Your SlideShare is downloading. ×
SEO and IA: The Beginning of a Beautiful Friendship
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

SEO and IA: The Beginning of a Beautiful Friendship

8,157
views

Published on

Search technology and IA have developed on parallel tracks over the last many years. I propose that they join forces in creating an enhanced user information finding experience and present specific …

Search technology and IA have developed on parallel tracks over the last many years. I propose that they join forces in creating an enhanced user information finding experience and present specific opportunities for deeper IA engagement.

Published in: Technology

4 Comments
27 Likes
Statistics
Notes
  • Suxus Technology | Web Design In Tirunelveli | Tirupur | Trichy | Seo
    www.suxustechnology.com/‎
    Suxus Technology is a Tirunelveli based professional web development company providing Web Design In Tirunelveli,Tuticorin,Tirupur,Trichy,Seo.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Awesome demonstration..It is really informative.
    Omnanotech
    http://zipmempendrives.blogspot.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Excellent. You've shown your credibility on presentation with this slideshow. This one deserves thumbs up. I'm John, owner of www.freeringtones.ws/ . Perhaps I'll get to see more quality slides from you.

    Best wishes.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Using imagery in this demonstration is really effective. You have done a fantastic job here friend.

    Janie
    http://financejedi.com
    http://healthjedi.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
8,157
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
92
Comments
4
Likes
27
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1. 2007 IA Summit: Las Vegas SEO and IA: The Makings of a Beautiful Friendship
    • 2. Introduction
      • Me: Information architect/Search specialist
        • IA since 1998
        • Search since 2004
      • Topic: Search engine optimization and IA
        • Shift in user locus of attention
          • From navigation to search box
        • Shift in our locus of attention
          • From macro-structure to micro-wayfinding
      • What I want
        • IA to become a partner in developing search technology that works with the user
        • IA community to “think” about how users find their websites when they design them
        • Key takeaways [fingers crossed at my end]
          • Search optimization and IA can and should co-exist
          • One should not exist at the expense of the other
    • 3. Search Usability
      • Web analytics show preference for search box over any site navigation of any kind
        • Search enables users to develop a need-specific/use-specific information path
      • Search engine users visit more pages than those using navigation
        • Pogo effect
        • Ask.com now offers preview service so user does not have to click through
          • How much of the navigation will they see in a thumbnail?
      • Out of the top 20 results and you are out of sight and out of mind for a majority of users
    • 4. Blame it all on Google
      • PageRank is a pre-query valuation
        • Based on number of links to the page
          • 1 link=1 vote
          • Most votes wins top placement
        • Has no relationship to the subject of the query
      • Googlearchy : dominant Web sites become more firmly entrenched in search results by nature of size
        • Link rich get richer
      • Failings soon uncovered
        • Link farms
        • Googlehacks
    • 5. Search 2.0
      • Web 2.0 give us Search 2.0
        • Harnessing the collective intelligence
          • Online bookmarking
        • Architecture of participation
          • Open source Search
          • Peer-to-peer Search
            • Index of nodes in system
            • Query passed to find appropriate node
        • Remixable data sources and data transformation
          • Local search
          • Any of the “maps” applications
          • Kayak.com and other travel sites
        • Software above the level of a single device
          • Mobile search
      • Compensation for the commercialization of organic search
        • Paid ads do not have to map semantically to the results they accompany
        • Wales and Searchipedia
          • Program not tied to a revenue model
    • 6. Now It is All About Meaning
      • As Moore’s Law brings about cheaper, faster, stronger hardware, the quest changes from indexing everything to the presentation of results
      • Search challenge to determine relevance without understanding meaning
      • Transition from strict computation to computational techniques to determine meaning
        • Hilltop Algorithm
        • Topic-sensitive PageRank
    • 7. Hilltop Algorithm
      • Segmentation of corpus into broad topics
        • Subset that is then extrapolated to Web as a whole
        • Created by Jon Kleinberg at Cornell in late 1990s
          • Consultant to Google
      • Selection of authority sources within these topic areas
        • Authorities have lots of non-related pages on the same subject pointing to them
        • Quality of links more important than quantity of links
      • Determination of HUBS
        • Pages that point to many authority sources
      • Pre query calculations applied at query time
      • Likely part of Google’s Florida update in 2004
    • 8. Topic-Sensitive PageRank
      • Consolidation of Hypertext Induced Topic Selection [HITS] and PageRank
      • Pre-query calculation of factors based on subset of corpus
        • Context of term use in document
        • Context of term use in history of queries
        • Context of term use by user submitting query
      • Creator now a Senior Engineer at Google
    • 9. Search Further Down the Road
      • Semantic search technology patents
        • Search tool with preset categories and keywords
          • 4-part database of information
            • Index, categories, keywords, document-specific data
          • Categories define topics through human-mediation
          • Keywords extracted from document text
          • User can iterate search results through related keywords presented from database
        • Search manager
          • Brokering application that facilitates selection of best search engine for the user’s query
        • Similarity estimation
          • Creates “sketch” or compact representation
          • Compares sketches based on determined similarity threshold
          • Deleted duplicate entries
        • Personalized search
          • Microsoft: Compares snippets of Web search engine results with data collected from user behavior and client
            • Demonstrated in NYT article March 7, 2007
          • Google: user bookmarks [online and client] used to construct “personalized search object” that is used to filter Web search result
      • Predictive search
        • Bayesian model
        • Compares user choices to predict more appropriate result from same vector space
    • 10. SEO and IA: Choices
      • Capitulate
        • No action
        • Search technology continue on parallel path
      • Cooperate
        • Work with current search technology
        • Develop best practices that build on developments in search technology
      • Initiate
        • Influence development of search technology
        • Become a partner in developing user-centric search technology
      • Action Items
        • Influence the technology to work for not against user
          • Site Navigation Strategy
          • Site Organization Strategy
          • Link Strategy
          • Page Code Strategy
          • Content Strategy
          • Metadata Strategy
    • 11. Initiate: Site Navigation Strategy
      • Locus of attention has changed from navigation to search
        • Hard-coded navigation structures are losing ground to pogo strikes
          • Navigation Blindness
          • Navigation Fatigue
          • Page Paradigm
          • Transitional Volatility
      • Users need inducement to move further into the site
      • Search technology rewards relationship navigation
        • Berrypicking Information Model
      • System approach to navigation development
        • Systems have specific behaviors and outcomes
    • 12. Initiate: Site Organization Strategy
      • Distance makes a difference
      • Hierarchy reflects relevance
      • MOSS 2007 and use of structural factors
        • URL depth: the further from the homepage, the less important it must be
        • Click distance: the further from an authority page, the less important it must be
      • Architecture extends from the site to the page
    • 13. Initiate: Linking Strategy
      • Links are human-mediated relationships
        • Blast services are no longer worthwhile
      • Related sites, niche directories, online bookmarking sites, provide starting points
      • Create link-based relationship model of relevance
        • Create or find authority
        • Hook up to HUBs
        • Think beyond the site
    • 14. Cooperate: Page Code Strategy
      • Reveal the site to the search technology
        • Sitemap.xml
      • Provide on the page navigation
        • Don’t rely on dynamic navigation that spider cannot read
      • Craft structures that cue technology on importance
      • Illuminate the non-textual functionality
          • Optimize JScript and Flash
    • 15. Initiate: Content Strategy
      • Dense, subject-specific content is what is indexed
        • People will scroll
        • If they don't scroll, they will print it out
      • Content to code ratio of 25%
      • Promote a keyword-to-content ratio 10–15%
      • Design on-the-page structure to move important information to the top
      • Design relational content models
        • Next steps as well as more information
      • Develop authority sections on site
        • Topic-based, not type-based
    • 16. Cooperate: Metadata Strategy
      • Many forms of description
        • In the code
          • Page title [in the browser window]
          • Description
          • Keywords?
        • In the content
          • Display title
          • Content headings
      • Most effective if unique to the content on the page
        • Say goodbye to cut and paste
      • Description rivals structure for importance for user context
        • Ask.com thumbnails
      • Humans determine the “meaning” of the document and inform the machine
    • 17. SEO and IA: Threats and Opportunities
      • Threats
      • Search technology advances without user representation
      • Search engines have become dominant navigation tool through information spaces
        • Bountiful
        • Relevant?
      • Traditional IA methodology increasingly less useful
        • Hierarchy: pages further from the home page deemed less important
        • Hard-coded navigation: not visible to search engines
        • Not Authority-based
      • Opportunities
      • Users seeking human-mediated guides to find information
      • Current search rewards a more flexible and intuitive IA
      • Replaced by a new structural paradigm based on relationship and context
        • Hub and authorities
        • Quality over quantity
        • Birds of a feather subject-wise
    • 18. Marianne Sweeny [email_address]

    ×