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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  • 1. Process for Online Visibility: From Information Architecture to Killer Content November 2011 Dana Lookadoo Yo! Yo! SEO @lookadoo & @YoYoSEO
  • 2. Search & Social Domination Equation Building Blocks
  • 3. 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.
  • 4. Building Blocks
    • Information Architecture
    • Foundational Site Structure
    • Sets Visitor & Link Flow
    • Keyword Focus
  • 5. Building Blocks
    • Understanding Audience Behavior
    • Desires
    • Needs
    • Tasks
  • 6. Process & Framework
    • Creating Content
    • Research
    • Creation
    • Optimization
    • Publishing
    Online Visibility!
  • 7. Information Architecture Planning Just say “NO” to developers who skip it…
  • 8.
    • 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!
  • 9. New Site or Redesign Blueprint
    • Your IA is like your floor plan.
    • You wouldn’t build a house without it!
  • 10.  
  • 11. IA != Library Science
    • Information Architecture is NOT just a site map .
    • It’s NOT just classification , labels , navigation , wireframes , design , HTML 5 …
  • 12. IA = Behavioral Science
    • Your audience demographics are the center of your IA universe.
  • 13. Keyword Research Beyond Google AdWords Keyword Tool…
  • 14. Who? What? Where?
  • 15. Optimized IA
  • 16. Optimized IA Process Head Keywords on Primary SEO Pages Audience Needs Content Types
  • 17. Page-By-Page Mapping Cluster / Theme Content into Buckets Target Audience Content with Keywords, Calls to Action
  • 18. 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
  • 19. Categories & Internal Linking Plan logical categories with an internal linking structure to send PageRank to most important pages.
  • 20. Internal Structure Themed Verticals “ Silos”
  • 21. Internal Linking Internal Linking Keyword-rich Anchor Text
  • 22. IA Navigation
  • 23. URLs & Hierarchy Where does each page live? What’s its name? Naming convention is CMS-dependent.
  • 24. Optimized Information Architecture Traditional SEO: URLs & Directory Structure Page Titles Keywords Quality Content Links & Anchor Text Content design process from the ground up.
  • 25. IA Foundation
    • Like a bridge, your IA has a foundation.
    • Its footings are your audience!
  • 26. Understanding Audience Behavior Say “NO” to designers, copywriters & SEOs who don’t think about your people 1st!
  • 27. Behavior
    • Organized based on tasks your target audience is likely to perform.
  • 28. Intimately Know Thy Audience
  • 29. Audience Persona Exercise
      • Website Visitor Task Analysis
      • Group Brainstorm
    • Supplies
      • Whiteboard
      • Worksheet
      • Photos
      • Glue Stick
      • Pens / Pencils
      • Thinking Caps
  • 30. Persona Worksheet
  • 31. Potential Audience Photos
  • 32. 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
  • 33. Process / Framework
    • Information Architecture Blueprint
    • Audience Personas
    • Content Planning Framework
  • 34. Content Creation - Planning & Process Say “NO” to publishing content without a plan!
  • 35. IA Nav & Content Worksheet IA Content Worksheet Template: http://yseo.us/IAworksheet
  • 36. Worksheet Tabs: “ IA Navigation” “ Content Worksheet”
  • 37. Content Planning Framework Pre-Content Creation Persona Needs, Pain Point
  • 38. Content Planning Framework Pre-Content Creation Types of Content Each page must have a goal!
  • 39. Content Objects
  • 40. Content Objects Step-by-Step PDFs Video Demos
  • 41. Keywords, Competition, SERPs Research. Research. Research. Blended / Universal? Create content to beat Top 3 1 primary keyword phrase per page
  • 42. Know Thy “Query Space” Shopping Results – Data Feed YouTube - Video Yahoo! Answers
  • 43. Know Thy “Query Space” Local Results Image Search News Search Competitive Ad Space
  • 44. Content Optimization Framework On-Page Optimization =LEN()
  • 45. On-Page Optimization Content Optimization Framework Train Content Writers Headlines = Semantic Structure
  • 46. Digital Asset Optimization Content Optimization Framework PDF “SEO” Image Storytelling  Video CTAs / Engage!
  • 47. Optimize Categories, Tags, et al Blog Publishing Tags != Categories
  • 48. Optimize Categories, Tags, et al Blog Publishing Thumbnail Read More Excerpt
  • 49. <HEAD> Is Content Too! Page Control Indexation & Caching
  • 50. Restrict: <meta name=“robots”
  • 51. More <HEAD> … Meta / Social Control Social Sharing “cheat” w/o Facebook OGP Say “NO” to DMOZ & Yahoo!
  • 52. Facebook Share Control without OGP Or… Facebook Open Graph Protocol: http://yseo.us/ogp
  • 53. FINAL Publishing Checklist Dot your “i”s and cross your “t”s… bit.ly + UTM Variables = Social Referral Data Anchor Text Planning
  • 54. Process for Online Visibility
  • 55. Your Competition
  • 56. Dana Lookadoo Yo! Yo! SEO [email_address] @lookadoo & @YoYoSEO