Search Marketing Consultant

Web Marketing & Search Engine Consultant

Speaking at Tbex 2019

I will be speaking about SEO and structured data for travel and tourism at TBEX – I’m also holding a workshop for those who are interested in mastering advanced on-site semantic modelling and actively use structured data, going beyond rich snippets…

TBEX is the largest conference and networking event for travel bloggers, online travel journalists, new media content creators, travel brands and industry professionals. Each year, TBEX partners with fantastic host destinations in North America, Europe and Asia Pacific to bring the travel industry’s most creative minds together to learn, network and do business.

Structured Data Workshop

I will hold a workshop on the use of structured data and structured data modelling with real life examples coming from the travel and tourism industry. Here are some anticipations on topics covered at the workshop…


4 ways structured data will help your SEO

More and more people are talking about structured data and how it can help boost your organic online presence. It’s true and it’s a fact Google has pointed out.

Yet much remains to be said about this computer science/information engineering discipline.

Like all disciplines, they become useful when they leave the lab and hit industry.

Here are 4 good reasons to master this technology sooner than later.

1. make your content understandable

We should offer search engines content they can understand. This may sound strange to you but try and think like a search engine for a moment: you are spidering billions of web pages across the digital universe and land on a page where you were sent by a link. Every page is a unique combination of text, images, video or audio files. Understanding what is being said is not a trivial task. Picture yourself at a party networking with people and you happen to be attracted by a conversation entertaining a group of people – it can be difficult to understand what is being said, who are the underlying subjects … then you’ll eventually catch on if you stay long enough and listen… beginning to understand the problem?? If someone were to refer to “Bob” chances are you won’t know exactly who Bob is!

Provide the Search engines with content they can understand

At this is summarized as follows:

“Your web pages have an underlying meaning that people understand when they read the web pages. But search engines have a limited understanding of what is being discussed on those pages. By adding additional tags to the HTML of your web pages—tags that say, “Hey search engine, this information describes this specific movie, or place, or person, or video”—you can help search engines and other applications better understand your content and display it in a useful, relevant way…”

Structured data reduces ambiguity and uncertainty. With structured data we provide search engines with “context” to interpret our blogposts and articles. Context is a fundamental aspect of any conversation, transcript from a video, article or blogpost.

2. Increase your keywords

Because search engines can understand exactly what you are writing about with structured data, they can associate your content to a growing number of requests (or queries), even if they are not in the article – with structured data you will leapfrog your online presence and go from keywords to entities.

During the workshop we’ll look at this case history in the travel & tourism sector:


Benefits of Structured Data: Increase in Search Queries

This website suffered from severe under optimization and was ranking very poorly. Initially, the Google Search Console reported an extremely small number of keywords. With SEO, queries increased to a new high they had never experienced before. These results encouraged management to fund a structured data activity. Within 2 months of deployment, structured data benefits kicked in and the number of queries nearly doubled.
With structured data we no longer need to worry about long tail keywords: we move from keywords to entities or, as you may have heard, from strings to things.

3. Increase website performance

Providing search engines with understandable content, not only increases the number of keywords your website will be featured in the Search Engine Results Pages (SERPs) but will also change the quality of your presence.

It’s a simple and intuitive concept: if search engines understand exactly what your page is about they can associate it to ANY query that matches, providing the ultimate user experience!

With Structured data search engines have a much better understanding of our pages and can deliver relevant/on target traffic, meaning higher conversion rates, engagement, number of pages per session… a win-win situation where search engines:

  • understand what your page is about;
  • understand the request of the user;
  • deliver relevant content, up to the users’ expectations who ultimately converts, consumes more content and is likely to return again in the future.

4. Prepares for voice search

The majority of US homes will have a smart speaker next year according to analysts. In a recent study David Watkins, Director at Strategy Analytics, commented:

“As we approach the point where smart speakers become commonplace, marketers no longer have any choice but to incorporate this technology into their communications strategies. Voice interaction will become way of life for the majority of the population in many major countries, and this represents new opportunities for brands and businesses to create improved customer relationships.”

Structured data is the underlying technology you need to implement on your website in order to meet the appointment with a new generation of digital marketing based on Artificial Intelligence.

I’ll be sharing scripts and techniques to hack your Google Search Console data and, above all, provide you with a completely new view on how to optimize your website and leapfrog into the future of search.


Join us at TBEX in Sept. Use SPEAKER20 when you register for a 20% discount

A workshop that will leapfrog your website into the future

This SEO workshop on structured data is one of the most advanced hands-on programs available today. In this structured data and semantic modelling for travel & tourism sites you will learn:

The underlying principles

You’ll understand the underlying theoretical principles, avoiding complex and articulated engineering concepts. You’re a professional who needs to master the technology and understand the approach in order to implement.

How to implement structured data

The workshop provides practical guidelines that will show you how to get things done. You’ll learn methods and basic principles by examining real life examples from the travel and tourism industry. This is not computer programming. Structured data is like meta tags on steroids. The workshop is rich in examples and applications for you to use once home and back at the office. From day 1 when you’re back at the office, you’ll be able to write your own structured data and markup images, videos and content.

How to create a knowledge graph for your website

One of the most powerful things this workshop will teach you is to model your content and create knowledge graphs. Thanks to this powerful technology, you can now build a knowledge graph for your websites. The workshop will provide you with advanced yet intuitive knowledge based on years of experience and offer insights, tips and an overall view that would take you months if not years to achieve on your own.

How Write “understandable” copy

Anyone with SEO knowledge knows how important writing copy is. With this workshop writing copy will reach a new unexplored level of beauty and sophistication. As part of the workshop you will receive not only training but also indications on how to make this extremely fast and cost effective.

Writing a blogpost will never be the same once you’ve taken this workshop

See you in Billings!


Register now!