SEO & Content Location - Travel Marketing Conference 2014
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Travel Marketing Conference 2014 presentation by Thomas Whittam from Ayima on SEO & Content Location. 1) How to increase traffic by restructuring your website 2) Shifting onsite resources to boost authority and product visibility 3) Making sure when your site moves your traffic and sales follow
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SEO & Content Location - Travel Marketing Conference 2014
- 1. SEO & Content Location Tom Whittam SEO Consultant, Ayima
- 2. Tom Whittam SEO Consultant, Ayima Cyclist (the Lycra kind) http://ayi.ma/tmc
- 3. Tweet us! @Ayima Ayima began in 2007 Headquartered in NYC & London SEO partner to Fortune 20 & FTSE clients
- 4. “How to increase traffic by restructuring your website”
- 5. “Shifting onsite resources to boost authority and product visibility”
- 6. “Making sure when your site moves your traffic and sales follow”
- 7. Why is Site Structure Important?
- 8. Why is Site Structure Important? 1. Homepage Authority Homepage All Website Content Links
- 9. Why is Site Structure Important? 2. Equity Flow
- 10. Site Structure Best Practice
- 11. Site Structure Best Practice 1. Equity flow
- 12. Site Structure Best Practice 2. Product pillar location Homepage Holidays NYC Holidays Flights Flights to NYC Hotels Luxury Hotels in NYC
- 13. Site Structure Best Practice 3. Product page location Homepage Holidays NYC Holidays Flights Flights to NYC Hotels Luxury Hotels in NYC
- 14. Site Structure Best Practice 4. Content location Homepage Holidays NYC Holidays Content Flights Flights to NYC Content Hotels Luxury Hotels in NYC Content
- 15. Site Structure Best Practice 5. Link bait location Homepage Holidays NYC Holidays Content Link Bait Flights Flights to NYC Content Link Bait Hotels Luxury Hotels in NYC Content Link Bait
- 16. “Boost the authority of your products by simply restructuring your content and repositioning your assets”
- 18. Domains V Subdomains 1. What’s the difference? http://www.domain.com http://sub.domain.com http://domain.com/sub-folder/
- 19. Domains V Subdomains 2. Equity flow Links Links
- 20. Migrations
- 21. Migrations • Can we use our high quality subdomain? URL Links (Total) Links (CIPs) http://news.domain.com 1,000 400 http://www.domain.com 4,000 1,200
- 22. Migrations • Let’s migrate our subdomain http://news.domain.com
- 23. Migrations • Let’s migrate our subdomain http://news.domain.com Onto… http://www.domain.com/news/
- 24. Migrations – Cons • Incorrect implementation • Time to plan • Dev cost to implement • Is it consistent with the marketing plan?
- 25. Migrations – Pros • Increased equity to domain • Improved visibility across all products • SEO efforts combined - CCTLDs • Easier to maintain
- 26. Migrations – Things to Remember • Involve the SEO team • Get full co-operation from the dev team • Map URLs pre migration • Redirect at a page level • Check on staging before going live • Google’s migration guide http://ayi.ma/migration
- 27. Migration – Case Study
- 28. Migration – Case Study • News subdomain migrated to main domain • SEO Traffic saw an incremental increase of 161% post migration
- 29. Migration – Case Study “Incremental revenue (YoY) from SEO alone in Q1 & Q2 rose above $40m”
- 30. 5 Takeaways
- 31. 5 Takeaways 1. Review your website structure 2. Reduce friction to your important products 3. Build content for the future 4. Utilise your linkable assets 5. Migrate with a proper strategy
- 32. Thanks! Tom Whittam SEO Consultant, Ayima tom@ayima.com http://ayi.ma/tmc