SUCCESSFUL INFORMATION
                      ARCHITECTURE
                           A4Uexpo London 2010
                 ...
INFORMATION ARCHITECTURE
SEOgadget.co.uk
   Photo by: Gregg Knapp
NOT SO GOOD SITE ARCHITECTURE


       Page Rank
                                                                       Ho...
FLATTENED SITE ARCHITECTURE




0
1

2

3
                  No more than 3 clicks to deepest level
                    Str...
TIPS TO IMPROVE SITE INDEXATION


                               External
                                Links
Page Rank
...
KEYWORD RESEARCH IN SITE ARCHITECTURE


 • The power of keyword categories and sub-types

     Quality      Price     Bran...
MAPPING KEYWORDS TO CONTENT TYPES
        Homepage
        •www.domain.com


        Continents
                          ...
SITE ARCHITECTURE DESIGN




SEOgadget.co.uk
GLOBAL NAVIGATION


 • Use CSS styled DHTML
       – “cross-browser drop-down cascading validating menu”




 • Position c...
TIPS TO IMPROVE SITE INDEXATION

                         pages
                  Authority
                  pass value t...
TIPS TO IMPROVE SITE INDEXATION

                        Cross link to
                       enhance and
                ...
CROSS LINKS




SEOgadget.co.uk
CREATE A CROSS LINKING TAXONOMY




SEOgadget.co.uk
MAKE YOUR CONTENT MORE UNIQUE WITH UGC




                                             Duplicate
                        ...
SUPERCHARGED UGC




                                                                     Data Feed and Micro Format
     ...
5 UGC REVIEWS TIPS


 1) Pull through review content and aggregate ratings to your
    category and home pages
 2) If you ...
OTHER USERS FOUND THIS DOCUMENT FOR


 • Adds uniqueness to the page
 • Internal site search data can be used to cross lin...
BOILERPLATE COPY & UGC – CASE STUDY


 1) Reworked the top 100 category pages to use unique content
    not boiler plates
...
TECHNICAL ARCHITECTURE
SEOgadget.co.uk
 Photo by: Tiago Cassol Schvarstzhaupt
DETECT DUPLICATE CONTENT




  http://www.seomoz.org/
SEOgadget.co.uk
RULES FOR DUPLICATE CONTENT

     Issue                        Example URL                                               A...
A HEALTHY WEBSITE IS A HAPPY WEBSITE




http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/


SEOgadget.co.uk
SPEED UP YOUR WEBSITE


 • Site speed is important for engagement metrics
       – 47% expect a web page to load in two se...
FASTER RECRAWL WITH CONDITIONAL GET


 • Conditional get request answered with a 304 not modified
   response

           ...
FASTER INDEXING AND DISCOVERY

                  Channel     Services                        Aggregators




             ...
THANK YOU!

                  richard@seogadget.co.uk
                      @richardbaxter


SEOgadget.co.uk
Upcoming SlideShare
Loading in...5
×

Successful Information Architecture - Richard Baxter

3,279

Published on

Published in: Education
1 Comment
9 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,279
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
101
Comments
1
Likes
9
Embeds 0
No embeds

No notes for slide

Successful Information Architecture - Richard Baxter

  1. 1. SUCCESSFUL INFORMATION ARCHITECTURE A4Uexpo London 2010 Richard Baxter – SEOgadget.co.uk SEOgadget.co.uk
  2. 2. INFORMATION ARCHITECTURE SEOgadget.co.uk Photo by: Gregg Knapp
  3. 3. NOT SO GOOD SITE ARCHITECTURE Page Rank Homepage 1/10 1/100 1/1000 1/10000 1/100000 Very weak pages at the bottom of the architecture 6 clicks to deepest level Low search engine visibility SEOgadget.co.uk
  4. 4. FLATTENED SITE ARCHITECTURE 0 1 2 3 No more than 3 clicks to deepest level Stronger pages at the lowest tier SEOgadget.co.uk
  5. 5. TIPS TO IMPROVE SITE INDEXATION External Links Page Rank Identify linked-to pages in the architecture and cross link to pages nearby SEOgadget.co.uk
  6. 6. KEYWORD RESEARCH IN SITE ARCHITECTURE • The power of keyword categories and sub-types Quality Price Branding Product Departing Destination Chronology “Compare cheap EasyJet flights from London to New York in June” • Group together search terms where each sub-category generates unique constructions: “Flights to Malaga in June” “Cheap Ryan air Flights to Malaga” SEOgadget.co.uk
  7. 7. MAPPING KEYWORDS TO CONTENT TYPES Homepage •www.domain.com Continents Generic •www.domain.com/Europe • “Cheap flights” • “Flights” Countries •www.domain.com/Spain Cities Destination •www.domain.com/Malaga • “Flights to #” • “Cheap flights to #” Resorts •www.domain.com/Las-Palmas Route Islands •www.domain.com/Gran-Canaria • “Flights from @ to #” • “Cheap flights from @ to #” Routes • “@ to #” •www.domain.com/Gatwick/Malaga • “@ to # Flights” SEOgadget.co.uk
  8. 8. SITE ARCHITECTURE DESIGN SEOgadget.co.uk
  9. 9. GLOBAL NAVIGATION • Use CSS styled DHTML – “cross-browser drop-down cascading validating menu” • Position close to the top of the page • Visible with CSS / JavaScript disabled in Web Developer Toolbar SEOgadget.co.uk
  10. 10. TIPS TO IMPROVE SITE INDEXATION pages Authority pass value to pages in their hierarchy only Linked to pages transfer value UP and Down but not ACROSS SEOgadget.co.uk
  11. 11. TIPS TO IMPROVE SITE INDEXATION Cross link to enhance and strengthen pages across as well as down Identify linked-to pages in the architecture and cross link to pages nearby SEOgadget.co.uk
  12. 12. CROSS LINKS SEOgadget.co.uk
  13. 13. CREATE A CROSS LINKING TAXONOMY SEOgadget.co.uk
  14. 14. MAKE YOUR CONTENT MORE UNIQUE WITH UGC Duplicate (900+ copies) Unique (Yay) SEOgadget.co.uk
  15. 15. SUPERCHARGED UGC Data Feed and Micro Format Optimisation in Google 09:30–10:30 Room 2-4 <div class="hreview-aggregate"> <span class="item"> <span class="fn">20Q Version 2</span> </span> <span class="rating">Rating: <span class="average">5.0</span> out of <span class="best">5</span> based on <span class="count">3</span> reviews. </span> </div> SEOgadget.co.uk
  16. 16. 5 UGC REVIEWS TIPS 1) Pull through review content and aggregate ratings to your category and home pages 2) If you have pages that expire (vouchers, products, offers) – keep the UGC for a rainy day 3) Limit the number of reviews that appear on a page and cherry pick the newest / oldest to display on your category pages 4) Make it really easy for users to give feedback 5) Use Microformats to mark-up your ratings and tell Google 6) Reward the top contributors (points, special discounts etc) SEOgadget.co.uk
  17. 17. OTHER USERS FOUND THIS DOCUMENT FOR • Adds uniqueness to the page • Internal site search data can be used to cross link SEOgadget.co.uk
  18. 18. BOILERPLATE COPY & UGC – CASE STUDY 1) Reworked the top 100 category pages to use unique content not boiler plates 2) Made UGC index able (previously hidden in JavaScript) 35000 30000 25000 20000 15000 10000 5000 0 January February March April May June July August September SEOgadget.co.uk
  19. 19. TECHNICAL ARCHITECTURE SEOgadget.co.uk Photo by: Tiago Cassol Schvarstzhaupt
  20. 20. DETECT DUPLICATE CONTENT http://www.seomoz.org/ SEOgadget.co.uk
  21. 21. RULES FOR DUPLICATE CONTENT Issue Example URL Action noindex, follow all non-root queries eg: ?page=2. Make sure your Paginated and view links /page.html?page=10&view=50&sort= paging navigation doesn't create a ?page=1 link if you can avoid it Use print friendly CSS or rel="canonical" the original article URL. Print friendly links /page.html?printerfriendly=yes Don't block in robots.txt rel="canonical" the original URL and / or use hash tags in tracking /page.html?utm_source=a4uexpo&utm_medium=architectur code. Yoast's analytics for WP plugin supports hastags: Analytics tracking URLS e-session&utm_campaign=dupe-content http://bit.ly/9H0o43 Remove session id's, move to cookie based session tracking, don't /page.html?sessionID=56193246156354&language=en&mode issue the session id with user agent detection, use parameter Sessions in URL =line handling in WMT Check all internal links, implement a lower case redirect, Inconsistent case in URLs /page.html vs /Page.html rel="canonical" Subdomain canonicalisation http://www.domain.co.uk vs http://domain.co.uk Implement a 301 www redirect and set preferences in WMT Include or remove trailing slashes using a 301 - use most linked to URLs as a guide and link internally as consistently as possible. Use Trailing slashes missing /voucher-codes/dixons vs /voucher-codes/dixons/ rel="canonical" Make sure you have a link back to the "original article" as a bare miniumum. Syndication on your own network you could use a cross Content syndication domain canonical SEOgadget.co.uk
  22. 22. A HEALTHY WEBSITE IS A HAPPY WEBSITE http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/ SEOgadget.co.uk
  23. 23. SPEED UP YOUR WEBSITE • Site speed is important for engagement metrics – 47% expect a web page to load in two seconds or less – 40% will abandon a web page if it takes more than three seconds to load – 52% of online shoppers claim that quick page loads are important for their loyalty to a site – 14% will start shopping at a different site if page loads are slow – 23% will stop shopping or even walk away from their computer – 64% of shoppers who are dissatisfied with their site visit will go somewhere else to shop next time • http://bit.ly/Jc7M6 [Pingdom] • http://seogadget.co.uk/improving-site-speed-talk-about-the- business-benefit/ SEOgadget.co.uk
  24. 24. FASTER RECRAWL WITH CONDITIONAL GET • Conditional get request answered with a 304 not modified response Last time I crawled this page was the 10th October… http://googlewebmastercentral.blogspot.com/2008/11/date-with-googlebot-part-ii-http-status.html http://sebastians-pamphlets.com/dynamic-pages-can-support-if-modified-since-too/ SEOgadget.co.uk
  25. 25. FASTER INDEXING AND DISCOVERY Channel Services Aggregators http://www.google.com/ping?sitemap=[sitemap url] XML Sitemap http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url] SEOgadget.co.uk
  26. 26. THANK YOU! richard@seogadget.co.uk @richardbaxter SEOgadget.co.uk
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×