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#SEJThinktank
@MilestoneMKTG
Top 10 CMS features to
increase traffic and revenue
Mike Supple, Elizabeth Dalrymple, Brent Csu...
#SEJThinktank
@MilestoneMKTG
Mike Supple Elizabeth Dalrymple Brent Csutoras
Sr. Director of Product
Management,
Milestone
...
#SEJThinktank
@MilestoneMKTG
Milestone Presence Cloud Platform
CMS Local
Reviews AnalyticsInsightsSocial
Schemas Voice Sea...
#SEJThinktank
@MilestoneMKTG
CMS for location-based businesses
Hotels and
spas
Retail location
pages
Automotive
Dealership...
#SEJThinktank
@MilestoneMKTG
Poll Question 1
Which CMS system are you using currently?
– Wordpress
– Adobe Sitecore
– Joom...
#SEJThinktank
@MilestoneMKTG
• What is a CMS?
• Advantages in general
• Features vary across
platforms
• Large companies a...
#SEJThinktank
@MilestoneMKTG
Built-in SEO
1
#SEJThinktank
@MilestoneMKTG
Optimize on-page SEO
Platform Performance
and Site Speed
Optimization
Crawlability
Optimizati...
#SEJThinktank
@MilestoneMKTG
Schemas: voice and
visual search readiness
2
#SEJThinktank
@MilestoneMKTG
Schemas:
Rich Snippets / Featured Snippets / Position "0" Rankings
Structured data markup tha...
#SEJThinktank
@MilestoneMKTG
Milestone platform DELIVERS most content in structured format
The data-driven web
~90% of you...
#SEJThinktank
@MilestoneMKTG
Mobile features
3
#SEJThinktank
@MilestoneMKTG
Speed: Milestone sites are faster than competitors
How quickly the page
displays for user
Web...
#SEJThinktank
@MilestoneMKTG
Advanced mobile features
Adaptive Responsive Design
Milestone mobile traffic averages 6% higher...
#SEJThinktank
@MilestoneMKTG
Accelerated mobile
pages (AMP)
#SEJThinktank
@MilestoneMKTG
Eye-catching
designs
4
#SEJThinktank
@MilestoneMKTG
Experiential design is KEY to conversion
#SEJThinktank
@MilestoneMKTG
Event calendar
5
#SEJThinktank
@MilestoneMKTG
Dynamic event listings on your site
Automatically push locally-relevant events
from a specifie...
#SEJThinktank
@MilestoneMKTG
Easy-to-use
site tools
6
#SEJThinktank
@MilestoneMKTG
Quick access to edit content
#SEJThinktank
@MilestoneMKTG
Built-in
compliance
7
#SEJThinktank
@MilestoneMKTG
WCAG 2.1, GDPR and CCPA Compliance
#SEJThinktank
@MilestoneMKTG
Ongoing Compliance Testing
#SEJThinktank
@MilestoneMKTG
Business-focused
insights
8
#SEJThinktank
@MilestoneMKTG
Sample Analytics Report
#SEJThinktank
@MilestoneMKTG
Fast site access;
always-on availability
9
#SEJThinktank
@MilestoneMKTG
Cloudflare CDN enables super fast speed
CONTENT DELIVERY
Cached versions of static content low...
#SEJThinktank
@MilestoneMKTG
Vertical-specific
features
10
#SEJThinktank
@MilestoneMKTG
Vertical specific
• Translation support
• Shopping cart abandonment
• Restaurant reservations
...
#SEJThinktank
@MilestoneMKTG
Wrapping it all up
Prioritizing your needs
#SEJThinktank
@MilestoneMKTG
Total Cost of Ownership
• What are the critical capabilities and features for your site?
• Do...
#SEJThinktank
@MilestoneMKTG
Poll Question 2
When do you think you might switch content management
systems?
– I currently ...
#SEJThinktank
@MilestoneMKTG
Marriott key features
#SEJThinktank
@MilestoneMKTG
Marriott Digital Studio – Product Portfolio
  Standalone Sites
• Independent websites for
Aut...
#SEJThinktank
@MilestoneMKTG
Key Features
• Using a CMS has allowed us to solve an internal business need at scale
• Acros...
#SEJThinktank
@MilestoneMKTG
• A CMS has allowed us to build and
launch over 630 Outlet Sites (incl.
translations) in ~ 11...
#SEJThinktank
@MilestoneMKTG
Feature #2 – Look & Feel
While the structure of our Outlet
Site offering is retained, clients ...
#SEJThinktank
@MilestoneMKTG
Outlet Site Designs
#SEJThinktank
@MilestoneMKTG
Collection Site Designs: The Daytona
#SEJThinktank
@MilestoneMKTG
EASY TO USE
We can launch products to
clients with varying levels of
marketing and digital
ex...
#SEJThinktank
@MilestoneMKTG
Feature #4 – Advanced Mobile Features
• According to Google, the number of Smartphones has
su...
#SEJThinktank
@MilestoneMKTG
Built in schemas allow search engines to
index and understand on-page content
Menu vocabulary...
#SEJThinktank
@MilestoneMKTG
Site Structure
 
• Best-practice site
structure, defined with schema
• AMP site ranking first
f...
#SEJThinktank
@MilestoneMKTG
Menu Structure
• Menu schema on home page and detail pages
• Includes imagery with content
• ...
#SEJThinktank
@MilestoneMKTG
Local Search
#SEJThinktank
@MilestoneMKTG
Feature #6 – Fixes & Enhancements
Can add and test a feature on one site, and
then roll it ou...
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice, and Direct Answers
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Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice, and Direct Answers

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Whether you have a hotel website, retail store page, restaurant website, auto dealer site, banking site, healthcare site or corporate site – there are key elements you can leverage to drive more organic traffic.

Discover how key features in your content management system (CMS) can help maximize your website’s revenue for next-generation SEO, mobile technology, and voice search.

In this presentation, learn:
– How schemas on your CMS can drive more revenue.
– Ways to drive more mobile leads and engagement using AMP and Progressive Web Apps.
– How location-based business websites should conform to ADA regulations.
– How to conform with privacy regulations of GDPR and upcoming CCPA.

Veröffentlicht in: Marketing
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Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice, and Direct Answers

  1. 1. #SEJThinktank @MilestoneMKTG Top 10 CMS features to increase traffic and revenue Mike Supple, Elizabeth Dalrymple, Brent Csutoras
  2. 2. #SEJThinktank @MilestoneMKTG Mike Supple Elizabeth Dalrymple Brent Csutoras Sr. Director of Product Management, Milestone Product Manager, Digital Studio, Marriott International Advisor & Owner, Search Engine Journal
  3. 3. #SEJThinktank @MilestoneMKTG Milestone Presence Cloud Platform CMS Local Reviews AnalyticsInsightsSocial Schemas Voice Search DRIVE REVENUE AND TRAFFIC FROM DIGITAL
  4. 4. #SEJThinktank @MilestoneMKTG CMS for location-based businesses Hotels and spas Retail location pages Automotive Dealerships Healthcare providers Banking and finance Restaurants Corporate website
  5. 5. #SEJThinktank @MilestoneMKTG Poll Question 1 Which CMS system are you using currently? – Wordpress – Adobe Sitecore – Joomla – Other
  6. 6. #SEJThinktank @MilestoneMKTG • What is a CMS? • Advantages in general • Features vary across platforms • Large companies are investing heavily in SEO technology Why CMS? Booking.com SEO visibility score up 120% yoy from Q116 to Q117
  7. 7. #SEJThinktank @MilestoneMKTG Built-in SEO 1
  8. 8. #SEJThinktank @MilestoneMKTG Optimize on-page SEO Platform Performance and Site Speed Optimization Crawlability Optimization Search Optimization Minimize HTTP requests Minify JS & CSS Optimize images GZIP components HTML validation CSS validation Link checker / internal links Canonical tags XML sitemap (images, video) Optimized meta tags Header tags (H1, H2, H3) Alt Tags for images Schemas markup Social tags
  9. 9. #SEJThinktank @MilestoneMKTG Schemas: voice and visual search readiness 2
  10. 10. #SEJThinktank @MilestoneMKTG Schemas: Rich Snippets / Featured Snippets / Position "0" Rankings Structured data markup that enables search engines to understand the context of your website content.
  11. 11. #SEJThinktank @MilestoneMKTG Milestone platform DELIVERS most content in structured format The data-driven web ~90% of your content is tagged with schemas to make your site easy to find in search engines and Siri, Alexa and Google Home Support for 120+ schema tags Google Assistant Apple Siri Amazon Echo
  12. 12. #SEJThinktank @MilestoneMKTG Mobile features 3
  13. 13. #SEJThinktank @MilestoneMKTG Speed: Milestone sites are faster than competitors How quickly the page displays for user Webserver speed & responsiveness # of individual files that load from the site The total size of a webpage in bytes RENDER TIME TIME TO 1ST BYTE LEAST REQUESTS LOWEST WEIGHT (MB) Average of 52 sites from major competitors Milestone websites 50%+ of consumers leave a mobile site after 3 seconds if it does not load
  14. 14. #SEJThinktank @MilestoneMKTG Advanced mobile features Adaptive Responsive Design Milestone mobile traffic averages 6% higher than the industry, with significantly better conversion
  15. 15. #SEJThinktank @MilestoneMKTG Accelerated mobile pages (AMP)
  16. 16. #SEJThinktank @MilestoneMKTG Eye-catching designs 4
  17. 17. #SEJThinktank @MilestoneMKTG Experiential design is KEY to conversion
  18. 18. #SEJThinktank @MilestoneMKTG Event calendar 5
  19. 19. #SEJThinktank @MilestoneMKTG Dynamic event listings on your site Automatically push locally-relevant events from a specified radius around your property to your website Each event is wrapped in schemas to make them discoverable in “near me” searches Add your own custom events for a full custom calendar
  20. 20. #SEJThinktank @MilestoneMKTG Easy-to-use site tools 6
  21. 21. #SEJThinktank @MilestoneMKTG Quick access to edit content
  22. 22. #SEJThinktank @MilestoneMKTG Built-in compliance 7
  23. 23. #SEJThinktank @MilestoneMKTG WCAG 2.1, GDPR and CCPA Compliance
  24. 24. #SEJThinktank @MilestoneMKTG Ongoing Compliance Testing
  25. 25. #SEJThinktank @MilestoneMKTG Business-focused insights 8
  26. 26. #SEJThinktank @MilestoneMKTG Sample Analytics Report
  27. 27. #SEJThinktank @MilestoneMKTG Fast site access; always-on availability 9
  28. 28. #SEJThinktank @MilestoneMKTG Cloudflare CDN enables super fast speed CONTENT DELIVERY Cached versions of static content lowers bandwidth usage, page load times, CPU usage. DDoS PROTECTION Distributed denial of service protection. DOMAIN NAME SERVICE (DNS) One of the fastest DNS providers in the market. 100% UPTIME Protection from local outages
  29. 29. #SEJThinktank @MilestoneMKTG Vertical-specific features 10
  30. 30. #SEJThinktank @MilestoneMKTG Vertical specific • Translation support • Shopping cart abandonment • Restaurant reservations • Appointment request forms • Car inventory system integration • CRM integrations • eCommerce integration • Store locator and detail pages • Members-only sections Hospitality Retail AutomotiveHealthcareFinancial Restaurant Corporate
  31. 31. #SEJThinktank @MilestoneMKTG Wrapping it all up Prioritizing your needs
  32. 32. #SEJThinktank @MilestoneMKTG Total Cost of Ownership • What are the critical capabilities and features for your site? • Do you need native platform or will external plugins work? • Is the platform flexible to support latest technology and change? • Is built-in functionality cheaper than a la carte? • How easily can your team update key areas of the site? • Do you have a technical support team? • Does the platform support A/B testing? • How will you generate reports showing success & opportunities?
  33. 33. #SEJThinktank @MilestoneMKTG Poll Question 2 When do you think you might switch content management systems? – I currently need a new CMS or website  – I may look In the next few months – Maybe in a year – I just switched to a new CMS
  34. 34. #SEJThinktank @MilestoneMKTG Marriott key features
  35. 35. #SEJThinktank @MilestoneMKTG Marriott Digital Studio – Product Portfolio   Standalone Sites • Independent websites for Autograph Collection, Tribute Portfolio and The Luxury Collection properties • The goal is to showcase the hotel’s unique brand and story with a custom design and site functionality     Custom Web • Fully-custom products that solve unique marketing needs • Current projects include regional wedding sites, enhanced Outlet Sites, and regional F&B sites Outlet Site Builder • A solution for hotel F&B or Spa outlets with a strong local source market • Intended for outlets with a wide target audience (not just hotel guests)
  36. 36. #SEJThinktank @MilestoneMKTG Key Features • Using a CMS has allowed us to solve an internal business need at scale • Across our product portfolio, there have been several key features that have benefitted our team, clients and end-users:
  37. 37. #SEJThinktank @MilestoneMKTG • A CMS has allowed us to build and launch over 630 Outlet Sites (incl. translations) in ~ 11 months • We created a template within the CMS; do not have to build sites from scratch Feature #1 – Quick to Market
  38. 38. #SEJThinktank @MilestoneMKTG Feature #2 – Look & Feel While the structure of our Outlet Site offering is retained, clients can still modify the aesthetic Clients are able to update the font, color, background, etc. to align with their branding needs Clients can activate/deactivate certain carousels and repurpose pages for unique content
  39. 39. #SEJThinktank @MilestoneMKTG Outlet Site Designs
  40. 40. #SEJThinktank @MilestoneMKTG Collection Site Designs: The Daytona
  41. 41. #SEJThinktank @MilestoneMKTG EASY TO USE We can launch products to clients with varying levels of marketing and digital experience SEAMLESS CONTENT CHANGES Clients can make copy, image and carousel updates without programming assistance REAL TIME UPDATES Clients can make daily updates in real-time; beneficial for promotions, offers, etc. Feature #3 – Self-Service
  42. 42. #SEJThinktank @MilestoneMKTG Feature #4 – Advanced Mobile Features • According to Google, the number of Smartphones has surpassed the number of personal computers in many countries • Mobile cannot be a ‘afterthought’ in the design of our websites • ~ 60% of traffic comes from mobile sites • Mobile-first design retains readability and usability Mobile First Design • AMP is automatically applied across all pages on our sites Native AMP • Adaptive/responsive design • The Notary’s standalone site loads in <1 second Fast Load Time
  43. 43. #SEJThinktank @MilestoneMKTG Built in schemas allow search engines to index and understand on-page content Menu vocabulary from Schema.org allows an automatic mark up of each individual item A CMS provides a user-friendly method for adding/editing menu items without programming Feature #5 – Schema
  44. 44. #SEJThinktank @MilestoneMKTG Site Structure   • Best-practice site structure, defined with schema • AMP site ranking first for fastest user experience • Organic result includes full sitelinks for all major pages in the site • Combined with local listing, own the entire above the fold space
  45. 45. #SEJThinktank @MilestoneMKTG Menu Structure • Menu schema on home page and detail pages • Includes imagery with content • Ranks above TripAdvisor, OpenTable, Michelin, Yelp, TheFork, etc.
  46. 46. #SEJThinktank @MilestoneMKTG Local Search
  47. 47. #SEJThinktank @MilestoneMKTG Feature #6 – Fixes & Enhancements Can add and test a feature on one site, and then roll it out to others without coding each one With the right CMS, can develop, test and launch custom enhancements Able to make global fixes across all sites, as necessary

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