Process for Online Visibility: From Information Architecture to Killer Content
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Process for Online Visibility: From Information Architecture to Killer Content

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Information Architecture (IA) is the structure (categories) that brings all of a website’s pieces (content assets) together while providing a flow for your website visitors, in language they use and ...

Information Architecture (IA) is the structure (categories) that brings all of a website’s pieces (content assets) together while providing a flow for your website visitors, in language they use and understand. Dana Lookadoo delivered this presentation at PubCon Las Vegas in November 2011.

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    Process for Online Visibility: From Information Architecture to Killer Content Process for Online Visibility: From Information Architecture to Killer Content Presentation Transcript

    • Process for Online Visibility: From Information Architecture to Killer Content November 2011 Dana Lookadoo Yo! Yo! SEO @lookadoo & @YoYoSEO
    • Search & Social Domination Equation Building Blocks
    • Breaking It Down
      • Information Architecture (IA) is the structure that brings all your website content assets together while providing a flow for your visitors — in language they use and understand.
    • Building Blocks
      • Information Architecture
      • Foundational Site Structure
      • Sets Visitor & Link Flow
      • Keyword Focus
    • Building Blocks
      • Understanding Audience Behavior
      • Desires
      • Needs
      • Tasks
    • Process & Framework
      • Creating Content
      • Research
      • Creation
      • Optimization
      • Publishing
      Online Visibility!
    • Information Architecture Planning Just say “NO” to developers who skip it…
      • Information Architecture provides the path to lead your audience to their desired location.
      • IA gets them to your kick-butt content that puts you top of mind in social media & in the SERPs!
    • New Site or Redesign Blueprint
      • Your IA is like your floor plan.
      • You wouldn’t build a house without it!
    •  
    • IA != Library Science
      • Information Architecture is NOT just a site map .
      • It’s NOT just classification , labels , navigation , wireframes , design , HTML 5 …
    • IA = Behavioral Science
      • Your audience demographics are the center of your IA universe.
    • Keyword Research Beyond Google AdWords Keyword Tool…
    • Who? What? Where?
    • Optimized IA
    • Optimized IA Process Head Keywords on Primary SEO Pages Audience Needs Content Types
    • Page-By-Page Mapping Cluster / Theme Content into Buckets Target Audience Content with Keywords, Calls to Action
    • Taxonomy & Schema How you serve up your site's content can have a dramatic effect on search engine rankings. Depth of Navigation Folder Structure Types of Content
    • Categories & Internal Linking Plan logical categories with an internal linking structure to send PageRank to most important pages.
    • Internal Structure Themed Verticals “ Silos”
    • Internal Linking Internal Linking Keyword-rich Anchor Text
    • IA Navigation
    • URLs & Hierarchy Where does each page live? What’s its name? Naming convention is CMS-dependent.
    • Optimized Information Architecture Traditional SEO: URLs & Directory Structure Page Titles Keywords Quality Content Links & Anchor Text Content design process from the ground up.
    • IA Foundation
      • Like a bridge, your IA has a foundation.
      • Its footings are your audience!
    • Understanding Audience Behavior Say “NO” to designers, copywriters & SEOs who don’t think about your people 1st!
    • Behavior
      • Organized based on tasks your target audience is likely to perform.
    • Intimately Know Thy Audience
    • Audience Persona Exercise
        • Website Visitor Task Analysis
        • Group Brainstorm
      • Supplies
        • Whiteboard
        • Worksheet
        • Photos
        • Glue Stick
        • Pens / Pencils
        • Thinking Caps
    • Persona Worksheet
    • Potential Audience Photos
    • Individual Persona
      • Demographics
      • 24-30 years old
      • Student, BA in Business Management
      • Power Computer User, spends free time on Facebook
      • Interested in Networking, Career Opportunities
      Psychographics Motivations / Needs Activities
      • Your Benefit
      • How your product or service provides benefit to this persona
      • Your Solution
      • How your product or service solves their motivations needs, burning desires, eases their pain
      • Marketing Channels
      • Best channels to reach this persona
      • Types of content will they consume
      • Web, Facebook, Twitter, LinkedIn, YouTube
    • Process / Framework
      • Information Architecture Blueprint
      • Audience Personas
      • Content Planning Framework
    • Content Creation - Planning & Process Say “NO” to publishing content without a plan!
    • IA Nav & Content Worksheet IA Content Worksheet Template: http://yseo.us/IAworksheet
    • Worksheet Tabs: “ IA Navigation” “ Content Worksheet”
    • Content Planning Framework Pre-Content Creation Persona Needs, Pain Point
    • Content Planning Framework Pre-Content Creation Types of Content Each page must have a goal!
    • Content Objects
    • Content Objects Step-by-Step PDFs Video Demos
    • Keywords, Competition, SERPs Research. Research. Research. Blended / Universal? Create content to beat Top 3 1 primary keyword phrase per page
    • Know Thy “Query Space” Shopping Results – Data Feed YouTube - Video Yahoo! Answers
    • Know Thy “Query Space” Local Results Image Search News Search Competitive Ad Space
    • Content Optimization Framework On-Page Optimization =LEN()
    • On-Page Optimization Content Optimization Framework Train Content Writers Headlines = Semantic Structure
    • Digital Asset Optimization Content Optimization Framework PDF “SEO” Image Storytelling  Video CTAs / Engage!
    • Optimize Categories, Tags, et al Blog Publishing Tags != Categories
    • Optimize Categories, Tags, et al Blog Publishing Thumbnail Read More Excerpt
    • <HEAD> Is Content Too! Page Control Indexation & Caching
    • Restrict: <meta name=“robots”
    • More <HEAD> … Meta / Social Control Social Sharing “cheat” w/o Facebook OGP Say “NO” to DMOZ & Yahoo!
    • Facebook Share Control without OGP Or… Facebook Open Graph Protocol: http://yseo.us/ogp
    • FINAL Publishing Checklist Dot your “i”s and cross your “t”s… bit.ly + UTM Variables = Social Referral Data Anchor Text Planning
    • Process for Online Visibility
    • Your Competition
    • Dana Lookadoo Yo! Yo! SEO [email_address] @lookadoo & @YoYoSEO