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Tibor Peták: Website Information Architecture based on Faceted Classification of Keywords

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What is faceted classification of keywords, how it helps designing your website's information architecture and why is it important for SEO.

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Tibor Peták: Website Information Architecture based on Faceted Classification of Keywords

  1. 1. Website Information Architecture & Faceted Classification of Keywords Tibor Peták, Gradeta.sk
  2. 2. Why this topic? Usually left on UX designers Tribute to Marek Prokop Why? WIA is an SEO task, too It works almost every time Strategy, not a tactic Not like technical SEO WIA based on FCK It’s our roadmap This is what we start with Priorities for content creation, internal navigation, optimization of titles, etc.
  3. 3. What? WIA based on FCK Fully automated WIA Generated directly from the faceted classification of keyw
  4. 4. New landing pages How? WIA based on FCK
  5. 5. Better internal navigation I. How? WIA based on FCK More important pages closer to homepage Identify important pages to be linked from prominent pages like homepage.
  6. 6. Better internal navigation II. How? WIA based on FCK More visible links pass more linkjuice Identify important pages to be linked from more prominent parts of pages like main content or header, instead of footer. Which navigation to header and which one to the sidebar or footer?
  7. 7. Crawl budget How? WIA based on FCK Faceted navigation Define which facet combinations will bring you more than you pay from the crawl budget.
  8. 8. Usability How? WIA based on FCK Mental model It’s like card sorting, but with much more data. Use taxonomy that is expected by users: ordering and naming, too.
  9. 9. WIA based on FCK What is WIA? Part of WIA is deciding how will the hierarchy of the categories and subcategories look like. WIA Subgroup of a larger field called Information Architecture
  10. 10. WIA based on FCK What is FCK? FCK Different presentation of the keyword data
  11. 11. WIA based on FCK What is FCK? Every keyword is classified into appropriate classes-facets. FCK
  12. 12. How does the FCK help? We would like to cluster equivalent terms based on their search intent. So they will be targeted with the same landing page. same facet value combination in FCK <=> equivalent terms FCK Equivalent terms: WIA based on FCK
  13. 13. How does the FCK help? FCK Broader & narrower terms: We would like to know the hierarchical relationship between keywords. So we know which landing page should be higher in the website hierarchy and which lower. if one facet missing in FCK <=> broader term ; if plus one facet in FCK <=> narrower term WIA based on FCK
  14. 14. How does the FCK help? FCK Polyhierarchy: If you want users to get to a page about Men’s Oakley sunglasses, you could arrange several paths: Glasses –> Sunglasses –> Men’s sunglasses –> Oakley men’s sunglasses Glasses –> Sunglasses –> Oakley sunglasses –> Oakley men’s sunglasses Glasses –> Men’s glasses –> Men’s sunglasses –> Oakley men’s sunglasses ... another 3 paths. WIA based on FCK The classical hierarchy looks like a tree. But this has limitations when designing a website.
  15. 15. How does the FCK help? FCK Data resolves polyhierarchy: We choose paths that have the most value for our website (no. of searches, conversions or other): Glasses (4000k) – Sunglasses (1500k) – Oakley sunglasses (450k) – Oakley men’s sunglasses (40k) Glasses (4000k) – Sunglasses (1500k) – Men’s sunglasses (368k) – Oakley men’s sunglasses (40k) Glasses (4000k) – Men’s glasses (90k) – Men’s sunglasses (368k) – Oakley men’s sunglasses (40k) ... another 3 paths. WIA based on FCK
  16. 16. FCK WIA based on FCK
  17. 17. If you start with WIA based on FCK WIA based on FCK Don’t do it manually: It’s time consuming! Open Refine: probably the most used software for classification Mabidac: probably the best software for the classification and generating WIA Input: keyword data Process: keyword classification by machine learning + algorithm for generating WIA Output: website information architecture with data WIA based on FCK Always keep search intent in mind: Searchers of “men’s glasses” might mean it: as a more general phrase to “men’s eyeglasses”, or as an equivalent term to “men’s eyeglasses”.
  18. 18. Thank you!

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