SEO & Content Location - Travel Marketing Conference 2014
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Tom Whittam SEO Consultant, Ayima SEO & Content Location
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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
Transcript of SEO & Content Location - Travel Marketing Conference 2014
Tom Whittam
SEO Consultant, Ayima
SEO & Content Location
Tom WhittamSEO Consultant, AyimaCyclist (the Lycra kind)http://ayi.ma/tmc
Tweet us! @AyimaAyima began in 2007Headquartered in NYC & LondonSEO partner to Fortune 20 & FTSE clients
“How to increase traffic by restructuring your website”
“Shifting onsite resources to boost authority and product visibility”
“Making sure when your site moves your traffic and sales follow”
Why is Site Structure Important?
Why is Site Structure Important?1. Homepage Authority
Homepage
All Website Content
Links
Why is Site Structure Important?2. Equity Flow
Homepage
Folder 1 Folder 1 Folder 1
Folder 2
Folder 1
Site Structure BestPractice
Site Structure Best Practice1. Equity flow
Homepage
Holidays
NYC Holidays
Flights
Flights to NYC
Hotels
Luxury Hotels in NYC
Site Structure Best Practice2. Product pillar location
Homepage
Holidays
NYC Holidays
Flights
Flights to NYC
Hotels
Luxury Hotels in NYC
Site Structure Best Practice3. Product page location
Homepage
Holidays
NYC Holidays
Flights
Flights to NYC
Hotels
Luxury Hotels in NYC
Site Structure Best Practice4. Content location
Homepage
Holidays
NYC Holidays
Content
Flights
Flights to NYC
Content
Hotels
Luxury Hotels in
NYC
Content
Site Structure Best Practice5. 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
“Boost the authority of your products by simply restructuring your content and repositioning your assets”
Domains V Subdomains
Domains V Subdomains1. What’s the difference?
http://www.domain.com
http://sub.domain.com
http://domain.com/sub-folder/
Domains V Subdomains2. Equity flow
Homepage
Folder 1 Folder 1
Folder 2
Subdomain
Folder 1 Folder 1
Folder 2
LinksLinks
Migrations
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
Migrations• Let’s migrate our subdomain
http://news.domain.com
Migrations• Let’s migrate our subdomain
Onto…
http://news.domain.com
http://www.domain.com/news/
Migrations – Cons• Incorrect implementation• Time to plan• Dev cost to implement• Is it consistent with the marketing plan?
Migrations – Pros• Increased equity to domain• Improved visibility across all products• SEO efforts combined - CCTLDs• Easier to maintain
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
Migration – Case Study
Migration – Case Study• News subdomain migrated to main
domain• SEO Traffic saw an incremental increase
of 161% post migration
“Incremental revenue (YoY) from SEO alone in Q1 & Q2 rose above $40m”
Migration – Case Study
5 Takeaways
5 Takeaways1. Review your website structure2. Reduce friction to your important
products3. Build content for the future4. Utilise your linkable assets5. Migrate with a proper strategy
