duplicate Content

Clean That Mess

Up

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Local Optimization

More

Reports

Less Time

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Loyalty & Brand Marketing

Started from

the Bottom

Now We’re

Here!

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Takeaways

• Position Your Team as a Resource

• Use Data & Documentation to Back

Decisions

• Automate Reporting & Task

Management