Process for Online Visibility: From Information Architecture to Killer Content

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

Process for Online Visibility: From Information Architecture to Killer Content

by Yo! Yo! SEO on Nov 27, 2011

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