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Next Generation Site Architecture
 

Next Generation Site Architecture

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Patrick Branigan presents "Next Generation Site Architecture" at the Search Engine Strategies Conference (SES) of March 2013.

Patrick Branigan presents "Next Generation Site Architecture" at the Search Engine Strategies Conference (SES) of March 2013.

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    Next Generation Site Architecture Next Generation Site Architecture Presentation Transcript

    • Next Generation Site Architecture Patrick Branigan Overit Art Director New York | March 25–28 #SESNY
    • New York| March 25–28, 2013 | #SESNY Architecture is… • “The art and science of designing and erecting physical structures.” • “The activity of designing a system.” • “An approach to planning, designing and developing a web site presence.” www.wikipedia.org; Blueprint of Bishopsfield to Hazel (geography.org.uk) @pbranigan
    • New York| March 25–28, 2013 | #SESNY Site Architecture is NOT… • A list of pages. • Static information. • Defined by one person. • …simply telling a story. @pbranigan
    • New York| March 25–28, 2013 | #SESNY People! • Next generation website architecture is an approach in creating an online ecosystem that can be driven and evolved by its users. • Social media, content and accessibility are what drives engagement. • Create an ecosystem for exploration and expansion. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider the Social Aspect • Driving factors: “sharing” & “commenting” because this is about the people. • People enjoy conversations. • Traditionally… TOP www.cnn.com BOTTOM SIDE @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider the Social Aspect • Now… • We might want to reassess placement, organization and function. • Consider human tendencies like categorization. • Focus on further naturalizing the conversation experience. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider the Social Aspect COMMENT SHARE http://nyti.ms/10Y8g4 - New York Times, Renda Morton @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider the Social Aspect COMMENT & SHARE http://nyti.ms/10Y8g4 - New York Times, Renda Morton @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider the Social Aspect IN CONTEXT & ON DEMAND http://nyti.ms/10Y8g4 - New York Times, Renda Morton @pbranigan
    • New York| March 25–28, 2013 | #SESNY So… • Encourage users to interact and engage with your content via placement, organization and function of elements. • Increase in: • URL sharing. • User views and impulse views. • Higher probability in viral impact. • More sharing means better rankings and higher clickthrough rates. • Takeaway – The “architecture” the user is going to engage in is as important as the actual linking and sharing. One encourages the other. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Consider Your Content. • Without rich and highly engaging content, no one will really care. • Being made clear by Google! • Author Rank! @pbranigan
    • New York| March 25–28, 2013 | #SESNY Author Rank • Connect a website’s writers’ accounts with Google+ accounts. • People like other credible people! • An emphasis on not only what’s on the page but who provided it. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Author Rank • Link your content to your Google profile: • Link from your Google profile to your content: @pbranigan
    • New York| March 25–28, 2013 | #SESNY Relevance and Credibility • Markham Nolan – “How to Separate Fact and Fiction Online” • Quality out of quantity. • Evolution from the pursuit of finding facts to the act of verifying them. http://ted.com- Markham Nolan; TED @pbranigan
    • New York| March 25–28, 2013 | #SESNY So… • Google, the king of search, is no longer relying on algorithms. • Authorship and credibility creates “thought leadership”. • Takeaway – Use systems such as Author Rank to help users engage and trust in you, which inevitably helps you in being searchable and accessible. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Consideration • Text is obviously important. • If you don’t use webfonts you’re doing it wrong. • First we had: • Now we have: http://typkit.com; http://fontspring.com; http://google.com/webfonts @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Consideration • Add stylesheet link to call on the desired font from Google’s library of webfonts and then style with CSS. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Consideration • Result: • (An amazing example when partnered with other technologies HTML5, CSS3, Java, jQuery, etc: http://jjr2012.srf.ch/) @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Considerations • People love images. • Optimizing imagery. • Use your alt text. • File name. • Image size. http://instasham.me @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Considerations • People also love video. • Optimizing video? • YouTube: Titles and descriptions. • Hosted video: delivery and ease of sharing. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Other Content Considerations http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek @pbranigan
    • New York| March 25–28, 2013 | #SESNY So… • Text is still king, but all content is continuously evolving. • Providing impressive content encourages conversation. • Takeaway – Emphasize user facing visual stimulation that can be crawled, indexed and shared where possible. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Giving It All Somewhere To Live • Responsive design… (Yeah, about that…) • “Creating a single source for code that we can optimize to a device so that the device can ask how to display things.” – Jason Cranford Teague • How: Same HTML > Same URL > CSS media queries @pbranigan
    • New York| March 25–28, 2013 | #SESNY Benefits of RWD • Accessibility. • Single URL. • No redirection. • Saving resources for the site and the crawlers. @pbranigan
    • New York| March 25–28, 2013 | #SESNY Some questions You Should Ask Yourself • What percent of traffic is mobile? • Does your current mobile presence translate well to other sizes? • How do your bounce rates compare? • Are you forgetting your purpose? It’s about the people! People generally want specific content depending upon their situation & device. @pbranigan
    • New York| March 25–28, 2013 | #SESNY So Get Responsive or Get Lost? Nope! @pbranigan
    • New York| March 25–28, 2013 | #SESNY Bringing It All Together • Three key components to architecture: • Social Media. • Content. • Accessibility. • It’s about people as much as it is about robots. Thank you! @pbranigan