-
Using Topic Clusters to dominate Google
Unless you’ve been hiding under a rock, you’ll know that Google plays a crucial part in driving qualified visitors to your website. How strong your online visibility is for relevant search queries is what will make or break your digital presence. From people researching best places to stay before the Tongariro Crossing to what to pack for a day hike with children in Te Anau, Google is a crucial part of the online travel research and booking process.
The way people are searching for information has changed. In 2019, short key phrases are rare (think ‘walking in New Zealand’) – users prefer much longer, more granular wording. Searching for something like best NZ Great Walks for teenagers has become the norm – because people believe searching this way will yield far more relevant results to the kind of information they’re looking for.
How has Google responded?
With user experience at its core, Google has responded by updating their algorithms to match this change in search behaviour.
The first step was taken in Google’s 2013 Hummingbird update – an algorithm created to begin understanding full phrases and sentences, rather than focusing on keywords. This began the official switch from a keyword to a topic focus. A couple of years later came Google’s 2015 RankBrain update; an algorithm to understand the context of people’s search queries.
Algorithms have now evolved to be able to understand the topic of a search and link it to similar searches they have had in the past, therefore allowing Google to deliver web pages which best answers the search query. The way Google ranks tourism websites has moved to favour those that embrace topic-based content organisation.
What does this mean for your tourism website?
Google is now favouring websites that organise their content based on certain topics. Since competition to be found and rank highly on search engines is fierce, tourism operators are competing against each other to implement the best search engine optimisation (SEO) practices possible. If a tourism site does not have a focus on topic-based content organisation, it is unlikely to any kind of substantial Google visibility. This is where the Topic Cluster approach to SEO comes in.
The Topic Cluster Model
In light of these algorithm changes, SEO experts (like us!) are employing the Topic Cluster approach to ranking in Google. This model is a way of organising a site’s content pages using cleaner site architecture, where the website is structured in clusters of topics.
The model begins with a website’s home page having a number of pillar pages, each surrounding a different topic. Off each pillar page are a number of linked content pages, which directly relate to that pillar page’s topic and different relevant keywords. This model shifts a website’s focus towards targeting specific topics you want search engines to recognise you in as the expert – so when somebody searches for them, you rank highly for users.
The Topic Cluster approach to content and SEO
Why should I embrace topic clusters to lift Google visibility?
The Topic Cluster Model makes it easier for search engines to find information from your site as it is organised neatly in terms of topics. By using a clear, orderly arrangement, your website tells search engines what should be prioritised and creates a network of engaging content that offers a better user experience. Google is then more likely to rank your pages higher, which will in turn drive more traffic to your website. Don’t forget that with the Topic Cluster Model, every time a single content page does well the entire cluster increases in Google rankings as a result – one of the key perks to this approach to SEO!
Getting started with topic clusters
If you’re looking at website optimisation or a new website this year, we would strongly suggest you employ the Topic Cluster approach to organising your content.
- Get started by completing an SEO audit, and understanding which pages are your MVP’s in terms of traffic generation, and which are dragging the chain.
- From there, combine search phrase research from your target audiences to define what your key topics should be
- Build these key topics out with more granular information that is related to the topic itself, but is more targeted at a specific, longer tail search phrase
- Get writing!
Learn more about what best practice looks like when it comes to content marketing here.
How can we help?
With every website (even our own) we create or optimise, we use the Topic Cluster Model when creating the content layout. We believe that by using this model, the approach to content becomes more streamlined, making search engines and your users happier – and more likely to convert. We see an increase of organic visitors (people who come via Google) of around 5% – 10% every month compared to websites that don’t use this approach to SEO.
The topic cluster approach to SEO for tourism ensures you have the foundations in place to rank higher on search engines, increasing traffic on your website and driving more people through the conversion funnel.
Shift your approach to SEO to the Topic Cluster Model this year to create a seamless, conversion-driven experience for people researching and booking travel.
#MAVERICKTOURISM
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
Lets Talk
Ready to connect?
We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.
