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Informationsarchitektur & Verlinkung - SMX München 2014

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10 DOs & DON‘Ts zu den Themen Informationsarchitektur & interne Verlinkung, inkl. Priorisierung, Indexierungssteuerung & Verwendung von On-Page Tools wie bspw. DeepCrawl, etc.

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Informationsarchitektur & Verlinkung - SMX München 2014

  1. 1. 10 DOs & DON‘Ts INFORMATIONSARCHITEKTUR & INTERNE VERLINKUNG Bastian Grimm @basgr
  2. 2. BG.VU / SMXM14
  3. 3. HIERARCHIE & PRIORISIERUNG DER KLICKPFAD ALS INDIKATOR FÜR RELEVANZ #1
  4. 4. STARTSEITE = “AUTORITÄT” MAX. 3-4 KLICKS ZUM TIEFSTEN LEVEL
  5. 5. PRIO. NACH SUCHVOLUMEN HOMEPAGE > KATEGORIEN > … > DETAILSEITEN http://bg.vu/sesldn14
  6. 6. “LESBARE” VERLINKUNG TEST IT: JAVASCRIPT & CSS DEAKTIVIEREN http://chrispederick.com/work/web-developer/ webcache.googleusercontent.com /search?q=cache:www.domain.de &strip=1
  7. 7. INTELLIGENTE VERLINKUNG DER BESTE LINK FÜR DIE JEWEILIGE ZIELSEITE #2
  8. 8. ON-SITE BREADCRUMBS DER “RICHTIGE” LINK & BESTMÖGLICHE ANCHORTEXT Mark-Up & Info: http://bg.vu/1gV5vFx
  9. 9. KONTEXTUELLER BEZUG KUNDEN, DIE X GEKAUFT HABEN, KAUFTEN AUCH Y.
  10. 10. SEMANTISCHER BEZUG ZU THEMA X PASSEN DIE INHALTE Y & Z.
  11. 11. SEO SPECIAL INTEREST SCHWELLEN-, SEASONAL- & MUST-HAVE KEYS
  12. 12. PLANNING IS EVERYTHING LINKS PRO SEITE, HUBs VS. DESTINATION, ETC.
  13. 13. PRO TIP: JAVASCRIPT… … GEZIELT VERWENDEN!
  14. 14. CRAWLER STEUERUNG NICHT INDEXIERBARE SEITEN #3
  15. 15. ROBOTS.TXT VS. NOINDEX WAS, WANN & WIESO? <meta name="robots" content="noindex, follow" /> User-Agent: * Disallow: /dateiname.html Seite wird gecrawled. Seite wird nicht indexiert. Seite erscheint nicht in SERPs. Seite “zum Teil” indexiert. Seite wird nicht gecrawled URL erscheint in SERPs.
  16. 16. WAS DEFINITIV NICHT HILFT: NOINDEX & ROBOTS.TXT DISALLOW - GEMEINSAM!
  17. 17. MAXIMALER ERFOLG… … = MINIMALE ROBOTS.TXT
  18. 18. CRAWLER STEUERUNG #2 WEITERLEITUNG VS. CANONICAL-TAG? #4
  19. 19. GWT: CRAWL BUDGET AUF BASIS VON: HOST, DOMAIN & SUB-DOMAIN(S)
  20. 20. RICHTIG WEITERLEITEN 302, 307 + REDIRECT KETTEN ELEMINIEREN
  21. 21. CANONICAL IN DER PRAXIS SORTIEREN, FILTERN, HTTP(S), ETC.
  22. 22. ACHTUNG: GOOGLE! „WIR WISSEN EH‘ ALLES BESSER!“ Is rel="canonical" a hint or a directive? It's a hint that we honor strongly. We'll take your preference into account, in conjunction with other signals, when calculating the most relevant page […]
  23. 23. CANONICAL & ROBOTS.TXT? DAS CANONICAL KANN NICHT GELESEN WERDEN…!
  24. 24. 301 WANN IMMER MÖGLICH DIREKTIVE > HINWEIS; SPART CRAWL BUDGET!
  25. 25. ANALYSE & DEBUGGING NOCH MEHR (DATEN) AUS IHRER SEITE HERAUSHOLEN #5
  26. 26. SEEROBOTS & LINKPARSER Downloads: http://bg.vu/1gTMYJO
  27. 27. LINKCLUMP & REDIRECT PATH Downloads: http://bg.vu/1g3Cj38 & http://bg.vu/1iiF14c
  28. 28. SEOGADGET & SEOTOOLS FOR EXCEL Downloads: http://bg.vu/1kKOlyX & http://bg.vu/1nFJkME
  29. 29. WWW.DEEPCRAWL.CO.UK BETA Test Blogpost: http://bg.vu/deepcrawlde
  30. 30. Berlin-based Full-Service Performance Marketing Agency @basgr SEO Trainings, Seminars & Strategy Consulting BG.VU / SMXM14
  31. 31.  #01 © Patrick Poendl - Fotolia.com  #02 © Alexstar - Fotolia.com  #03 © lidomo - Fotolia.com  #04 © adimas - Fotolia.com  #09 © Serg Nvns - Fotolia.com  #14 © eyetronic - Fotolia.com  #16 © Fotolia.com  #17 Googlebot from http://bit.ly/1kNcMvr  #21 Googlebot from http://bit.ly/1r1uY8x  #27 Route 301 from http://bit.ly/OFB0fX  #28 © Sivaserver from http://bit.ly/1hJtucv  #29 Icons by Morcha from http://bit.ly/1oBvGXP  #34 © Fotolia.com BILDNACHWEISE & COPYRIGHTS

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