THE TOILET BOWL OF DEATHAND 2 OTHER TALES FROM SEO, UX & IA                 Ian Lurie                @portentint          ...
portent.co/seofollyYes, like this, no ‘m’.
dodge ahem equivocate weasel weasel hem haw qualify cautionpick nits dodge ahem equivocate weasel weasel hem haw qualifyca...
IA = STRUCTURING INFORMATIONFOR ALL CONSUMERS
THE CONSUMER IS NOTAN ALGORITHM
Thanks, memcrunch.com!
no, i meantgoats... OMG.YOUR CUSTOMER IS NOTAN ALGORITHM
Thanks, Matt Groening!
IAN’S HANDY-DANDY HEURISTICFOR IA & SEO HARMONY       CANONICAL       FINDABLE       SIGNIFICANT
CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
i wave my handsthusly, and you all          YOUR CUSTOMER IS NOT  nod at my saged   knowingness.          AN ALGORITHM
THREEONE-ACTPLAYS
CANONICAL.THE DUPLICATE CONTENTTOILET BOWL OF DEATH.    nooooooooo...
CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
1 relative link<a href = “~/link.aspx”>!
50 categoriesshoes/link.aspx!dresses/link.aspx!clothing/link.aspx!shoes/dresses/clothing/link.aspx!!!
OR<a href = “~”>!
MIX WELL…
HILARITYENSUES  <a href = “~”>!
/en-­‐us/	  /en-­‐US/US-­‐Distribu/on	  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z	  /en-­‐US/~/~/link...
/en-­‐us/	  /en-­‐US/US-­‐Distribu/on	  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z	  /en-­‐US/~/~/link...
/en-­‐us/	  /en-­‐US/US-­‐Distribu/on	  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z	  /en-­‐US/~/~/link...
NAVIGATION ANALYTICS
HOW DO I KNOW IFTHEY CLICKED THIS?    OR THIS?
<a href = “/foo.html?nav=top”>!
how may i help?
i r googles. where    content be?
/foo.html?nav=top!/foo.html?nav=left!      no, wait. where are          duh pages?
/foo.html?nav=tophome!/foo.html?nav=lefthome                     !   <a href = “~”>!       gurgle...
CRAWL BUDGET
LOST AUTHORITY
GENERALHIGGLDEYPIGGLEDY
LOTSA OPTIONS
/foo.html#nav=tophome!/foo.html#nav=lefthome!
baby-bath/-/N-5xtjj#?lnk=gnav_baby_3_7&intc=736562!
CRAZYEGG.COM
GOOGLE ANALYTICSEVENT TRACKING
GOOGLE ANALYTICSIN-PAGE ANALYSIS
GOOGLE ANALYTICSIN-PAGE ANALYSIS
GOOGLE ANALYTICSIN-PAGE ANALYSIS
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
FINDABLE.THE ISLAND OFMISFIT CHUNKS   nobody wants a    charlie in the       box...
FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
SHITSEOSSAY
We need to flatten your site.
We should hide this contentfrom Google by adding aniframe with a nofolloweddirectory and robots.txt set todisallow the boo...
THE RESULT
SHIT‘WEB’DESIGNERSSAY
Too many words on the page.
….
HYPERTEXTMARKUP LANGUAGE
THE RESULT
OR
BARF
We need to hide some content,to prevent duplication, y’know,for SEO and stuff.
GOOGLE CAN’T FINDTHIS STRUCTURE
THE RATIONAL SURFER
Who’s going to click here?!
THE 90-SECOND PAGE LOAD
THE NIFTY   well, fiddlesticks. I            never knew that wasSURPRISE           there.CONTENT
IMPROPER CLASSIFICATION
GRATZ!
THE FIX
DESIGN FOR CONTENT
typekit
COMPROMISE
100% CLICKABILITY
FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
SIGNIFICANT.EXPLODING MENU SYNDROME.
SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
JUST SHIT
MY STORY
Drop downs go bye-bye
WE NEED THE DORPDOWNZ!!!!!!
Eggs   Milk   Butter
Eggs       Milk      ButterOstrich    YakChicken    CowDuck       WildebeestGoose      GiraffePlatypus   of Magnesia      ...
Eggs      Milk      ButterOstrichChickenDuck     LargeGoose    SmallPlatypus Angry         Friendly         Perry
Eggs      Milk        ButterOstrichChickenDuck     LargeGoose    Small      DisguisedPlatypus Angry      Not disguised    ...
MENU = 162 LINKS
MENU = 162 LINKS1,600 LINES OF CODE
MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME
MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME65% PAGERANK LOSS
MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME65% PAGERANK LOSSTOTAL USER CONFUSION
Eggs      Milk        ButterOstrichChickenDuck     LargeGoose    Small      DisguisedPlatypus Angry      Not disguised    ...
No drop downs           Drop downs
No drop downs           Drop downs
No drop downs           Drop downs
Lost rankings: 50 keywords
Lost rankings: 50 keywordsLost revenue: $1,200,000
YOU SURE SHOWED ME
THE FIX
DON’T BE A
NO ONE WANTS ACCESS TOEVERYTHING, ALL THE TIME.
Eggs   Milk   Butter
Eggs       Milk   ButterOstrichChickenDuckGoosePlatypus
Eggs       Milk   ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerry
SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
USE YOUR
THREEONE-ACTPLAYS
IAN’S HANDY-DANDY HEURISTICFOR IA & SEO HARMONY       CANONICAL       FINDABLE       SIGNIFICANT
COMMENCE HECKLING    @PORTENTINT  IAN@PORTENT.COMWWW.PORTENT.COM/BLOG   PORTENT.CO/seofolly
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
IA, UX and SEO
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The toilet bowl of DEATH and 2 other tales from SEO, UX and IA.

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IA, UX and SEO

  1. 1. THE TOILET BOWL OF DEATHAND 2 OTHER TALES FROM SEO, UX & IA Ian Lurie @portentint ian@portent.com
  2. 2. portent.co/seofollyYes, like this, no ‘m’.
  3. 3. dodge ahem equivocate weasel weasel hem haw qualify cautionpick nits dodge ahem equivocate weasel weasel hem haw qualifycaution pick nits dodge ahem equivocate weasel weasel hem hawqualify caution pick nits dodge ahem equivocate weasel weaselhem haw qualify caution pick nits dodge ahem equivocate weaselweasel hem haw qualify caution pick nits dodge ahem equivocateweasel weasel hem haw qualify caution pick nits dodge ahemequivocate weasel weasel hem haw qualify caution pick nits dodgeahem equivocate weasel weasel hem haw qualify caution pick nitsdodge ahem equivocate weasel weasel hem haw qualify cautionpick nits dodge ahem equivocate weasel weasel hem haw qualifycaution pick nits dodge ahem equivocate weasel weasel hem hawqualify caution pick nits dodge ahem equivocate weasel weaselhem haw qualify caution pick nits dodge ahem equivocate weaselweasel hem haw qualify caution pick nits dodge ahem equivocateweasel weasel hem haw qualify caution pick nits dodge ahemequivocate weasel weasel hem haw qualify caution pick nits dodgeahem equivocate weasel weasel hem haw qualify caution pick nitsdodge ahem equivocate weasel weasel hem haw qualify cautionpick nits dodge ahem equivocate weasel weasel hem haw qualify
  4. 4. IA = STRUCTURING INFORMATIONFOR ALL CONSUMERS
  5. 5. THE CONSUMER IS NOTAN ALGORITHM
  6. 6. Thanks, memcrunch.com!
  7. 7. no, i meantgoats... OMG.YOUR CUSTOMER IS NOTAN ALGORITHM
  8. 8. Thanks, Matt Groening!
  9. 9. IAN’S HANDY-DANDY HEURISTICFOR IA & SEO HARMONY CANONICAL FINDABLE SIGNIFICANT
  10. 10. CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
  11. 11. FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
  12. 12. SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
  13. 13. i wave my handsthusly, and you all YOUR CUSTOMER IS NOT nod at my saged knowingness. AN ALGORITHM
  14. 14. THREEONE-ACTPLAYS
  15. 15. CANONICAL.THE DUPLICATE CONTENTTOILET BOWL OF DEATH. nooooooooo...
  16. 16. CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
  17. 17. 1 relative link<a href = “~/link.aspx”>!
  18. 18. 50 categoriesshoes/link.aspx!dresses/link.aspx!clothing/link.aspx!shoes/dresses/clothing/link.aspx!!!
  19. 19. OR<a href = “~”>!
  20. 20. MIX WELL…
  21. 21. HILARITYENSUES <a href = “~”>!
  22. 22. /en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z/en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=/en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&/en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9/en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5/en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE186/en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B/en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5A/en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB/en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891
  23. 23. /en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z   Zooming out…/en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  
  24. 24. /en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z 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  25. 25. NAVIGATION ANALYTICS
  26. 26. HOW DO I KNOW IFTHEY CLICKED THIS? OR THIS?
  27. 27. <a href = “/foo.html?nav=top”>!
  28. 28. how may i help?
  29. 29. i r googles. where content be?
  30. 30. /foo.html?nav=top!/foo.html?nav=left! no, wait. where are duh pages?
  31. 31. /foo.html?nav=tophome!/foo.html?nav=lefthome ! <a href = “~”>! gurgle...
  32. 32. CRAWL BUDGET
  33. 33. LOST AUTHORITY
  34. 34. GENERALHIGGLDEYPIGGLEDY
  35. 35. LOTSA OPTIONS
  36. 36. /foo.html#nav=tophome!/foo.html#nav=lefthome!
  37. 37. baby-bath/-/N-5xtjj#?lnk=gnav_baby_3_7&intc=736562!
  38. 38. CRAZYEGG.COM
  39. 39. GOOGLE ANALYTICSEVENT TRACKING
  40. 40. GOOGLE ANALYTICSIN-PAGE ANALYSIS
  41. 41. GOOGLE ANALYTICSIN-PAGE ANALYSIS
  42. 42. GOOGLE ANALYTICSIN-PAGE ANALYSIS
  43. 43. REL = CANONICAL
  44. 44. REL = CANONICAL
  45. 45. REL = CANONICAL
  46. 46. REL = CANONICAL
  47. 47. REL = CANONICAL
  48. 48. CANONICAL.EACH INFORMATION CHUNKHAS ONE UNIQUE ADDRESS.
  49. 49. FINDABLE.THE ISLAND OFMISFIT CHUNKS nobody wants a charlie in the box...
  50. 50. FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
  51. 51. SHITSEOSSAY
  52. 52. We need to flatten your site.
  53. 53. We should hide this contentfrom Google by adding aniframe with a nofolloweddirectory and robots.txt set todisallow the boornigarneiz sowe can exagenate thefrendiges algorithm therebyachieving foobinberry!
  54. 54. THE RESULT
  55. 55. SHIT‘WEB’DESIGNERSSAY
  56. 56. Too many words on the page.
  57. 57. ….
  58. 58. HYPERTEXTMARKUP LANGUAGE
  59. 59. THE RESULT
  60. 60. OR
  61. 61. BARF
  62. 62. We need to hide some content,to prevent duplication, y’know,for SEO and stuff.
  63. 63. GOOGLE CAN’T FINDTHIS STRUCTURE
  64. 64. THE RATIONAL SURFER
  65. 65. Who’s going to click here?!
  66. 66. THE 90-SECOND PAGE LOAD
  67. 67. THE NIFTY well, fiddlesticks. I never knew that wasSURPRISE there.CONTENT
  68. 68. IMPROPER CLASSIFICATION
  69. 69. GRATZ!
  70. 70. THE FIX
  71. 71. DESIGN FOR CONTENT
  72. 72. typekit
  73. 73. COMPROMISE
  74. 74. 100% CLICKABILITY
  75. 75. FINDABLE.ALL INTENDED INFORMATIONCONSUMERS CAN NAVIGATETO AND READ EVERY CHUNK.
  76. 76. SIGNIFICANT.EXPLODING MENU SYNDROME.
  77. 77. SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
  78. 78. JUST SHIT
  79. 79. MY STORY
  80. 80. Drop downs go bye-bye
  81. 81. WE NEED THE DORPDOWNZ!!!!!!
  82. 82. Eggs Milk Butter
  83. 83. Eggs Milk ButterOstrich YakChicken CowDuck WildebeestGoose GiraffePlatypus of Magnesia -y substances
  84. 84. Eggs Milk ButterOstrichChickenDuck LargeGoose SmallPlatypus Angry Friendly Perry
  85. 85. Eggs Milk ButterOstrichChickenDuck LargeGoose Small DisguisedPlatypus Angry Not disguised Friendly Fake Perry Curse you
  86. 86. MENU = 162 LINKS
  87. 87. MENU = 162 LINKS1,600 LINES OF CODE
  88. 88. MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME
  89. 89. MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME65% PAGERANK LOSS
  90. 90. MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIME65% PAGERANK LOSSTOTAL USER CONFUSION
  91. 91. Eggs Milk ButterOstrichChickenDuck LargeGoose Small DisguisedPlatypus Angry Not disguised Friendly Fake Perry Curse you
  92. 92. No drop downs Drop downs
  93. 93. No drop downs Drop downs
  94. 94. No drop downs Drop downs
  95. 95. Lost rankings: 50 keywords
  96. 96. Lost rankings: 50 keywordsLost revenue: $1,200,000
  97. 97. YOU SURE SHOWED ME
  98. 98. THE FIX
  99. 99. DON’T BE A
  100. 100. NO ONE WANTS ACCESS TOEVERYTHING, ALL THE TIME.
  101. 101. Eggs Milk Butter
  102. 102. Eggs Milk ButterOstrichChickenDuckGoosePlatypus
  103. 103. Eggs Milk ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerry
  104. 104. SIGNIFICANT.BRING CLARITY ANDPRIORITY, REVEALINGCHUNKS WHEN NEEDED.
  105. 105. USE YOUR
  106. 106. THREEONE-ACTPLAYS
  107. 107. IAN’S HANDY-DANDY HEURISTICFOR IA & SEO HARMONY CANONICAL FINDABLE SIGNIFICANT
  108. 108. COMMENCE HECKLING @PORTENTINT IAN@PORTENT.COMWWW.PORTENT.COM/BLOG PORTENT.CO/seofolly
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