Process for Online Visibility: From Information Architecture to Killer Content


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Information Architecture (IA) is the structure (categories) that brings all of a website’s pieces (content assets) together while providing a flow for your website visitors, in language they use and understand. Dana Lookadoo delivered this presentation at PubCon Las Vegas in November 2011.

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Process for Online Visibility: From Information Architecture to Killer Content

  1. 1. Process for Online Visibility: From Information Architecture to Killer Content November 2011 Dana Lookadoo Yo! Yo! SEO @lookadoo & @YoYoSEO
  2. 2. Search & Social Domination Equation Building Blocks
  3. 3. Breaking It Down <ul><li>Information Architecture (IA) is the structure that brings all your website content assets together while providing a flow for your visitors — in language they use and understand. </li></ul>
  4. 4. Building Blocks <ul><li>Information Architecture </li></ul><ul><li>Foundational Site Structure </li></ul><ul><li>Sets Visitor & Link Flow </li></ul><ul><li>Keyword Focus </li></ul>
  5. 5. Building Blocks <ul><li>Understanding Audience Behavior </li></ul><ul><li>Desires </li></ul><ul><li>Needs </li></ul><ul><li>Tasks </li></ul>
  6. 6. Process & Framework <ul><li>Creating Content </li></ul><ul><li>Research </li></ul><ul><li>Creation </li></ul><ul><li>Optimization </li></ul><ul><li>Publishing </li></ul>Online Visibility!
  7. 7. Information Architecture Planning Just say “NO” to developers who skip it…
  8. 8. <ul><li>Information Architecture provides the path to lead your audience to their desired location. </li></ul><ul><li>IA gets them to your kick-butt content that puts you top of mind in social media & in the SERPs! </li></ul>
  9. 9. New Site or Redesign Blueprint <ul><li>Your IA is like your floor plan. </li></ul><ul><li>You wouldn’t build a house without it! </li></ul>
  10. 11. IA != Library Science <ul><li>Information Architecture is NOT just a site map . </li></ul><ul><li>It’s NOT just classification , labels , navigation , wireframes , design , HTML 5 … </li></ul>
  11. 12. IA = Behavioral Science <ul><li>Your audience demographics are the center of your IA universe. </li></ul>
  12. 13. Keyword Research Beyond Google AdWords Keyword Tool…
  13. 14. Who? What? Where?
  14. 15. Optimized IA
  15. 16. Optimized IA Process Head Keywords on Primary SEO Pages Audience Needs Content Types
  16. 17. Page-By-Page Mapping Cluster / Theme Content into Buckets Target Audience Content with Keywords, Calls to Action
  17. 18. Taxonomy & Schema How you serve up your site's content can have a dramatic effect on search engine rankings. Depth of Navigation Folder Structure Types of Content
  18. 19. Categories & Internal Linking Plan logical categories with an internal linking structure to send PageRank to most important pages.
  19. 20. Internal Structure Themed Verticals “ Silos”
  20. 21. Internal Linking Internal Linking Keyword-rich Anchor Text
  21. 22. IA Navigation
  22. 23. URLs & Hierarchy Where does each page live? What’s its name? Naming convention is CMS-dependent.
  23. 24. Optimized Information Architecture Traditional SEO: URLs & Directory Structure Page Titles Keywords Quality Content Links & Anchor Text Content design process from the ground up.
  24. 25. IA Foundation <ul><li>Like a bridge, your IA has a foundation. </li></ul><ul><li>Its footings are your audience! </li></ul>
  25. 26. Understanding Audience Behavior Say “NO” to designers, copywriters & SEOs who don’t think about your people 1st!
  26. 27. Behavior <ul><li>Organized based on tasks your target audience is likely to perform. </li></ul>
  27. 28. Intimately Know Thy Audience
  28. 29. Audience Persona Exercise <ul><ul><li>Website Visitor Task Analysis </li></ul></ul><ul><ul><li>Group Brainstorm </li></ul></ul><ul><li>Supplies </li></ul><ul><ul><li>Whiteboard </li></ul></ul><ul><ul><li>Worksheet </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Glue Stick </li></ul></ul><ul><ul><li>Pens / Pencils </li></ul></ul><ul><ul><li>Thinking Caps </li></ul></ul>
  29. 30. Persona Worksheet
  30. 31. Potential Audience Photos
  31. 32. Individual Persona <ul><li>Demographics </li></ul><ul><li>24-30 years old </li></ul><ul><li>Student, BA in Business Management </li></ul><ul><li>Power Computer User, spends free time on Facebook </li></ul><ul><li>Interested in Networking, Career Opportunities </li></ul>Psychographics Motivations / Needs Activities <ul><li>Your Benefit </li></ul><ul><li>How your product or service provides benefit to this persona </li></ul><ul><li>Your Solution </li></ul><ul><li>How your product or service solves their motivations needs, burning desires, eases their pain </li></ul><ul><li>Marketing Channels </li></ul><ul><li>Best channels to reach this persona </li></ul><ul><li>Types of content will they consume </li></ul><ul><li>Web, Facebook, Twitter, LinkedIn, YouTube </li></ul>
  32. 33. Process / Framework <ul><li>Information Architecture Blueprint </li></ul><ul><li>Audience Personas </li></ul><ul><li>Content Planning Framework </li></ul>
  33. 34. Content Creation - Planning & Process Say “NO” to publishing content without a plan!
  34. 35. IA Nav & Content Worksheet IA Content Worksheet Template:
  35. 36. Worksheet Tabs: “ IA Navigation” “ Content Worksheet”
  36. 37. Content Planning Framework Pre-Content Creation Persona Needs, Pain Point
  37. 38. Content Planning Framework Pre-Content Creation Types of Content Each page must have a goal!
  38. 39. Content Objects
  39. 40. Content Objects Step-by-Step PDFs Video Demos
  40. 41. Keywords, Competition, SERPs Research. Research. Research. Blended / Universal? Create content to beat Top 3 1 primary keyword phrase per page
  41. 42. Know Thy “Query Space” Shopping Results – Data Feed YouTube - Video Yahoo! Answers
  42. 43. Know Thy “Query Space” Local Results Image Search News Search Competitive Ad Space
  43. 44. Content Optimization Framework On-Page Optimization =LEN()
  44. 45. On-Page Optimization Content Optimization Framework Train Content Writers Headlines = Semantic Structure
  45. 46. Digital Asset Optimization Content Optimization Framework PDF “SEO” Image Storytelling  Video CTAs / Engage!
  46. 47. Optimize Categories, Tags, et al Blog Publishing Tags != Categories
  47. 48. Optimize Categories, Tags, et al Blog Publishing Thumbnail Read More Excerpt
  48. 49. <HEAD> Is Content Too! Page Control Indexation & Caching
  49. 50. Restrict: <meta name=“robots”
  50. 51. More <HEAD> … Meta / Social Control Social Sharing “cheat” w/o Facebook OGP Say “NO” to DMOZ & Yahoo!
  51. 52. Facebook Share Control without OGP Or… Facebook Open Graph Protocol:
  52. 53. FINAL Publishing Checklist Dot your “i”s and cross your “t”s… + UTM Variables = Social Referral Data Anchor Text Planning
  53. 54. Process for Online Visibility
  54. 55. Your Competition
  55. 56. Dana Lookadoo Yo! Yo! SEO [email_address] @lookadoo & @YoYoSEO