seo_design_and_organic_site_structure-aaron_wall.ppt

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seo_design_and_organic_site_structure-aaron_wall.ppt

  1. 1. SEOs <3 Site Structure Presented by: Aaron Wall
  2. 2. The Classic Theme Pyramid <ul><li>http://www.webmasterworld.com/forum34/68.htm </li></ul>
  3. 3. Break it Down <ul><li>If it seems complex then break it down </li></ul><ul><li>Any section can act like a site </li></ul><ul><li>Can start as a directory then build it out later </li></ul>
  4. 4. On Page Duplication as a Tax <ul><li>Searchers are fish </li></ul><ul><ul><li>Page text is a fishing net </li></ul></ul><ul><li>each should be unique </li></ul><ul><ul><li>Page title </li></ul></ul><ul><ul><li>On page heading </li></ul></ul><ul><ul><li>Internal anchor text </li></ul></ul>
  5. 5. Map it Out <ul><li>Assign keywords to each URL </li></ul>
  6. 6. Learn From Competitors <ul><li>Look at their navigation </li></ul><ul><li>See how content is organized </li></ul><ul><li>Find their top keywords </li></ul>
  7. 7. Creating Duplicate Pages <ul><li>Duplicate page types </li></ul><ul><ul><li>Printer friendly </li></ul></ul><ul><ul><li>Many sort options with the same content </li></ul></ul><ul><ul><li>Near duplicate (shoe size or shoe color) </li></ul></ul><ul><ul><li>Pagination </li></ul></ul><ul><ul><li>Change URLs </li></ul></ul><ul><ul><li>Same generic merchant feed others use </li></ul></ul><ul><ul><li>www.seobook.com VS seobook.com </li></ul></ul>
  8. 8. Finding Duplicate Content Issues <ul><li>Xenu Link Sleuth </li></ul><ul><li>Website Health Checker </li></ul><ul><li>Google Webmaster Central </li></ul>
  9. 9. Market Content Features <ul><li>Makes brand look better </li></ul><ul><li>Makes it easy for people to find your best content </li></ul><ul><li>Makes people more likely to link at your site </li></ul><ul><li>For new sites, sell ad inventory to yourself </li></ul>
  10. 10. Types of Links <ul><li>Sitewide navigation </li></ul><ul><li>Internal section navigation </li></ul><ul><li>In content links </li></ul><ul><ul><li>If people scrape your content they may link at you </li></ul></ul><ul><ul><li>Have your documents translated, many links will stick </li></ul></ul><ul><li>Automated linking </li></ul>
  11. 11. Automated Internal Linking <ul><li>Keeps user on site </li></ul><ul><li>Gives them relevant content </li></ul><ul><li>Adds keyword rich text to page </li></ul><ul><li>Flows PageRank & anchor text </li></ul>
  12. 12. Redistributing PageRank <ul><li>Rel=nofollow on administrative pages </li></ul><ul><li>Demote poor performers </li></ul><ul><li>Promote seasonal offers early </li></ul><ul><li>Use analytics data to see what pages performing better than expected </li></ul><ul><ul><li>Send it more PageRank by featuring it higher </li></ul></ul><ul><ul><li>Look at rankings & see what is close to the top </li></ul></ul>
  13. 13. Switch it up <ul><li>Hard to get links to commercial offers </li></ul><ul><li>Recycle your link equity </li></ul><ul><ul><li>After doing a promotion add a bunch of links into your well linked pages, pointing at the commercial parts of your site </li></ul></ul><ul><ul><li>Hold contest or promote feature content on a URL, then change the content of that page </li></ul></ul>
  14. 14. Capture Forgotten Link Equity
  15. 15. Thank YOU <ul><li>Have a great day & a great conference  </li></ul>

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