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Intro to understanding site architecture analytics - Deepcrawl at Digital Growthj Day

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Digital Growth Day: September 18, 2014

INTRO TO UNDERSTANDING SITE ARCHITECTURE ANALYTICS
A discussion and tips on optimising your site architecture.

Mark Thomas, Managing Director, DeepCrawl

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Intro to understanding site architecture analytics - Deepcrawl at Digital Growthj Day

  1. 1. Site Architecture Analysis Optimising for SEO September 2014
  2. 2. How does Site Architecture fit into the SEO Landscape?
  3. 3. What is Site Architecture Analysis?
  4. 4. What is Site Architecture Analysis? Finding a way of going from this… Homepage Category Category Category Category Category Product Product Product Product Product Product Product Product Product
  5. 5. What is Site Architecture Analysis? To this… Homepage Category Category Category Category Category Product Product Product Product Product Product Product Product Product
  6. 6. And avoiding this… Homepage Category Category Category Category Category Product Product Product Product Product Product Product Product Product 4 Clicks… What if this is an important page? What is Site Architecture Analysis?
  7. 7. What’s the point?
  8. 8. What’s the point? 1. More pages linking into a page = more power. Prioritise the pages which are important for visits/conversions when considering internal linking. 2. Reviewing your site architecture can ensure there are no orphaned pages (pages without any internal links coming in). 3. Ensures that visitors are able to smoothly navigate your site to both reach deeper pages as well as return to higher pages. 4. You can still use anchor text within your site – make sure your internal links take keywords into consideration. 5. Crawl Budget
  9. 9. How do you analyse site architecture?
  10. 10. 5 Tips for Effective Site Architecture
  11. 11. 5 Tips for Effective Site Architecture #1 Prioritise your content
  12. 12. 5 Tips for Effective Site Architecture
  13. 13. 5 Tips for Effective Site Architecture #2 Use Analytics to understand which pages bring in useful traffic #3 Crawl your internal links to see which pages are most linked to – marry this up with your analytics data #4 Audit your links – are any broken or incorrect? Are the links relevant to the user journey? #5 Consider ways of cross-linking: for example through ‘other products/articles you may be interested in’
  14. 14. Recent announcements from Google
  15. 15. Recent Updates from Webmaster Central - Affiliate links should be nofollowed, like any other paid link. https://www.youtube.com/watch?v=WxqkqGyCaI4#t=5m56s ------------ - If you have a large number of incorrect canonical tags, such as many pages canonicalising to a single page, they might ignore all canonical tags across the site. - Google makes a clear recommendation that cleaning up broken canonical tags is a good idea. - 301 redirects do not pass the full authority. But if you redirect a full domain, e.g. www to non-www, or http to https, the full authority will be passed over. https://www.youtube.com/watch?v=SueY_ea4D9k#t=34m54s
  16. 16. Recent Updates from Webmaster Central - If you have a Penguin penalty for backlinks, and you remove and disavow those backlinks, you won't see any effect until Google updates the algorithm again and refreshes the data. - We’re told it's a long delay and you should go as far as possible with disavow including domain level disallow directive to make sure you cover as much as you can. - Based on this, you should disallow frequently, just in case you hit the next algorithm update which you might get through. Doing in one go might mean you miss the update and have to wait for the next cycle. ------------ - They describe how interaction with search results is used to measure search results quality. The more clicking around, the worse the search results page.
  17. 17. Recent Updates from Webmaster Central - Search quality is not calculated per query, but it used to assess their different algorithms over large numbers of searches. ------------ - Webmaster Tools API update is being worked on and will be available in the 'near future', but won't include search queries data. ------------ - A very long discussion about how Google Plus posts are ranked, and pass authority to other pages, in the same ways as normal web pages, not in any special way.
  18. 18. Helpful Links - http://www.seo-theory.com/2007/12/07/optimizing-web-site-structure-through-architecture/ - http://searchengineland.com/guide/seo/site-architecture-search-engine-ranking - http://moz.com/blog/site-architecture-for-seo - http://googlewebmastercentral.blogspot.co.uk/2009/06/traffic-drops-and-site-architecture_ 29.html - http://blog.deepcrawl.co.uk/blog/news/breaking-bad-seo
  19. 19. Let’s take a look at a few examples
  20. 20. Discussion Points
  21. 21. Discussion Points - When improving a site’s architecture, would you recommend doing so from a user or search engine’s perspective? - What sections of a site would you consider to be have the highest real estate value? - With Google consistently pushing for a more natural search, is it possible to over optimise a site’s architecture and cause a penalty? - Should internal linking follow the same anchor text rule as backlinks – i.e. should internal links use a more natural or long tail text, or is it ok to use exact match text on your own site? - What tools would you recommend for prioritising which pages should appear higher in the site’s architecture?

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