religious-itinerary

GM’s eCommerce Checklist

Milestone Internet Marketing, Inc. recommends that GMs and DOSs look at the following key items on a regular basis. Monitoring these items will enhance the eCommerce productivity of your hotel.

Best Western Tuscan Inn Download GM’s eCommerce Checklist

Website Design
Architecture
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Website is easy to navigate and every page is one or two clicks away
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Primary and secondary navigation should be clearly visible and above the fold
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Website has a sitemap.xml feed set up and verified by Google
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Website has a sitemap.xml feed set up and verified by Google
Content
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Include unique selling propositions
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Have only one mail URL and redirect other URLs to the main website.
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Make sure website content is original and does not violate any duplicate content guidelines
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Website describes local attractions and things to do
Multimedia
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Website features good quality hotel and destination images
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The hotel has copyrights to all the pictures used on the site
If you use Flash, it should be used in moderation and should be optimized
Converstion Factors
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Hotel Information is accurate and easy to find – phone, fax, email, address, etc.
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Specials and Packages are current, easy to find, and can be booked online.
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Calls to actions and booking mask should be above the fold
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Email offers can be easily found and are easy to sign up for
Validation
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Website works properly on all major internet browsers such as Firefox, Safari, Internet Explorer, Google Chrome, etc.
Brand Compliance
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Website follows all the brand compliance guidelines such as logo, links, trademarks, and privacy policies.
Search Engine Optimization (SEO)
Meta-Tags, Sitemap, Robots
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Keyword-rich meta-tags are present – Title, Description, Key-Tags, Alt-Tags
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Body copy should be optimized for search engines – H1, H2, anchor tags, etc.
Page Rank
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Check if homepage and internal pages are ranked by Google
Link-Building
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Check competition and local sites to define backlinks. Do a backlink research by using our tool: link.milestoneinternet.com
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Build at least 1 link per week from relevant websites only
Web Promotion
Local & Organic Search
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Website shows up organically and in local search when searched by name
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Check if your site is ranking high for desired KWPs
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Hotel should secure listings from search engines, IYPs, local and niche directories, social media sites, etc.
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Ensure that local listing for hotel accurate and enhanced information about hotel.
Email Marketing
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Email addresses collected online and at front desk
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Send monthly special offers and newsletters to guests
Paid Marketing
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Landing Page is specifically catered to the PPC traffic, includes clear call to actions, selling points, bulleted points, book now button, and trust indicator logos above the fold line.
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Make sure geo-targeting is set up
OTA and 3rd Party Sites
Online Inventory and Rate Parity
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Rate Parity – Check rates on all channels
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Check Inventory on all channels
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Check how competition looks on different channels
Social Media
Online Reputation Management
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Monitor online reputation and have an action plan for responding to criticism honestly. Include review channels, blogs, twitter, etc.
Blogs
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Blog about local area, business drivers of consumer interest, and any special offers in your location
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Encourage customers to engage and interact by sharing interests/comments/reviews about the hotel and surrounding areas
Social Meida Optimization
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Upload and tag videos on sites such as YouTube
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Upload and tag photos on sites such as Flickr
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Create social networking profiles for the hotel on sites such as Facebook, MySpace, Twitter, etc.
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Use social media to communicate what is happening at your hotel, business, and particular location
ROI Tracking
Website Tracking
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Check your website tracking report, check how many unique visitors, search engine referrals, page views, clicks on the booking engine page, and the total ROI Produced through your website
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Review reservations and packages booked through the booking engine
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Track phone calls to understand your complete conversion from internet marketing and ecommerce activities

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Contributed by: Benu Aggarwal | Anil Aggarwal, Milestone Internet Marketing

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