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seo_design_and_organic_site_structure-aaron_wall.ppt seo_design_and_organic_site_structure-aaron_wall.ppt Presentation Transcript

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