Search Marketing• Being found in organic search results (Google)• Based on what searchers actually search for

– Not what you think they should search for• Based on keywords contained in the domain, in the page titles,

in the description and in the content• To be found keyword research is most important• Search marketing is text based• Bots are sent out to websites and “filter” what your site is all

about and determine its relative importance to what people search for

• Similar to going to the library and asking about a Caribbean vacation. The librarian “searches” various sources and serves them up to you and hopes to satisfy the searcher

Search vs. Beauty

• Beautiful websites are generally not very well adaptable to search marketing– Dynamic content– Java Script– Flash

• This gets better and better but the safe bet is to put your money on text

• Beauty is the antithesis of search marketing

Difficult for the bots to index

A search of private club golf in orange county ca results in these search results

• Not as sexy as some• First page provides immediate

information• All pages are have descriptive

titles (SEO Technique) http://www.clubcorp.com/Clubs/Aliso-Viejo-Country-Club/Amenities/Golf

Vs.

http://www.missionviejocc.com/default.aspx?p=DynamicModule&pageid=270561&ssid=139828&vnf=1

Aliso Viejo site is part of the Club Corp family of sites. It appears that they pay much attention to SEO and Google thinks that they satisfy the searcher, which counts.

SEO is a moving target and must be assessed all the time.

Coto de Caza site is similar

Other Golf Sites

Home page includes only three navigational options but a special one for “plan my vacations”.

Also bottom Nav

Includes a headline and text in the home page

Bottom links for different audiences

Golf link-Colors-soft but ocean blue backdrop; black on white type

Value proposition:Play where the US OPEN has been played 5 times

Audience is probably older; option on text size is great feature

Only 8 Navigation choices with clear descriptions

Good pictures with OPTIONS to view more-no force feeding

Call to action-note phone number appear on top and bottom

Testimonial

Pinehurst Home page

Note 4 areas of navigation

1

2

3

4

Just for fun lets look at what they do with their Facebook fan page

Social Media is the new public relations with a twist. Much is about the users and what they do and think

Logo-Simple Golf Link- Very simple and clear sidebar navigation

Top Navigation for very different topics

Make a reservation is what they want you to do- NOTE EMPHASIS

Inserted “extra” navigation for particular interests

Very short sales pitch; Optional video and photo gallery (user choice)

3 Navigation areas

Call to action

Where is the value proposition? Does it encourage a CLICK?

Clear terminology on sidebar navigation; Note Marriage

Additional choices on tabbed navigation

They feature weather because that is part of their value

Special link and emphasis to book tee times

Headline and SEO’d sales pitch

A larger horizontal top pic is used in many high end websites including non golfThis pic is non rotatingDarker colors make some of it hard to read. Facebook/Twitter links

Shady Canyon Facebook page

Golf Link-Nice use of colors-not so bold: Black type shows up good.

All real estate space effectively used for a purpose; Open space is OK

Once again option to look at photo gallery and golf tour

Bullet points work

This is a simple way for those interested to contact you when they are in the mood. Just click or call.

Click does not take you to a place where you have to spend time providing private and superfluous information. An invitation to click out.

Other websites

Apple has always done their sites simple and clear with very soft, elegant colors (or lack of colors)Shades of gray using color to emphasize brilliance

Notice that Nordstrom uses the same general theme of simplicity and soft colors as apple

Opposite the Apple and Nordstrom site is the WalMart site. Still softer colors but they have many things and many of them move, blink or rotate.

NOTE: this is not bad; in the world of internet marketing it has a lot to do with visitor expectation

A visitor that goes to a WalMart type site actually has an expectation of a look like this “discounter” look.

What differences do you notice in this entry page?

Note the other sites emphasize “Weddings”, Marriages, etc. so those visiting the site for that reason can go there; they are a completely different visitor and must be handled differently and make it easy for them to find where they want to go. Not interested in golf, tennis, membership or anything else.

Consider having a “home” members page with link. www.missionviejo.com/membersonly

Members can bookmark this link and go directly to the ““members only” home page and skip everything else

Members only home page can have basic information with a sign in option to access whole site or just a login page. • Sometimes people only want basic

information and no sign in might work better for this -non-private info

• All elements of a sign in page are included in the shady canyon login. Some include “remember my user name” box, and “remember my password box”.

This is a useless step for the visitor

Main PageExternal

Members PageInternal

TennisGolf

Generate LeadsMembership

Social Dining

Generate LeadsEvents

Basic content page with links important to all members

Links to all things golf and tennis PLUS cross links to other parts of the website

Email Website

Social Media

Email can “promote” use of the website

In a general sense this is the way I see the interrelationships of the website.It can be refined and can lead to effective navigation, content, and simplicity

Members Only Home Page

• Provides reasons why people would want to visit

• Content– User oriented content. – What they want to know– What they need to know

• Provide reasons for them to stay– Navigation and links

T-Times Golf Events Calendar Artisan Roster

Ass’t Golf Pro Chris Zeller is leaving to go to LA County Club. He is replaced by Joel ….Read about Joel

Beau Hossler is playing in the US Amateur this week. Check it out at www.usamateur.com

Womens club champions”•Meg Smith Gross Champion•Wanda Ricker Net ChampionSee all results HERE

Matt (the starter) has gone onto school at BYU

Check out the pro shop for the end of month sale. Footjoy shoes are up to 25% off.

Jeff Crozier shot a course record (gold tees) 66 on August 21st

Silver Seniors split home and away matches against Rancho Bernardo. Next up Vista Valley.

Make reservations at the Artisan and receive win up to $500!

There were two holes in one this past month bringing the total hole in one count for 2011 to 12. John Smith and Margaret Crean both carded one’s on hole number 6

The next Board of Directors meeting will be September 21, 2011

Annual Meeting will be Monday, September 21, 2011 starting at 7pm

Club Pro Matt Viguerie has some good putting tips on the golf page

Next Major Golf Event will be Hacienda a member/member tournament. Get details and sign up HERE

Member Home

Golf Home

Tennis Home

Social Members

Dining

Roster

Rules

Bylaws

Board of Directors

Club History

New Members

Photo Gallery

Newsletter

Your Club….

Your Club Archive

Couples Twilight 9/12 4pmJoin the fun with Golf and DinnerCheck it out and sign up today!

Birthday Night 9/11With a special 9/11 tribute menuCall 949-555-5555 for reservations

Tennis Clinic this Thursday9-10am $10 ppd, $15 same day.Call 949-444-2122 or sign up in the tennis pro shop

Happy Hour Thursdays 5pmFree food and good music on the O’Meara patio.

Fallen Heroes Golf 9/14Play with local police and fire. Lunch, dinner and awardsLearn More

Asian Fusion WednesdaysAsian cuisine and dessertsKids pay their age. Open 5:30pm Call 949-555-5555 for reservations

La Hacienda Golf 9/10Member-Member TournamentCheck it out and sign up today!

The MVCC Team

This is conceptual

Can be put together with a cleaner look.

Don’t mind the blue navigation

T-Times Golf Calendar Golf Staff Records Lessons

Member Home

Golf Shop

Scorecard

Ladies Club

Junior Golf

Handicap Info

Golf Team

USGA Rules

Team Play

Major Championships•Men’s and Women•Mr. and Mrs.•Senior Men and Women•Super SeniorsMember MembersMember Guests

Tournaments

Hole in one Club

Dining

Sweeps

OthersGuest - Men and WomenTwilight couplesJunior ChampionshipsValentines DaySpring Bash (Couples)

People visiting the golf page know what the course looks like.

Maybe a good time to promote the restaurant with specials, golf shop with specials etc.

At Artisan tonight World famous meat

loaf$15.95See Menu

Would avoid use of Word and Excel. Hard to tell what people have on their computers.

Give option to download in PDF format

Golf Home Page

Board of DirectorsMember Home

Governing Docs

Financial

By Laws

Committees

Meeting Minutes

Elections

Past Presidents

Rules

Governing Docs

Surveys Feedback

Golf Regulations

Tennis Regulations

Leave of Absence

Dress Policy Link each committee to page

This is a great opportunity for these volunteers to communicate to the members

Don’t mind the blue in the navigation pane. It was the default.

Lets look at at making a t-time

Remember meForgot Password Easier and quicker login

Consider “members only” page for primary entry page for members, skipping this page altogether

Skip this altogether unless it serves a marketing purpose

I go to members only home page

I can navigate to any page and the Board

Top navigation can have most popular click to links

Let’s click on T-Times

I already logged in!Have to verify?

I came to make a t-time.

Would like to see the calendars right before me

Mobile help is well hidden

Would like for it to recognize that I have entered via a smartphone and recognize it.

Then take me to the mobile site.

Don’t Make me Think!

Would like to go directly to calendar to make my t-time

Consider additional relevant Navigation links.

Good Place for additional information but simple and clear. Provide (Learn More) links for those interested

Use colors for very special emphasis (like Apple does)

Pin Location ____Green Speed ____Restrictions:

Featured Events (see full calendar)Thursday Aug. 25th Ladies Member Member 8am (Learn More)Sunday Aug. 28th Movie Night 8pm (Learn More) Sunday Aug. 28th Juniors Family Tournament 4pm (Learn More)

Home Golf Home Roster USGA Rules ProShop Artisan

• Don’t make me think!• Load fast and easy• Make it easy to read with simple

colors and typeface• Give me basic information and

make it easy to get to• Hyperlink to other pages

• Don’t tease me with cheap tricks

• Don’t make me look at stuff I don’t want to

• Give me interesting stuff on the first page to entice me

• Don’t make me give you private info, or too much info just to make initial contact

• Always number one• I am a ruthless user• even though I probably won’t

unless you entice me• let me choose if I want to read

more, learn more-links• If you mention the restaurant

link to it. Golf, etc. • That is what it looks like-cheap

• I don’t mind subtlety but don’t blare stuff in my face-ruthless

• I am ruthless once again;clicking out is one of my favorite activities

• Email and phone number and preference should be good enough

Thoughts and guidelines