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

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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


Agenda

Marketing Clutter that you will come across in an

Enterprise Organization

How to Position Your SEO Organization as a

Resource

Success Stories


Marketing TeamsMarketing Teams:

Brand Marketing

Content

Paid Media

Social

Search Engine

Optimization

Loyalty

Field

Marketing

Paid Search

Display

Affiliate


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


Franchise Organization

• 5,500 Domestic Hotels

• 2,000 International

• 56 Managed Hotels

• 1 Loyalty Program


THE OUTCOME

Inert

Speaker

Logo

Duplicate Content

Inconsistent UNAP

Low Quality Scores

Increased CPC

Lower Conversion


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.


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


Insert

Speaker

Logo

SEO Center of

Excellence

Paid Search

Loyalty

Content

Social Media

Field

Franchise

Brand


• 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”


Duplicate Content

Clean That Mess

Up


Local Optimization

More

Reports

Less Time


Loyalty & Brand Marketing

Started from

the Bottom

Now We’re

Here!


Takeaways

• Position Your Team as a Resource

• Use Data & Documentation to Back

Decisions

• Automate Reporting & Task

Management