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ID2013 - Optimizing Your Website’s Architecture For SEO

ID2013 - Optimizing Your Website’s Architecture For SEO

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A talk given at Interactivity Digital 2013 in Miami, FL. In this presentation you will find site architecture best practices and a case study.

A talk given at Interactivity Digital 2013 in Miami, FL. In this presentation you will find site architecture best practices and a case study.

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ID2013 - Optimizing Your Website’s Architecture For SEO

  1. 1. Optimizing Your Website’s Architecture for SEO JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
  2. 2. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf
  3. 3. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf This is my conference shirt.
  4. 4. Site Architecture is critical to SEO
  5. 5. But a bad site architecture is the #1 issue I see on many websites.
  6. 6. It often looks something like this.
  7. 7. What’s this guy doing?
  8. 8. What’s this guy doing? Are all of these pages really the same value?
  9. 9. Categorize and Prioritize
  10. 10. A page that is linked to by many pages with high PageRank receives a high rank itself. If there are no links to a web page, then there is no support for that page.
  11. 11. This applies to both external and internal links. Internal linkbuilding can be very effective as well!
  12. 12. Categorization
  13. 13. Categorizing your pages into “types” will help you to organize your site architecture and provide more internal links to your important pages to help them rank better. @dohertyjfJohn Doherty Categorization
  14. 14. Linking from down in the architecture back up to pages higher in the hierarchy prioritizes the higher pages for competitive terms. If you’re having issues with the wrong page ranking, your site architecture is probably wrong. @dohertyjfJohn Doherty Categorization
  15. 15. Categorization Homepage Deeper pages
  16. 16. Categorization Homepage Deeper pages Longtail 
  17. 17. Site Architecture Best Practices
  18. 18. Best Practices for Site Architecture @dohertyjfJohn Doherty The higher the page is in your architecture, the stronger it will be.
  19. 19. Best Practices for Site Architecture @dohertyjfJohn Doherty http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
  20. 20. Best Practices for Site Architecture @dohertyjfJohn Doherty http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond Most powerful
  21. 21. Categorization This one
  22. 22. Best Practices for Site Architecture @dohertyjfJohn Doherty http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond Most powerful Second powerful
  23. 23. Categorization These guys
  24. 24. Best Practices for Site Architecture @dohertyjfJohn Doherty http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond Most powerful Second powerful Least powerful
  25. 25. Categorization This little guy
  26. 26. Best Practices for Site Architecture @dohertyjfJohn Doherty http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond Links to category Links to deep and home Links to category and home
  27. 27. Best Practices for Site Architecture @dohertyjfJohn Doherty Competitive pages must be linked from strong and many pages internally (just like external links)
  28. 28. Best Practices for Site Architecture @dohertyjfJohn Doherty Some of the strongest pages on your site will be category or hub pages.
  29. 29. Best Practices for Site Architecture @dohertyjfJohn Doherty Use the anchor text you want for rank with in your internal links.
  30. 30. Best Practices for Site Architecture @dohertyjfJohn Doherty Use top navigation sparingly, and it may not pass much juice equity.
  31. 31. Best Practices for Site Architecture @dohertyjfJohn Doherty It can work though.
  32. 32. Best Practices for Site Architecture @dohertyjfJohn Doherty Breadcrumbs are a great way to link up the architecture, providing both more internal links and a way for the crawlers to navigate your website.
  33. 33. Best Practices for Site Architecture @dohertyjfJohn Doherty Sitemaps by category (if your site is big enough) can help to make sure that all of your pages are indexed (doesn’t help with ranking).
  34. 34. Prioritization
  35. 35. Site Architecture Toolbox @dohertyjfJohn Doherty VisioLucidChart Screaming Frog Excel
  36. 36. Ranking Pages with Excel @dohertyjfJohn Doherty Using some Excel magic you can find which pages you should prioritize internally. Download the spreadsheet here.
  37. 37. Ranking Pages with Excel @dohertyjfJohn Doherty Crawl your site with Screaming Frog
  38. 38. Ranking Pages with Excel @dohertyjfJohn Doherty Download HTML and delete all but Level and Inlinks
  39. 39. Ranking Pages with Excel @dohertyjfJohn Doherty Input Target Keyword, Volume, and Competitiveness for all terms.
  40. 40. Ranking Pages with Excel @dohertyjf http://www.distilled.net/blog/seo/understanding- site-architecture-with-xenu-and-excel/ Get averages of Level and Inlinks, then add together to get final score.
  41. 41. Ranking Pages with Excel @dohertyjf http://www.distilled.net/blog/seo/understanding- site-architecture-with-xenu-and-excel/ This are the pages that will be crawled most often on your site and pass the most internal link equity.
  42. 42. Quick Case Study
  43. 43. Had a client with architecture issues @dohertyjfJohn Doherty Not going to rank
  44. 44. We implemented internal links to the page. @dohertyjfJohn Doherty
  45. 45. We saw great improvements in rankings. @dohertyjfJohn Doherty Tell me smart linking doesn’t work 
  46. 46. In Conclusion
  47. 47. Site Architecture Best Practices @dohertyjfJohn Doherty Quantity + quality of internal links. Link with authoritative pages to pages you want to rank. Breadcrumbs link up easily. More competitive terms on top pages, long tail terms on deep pages.
  48. 48. Site Architecture Best Practices @dohertyjfJohn Doherty
  49. 49. Go Forth and Optimize @dohertyjfJohn Doherty Download The Excel Sheet! http://www.seomoz.org/blog/internal- linking-strategies-for-2012-and-beyond
  50. 50. Thanks. Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf

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