Not Just More Traffic, Better Traffic - Smart Site Navigation
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Not Just More Traffic, Better Traffic - Smart Site Navigation

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My presentation for the Seattle Interactive Conference in Seattle on 11/3/11. The Search Engine Optimization panel was "SEO and User Experience: Like Chocolate and Peanut Butter", where panelists ...

My presentation for the Seattle Interactive Conference in Seattle on 11/3/11. The Search Engine Optimization panel was "SEO and User Experience: Like Chocolate and Peanut Butter", where panelists talked about specific SEO and UX changes made that did not sacrifice one for the other

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  • Your site’s navigation is the skeleton behind a strong information architecture. It’s the primary way a user interacts with your site, so ignoring it is neglecting a HUGE part of the user experience. But it’s also the way the search engines will crawl through and understand your site. Today I’m going to talk about a specific change that was made to a site’s navigation that improved the user experience AND increased traffic and sales.
  • We have a brand new site, or new site redesign, and we can approach the IA and site navigation from square one. I’m going to talk about a specific example where this wasn’t quite possible.
  • Consider that as we go deeper into the site, the keywords for each page become less competitive. This is why it’s extremely important to make sure that our site’s navigation provides Googlebot and users an intuitive path. No, you’re not going to get tons of links to your product pages, but keeping them indexed, properly keyword targeted, and well linked internally provides you with an excellent chance of getting a ton of long-tail traffic.Sure, this is nice, but large sites can really struggle
  • Big eComm site with 100,000 high end stationary products. How do you present these products without overwhelming? Faceted Navigation… And there are tons of ways to implement faceted navigation
  • Let’s cover what made the user experience so good, but what about it was so bad for SEO
  • AJAX used to apply filters. URL stays constant, content loads dynamically.
  • AJAX used to apply filters. URL stays constant, content loads dynamically.
  • AJAX used to apply filters. URL stays constant, content loads dynamically.
  • Remember that bit about competition earlier? Suppose “wedding invitations” is extremely competitive.
  • AJAX used to apply filters. URL stays constant, content loads dynamically.
  • AJAX used to apply filters. URL stays constant, content loads dynamically.

Not Just More Traffic, Better Traffic - Smart Site Navigation Not Just More Traffic, Better Traffic - Smart Site Navigation Presentation Transcript

  • Not Just More Traffic, Better Traffic Smart IA and Site NavigationMike Pantoliano@MikeCPDistilled
  • In An IdealWorld • Clean Slate • Map out sitemap for UX/SEO
  • IA / SEO Competitiveness Sure, this is nice, but large sites can really struggle
  • FacetedNavigation TrendToGo.com Amazon.com BestBuy.com
  • OurExample• Large eComm site• 100,000+ High End StationaryProducts• Faceted Navigation• Great User Experience• Awful for SEO
  • The BigProblemAJAX does not create new pages!
  • The BigProblem
  • ResultMissing out on tons of longer-tail traffic!
  • Other ProblemsJavaScript isn’t the only potential culprit • Poor IA leading to weak indexation • iFrames • Dropdown Sorting
  • Solution How to preserve UX but allow crawlability?Fall back to static HTML pages when no JS detected
  • ResultsOrganic traffic increased 72% SEO Conversions up 76% UX Sales up 136%
  • Take AwayExport your navigation into Excel Get search volume from GKTBrainstorm/mine for new keywords
  • Take AwayAre you missing out on organic landing page opportunities?
  • Thanks! Mike Pantoliano @MikeCP Distilled http://dis.tl/excelninja http://dis.tl/xenu-excel