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Website architecture 2013

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How to build and manage the architecture of a website to ensure it is search engine friendly.

How to build and manage the architecture of a website to ensure it is search engine friendly.

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  • 1. PERFORMANCE-BASED WEBSITE ARCHITECTUREHow to Construct a Website Search Engines (and People) Love @StoneyD
  • 2. INTRODUCTION
  • 3. Where poor site architecture INTRODUCTIONleaves you…Indexed PagesRankingsVisitorsSales
  • 4. INTRODUCTIONWhat you gain… Better Improved Crawlability Navigation SEO-Friendly Website Improved Increased Relevance Conversions
  • 5. INTRODUCTIONDon’t Make MeTHINK, Dam mit!
  • 6. INTRODUCTION
  • 7. INTRODUCTIONDealing withduplicatecontent issues  Duplicate content can plague you like a virus
  • 8. INTRODUCTIONDuplication slows spidering andindexingA B C D E FG H I J K L = spideredA B C D E FG H I J K L = not spidered
  • 9. INTRODUCTIONDuplication splits link juice B F J N C G K O D H L P E I M Q A A
  • 10. Fixing duplication corrals INTRODUCTIONlink juice B F J N C G K O D H L P E I M Q A
  • 11. How do you build a search (and INTRODUCTIONpeople) friendly website? Link & URL & Site Navigation Structure Structure Document & Page Structure
  • 12. URL & SITE STRUCTURE@StoneyD
  • 13. URL & SITE STRUCTUREChoosing your domain name Get your own Keep it short  b-e-a-utiful.com Make it memorable  PerfectBeauty.blogspot.com  HowToImproveYourImage.com  TotalBeauty.com Use keywords  PerfectBeauty.com if possible  BeautyIsBeautiful.com
  • 14. Designate canonical URLs URL & SITE STRUCTURE www.example.com example.com/ www.example.com/index.html example.com/home.asp <link rel="canonical" href="http://www.example.com"/>
  • 15. Make URLs search engine friendly URL & SITE STRUCTURE Keep it Short site.com/category/page-name.php Use Keywords site.com/sports/equipment/ baseball
  • 16. URL & SITE STRUCTUREBlock spiders from incorrect URLs Accessible > http:// URLs x https:// URLs > Product Pages x Shopping Cart Not Accessible > Information Details x Profile Pages > Canonical URLs x Duplicate Content
  • 17. Eliminate nav path duplication URL & SITE STRUCTURE Sports Exciting Golf Moments in Books Golf By U.R. Lame Books Exciting Sports Moments in Golf Golf By U.R. Lame
  • 18. URL & SITE STRUCTUREEffective URL constructionyoursite.com/how_not_to_write_urlsyoursite.com/how not to write urlsYoursite.com/how-to-write-urls-correctly
  • 19. URL & SITE STRUCTURECreate a custom 404 error page
  • 20. URL & SITE STRUCTUREThis directory structure is too flat Home
  • 21. URL & SITE STRUCTUREThis directory structure is too tall Home
  • 22. URL & SITE STRUCTUREThis directory structure is just right Home Keyword Keyword Keyword
  • 23. LINK & NAVIGATION STRUCTURE@StoneyD
  • 24. LINK & NAVIGATION STRUCTUREEffective navigation is key Link to Link to Most Primary Site Important Sections Pages
  • 25. LINK & NAVIGATION STRUCTUREUse breadcrumbs effectively Keyword Visual Easy Rich Indicators Navigation
  • 26. LINK & NAVIGATION STRUCTUREUse descriptive anchor text LINK THIS NOT THAT
  • 27. Don’t block great content LINK & NAVIGATION STRUCTURE password protected areas Selection boxes
  • 28. LINK & NAVIGATION STRUCTURELink to related content
  • 29. Use only search engine friendly links LINK & NAVIGATION STRUCTUREUnspiderable:javascript:plnav(’HO9264l’,’pl’,’image’)Semi-spiderable:javascript.window.open(‘http://www.yoursite.com/page.html’,’newWindow’)Spiderable:http://www.yoursite.com/page.html
  • 30. Block engines from shopping pages LINK & NAVIGATION STRUCTURE
  • 31. Avoid secure page duplication LINK & NAVIGATION STRUCTUREProducts Shopping Checkout cart
  • 32. Check for LINK & NAVIGATION STRUCTUREbroken linksregularly
  • 33. Redirect broken URLs properly LINK & NAVIGATION STRUCTURE Link from page A Points to old page B Redirects to new page B
  • 34. DOCUMENT & PAGE STRUCTURE@StoneyD
  • 35. Create fan-freaking-tastic content! DOCUMENT & PAGE STRUCTUREClearly written Accurate Keyword driven Text, not images
  • 36. Organize your content DOCUMENT & PAGE STRUCTURE Purpose Beginning Middle Provides Exposes End Benefits Need Call to Personas Personalities Action
  • 37. Link to related content DOCUMENT & PAGE STRUCTURE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. mollit anim id est laborum. • mollit anim id est laborum • mollit anim id est laborum • mollit anim id est laborum id est laborum id est laborum
  • 38. Keyword rich title tags DOCUMENT & PAGE STRUCTURE<Title>Beauty Tips, Cosmetics, and Skin CareTutorials</Title> *65 Character Limit Influences Rankings Drives Provides Initial Label for Click Browser
  • 39. Compelling meta description tags DOCUMENT & PAGE STRUCTURE20-40 word page summary Substantially unique CompellingNot needed on every page
  • 40. All about the meta keyword tag DOCUMENT & PAGE STRUCTURE Commas? Spaces? Length? Phrases?
  • 41. Proper HEADING tag hierarchy DOCUMENT & PAGE STRUCTURE<h1>One H1 per page.</h1> <h2>Use outline format.</h2> <h3>Keep content organized</h3>
  • 42. Streamlined code: No bloat! DOCUMENT & PAGE STRUCTURE No • HTML Tables No • On-Page Styles No • On-Page Javascript
  • 43. Ensure multi-browser accessibility DOCUMENT & PAGE STRUCTURE
  • 44. Build mobile compatible sites DOCUMENT & PAGE STRUCTURE
  • 45. CONCLUSION@StoneyD
  • 46. CONCLUSION • 400+ Check Points • 19 Categories The Pole Position Marketing Libraryhttp://www.polepositionmarketing.com/library/e-books.php
  • 47. Delight your visitors CONCLUSION
  • 48. CONCLUSION
  • 49. CONCLUSION
  • 50. Thank You! Find Us www.PolePositionMarketing.com