Workshop pre-read · Aug 26–27, 2026 · content strategy
Answer the Questions on the Page
Buyers ask a set of specific questions before they book. Today Google’s AI answers those questions right in the search results — using other companies’ content — while PerryGolf answers none of them. This is how we structure our own pages so we become the answer, and where testimonials and reviews belong. Read it before the workshop; it sets up the CMS component decisions on Day 1 and the design placement on Day 2.
Executive summary
- Buyers ask 16 questions across our 5 core commercial searches. Google's AI answers all 16 today — from other companies' content — while we answer none of them.
- Answer them on the pages that already rank, not in 16 blog posts that would cannibalise those same pages.
Why it matters for the workshop — it sets the Day 1 CMS component decisions (the Q&A block and tagged reviews) and the Day 2 design placement of reviews.
The map
The 16 questions → the page that should answer them
| Questions Google asks | Natural home (Subject to Change) | That page today |
|---|---|---|
| /destinations/scotland/ | Ranks 12.1 for “scotland golf packages”, converts at 2.63%. Needs depth. |
| /destinations/ireland/ | Ranks 18.3 for “ireland golf packages”. Needs depth. |
| Old Course tee times page | Ranks 6.8 on a 480/mo query, difficulty 2. Highest converter on the site at 3.90%. |
| /golf-cruises/ hub | Ranks 3.6, converts at 0.80%, cited in the AI Overview for “golf cruises”. |
The argument
Why the page beats a blog post
- It lifts the page we are already trying to lift. Scotland and Ireland sit at positions 12–20 on terms with difficulty 0–8 — underweight, not outgunned. A blog post leaves the thin page thin.
- A blog post competes with the page instead of helping it. 16 posts create 16 URLs targeting the same intent as 4 commercial pages — self-inflicted cannibalisation.
- The conversion difference is large. Destination pages convert at 1.9–2.6% and Old Course tee times at 3.90%; a blog post converts near zero and has to hand the visitor off.
- PerryGolf already ranks informational content without a blog — the Open reference pages hold positions 6.6 and 7.5 against golf media, as site pages.
Still worth building
So what is the blog actually for?
| Job | Examples | Cadence |
|---|---|---|
| Timely content that would date an evergreen page | A new ship or programme launch, an Open venue announcement, a course reopening or closure, itinerary changes | As it happens |
| Cross-cutting topics with no natural page home | Golf cruise vs land-based tour; comparing Scotland and Ireland for a first trip | Occasional |
| Narrative & brand content that supports AI-citation breadth | Trip reports, guest stories, behind the scenes, father-son, planning a trip when your partner doesn’t golf | One or two a month at most |
The same argument again
Testimonials & Google reviews — build for conversion, not search
| Placement (priority order) | Why here | Evidence |
|---|---|---|
| Old Course tee-times template | Highest priority. Ranks 2.1–4.6 for “old course authorized/authorised provider” searches — visitors are explicitly checking credentials, and a review is the exact answer. | Converts at 3.90%, the best on the site, on only 333 organic sessions. |
| Itinerary & custom-tour templates | These carry the “Price this Tour” form and the highest enquiry value per page. A review from someone who took the itinerary is the strongest proof. | ~250 “Price this Tour” submissions a quarter from 31 pages. |
| Destination templates | Reviews tagged to Scotland appear on Scotland, Ireland on Ireland — adding depth to pages that need it anyway. | Scotland converts at 2.63%, Ireland at 1.92%, both ranking 12–20. |
| Open reference template | This audience has no relationship with PerryGolf — a review is a cheap credibility signal alongside the offer block. | 35,665 sessions a quarter producing 2 enquiries. |
| /about/testimonials/ hub | Keep it, but expect little — it serves people who search the brand plus “reviews”, a small but high-intent group. | 58 clicks a quarter, but 16.36% CTR at position 6.6. |
Decide in the room
Four things to settle in the workshop
- Don’t expect star ratings: Google doesn’t show review rich-results for self-serving reviews. The return here is conversion rate, not search appearance.
- How reviews get into the CMS: The Places API has attribution, caching, and volume terms to check; the alternative is a smaller curated set with permission. Pick one before the build.
- Reviews are a tagged document type: Tag each by destination, trip type, and tour ID so it surfaces automatically — pasted into a page it can’t be reused. This is the Day 1 CMS decision.
- Q&A component = visible headed text: Not collapsed-by-default. FAQ rich-results were retired May 2026, so the value is the content structure — target Article, BreadcrumbList, Product/Offer. Six of the 16 questions are cost questions: decide whether to publish indicative ranges.
Workshop pre-read. The messaging this content should carry is in the positioning framework; the evidence behind it is on the search performance page. Back to the workshop agenda.