| As I sit thinking about "spring cleaning" my | | | | you are a brand you should know your |
| house, I realize that it is that time again | | | | "friendly url" that has been assigned to you |
| for e-marketers to start thinking about a | | | | by the Brand. This makes your website address |
| "spring cleaning" their websites for the | | | | pointing to your brand page a simple address |
| coming high travel season.Believe it or not | | | | as opposed to typing in a lengthy cryptic |
| the first quarter of 2006 is almost over. | | | | URL. As a branded hotel, make sure you have |
| Many hoteliers I spoke to had high ambitions | | | | taken advantage of all of the new |
| for increasing their online reservations this | | | | optimization improvements as mentioned in "Is |
| year and have now found themselves at the | | | | the Brand helping you with your Internet |
| same place they were at the start of the | | | | Strategy, " you have freshened up your |
| year. It's time to take a hard look at your | | | | content, you have optimized your tags for |
| website and online marketing campaigns and | | | | Google and Yahoo, so now do you just sit |
| evaluate if they have met your expectations | | | | around and wait for the summer travel season |
| so far this year?Now you just can't blame | | | | to hit? No -now you must take action. If |
| lack of activity on your site, or the low | | | | you have some interesting vacation programs |
| season, or Google and its algorithms...you | | | | available or festival season in your area is |
| have to take responsibility for continually | | | | starting, why not use content syndication to |
| improving and optimizing your website. Ask | | | | attract more customers to your clean freshly |
| yourself what have you done this first | | | | updated site.Building on your search engine |
| quarter to improve not only traffic but | | | | optimization efforts, you might consider |
| conversions on your website?Let's look at | | | | focusing some efforts on less traditional |
| content first. Everyone loves fresh content; | | | | forms of advertising to move your message to |
| search engines love it as well as consumers. | | | | the masses...the new "word of mouth" - online |
| When was the last time you updated your | | | | press releases, articles, RSS Feeds and |
| website message? Are you providing a reason | | | | Blogs. If done correctly, you can move your |
| for customers to return often to your site? | | | | website content very quickly to the top of |
| Hoteliers with only a Brand site are the | | | | the natural search results for the keywords |
| worst offenders. Too many brand owners feel | | | | that you are looking to be found for in your |
| once they have filled in their hotel | | | | market. Remember, the search for the perfect |
| information form, that they can cross that | | | | summer vacation is about to begin, will your |
| item off the to-do list and wait for the | | | | travel product be found?Not unlike your own |
| brand to do the rest.As the season begins to | | | | "spring cleaning" take some time this season |
| change and travelers begin their summer | | | | to clean up the junk, put it on the curb and |
| vacation research, what message can you | | | | while you are waiting for trash pick up, go |
| provide that will make you stand out in this | | | | out and get yourself a 'Spring Website |
| highly competitive season? Have you looked at | | | | Makeover!"###Patricia Brusha is the |
| your competitors sites lately? Like a | | | | co-founder of "A Couple of Chicks," an |
| clothing store, do they have the new "spring | | | | Internet Marketing, e-Distribution & Revenue |
| fashions" on the rack while you are still | | | | Measurement Company. The "Chicks" specialize |
| showcasing your winter getaway? If you have | | | | in using Creative, Distribution and |
| your own website it is imperative you keep | | | | Technology to bring clarity to marketing |
| your content fresh.What else can you do to | | | | on-line. |
| drive new customers to your site? First, if | | | | |