0
Data Feed SEO & Advanced
     Site Architecture
   A4uexpo Europe, Munch 2010
           Tom Critchlow
Tom Critchlow
        Head of Search Marketing, Distilled
        > tom.critchlow@distilled.co.uk
        > twitter.com/To...
The Affiliate Penalty
The “Affiliate” Penalty
                      Two big causes of
                        the “affiliate”
                  ...
Unique Content Matrix

             Unique Content,    Strong site,
 Uniqeness



             Low Trust          unique c...
Unique Content Spectrum
                                                    
                                     
 Uni...
Case Study
“Welcome visitor, please find out selection of [insert
  product] below, we have [number of products]
  items. ...
User Generated Content
“User” Generated Content
User “Generated” Content
                     Mozenda
Building quick & dirty SEO Tools
    A Cheat Sheet & Inspiration
  Sources                                                ...
User Generated “Content”
                  • External search
                    queries
                  • Internal sear...
Differentiate Yourself
     Title
     Kingston Technology Company - Flash Memory - DataTraveler 101
     Amazon.com: King...
Manipulate & Clean Your Data
“Kingston                    “Kingston USB
  DataTraveler 101           memory stick
        ...
Of Course, Links Always Win




http://www.seobook.com/black-hat-seo-case-study
Manual Reviews – aka “Hand Jobs”
                      Check out the
                        quality rater
               ...
Information
Architecture
What Perfect IA Looks Like




Check it out: http://seogadget.co.uk/solving-site-architecture-issues/
Define Your Keyword Niches
Look at the user search path – define your
  categories to match the search volume.




Single ...
Pagination is bad – never do it




                   Never visited
Yawn.
                Ugh.
        Zzzz.
Footer Links Are Bad
Footer links can penalise you! Bad for users bad for
  SEO.

Make a user friendly architecture.
Information Architecture Rules
          • Flat architecture
             Close to homepage
             <100 links / pa...
Cross Linking Internally
Advanced: Algorithms
        Figure out a scoring algorithm for
          your pages based on popularity,
          search...
Diagnosing IA Issues

Use separate XML
 sitemaps




                       Xenu is your friend
Secret Sauce
          Query Deserves Freshness:




          Microformats:
Resources
•   http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture
•   http://seogadget.co.uk/solving-site-...
Thanks!
Upcoming SlideShare
Loading in...5
×

Tom Critchlow - Data Feed SEO & Advanced Site Architecture

1,521

Published on

Europe 2010

Published in: Education, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,521
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
81
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Tom Critchlow - Data Feed SEO & Advanced Site Architecture"

  1. 1. Data Feed SEO & Advanced Site Architecture A4uexpo Europe, Munch 2010 Tom Critchlow
  2. 2. Tom Critchlow Head of Search Marketing, Distilled > tom.critchlow@distilled.co.uk > twitter.com/TomCritchlow > www.distilled.co.uk > www.distilledconsulting.com Tom is a search geek, ninja poet, poker playing, maths loving, data geek. He’s responsible for all search marketing at Distilled.
  3. 3. The Affiliate Penalty
  4. 4. The “Affiliate” Penalty Two big causes of the “affiliate” penalty: 1) Algorithms 2) People
  5. 5. Unique Content Matrix Unique Content, Strong site, Uniqeness Low Trust unique content  Non-unique Strong site, non- Content, low trust unique content  Site Strength
  6. 6. Unique Content Spectrum    Uniqeness                Site Strength
  7. 7. Case Study “Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”
  8. 8. User Generated Content
  9. 9. “User” Generated Content
  10. 10. User “Generated” Content Mozenda
  11. 11. Building quick & dirty SEO Tools A Cheat Sheet & Inspiration Sources Magic Horsepower APIs (more on programmable web) YQL – Yahoo! Query Language Crawlers / Scrapers AdWords – Keywords Mozenda Alchemy – Structured data & text select * from html where 80legs Bing – Search, news, spelling url=“<url>" and Google App Engine Evri – Sentiment and popularity xpath=“<xpath>“ Amazon Web Services Face.com – Face detection Facebook – Social graph select * from html where Human Touch Google Analytics – Visitor data url=“<url>" Amazon Mechanical Turk Hostip – Geo data Smartsheet (interface to Mechanical Turk) LinkedIn – Professional data select * from feed where oDesk Pingdom – Website uptime url=“<url>” Postrank (1, 2, 3) – real-time & influence Rapleaf – Social media profiles select * from search.web where Python Twitter – Real time and social query = “<query>" Since Python is the language of Google App ... And of course: Engine, here is how you can use YQL easily Linkscape – Links within Python: xpath (more examples) /foo – the element „foo‟ Download source – extract to yql folder //bar – all elements „bar‟ within your application Data (more on infochimps) Data.gov – US government data foo/bar – all bar elements children of foo foo//bar – bar arbitrary levels below foo import yql Data.gov.uk – UK government data foo/*/bar – bar grandchildren of foo y = yql.Public() Delicious list – from Peter Skomoroch foo/* - all children elements of foo result = y.execute(“<yql Google Public Data - Directory foo/@bar – bar attribute on foo query>”) Guardian – content and data World Bank – finance, health, etc. foo/[@bar] – foo with bar attributes 80legs – prepackaged crawl data foo/[@bar=baz] – where attribute=baz By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org
  12. 12. User Generated “Content” • External search queries • Internal search queries • Tags • Testimonials • FAQs/Support emails
  13. 13. Differentiate Yourself Title Kingston Technology Company - Flash Memory - DataTraveler 101 Amazon.com: Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive… Kingston 4GB DataTraveler 101 USB 2.0 Flash Drive - DT101C/4GB ... eCOST.com-Kingston 4GB DataTraveler 101 USB 2.0 Flash Drive - Cyan ... Kingston 4GB DataTraveler 101 USB Flash Drive - Kingston ... Kingston DataTraveler 101 – 8 GB USB 2.0 Flash Memory DT101C/8GB ... Kingston 2GB DataTraveler 101 USB Flash Drive (Cyan) - $7.95 ... USB Flash Drives » Blog Archive » kingston datatraveler 101 - 4 gb ... Kingston DataTraveler 101 - USB flash drive - 4... - DT101C/4GB at ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston 2GB DataTraveler 101 USB Flash Drive (Cyan) - $7.95 ... kingston 2 gb datatraveler 101 usb flash drive - kingston 2 gb ... KINGSTON 4 GB DataTraveler 101 USB Flash Drive – Cyan : Memory | Dell Kingston DT101C/4GB Flash Memory 4GB DataTraveler 101 with Secure ... Kingston DataTraveler 101 4 GB - Reviews, Prices, Photos, Videos ... Kingston 2GB DataTraveler 101 USB Flash Drive - Cyan, latest Deals ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... $6.05 off Kingston 2GB DataTraveler 101 USB 2.0 Flash Drive in ... DT101C4GB Kingston Technology Data Traveler 101, 4 GB Flash Drive ...
  14. 14. Manipulate & Clean Your Data “Kingston “Kingston USB DataTraveler 101 memory stick vs USB flash drive - 4 4gb” GB – Cyan”
  15. 15. Of Course, Links Always Win http://www.seobook.com/black-hat-seo-case-study
  16. 16. Manual Reviews – aka “Hand Jobs” Check out the quality rater guidelines “Add value to users” “Relevant” These are subjective!!
  17. 17. Information Architecture
  18. 18. What Perfect IA Looks Like Check it out: http://seogadget.co.uk/solving-site-architecture-issues/
  19. 19. Define Your Keyword Niches Look at the user search path – define your categories to match the search volume. Single keywords are for losers: http://www.wordtracker.com/academy/long-tail-keyword-research
  20. 20. Pagination is bad – never do it Never visited Yawn. Ugh. Zzzz.
  21. 21. Footer Links Are Bad Footer links can penalise you! Bad for users bad for SEO. Make a user friendly architecture.
  22. 22. Information Architecture Rules • Flat architecture Close to homepage <100 links / page • No pagination • No footer links • Make category/sub-category pages user friendly • ?????? • Profit
  23. 23. Cross Linking Internally
  24. 24. Advanced: Algorithms Figure out a scoring algorithm for your pages based on popularity, search volume and current ranking position. Use this algorithm to direct links internally.
  25. 25. Diagnosing IA Issues Use separate XML sitemaps Xenu is your friend
  26. 26. Secret Sauce Query Deserves Freshness: Microformats:
  27. 27. Resources • http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture • http://seogadget.co.uk/solving-site-architecture-issues/ • http://www.seomoz.org/blog/api-and-dataset-cheatsheet-building-quick- dirty-tools • http://www.mozenda.com • http://www.seomoz.org/blog/leveraging-mechanical-turk-odesk-elance- craigslist-for-seo • http://www.seochat.com/c/a/Google-Optimization-Help/Googles-Quality- Rater-Guidelines-Leaked/ • http://strategizer.wordtracker.com/ • http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse- indexation-on-large-sites/ • http://www.seomoz.org/blog/xenu-link-sleuth-more-than-just-a-broken- links-finder • http://microformats.org/ • http://www.seomoz.org/blog/whiteboard-friday-query-deserves-freshness
  28. 28. Thanks!
  1. A particular slide catching your eye?

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

×