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. 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
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  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
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