1. POLEMIC D I G I T A L @badams SEO: Competing With The Big Travel Sites Barry Adams Polemic Digital

2. POLEMIC D I G I T A L @badams Barry Adams

3. POLEMIC D I G I T A L @badams Agenda 1.How Does Google Work? 2.Content Marketing for SEO 3.Local SEO

4. POLEMIC D I G I T A L @badams 1. How Does Google Work?

5. POLEMIC D I G I T A L @badams Google’s Search Engine Three distinct processes: 1.Web Crawler 2.Indexer 3.Query Engine

6. POLEMIC D I G I T A L @badams 1. Web Crawler Spiders the web;  Starts with list of pages from previous crawls and XML sitemaps Identifies and follows links Retrieves new and changed content Access can be restricted

7. POLEMIC D I G I T A L @badams 2. Indexer Analyses content Analyses links Analyses webpage layout Can be controlled (to an extent) with meta tags

8. POLEMIC D I G I T A L @badams 3. Query Engine Tries to understand the intent of the search;  User context  Synonyms  Entities Retrieves relevant pages from the index Ranks pages based on;  Content relevance  Authority signals  Freshness

9. POLEMIC D I G I T A L @badams Relation to SEO Crawler = Technical SEO Make your site easily crawlable Indexer = On-page Optimisation & Content Ensure your site is relevant and up to date Query Engine = Content & Linkbuilding Make your site authoritive and trustworthy

10. POLEMIC D I G I T A L @badams 2. Content Marketing for SEO

11. POLEMIC D I G I T A L @badams Google search: ‘dublin hotels’

12. POLEMIC D I G I T A L @badams Google search: ‘dublin walking tours’

13. POLEMIC D I G I T A L @badams Lessons: Don’t go head-to-head. Use content to compete intelligently. Capitalise on your speciality.

14. POLEMIC D I G I T A L @badams Content Marketing Strategy 1.Set Objectives 2.Define Your Audience 3.Create a Content Calendar 4.Plan Your Content Promotion 5.Engage With Your Readers 6.Measure & Refine

15. POLEMIC D I G I T A L @badams Matching Content with Search Intent Write content to match search intent at various stages of the sales funnel Top of the Funnel – Looking for information Top Attractions in Northern Ireland Best Places to visit in Derry Irish Heritage Tour Destinations Northern Ireland Golf Trips Middle of the Funnel – Narrowing down what you want Belfast Walking Tours Derry’s must-see sights Northern Ireland Historical Sightseeing Northern Ireland’s Best Golf Courses End of the Funnel – Ready to go Belfast luxury hotel map Cheap hotels Derry city centre Hotels near Giant’s Causeway Best Golf Hotel Resorts Northern Ireland

16. POLEMIC D I G I T A L @badams The Long Tail Source: http://bada.ms/longtailhttp://bada.ms/longtail

17. POLEMIC D I G I T A L @badams Site Structure Homepage Category 1 Category 2 Subcategory 2.1 Subcategory 2.2 Service 2.2.1 Service 2.2.2 Blog Blog article 1 Blog article 2 Fat Head keywords Chunky Middle keywords Long Tail keywords Optimise For:

18. POLEMIC D I G I T A L @badams Align your content with SERPs Universal Search: Google including different types of search elements in its SERPs, such as...  Images  Videos  News  Local businesses  In-depth articles  Knowledge Graph ...

19. POLEMIC D I G I T A L @badams Universal Search

20. POLEMIC D I G I T A L @badams Universal Search News Images Knowledge Graph

21. POLEMIC D I G I T A L @badams Types of Content Text  On-page text, Blogs, Articles, Guides Images & Graphics  Photos, Infographics, Wallpapers Video  How-To’s, Events, Reviews Interactive  Apps, Surveys, Games

22. POLEMIC D I G I T A L @badams Types of Content Text  On-page text, Blogs, Articles, Guides Images & Graphics  Photos, Infographics, Wallpapers Video  How-To’s, Events, Reviews Interactive  Apps, Surveys, Games Google Web Search Google Image Search Google Video Search, YouTube Google Web Search

23. POLEMIC D I G I T A L @badams Text content

24. POLEMIC D I G I T A L @badams Images & Graphics

25. POLEMIC D I G I T A L @badams Video

26. POLEMIC D I G I T A L @badams Interactive

27. POLEMIC D I G I T A L @badams Persistence pays off Content will not rank instantly It takes time to build relevance & authority

28. POLEMIC D I G I T A L @badams 3. Local SEO

29. POLEMIC D I G I T A L @badams

30. POLEMIC D I G I T A L @badams Google Hotel Finder Source: http://bada.ms/googlehotelfinderguidehttp://bada.ms/googlehotelfinderguide

31. POLEMIC D I G I T A L @badams

32. POLEMIC D I G I T A L @badams Google My Business https://www.google.com/business/

33. POLEMIC D I G I T A L @badams Optimising for Local SEO NAP: Name, Address, Phone;  Need to match across all online listings  Incl website, directories, Google business page, etc.  Mark up with Structured Data Customer reviews;  More = better  Don’t have to be on Google+ (but is preferable) ‘Classic’ SEO authority & trust signals.

34. POLEMIC D I G I T A L @badams Summarised…

35. POLEMIC D I G I T A L @badams Beating the Big Boys… Understand what Google is looking for in your website. Use the right content to attract visitors at the right stage in the sales funnel. Optimise for local search.

36. POLEMIC D I G I T A L @badams Thank You barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams