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.
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
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
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
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
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
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
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. #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
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. #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. #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. #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
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. #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. #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. #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
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