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Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
Process for Online Visibility: From Information Architecture to Killer Content
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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  • 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 <ul><li>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. </li></ul>
  • 4. Building Blocks <ul><li>Information Architecture </li></ul><ul><li>Foundational Site Structure </li></ul><ul><li>Sets Visitor &amp; Link Flow </li></ul><ul><li>Keyword Focus </li></ul>
  • 5. Building Blocks <ul><li>Understanding Audience Behavior </li></ul><ul><li>Desires </li></ul><ul><li>Needs </li></ul><ul><li>Tasks </li></ul>
  • 6. Process &amp; Framework <ul><li>Creating Content </li></ul><ul><li>Research </li></ul><ul><li>Creation </li></ul><ul><li>Optimization </li></ul><ul><li>Publishing </li></ul>Online Visibility!
  • 7. Information Architecture Planning Just say “NO” to developers who skip it…
  • 8. <ul><li>Information Architecture provides the path to lead your audience to their desired location. </li></ul><ul><li>IA gets them to your kick-butt content that puts you top of mind in social media &amp; in the SERPs! </li></ul>
  • 9. New Site or Redesign Blueprint <ul><li>Your IA is like your floor plan. </li></ul><ul><li>You wouldn’t build a house without it! </li></ul>
  • 10. &nbsp;
  • 11. IA != Library Science <ul><li>Information Architecture is NOT just a site map . </li></ul><ul><li>It’s NOT just classification , labels , navigation , wireframes , design , HTML 5 … </li></ul>
  • 12. IA = Behavioral Science <ul><li>Your audience demographics are the center of your IA universe. </li></ul>
  • 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 &amp; Schema How you serve up your site&apos;s content can have a dramatic effect on search engine rankings. Depth of Navigation Folder Structure Types of Content
  • 19. Categories &amp; 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 &amp; Hierarchy Where does each page live? What’s its name? Naming convention is CMS-dependent.
  • 24. Optimized Information Architecture Traditional SEO: URLs &amp; Directory Structure Page Titles Keywords Quality Content Links &amp; Anchor Text Content design process from the ground up.
  • 25. IA Foundation <ul><li>Like a bridge, your IA has a foundation. </li></ul><ul><li>Its footings are your audience! </li></ul>
  • 26. Understanding Audience Behavior Say “NO” to designers, copywriters &amp; SEOs who don’t think about your people 1st!
  • 27. Behavior <ul><li>Organized based on tasks your target audience is likely to perform. </li></ul>
  • 28. Intimately Know Thy Audience
  • 29. Audience Persona Exercise <ul><ul><li>Website Visitor Task Analysis </li></ul></ul><ul><ul><li>Group Brainstorm </li></ul></ul><ul><li>Supplies </li></ul><ul><ul><li>Whiteboard </li></ul></ul><ul><ul><li>Worksheet </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Glue Stick </li></ul></ul><ul><ul><li>Pens / Pencils </li></ul></ul><ul><ul><li>Thinking Caps </li></ul></ul>
  • 30. Persona Worksheet
  • 31. Potential Audience Photos
  • 32. Individual Persona <ul><li>Demographics </li></ul><ul><li>24-30 years old </li></ul><ul><li>Student, BA in Business Management </li></ul><ul><li>Power Computer User, spends free time on Facebook </li></ul><ul><li>Interested in Networking, Career Opportunities </li></ul>Psychographics Motivations / Needs Activities <ul><li>Your Benefit </li></ul><ul><li>How your product or service provides benefit to this persona </li></ul><ul><li>Your Solution </li></ul><ul><li>How your product or service solves their motivations needs, burning desires, eases their pain </li></ul><ul><li>Marketing Channels </li></ul><ul><li>Best channels to reach this persona </li></ul><ul><li>Types of content will they consume </li></ul><ul><li>Web, Facebook, Twitter, LinkedIn, YouTube </li></ul>
  • 33. Process / Framework <ul><li>Information Architecture Blueprint </li></ul><ul><li>Audience Personas </li></ul><ul><li>Content Planning Framework </li></ul>
  • 34. Content Creation - Planning &amp; Process Say “NO” to publishing content without a plan!
  • 35. IA Nav &amp; 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. &lt;HEAD&gt; Is Content Too! Page Control Indexation &amp; Caching
  • 50. Restrict: &lt;meta name=“robots”
  • 51. More &lt;HEAD&gt; … Meta / Social Control Social Sharing “cheat” w/o Facebook OGP Say “NO” to DMOZ &amp; 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 &amp; @YoYoSEO

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