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SES 2011 Site Architecture

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  • 1. SUCCESSFUL INFORMATION ARCHITECTURE SES London 2011 Richard Baxter – SEOgadget.co.ukSEOgadget.co.uk
  • 2. INFORMATION ARCHITECTURESEOgadget.co.uk Photo by: Gregg Knapp
  • 3. “Indexation” The number of pages indexed by a search engine that are driving traffic BEFORE WE GET STARTEDSEOgadget.co.uk
  • 4. How many clicks from your homepage to your deepest content?SEOgadget.co.uk
  • 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. 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. WHAT’S A SILO? Inbound LinksSEOgadget.co.uk
  • 8. SILOS SOLVED WITH CROSS LINKS Cross link to enhance and strengthen pages across as well as downSEOgadget.co.uk
  • 9. NAVIGATION, CROSS LINKS & TAXONOMYSEOgadget.co.uk Photo by: chargrillkiller
  • 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. EXAMPLE TIME None of these gifts are under £20 SEOgadget.co.uk
  • 12. NAVIGATION THAT REPRESENTS USER BEHAVIOURSEOgadget.co.uk
  • 13. I have to have HOW MANY links on my homepage?!SEOgadget.co.uk
  • 14. SEOgadget.co.uk
  • 15. LINKS ON YOUR SITE • JavaScript / CSS carousel – 100% search engine friendlySEOgadget.co.uk
  • 16. A FEW TIPSSEOgadget.co.uk
  • 17. MAKE YOUR CATEGORY PAGES UNIQUE 200 words of persuasive, unique awesomeness would really sort this page out.SEOgadget.co.uk
  • 18. MAKE YOUR CONTENT MORE UNIQUE WITH UGC Duplicate (900+ copies) Unique (Yay)SEOgadget.co.uk
  • 19. THANK YOU richard@seogadget.co.uk @richardbaxter Download: http://seogadget.co.uk/ses/SEOgadget.co.uk