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information_architecture_design_mistake-daniel_schulman.ppt

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  • 1. Information Architecture & Search Engine Optimization Presented by: Daniel Schulman
  • 2. Daniel Schulman My own consulting company where I mostly do lead generation and local search such as law firms and summer camps Donordigital is an online fundraising, advocacy, and marketing agency that works with non-profit organizations, campaigns, and socially responsible businesses.
  • 3. The art and science of organizing and labeling web sites, intranets, online communities and software to support usability and findability . http://www.iainstitute.org/en/learn/resources/what_is_ia.php Information Architecture usability findability
  • 4. Website Visitors People Robots Usability / Findability Spiderability / Indexability
  • 5.
    • URL Canonicalization
    • Preferred URL's
    • Page Redirects
    • Navigation Elements
    • Site Maps
    • Missing Pages
    • Duplicate Pages
    • Content Gaps
    • PageRank Sculpting
    • Page Templates
    Improving Spidering & Indexing
  • 6. URL Canonicalization Lack of a Preferred Domain
  • 7. URL Canonicalization Default Pages
  • 8. URL Canonicalization URL Parameters
    • http://www.example.com/?param1=one&param2=two
    • http://www.example.com/?param1=one&param2=2
    • http://www.example.com/?param1=one
  • 9. Content Gaps
    • Synonyms
      • Death Penalty / Capital Punishment
      • Lawyer / Attorney
    • Logically Missing
      • Tax Deductible Charity
    • Opportunistic
      • Jobs Board
  • 10. Missing Pages (404 Errors) ‏
  • 11. PageRank Sculpting
    • Reorganization of Links
    • Rel="No Follow"
    • Deep Links
    • Robot Instructions
  • 12. PageRank Sculpting Reorganization of Links
  • 13. Takeaways
    • Spiderability is as important as usability – don't assume webcrawlers can navigate your website.
    • Indexability is similar to findability – the webmaster needs to indicate what the content is all about and what is most important. Don't leave it to your site visitors (whether human or robotic) to figure it out.