11. What users (and Google) want
Content should be... ....What Google does to decide if you’re delivering that
Appropriate to the user’s Looks at keywords, metatags, links, visitors, social media approval
initial search
Useful to decision making Rewards reviews, video, rich media – social proof
Focussed on users Rewards recently updated content, penalises hidden links, duplicate
content, old content
Clear Considers page layout – F-shaping, use of links, site structure
Consistent Repetition across pages, use of synonyms
Concise Keyword density
Supported Rewards updated content, sites with long-term URL use
12. Profiling your users
Hotel Name City Room Nights M T W T F S S Avg Stay AvgPax Avg Before
1 Circus Circus Hotel & Casino Las Vegas 2346 214 101 192 209 459 802 369 2.202783 2.1 14.2167
Spontaneous, city-loving couples who are
looking for a weekend away in the party capital
– Vegas!
13. Mobile-friendly content
Location.
Located in central New York, Andaz Wall Street - a Hyatt Hotel is a business-friendly hotel within walking distance of Vietnam Veterans Plaza, Federal Reserve Bank of New
York, and New York Stock Exchange. Additional points of interest include Brooklyn Bridge and Ellis Island.
Hotel Features.
Andaz Wall Street - a Hyatt Hotel's restaurant serves breakfast, lunch, and dinner. A bar/lounge is open for drinks. Room service is available 24 hours a day. Recreational
amenities include a health club and a fitness facility. Spa amenities include spa services, massage/treatment rooms, facials, and body treatments. This 4-star property has a
business center and offers small meeting rooms, a meeting/conference room, and audio-visual equipment. Complimentary wireless Internet access is available in public areas.
This New York property has 5920 square feet of event space consisting of banquet facilities. Business services, concierge services, and tour/ticket assistance are available.
Additional property amenities include multilingual staff and laundry facilities.
Guestrooms.
253 air-conditioned guestrooms at Andaz Wall Street - a Hyatt Hotel feature iPod docking stations and minibars. Beds come with pillowtop mattresses, signature bedding,
Egyptian cotton linens, and down comforters. Bathrooms feature showers with handheld showerheads. They also offer makeup/shaving mirrors, designer toiletries, and
bathrobes. Wireless Internet access is complimentary. In addition to desks and complimentary newspapers, guestrooms offer cordless phones with voice mail, as well as free
local calls (restrictions may apply). 42-inch LCD televisions have premium cable channels, free movie channels, and Oncommand video. Also included are laptop-compatible
safes and complimentary bottled water. Guests may request in-room massages, irons/ironing boards, and wake-up calls. A nightly turndown service is offered and housekeeping
is available daily. Guestrooms are all non-smoking.
Within walking distance of the Federal Reserve Bank of New York and New York Stock Exchange, Andaz Wall Street offers a health club and
fitness facility, a restaurant and 24-hour room service. Complimentary wifi is offered in all public areas.
This central New York hotel’s 253 rooms feature iPod docking stations, 42-inch LCD televisions and minibars, and guests can also request
irons/ironing boards and wake-up calls.
Business travellers can make use of the business centre, meeting/conference room and audio-visual equipment. It also offers spa services, a
bar/lounge and laundry facilities.
The Andaz Wall Street is one mile from Brooklyn Bridge and Ellis Island. It is also within walking distance of Vietnam Veterans Plaza.
20. Social
media
Conversation, not demands
Signpost links offsite clearly
Mix of value, opinion and expertise
Respond quickly
Be topical
Be ready to transact onsite!
21. Shareability
and content
marketing
Image: Markus Spring, under Flickr.com creative commons licence
22. Planning your content
Business goals
Tracking,
Content audit
Measurement
People,
Implementation process, tools
audit
Content
Strategy
formation