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Toward a Search-Optimized Mobile First InformationArchitectureInformation Architecture for the Modern WebsiteBryson Meunie...
Toronto | June 11–13, 2012 | #sesto Search Optimized Information Architecture or ‘Siloing’   Upper Funnel      Long TailBr...
Toronto | June 11–13, 2012 | #sesto   Benefits of a Search Optimized Information Architecture   • It enables you to cover ...
Toronto | June 11–13, 2012 | #sesto   Benefits of a Search Optimized Information Architecture   “Search is a learning tool...
Toronto | June 11–13, 2012 | #sestoKeyword and Concept Research Critical to SEO•   ―Think about the words users would type...
Toronto | June 11–13, 2012 | #sestoGoogle queries reveal differences in search behavior  • Analyzed mobile and    desktop ...
Toronto | June 11–13, 2012 | #sestoGoogle queries reveal differences in search behavior            • 77% of total         ...
Toronto | June 11–13, 2012 | #sestoIs Search Optimized Information Architecture StillPossible in a Fragmented Modern World...
Toronto | June 11–13, 2012 | #sestoGoogle gives official recommendation for mobilesmartphone SEO• “Google recommends webma...
Toronto | June 11–13, 2012 | #sesto    Responsive Design Formats Existing ContentInformation Architecture for Desktop Webs...
Toronto | June 11–13, 2012 | #sesto   Bad mobile sitemap mimics the desktop                      Good mobile sitemap limit...
Toronto | June 11–13, 2012 | #sestoMobile First Responsive Web Design                  Start with a simple                ...
Toronto | June 11–13, 2012 | #sesto―[mobile first responsive web design] neglects the penalty imposedon desktop users when...
Toronto | June 11–13, 2012 | #sesto Sometimes Dedicated Mobile Sites are More ResponsiveeSurance Desktop Site and Sitemap ...
Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites                                            ...
Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites                                            ...
Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites                                            ...
Toronto | June 11–13, 2012 | #sestoToward a Search-Optimized Mobile First InformationArchitectureUnderstand the difference...
Toronto | June 11–13, 2012 | #sestoToward a Search-Optimized Mobile First InformationArchitectureBuild a mobile           ...
Toronto | June 11–13, 2012 | #sesto     Toward a Search-Optimized Mobile First Information     Architecture       If dedic...
Toronto | June 11–13, 2012 | #sestoDedicated Mobile Sites Do Not Result in Less Organic TrafficFull study at              ...
Toronto | June 11–13, 2012 | #sestoDedicated Mobile Sites Do Not Result in Less Organic Traffic 1. On the desktop page, ad...
Toronto | June 11–13, 2012 | #sestoImplications for Bing? Source: StatCounter Global Stats: http://gs.statcounter.com/#mob...
Toronto | June 11–13, 2012 | #sestoThank You! Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionme...
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Toward a Search Optimized Mobile First Information Architecture

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Presentation I gave on moving toward a search optimized mobile first information architecture at SES Toronto 2012.

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Toward a Search Optimized Mobile First Information Architecture

  1. 1. Toward a Search-Optimized Mobile First InformationArchitectureInformation Architecture for the Modern WebsiteBryson MeunierDirector, SEO StrategyResolution Media@brysonmeunier+Bryson Meunier Toronto | June 11–13
  2. 2. Toronto | June 11–13, 2012 | #sesto Search Optimized Information Architecture or ‘Siloing’ Upper Funnel Long TailBruce Clay on Siloing: http://www.bruceclay.com/seo/silo.htm logo here Your @brysonmeunier
  3. 3. Toronto | June 11–13, 2012 | #sesto Benefits of a Search Optimized Information Architecture • It enables you to cover the range of possible keyword combinations that your target audience uses, thus capturing a higher proportion of targeted visitors. • It enables you to fill gaps in content that you did not appreciate prior to doing keyword research. • It enables you to gain market intelligence on your target audience, which helps you better address the needs of the audience that you attract from Google. • It enhances internal link equity. Search engines use the same algorithm to assess whether two pages are relevant to each other as they do to judge if a page is relevant to a keyword phrase. If the pages that link to one another on your experience have related keywords, Google will judge them as relevant to each other, and that will tend to increase their PageRank from your internal links.Source: http://www.computerworld.com/s/article/9177323/Tips_to_create_search_optimized_information_architecture Your logo here @brysonmeunier
  4. 4. Toronto | June 11–13, 2012 | #sesto Benefits of a Search Optimized Information Architecture “Search is a learning tool. Through search log analysis, which we touched on in chapter 6, you can gather useful data on what users actually want from your site, and how they articulate their needs (in the form of search queries). Over time you can analyze this valuable data to diagnose and tune your site’s search system, other aspects of its information architecture, the performance of its content, and many other areas as well.”Source: Information Architecture for the World Wide Web: http://books.google.com/books?id=2d2Ry2hZc2MC Your logo here @brysonmeunier
  5. 5. Toronto | June 11–13, 2012 | #sestoKeyword and Concept Research Critical to SEO• ―Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.‖ Design and Content Guidelines, Google Webmaster Guidelines• ―Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results‖• ―Designing your site around your visitors needs while making sure your site is easily accessible to search engines usually produces positive results.‖ Google SEO Starter Guide Your logo here @brysonmeunier
  6. 6. Toronto | June 11–13, 2012 | #sestoGoogle queries reveal differences in search behavior • Analyzed mobile and desktop volumes for top 24,138 keywords according to Adwords Keyword Tool and Google Insights for Search • Mobile Search accounts for 22% of all Google searches on average according to sample @brysonmeunier
  7. 7. Toronto | June 11–13, 2012 | #sestoGoogle queries reveal differences in search behavior • 77% of total • 88% of searches • 69% of [apps for Finance Dining and Nightlife Internet & Telecom search volume for for android] and 73% [atm] and 99% of [restaurants], 97% of [download volume from [atm of searches for ringtones] locations] comes [bars] and 80% of searches come from mobile searches for from mobile devices [restaurants near devices me] come from mobile devices @brysonmeunier
  8. 8. Toronto | June 11–13, 2012 | #sestoIs Search Optimized Information Architecture StillPossible in a Fragmented Modern World? Restaurant Home Page Printable Company Menu Jobs Locations Locations Coupons Information Nutrition @brysonmeunier
  9. 9. Toronto | June 11–13, 2012 | #sestoGoogle gives official recommendation for mobilesmartphone SEO• “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”• “If responsive design is not the best option to serve your users, Google supports serving your content using different HTML. The different HTML can be on the same URL (a setup called dynamic serving) or on different URLs, and Googlebot can handle both setups appropriately if you follow our setup recommendations.” Full details at Your logo here @brysonmeunier
  10. 10. Toronto | June 11–13, 2012 | #sesto Responsive Design Formats Existing ContentInformation Architecture for Desktop Website Information Architecture for Responsive Website Your logo here @brysonmeunier
  11. 11. Toronto | June 11–13, 2012 | #sesto Bad mobile sitemap mimics the desktop Good mobile sitemap limits possible actions and includes link to full siteSource: ―Mobile Information Architecture‖, Mobile Design and Development, Brian Fling @brysonmeunier(O’Reilly 2009)
  12. 12. Toronto | June 11–13, 2012 | #sestoMobile First Responsive Web Design Start with a simple information architecture Make it responsive Your logo here @brysonmeunier
  13. 13. Toronto | June 11–13, 2012 | #sesto―[mobile first responsive web design] neglects the penalty imposedon desktop users when you give them a design thats suboptimalfor bigger screens and better input devices (see sidebar on mousevs. fingers). If desktop users were a minute minority this might beacceptable, but almost all websites get substantially more traffic(and even more business) from desktop users than from mobileusers. So, while we do want to serve mobile users, we cant neglectdesktop users — who, after all, pay most of our salaries.‖ Jakob Nielsen, Nielsen Norman Group Mobile Site vs Full Site, April 10, 2012 @brysonmeunier
  14. 14. Toronto | June 11–13, 2012 | #sesto Sometimes Dedicated Mobile Sites are More ResponsiveeSurance Desktop Site and Sitemap eSurance Mobile Site and Sitemap Your logo here @brysonmeunier
  15. 15. Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites @brysonmeunier
  16. 16. Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites @brysonmeunier
  17. 17. Toronto | June 11–13, 2012 | #sestoSome Categories Need Dedicated Mobile Sites @brysonmeunier
  18. 18. Toronto | June 11–13, 2012 | #sestoToward a Search-Optimized Mobile First InformationArchitectureUnderstand the differencesbetween what your mobileuser expects and what yourdesktop user expects andbuild your mobile siteaccordingly Your logo here @brysonmeunier
  19. 19. Toronto | June 11–13, 2012 | #sestoToward a Search-Optimized Mobile First InformationArchitectureBuild a mobile Desktop Mobilehome page at Homepage Homepagem.domain.comthat addressesthe mobile user’s About Us Mobile ATM/Locations Mobile Assistant Near Me Wallpapersgoals with link tofull site andresponsive Mobileduplicate pages Loans ATM/Locations Sites/AppsOR build a mobilefirst responsivedesign driven site Mortgageif goals are same. Key Desktop Calculator Mobile Sample Banking Responsive Equivalent site with hybrid mobile IA Your logo here @brysonmeunier
  20. 20. Toronto | June 11–13, 2012 | #sesto Toward a Search-Optimized Mobile First Information Architecture If dedicated mobile site is built, use page annotations and redirects to ensure Google understands equivalent contentSource: Google Search Engine Optimization Starter Guide:http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf Your logo here @brysonmeunier
  21. 21. Toronto | June 11–13, 2012 | #sestoDedicated Mobile Sites Do Not Result in Less Organic TrafficFull study at @brysonmeunier
  22. 22. Toronto | June 11–13, 2012 | #sestoDedicated Mobile Sites Do Not Result in Less Organic Traffic 1. On the desktop page, add a special link rel="alternate" tag pointing to the corresponding mobile URL. This helps Googlebot discover the location of your sites mobile pages. 2. On the mobile page, add a link rel="canonical" tag pointing to the corresponding desktop URL. Options for sitemaps and HTTP headers at @brysonmeunier
  23. 23. Toronto | June 11–13, 2012 | #sestoImplications for Bing? Source: StatCounter Global Stats: http://gs.statcounter.com/#mobile_search_engine-ww-monthly-201105-201205-bar @brysonmeunier
  24. 24. Toronto | June 11–13, 2012 | #sestoThank You! Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com Scan to download Google Mobile Search Rankings White Paper: @brysonmeunier +Bryson Meunier

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