Website architecture 2013


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

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Website architecture 2013

  1. 1. PERFORMANCE-BASED WEBSITE ARCHITECTUREHow to Construct a Website Search Engines (and People) Love @StoneyD
  3. 3. Where poor site architecture INTRODUCTIONleaves you…Indexed PagesRankingsVisitorsSales
  4. 4. INTRODUCTIONWhat you gain… Better Improved Crawlability Navigation SEO-Friendly Website Improved Increased Relevance Conversions
  5. 5. INTRODUCTIONDon’t Make MeTHINK, Dam mit!
  7. 7. INTRODUCTIONDealing withduplicatecontent issues  Duplicate content can plague you like a virus
  8. 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. 9. INTRODUCTIONDuplication splits link juice B F J N C G K O D H L P E I M Q A A
  10. 10. Fixing duplication corrals INTRODUCTIONlink juice B F J N C G K O D H L P E I M Q A
  11. 11. How do you build a search (and INTRODUCTIONpeople) friendly website? Link & URL & Site Navigation Structure Structure Document & Page Structure
  12. 12. URL & SITE STRUCTURE@StoneyD
  13. 13. URL & SITE STRUCTUREChoosing your domain name Get your own Keep it short  Make it memorable    Use keywords  if possible 
  14. 14. Designate canonical URLs URL & SITE STRUCTURE <link rel="canonical" href=""/>
  15. 15. Make URLs search engine friendly URL & SITE STRUCTURE Keep it Short Use Keywords baseball
  16. 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. 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. 18. URL & SITE STRUCTUREEffective URL not to write
  19. 19. URL & SITE STRUCTURECreate a custom 404 error page
  20. 20. URL & SITE STRUCTUREThis directory structure is too flat Home
  21. 21. URL & SITE STRUCTUREThis directory structure is too tall Home
  22. 22. URL & SITE STRUCTUREThis directory structure is just right Home Keyword Keyword Keyword
  24. 24. LINK & NAVIGATION STRUCTUREEffective navigation is key Link to Link to Most Primary Site Important Sections Pages
  25. 25. LINK & NAVIGATION STRUCTUREUse breadcrumbs effectively Keyword Visual Easy Rich Indicators Navigation
  26. 26. LINK & NAVIGATION STRUCTUREUse descriptive anchor text LINK THIS NOT THAT
  27. 27. Don’t block great content LINK & NAVIGATION STRUCTURE password protected areas Selection boxes
  28. 28. LINK & NAVIGATION STRUCTURELink to related content
  29. 29. Use only search engine friendly links LINK & NAVIGATION STRUCTUREUnspiderable:javascript:plnav(’HO9264l’,’pl’,’image’)‘’,’newWindow’)Spiderable:
  30. 30. Block engines from shopping pages LINK & NAVIGATION STRUCTURE
  31. 31. Avoid secure page duplication LINK & NAVIGATION STRUCTUREProducts Shopping Checkout cart
  32. 32. Check for LINK & NAVIGATION STRUCTUREbroken linksregularly
  33. 33. Redirect broken URLs properly LINK & NAVIGATION STRUCTURE Link from page A Points to old page B Redirects to new page B
  35. 35. Create fan-freaking-tastic content! DOCUMENT & PAGE STRUCTUREClearly written Accurate Keyword driven Text, not images
  36. 36. Organize your content DOCUMENT & PAGE STRUCTURE Purpose Beginning Middle Provides Exposes End Benefits Need Call to Personas Personalities Action
  37. 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. 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. 39. Compelling meta description tags DOCUMENT & PAGE STRUCTURE20-40 word page summary Substantially unique CompellingNot needed on every page
  40. 40. All about the meta keyword tag DOCUMENT & PAGE STRUCTURE Commas? Spaces? Length? Phrases?
  41. 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. 42. Streamlined code: No bloat! DOCUMENT & PAGE STRUCTURE No • HTML Tables No • On-Page Styles No • On-Page Javascript
  43. 43. Ensure multi-browser accessibility DOCUMENT & PAGE STRUCTURE
  44. 44. Build mobile compatible sites DOCUMENT & PAGE STRUCTURE
  45. 45. CONCLUSION@StoneyD
  46. 46. CONCLUSION • 400+ Check Points • 19 Categories The Pole Position Marketing Library
  47. 47. Delight your visitors CONCLUSION
  48. 48. CONCLUSION
  49. 49. CONCLUSION
  50. 50. Thank You! Find Us
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