SEO Site Architecture


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Presentation on Site Architecture for SMX Stockholm 2010

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SEO Site Architecture

  1. 1.
  2. 2. 2<br />Bernt Johansson?<br /><ul><li> CTO @KliKKi
  3. 3. Masters degree in Computer & Systems Science
  4. 4. Have been working with SEO the last 10 years or so (I am getting old )</li></ul> BLOG:<br /> bernt.johansson76<br /> MAIL:<br /><br /><br /><br />Find today's presentation here!<br />Klikki<br />
  5. 5. 3<br />Klikki<br />Just to make one thing clear<br /><ul><li>What I am saying here today is based on my experience
  6. 6. People might object to some of it
  7. 7. There are no absolute truths in SEO</li></ul>#justsayin<br />
  8. 8. Site architecture can mean a lot of different things to different people <br />4<br />Klikki<br />Information Architect<br />Usability tests<br />Mental models<br />Target audience<br />Organizing information<br />Labels<br />
  9. 9. Site architecture can mean a lot of different things to different people <br />5<br />Klikki<br />SEO’s (some at least)<br />PageRank Sculpting<br />Content silos<br />Crawlability<br />Indexation<br />Tags<br />
  10. 10. Site architecture can mean a lot of different things to different people <br />6<br />Klikki<br />So is there a right and a wrong here?<br /><ul><li>If you can afford it
  11. 11. Use an information architect
  12. 12. If you’re like most of the people building websites
  13. 13. Cheap? (no not that)
  14. 14. In one hell of a hurry to go live
  15. 15. Make sure you are relevant for as much as possible!</li></li></ul><li>Site architecture to support indexation<br />7<br />Klikki<br />Two main challanges with site architecture and indexation<br /><ul><li>Landing pages for all relevant queries
  16. 16. Talk about a dream come true!
  17. 17. Stay clear of duplicate content!</li></ul>Yeah, I’m an SEO so I use these words!<br />
  18. 18. Landing pages for all relevant queries<br />8<br />Klikki<br />A lot of SEO’s say<br /><ul><li>Use a flat site structure
  19. 19. As few clicks as possible from the front page!</li></ul>Arrggh, what if my site is HUGE!<br />
  20. 20. 9<br />Klikki<br />
  21. 21. At least we need to know a little about search behavior<br />10<br />Klikki<br />‘pasta carbonara recipe’<br />‘pasta recipe’<br />‘pasta recipe with ham’<br />‘recipe’<br />Specific<br />General<br />
  22. 22. 11<br />Klikki<br />So to cover as much of the search behavior as possible we need depth!<br />Top category<br />‘paste recipe’<br />Specific recipe description‘pasta carbonara’ recipe<br />Front page‘recipe’<br />Sub category‘pasta recipe with ham’<br />
  23. 23. 12<br />Klikki<br />Site architecture to support indexation<br />So make sure you deploy a site architecture that supports indexing your website for as many relevant queries as possible!<br />With a natural landing page for each of them!<br />
  24. 24. 13<br />Klikki<br />Duplicate content<br />Search engines apply limits to how many pages are crawled/ indexed per domain per day.<br /><ul><li>Google does it based on PageRank</li></li></ul><li>14<br />Klikki<br />Duplicate content, how does it occur<br />When you can reach the same or very similar content withmore than one URL<br />
  25. 25. 15<br />Klikki<br />Duplicate content, pagination<br />This is just too many products in one list!<br />Seriously! Only two new pagination pages per page. Reaching number 61 is going to take ages.....<br />
  26. 26. 16<br />Klikki<br />Avoiding duplicate content<br /><ul><li>Use sub categories if paginations become too long
  27. 27. Optimize titles on deeper pagination pages “Page 3 of 13 in Category name”
  28. 28. Delete the meta description on deeper pagination pages
  29. 29. Have unique text on the top pagination page
  30. 30. Always link back to the top pagination page from the deeper ones.
  31. 31. Put the newest addition first in the list
  32. 32. Whatever you do, don’t start messing around with blocking pagination pages from crawling, or using the canonical tag. It will end in misery.
  33. 33. Link to as many pagination pages as possible, while staying under appr. 100 links per page.</li></li></ul><li>17<br />Klikki<br />Site architecture for ranking<br />Recipes<br />recipes<br />Pasta recipes<br />pasta recipes<br />Pasta recipes with ham<br />Pizza recipes with ham<br />pasta recipes with ham<br />Pasta carbonara<br />pizza recipes with ham<br />
  34. 34. 24.2.2008<br />18<br />Klikki<br />Takeaways – Use breadcrumb navigation<br />Breadcrumbs are a great opportunity for keyword rich anchor texts<br />
  35. 35. 24.2.2008<br />19<br />Klikki<br />Takeaways – Use tagging and categories to relate content<br />Ingredient names are links to pages listing all recipes using that specific ingredient + some basic information<br />
  36. 36. 24.2.2008<br />20<br />Klikki<br />Takeaways – Link to other related content from within the body text<br />Relevant links from within the body text are the most valuable of all links. Especially when using keyword rich anchor text<br />
  37. 37. 24.2.2008<br />21<br />Klikki<br />Takeaways – Don’t create site-wide navigation menus<br />Site-wide navigation menus are not good since they dilute link power to, more or less, irrelevant pages.<br />
  38. 38. THANK YOU!<br />