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.

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Next Generation Site Architecture

  1. 1. Next Generation Site Architecture Patrick Branigan Overit Art Director New York | March 25–28 #SESNY
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. New York| March 25–28, 2013 | #SESNY Consider the Social Aspect COMMENT SHARE http://nyti.ms/10Y8g4 - New York Times, Renda Morton @pbranigan
  8. 8. New York| March 25–28, 2013 | #SESNY Consider the Social Aspect COMMENT & SHARE http://nyti.ms/10Y8g4 - New York Times, Renda Morton @pbranigan
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. New York| March 25–28, 2013 | #SESNY Other Content Considerations http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek @pbranigan
  22. 22. 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
  23. 23. 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
  24. 24. New York| March 25–28, 2013 | #SESNY Benefits of RWD • Accessibility. • Single URL. • No redirection. • Saving resources for the site and the crawlers. @pbranigan
  25. 25. 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
  26. 26. New York| March 25–28, 2013 | #SESNY So Get Responsive or Get Lost? Nope! @pbranigan
  27. 27. 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

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