51 Digital Marketing Recommendations Organic Search, Site Optimization, Marketing and Blogging Todd Tweedy Digital Strategy Professional Services March 11, 2015 – IHRSA – Confidential & Proprietary

Traffic Readiness (Organic Search) Conversion Assessment (Site Conversions) Prospect Engagement ( Marketing) Injecting SEO into your club (Blog) Page 2 Confidential & Proprietary Get them. Keep them. Know them™. GETTING STARTED

Page 3 Confidential & Proprietary Get them. Keep them. Know them™. FREE SEO VALUE FORECASTER

Page 4 Confidential & Proprietary Get them. Keep them. Know them™. Traffic Readiness

Page 5 Confidential & Proprietary Get them. Keep them. Know them™. LOOK AT THE CODE FIRST

Page 6 Confidential & Proprietary Get them. Keep them. Know them™. UNCOVER TECHNICAL SEO ISSUES HIDDEN URL

Page 7 Confidential & Proprietary Get them. Keep them. Know them™. PAGE SPEED PERFORMANCE IS CRITICAL

Page 8 Confidential & Proprietary Get them. Keep them. Know them™. GETTING STARTED New site launches EVERY SITE RELEASE NEEDS TO BE OPTIMIZED

Page 9 Confidential & Proprietary Get them. Keep them. Know them™. DOES YOUR HTML + CSS VALIDATE?

Page 10 Confidential & Proprietary Get them. Keep them. Know them™. GETTING STARTED NOW ASSESS CONTENT & CONTEXT

Page 11 Confidential & Proprietary Get them. Keep them. Know them™. 1,620 pages indexed 534 unique pages 66.7% of Content Duplication HOW MUCH OF YOUR CONTENT IS DUPLICATED?

Page 12 Confidential & Proprietary Get them. Keep them. Know them™. FOLLOW GOOGLE GUIDELINES 1.Robots.txt guideline 2.Site map /navigation page for visitors 3.Text / image link guidelines 4.XML site map for search engines 5.Titles and alt text guidelines 6.Page Speed guidelines 7.Amount of links per page 8.Dynamic link guideline 9.If modified since guideline 10.Paid links guideline 11.File blocking guideline 12.Block resources guideline

Page 13 Confidential & Proprietary Get them. Keep them. Know them™. SEO BEST PRACTICES 1.Clear hierarchy 1.Clear category hierarchy 2.Clear header hierarchy 2.Mobile SEO User experience Performance No blocked CSS/JS No redirects 3.Titles 4.Description 5.Image compression 6.Minify HTML, CSS and JS 7.Rich snippet Validation Crawl simulator 9.Page similarity

Top Six List 1.How is Google crawling your site? 2.Page speed issues? 3.HTML and CSS validates? 4.Image compression and minify HTML, CSS, JS 5.Page titles, descriptions, other meta data. 6.Use of headers and information hierarchy. Page 14 Confidential & Proprietary Get them. Keep them. Know them™. TRAFFIC READINESS QUICK LAUNCH

Page 15 Confidential & Proprietary Get them. Keep them. Know them™. REMEMBER TO BACK OUT BOUNCE RATES

Page 16 Confidential & Proprietary Get them. Keep them. Know them™. WHERE TO GET KEYWORD IDEAS?

Page 17 Confidential & Proprietary Get them. Keep them. Know them™. ON GOOGLE – BOTTOM OF SEARCH PAGE

Page 18 Confidential & Proprietary Get them. Keep them. Know them™. Conversion Assessment

Page 19 Confidential & Proprietary Get them. Keep them. Know them™. WHAT DO YOU OPTIMIZE FIRST?

Page 20 Confidential & Proprietary Get them. Keep them. Know them™. TURN OFF IMAGES TO MIRROR GOOGLE CRAWL

Page 21 Confidential & Proprietary Get them. Keep them. Know them™. DON’T DISTRACT PROSPECTS FROM SIGNING UP

Page 22 Confidential & Proprietary Get them. Keep them. Know them™. Prospect Engagement

Top Six List 1.Membership inquiries 2.Club tours and open house events 3.Free passes Acknowledgement Count down (# remaining) Expiring soon Ready to get started 4.New member sign up 5.Milestones – sessions per period 6.Come back Page 23 Confidential & Proprietary Get them. Keep them. Know them™. WHEN TO COMMUNICATE Tailored messaging based on membership type, visit frequency including first visit, activity type (group fitness or PT) POS, spa and or café by last purchase and next best recommendation

Page 24 Confidential & Proprietary Get them. Keep them. Know them™. WHAT DOES YOUR FREQUENCY LOOK LIKE? 1.Build a tactical marketing model. 2.Leverage location affinity to drive open rates 3.Critical to lead conversion is creating waves of treatments to trigger desired behavior. 4.Don’t forget non-responders. 5.Outbound calls can make the difference and force site visitors to enter a valid phone number. 6.Integrate communication model across club whether it’s a special greeting or just welcome back.

Page 25 Confidential & Proprietary Get them. Keep them. Know them™. What do you test? 1.Pretty images push action elements down be careful how you use them. 2.Offer positioning is always prominent. 3.Is your navigation bar? Do you even need it? 4.Use urgency to drive behavior. 5.Remember address information and or directions.

Your 3-Day VIP Guest Pass Expires in 7 days. Restrictions apply. Need directions – 1234 Main St. Your City Name CONTROL VS. TEST

Page 27 Confidential & Proprietary Get them. Keep them. Know them™. Injecting SEO into Your Club

Page 28 Confidential & Proprietary Get them. Keep them. Know them™. START WITH YOUR BLOG

Page 29 Confidential & Proprietary Get them. Keep them. Know them™. BLOG POST WRITING 1.Conduct simple keyword phrase research using results from Google Keyword Recommendations. 2.If needed, user the phrase recommendations to build out an article table of contents to help guide writing your piece. 3.Establish a process for authoring search elements after the article has been drafted: I.Article title between 57 to 63 characters. II.Descriptions should be between 157 and 163 characters. III.Make the page title the same as the article title IV.No need to add brand name at the end of titles 4.Remember clear hierarchy? Use keyword recommendations in header tags H1, H2, H3, H4 these sections become the sub-category content blocks. 5.When is all this going to happen? Build in SEO efforts after your QA review process.

Page 30 Confidential & Proprietary Get them. Keep them. Know them™. WRAPPING IT ALL UP 1.Identify code issues ASAP 2.Gap assessment of information organization 3.Plug in Google Analytics and Webmaster Tools 4.Bench site and performance 5.Begin keyword research 6.Keyword assessment and page assignments 7.Website copy upgrades 8. marketing copy upgrades 9.Run another benchmark 10.Launch A/B split testing – site and 11.Ongoing site optimization testing

Page 31 Confidential & Proprietary Get them. Keep them. Know them™. TOOL LIST 1.Pingdom – - site speed and performance issue identificationhttp://tools.pingdom.com 2.W3.org – - HTML and CSS validationhttp:// 3.Spider Simulator – Web Developer I.Firefox - developer/ developer/ II.Chrome - developer/bfbameneiokkgbdmiekhjnmfkcnldhhmhttps://chrome.google.com/webstore/detail/web- developer/bfbameneiokkgbdmiekhjnmfkcnldhhm 4.Keyword Research –

Todd Tweedy Digital Strategy Professional Services Motionsoft Cell LinkedIn Page 32 Confidential & Proprietary Get them. Keep them. Know them™. SCHEDULE YOUR FREE ASSESSMENT