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Web Strategy Sedona Pines Resort
Martin GalvezASU Marketing Student
www.sedonareal.com
Search Demand for “travel” has stopped decreasing over the last 4 years as more people begin to travel
more.
Travel spending in Arizona has increased by 9.3% from 2007 to 2013.
Year 2007
Year 2008
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
18.1
18
16.4
17.5
18.5
19.3
19.8
Travel Spending in Arizona (billions)
US Travel Association
Technology has changed the way people plan their trips.
Social media and mobile search is now used to plan a trip.
Friends&Family Direct experiences Destination Website
Traveler Website Socail Media Mobile0%
5%
10%
15%
20%
25%
30%
35%2012
Arizona Office of Tourism
Sedona is considered a top 5 attraction in Arizona.
Meaning Sedona Pines Resort can capture many visitors by having a strong online strategy.
Sedona Pines Resort considers itself a top resort for the visitors of Sedona.
Enchantment Resort
Hilton Sedona Resort & Spa
Poco Diablo Resort
But their competitors have a stronger online strategy.
Making it harder for Sedona Pines Resort to stand out.
By looking at what Sedona Pines Resort is currently doing, there are
many ways to improve.
SWOT Analysis
Strengths
• Brand name (includes key words)
• Homepage (good content)
Weaknesses
• Key word and meta descriptions are too long
• No response errors
• Overall conversion optimization weak
Opportunities
• Links (has social media but not links on website
• Homepage (more content)
• 3rd party trust signals
Threats
• Competition (has overall better digital presence)
• Stability of industry
• Social media
Crawlability : B-
Relevance: C+
Popularity: D
Conversion: D-
Website Strategy
The website is rather easy to crawl although there is no XML sitemap and robots.txt page.
The 404 page needs to also look like the rest of the website.
These are all easy fixes.
Crawlability
Meta-descriptions are too long and get cut off.
Too many keywords are being used, some that are irrelevant.
No H1 tags on any pages.
These are all easy fixes.
Relevance
Competition wins in all off-page optimization metrics.
Popularity
Website has no clear call to action. Can be confusing when asking about
ownership and packages. Needs to update website, last copyright was
in 2009.
These fixes are slightly harder than others since the whole website must be looked at.
Conversion
Needs to improve relevance and be found more organic rather than rely on branded terms.
Improve SEO on the backend such as Meta-descriptions and H1 tags and conversion optimization.
Internal Focus
Needs to differentiate from their competitors and become a leader.
Improve popularity with links and improved website.
External Focus
It can take your company from being a laggard to being a leader.
A strong web strategy is very important in today marketing world.
