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
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”
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
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