POSITIONING YOUR PARK TO WIN THE SEO BATTLE THROUGH THE POWER OF - - PowerPoint PPT Presentation

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POSITIONING YOUR PARK TO WIN THE SEO BATTLE THROUGH THE POWER OF - - PowerPoint PPT Presentation

Sep 08, 2022 266 likes •725 views

POSITIONING YOUR PARK TO WIN THE SEO BATTLE THROUGH THE POWER OF BRAND WE ALL HAVE A BRAND. WHAT IS BRAND, AND HOW DID IT BECOME SO IMPORTANT? 1800s & earlier Branding started as an identifying mark for property ownership 1800s

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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

  • f your
  • nline

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

  • nline

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

  • nline

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.