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
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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
@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
@brightedge #share15
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.
@brightedge #share15
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
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