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SUCCESSFUL INFORMATION                      ARCHITECTURE                             SES London 2011                      ...
INFORMATION ARCHITECTURESEOgadget.co.uk   Photo by: Gregg Knapp
“Indexation”       The number of pages indexed by a search engine that are driving traffic       BEFORE WE GET STARTEDSEOg...
How many clicks from your homepage                       to your deepest content?SEOgadget.co.uk
NOT SO GOOD SITE ARCHITECTURE       Authority                   Very weak pages at the bottom of the architecture         ...
FLATTENED SITE ARCHITECTURE0123                                 No more than 3 clicks to deepest level                    ...
WHAT’S A SILO?                  Inbound LinksSEOgadget.co.uk
SILOS SOLVED WITH CROSS LINKS                     Cross link to                    enhance and                  strengthen...
NAVIGATION, CROSS LINKS & TAXONOMYSEOgadget.co.uk   Photo by: chargrillkiller
GLOBAL NAVIGATION • Use CSS styled DHTML       – “cross-browser drop-down cascading validating menu” • Position close to t...
EXAMPLE TIME                  None of these gifts are under                             £20 SEOgadget.co.uk
NAVIGATION THAT REPRESENTS USER BEHAVIOURSEOgadget.co.uk
I have to have HOW MANY links on my                               homepage?!SEOgadget.co.uk
SEOgadget.co.uk
LINKS ON YOUR SITE • JavaScript / CSS carousel – 100% search engine friendlySEOgadget.co.uk
A FEW TIPSSEOgadget.co.uk
MAKE YOUR CATEGORY PAGES UNIQUE                  200 words of persuasive, unique awesomeness would really sort this       ...
MAKE YOUR CONTENT MORE UNIQUE WITH UGC                                             Duplicate                              ...
THANK YOU                  richard@seogadget.co.uk                       @richardbaxter                    Download: http:...
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SES 2011 Site Architecture

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Transcript of "SES 2011 Site Architecture"

  1. 1. SUCCESSFUL INFORMATION ARCHITECTURE SES London 2011 Richard Baxter – SEOgadget.co.ukSEOgadget.co.uk
  2. 2. INFORMATION ARCHITECTURESEOgadget.co.uk Photo by: Gregg Knapp
  3. 3. “Indexation” The number of pages indexed by a search engine that are driving traffic BEFORE WE GET STARTEDSEOgadget.co.uk
  4. 4. How many clicks from your homepage to your deepest content?SEOgadget.co.uk
  5. 5. NOT SO GOOD SITE ARCHITECTURE Authority Very weak pages at the bottom of the architecture 6 clicks to deepest level Low indexation and poor long tailSEOgadget.co.uk
  6. 6. FLATTENED SITE ARCHITECTURE0123 No more than 3 clicks to deepest level The outcome should be higher indexation and a better long tail 100 links per page = 1,000,000 pages on a 3 click deep architectureSEOgadget.co.uk
  7. 7. WHAT’S A SILO? Inbound LinksSEOgadget.co.uk
  8. 8. SILOS SOLVED WITH CROSS LINKS Cross link to enhance and strengthen pages across as well as downSEOgadget.co.uk
  9. 9. NAVIGATION, CROSS LINKS & TAXONOMYSEOgadget.co.uk Photo by: chargrillkiller
  10. 10. GLOBAL NAVIGATION • Use CSS styled DHTML – “cross-browser drop-down cascading validating menu” • Position close to the top of the page • Visible with CSS / JavaScript disabled in Web Developer ToolbarSEOgadget.co.uk
  11. 11. EXAMPLE TIME None of these gifts are under £20 SEOgadget.co.uk
  12. 12. NAVIGATION THAT REPRESENTS USER BEHAVIOURSEOgadget.co.uk
  13. 13. I have to have HOW MANY links on my homepage?!SEOgadget.co.uk
  14. 14. SEOgadget.co.uk
  15. 15. LINKS ON YOUR SITE • JavaScript / CSS carousel – 100% search engine friendlySEOgadget.co.uk
  16. 16. A FEW TIPSSEOgadget.co.uk
  17. 17. MAKE YOUR CATEGORY PAGES UNIQUE 200 words of persuasive, unique awesomeness would really sort this page out.SEOgadget.co.uk
  18. 18. MAKE YOUR CONTENT MORE UNIQUE WITH UGC Duplicate (900+ copies) Unique (Yay)SEOgadget.co.uk
  19. 19. THANK YOU richard@seogadget.co.uk @richardbaxter Download: http://seogadget.co.uk/ses/SEOgadget.co.uk
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