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The toilet bowl of DEATH and 2 other tales from SEO, UX and IA.

The toilet bowl of DEATH and 2 other tales from SEO, UX and IA.

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IA, UX and SEO Presentation Transcript

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