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Matching Keywords to Pages - Information Architecture

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This presentation splits information architecture into two important questions. It then focuses on the question "How do you map intents to templates and pages" and provides a framework and Google Sheet for converting your keywords, into pages.

This is the associated Google sheet. http://bit.ly/page-to-keyword

Published in: Marketing

Matching Keywords to Pages - Information Architecture

  1. 1. Dominic Woodman Distilled Getting Your House in Order. @twitter http://www.slideshare.net/DominicWoodman
  2. 2. What is Information Architecture?
  3. 3. We don’t really agree
  4. 4. And no-one uses less than 2000 words and at least 3 acronyms.
  5. 5. “Deciding how something will be organized” abbytheia.com
  6. 6. “Deciding how something will be organized” - (DHSWBO) abbytheia.com
  7. 7. What do SEOs think it means?
  8. 8. LIINNNKKKS
  9. 9. (INTERNAL) LIINNNKKKS
  10. 10. Matching up intents to templates & pages
  11. 11. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
  12. 12. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
  13. 13. 4
  14. 14. 2000
  15. 15. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
  16. 16. Your customers will see the right pages at the right points in their journey.
  17. 17. So this presentation is not about links
  18. 18. Matching up intents to templates & pages
  19. 19. How about some real life
  20. 20. Matching up intents to templates & pages
  21. 21. I re-targeted the guide and redirected the advert.
  22. 22. Bounce Rate Pages / Session Before 56.23% 1.53 After 31.47% 4.70
  23. 23. Nah we’re good. CHANGE ONE MONTH FIVE MONTHS
  24. 24. Keeping this tangible
  25. 25. Lucky Images / Shutterstock
  26. 26. Lucky Images / Shutterstock
  27. 27. Lucky Images / Shutterstock
  28. 28. Lucky Images / Shutterstock
  29. 29. Example: Buying a car Lucky Images / Shutterstock
  30. 30. Matching up intents to templates & pages
  31. 31. Matching up intents to templates & pages
  32. 32. GIANT SPOILERS
  33. 33. Matching up intents to templates & pages
  34. 34. Who buys your product?
  35. 35. Who buys your product? Dave ● Looking to upgrade on old car Alice ● Moved out, now, getting first car
  36. 36. Who buys your product? Build customer profilesWhat are the steps to buying?
  37. 37. What are the steps to buying? Building requirements Compare competitors Looking around List of cars Looking for deals 1 2 3 4 5
  38. 38. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step?
  39. 39. How can you reach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
  40. 40. How can you reach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
  41. 41. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords
  42. 42. Where search is the answer, get keywords Building requirements - vw golf vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
  43. 43. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
  44. 44. How to split those keywords into pages? vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
  45. 45. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
  46. 46. Turning keywords into pages
  47. 47. bit.ly/page-to-keyword
  48. 48. We start with our keywords vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
  49. 49. Go and scrape the top 10 - 20 for our keywords The URLs that rank 1 to 20 Rich snippet information
  50. 50. Your favourite rank tracking tool.
  51. 51. Get title & meta for the top 10 - 20
  52. 52. Export with rank, or just crawl them.
  53. 53. Get domain strength
  54. 54. APIs or URL Profiler
  55. 55. Go and get all the existing pages and templates
  56. 56. Enough data gathering.
  57. 57. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Take a punt at grouping the keywords semantically
  58. 58. TERM TAGGER
  59. 59. TERM TAGGER You have already missed my talk LANGUAGE APIS
  60. 60. TERM TAGGER You have already missed my talk LANGUAGE APIS BY HAND
  61. 61. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
  62. 62. Match up the groups we made to pages
  63. 63. SpecsReview SpecsSpecs 2012 Review 2012 Specs Retarget Create
  64. 64. What pages is Google showing for your grouping? vw golf interior dimensions specific specific specific specific
  65. 65. What pages is Google showing for your grouping? vw golf reliability specific specific general specific specific specific
  66. 66. What pages is Google showing for your grouping? 2012 vw golf reliability general general general general general
  67. 67. Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions What actually ranks? What ranked General specs page General specs page General specs page General specs page Specific dimension page Specific dimension page Specific dimension page Specific dimension page
  68. 68. We’re going to look for occurrence of terms in the URL, title & meta
  69. 69. You’ll average across all the keywords for a page
  70. 70. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages
  71. 71. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages Specific pages Specific pages
  72. 72. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pages
  73. 73. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pagesDeprioritize
  74. 74. Is this group genuinely new? (i.e. no-one has covered them)
  75. 75. Source: https://www.instagram.com/avocadotoast/?hl=en
  76. 76. Source: https://www.instagram.com/avocadotoast/?hl=en
  77. 77. Source: https://www.instagram.com/avocadotoast/?hl=en
  78. 78. Source: https://www.instagram.com/avocadotoast/?hl=en
  79. 79. Source: https://www.instagram.com/avocadotoast/?hl=en
  80. 80. Source: https://www.instagram.com/avocadotoast/?hl=en
  81. 81. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pagesSpecific pages
  82. 82. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Original keyword grouping
  83. 83. Review vw golf review vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf tire size 2012 Review 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length With updated keyword grouping, re- target and create pages Dimensions vw golf interior dimensions vw golf length vw golf trunk space Reliability vw golf reliability
  84. 84. SpecsReview SpecsSpecs Dimensions 2012 Review Reliability
  85. 85. We wait.
  86. 86. Rinse & Repeat
  87. 87. Go to search console. Pull down data.
  88. 88. Look for how well assignment worked and ping-ponging Suspicious SERP Flux: bit.ly/2wMES8M
  89. 89. Re-work keyword targeting New keywords that need assigning vw golf trunk space vw golf boot dimensions vw golf fuel consumption Existing keywords that are changing pages vw golf tire size vw golf mileage
  90. 90. Consolidate pages you don’t need Specs Old blog post on VW golf specs
  91. 91. LIIIIINNKKKKS SpecsReview SpecsSpecs Dimensions 2012 Review Reliability
  92. 92. We wait & iterate again.
  93. 93. This is not a 1 month win
  94. 94. Next week
  95. 95. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
  96. 96. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
  97. 97. Get your house in order
  98. 98. @dom_woodman Resource: bit.ly/page-to-keyword Slides: bit.ly/ia-brighton-2017

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