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SEO & Content 
Location 
Tom Whittam 
SEO Consultant, Ayima
Tom Whittam 
SEO Consultant, Ayima 
Cyclist (the Lycra kind) 
http://ayi.ma/tmc
Tweet us! @Ayima 
Ayima began in 2007 
Headquartered in NYC & London 
SEO 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
Site Structure Best 
Practice
Site Structure Best Practice 
1. Equity flow
Site Structure Best Practice 
2. Product pillar location 
Homepage 
Holidays 
NYC Holidays 
Flights 
Flights to NYC 
Hotels 
Luxury Hotels 
in NYC
Site Structure Best Practice 
3. Product page location 
Homepage 
Holidays 
NYC Holidays 
Flights 
Flights to 
NYC 
Hotels 
Luxury Hotels 
in NYC
Site Structure Best Practice 
4. Content location 
Homepage 
Holidays 
NYC Holidays 
Content 
Flights 
Flights to NYC 
Content 
Hotels 
Luxury Hotels 
in NYC 
Content
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
“Boost the authority of your products by simply 
restructuring your content and repositioning your 
assets”
Domains V Subdomains
Domains V Subdomains 
1. What’s the difference? 
http://www.domain.com 
http://sub.domain.com 
http://domain.com/sub-folder/
Domains V Subdomains 
2. Equity flow 
Links Links
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 
http://news.domain.com 
Onto… 
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
Migration – Case Study 
“Incremental revenue (YoY) from SEO alone in 
Q1 & Q2 rose above $40m”
5 Takeaways
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
Thanks! 
Tom Whittam 
SEO Consultant, Ayima 
tom@ayima.com 
http://ayi.ma/tmc

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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
  • 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
  • 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
  • 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”
  • 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