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SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
SES 2011 Site Architecture
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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

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