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SEO Site Architecture

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Presentation on Site Architecture for SMX Stockholm 2010

Presentation on Site Architecture for SMX Stockholm 2010


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