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

Thanks!

Tom WhittamSEO Consultant, Ayimatom@ayima.comhttp://ayi.ma/tmc