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How to get your site architecture right (for SEO and users)


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Learn how to build a perfect website architecture for users ans search engines.

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How to get your site architecture right (for SEO and users)

  1. 1. How to getyour sitearchitectureright (for SEOand users)
  2. 2. Information ArchitectureThe main goal of effective information architecture is to makeinformation, products and services easy to find from users and searchengines on your website.Build the information architecture of your website first and foremost forusers, keeping content laid in a logical way and accessible to accommodatesearch engines. SEO – SEM– Social
  3. 3. Complex? Simple? … Logical SEO – SEM– Social
  4. 4. Some guidelines• Search engine crawlers will tend to primarily crawl links that are at most 3 or 4 clicks away from your homepage, therefore you should strive to keep your most important content within those 3-4 tiers.• Build a navigation that reflects users behavior. Use analytics and study your internal site searches to learn more about what users are looking for most.• Use relevant, attractive and easy to understand “navigation labels” (anchor texts, menus, buttons). SEO – SEM– Social
  5. 5. (…) Some guidelines• Remember the “don’t make me think” rule. Strive to make your site navigation “obvious”. Your grandmother should be able to navigate your website… without thinking.• Research solutions, Plan and eventually test your Information Architecture. It’s almost impossible to get it right the first time. Remember to study your in-page analytics and be ready to take decisions. SEO – SEM– Social
  6. 6. Number of Links in a Page…How many links should you have on your pages?Google guidelines says: “Keep the links on a given page to a reasonablenumber.”Matt Cutts said: “At any rate, you’re dividing the PageRank of that pagebetween hundreds of links, so each link is only going to pass along aminuscule amount of PageRank anyway. Users often dislike link-heavypages too, so before you go overboard putting a ton of links on a page, askyourself what the purpose of the page is and whether it works well for theuser experience.” SEO – SEM– Social
  7. 7. … no magic ruleSEO professionals usually tend to lay on a 100 link per page limit strategyto enhance the link juice to the most important pages, but I totallydisagree with this common practice.Decide the numbers of links on a page to offer the best user experiencepossible. Some pages by their very nature will have and should have a lotof links (sometimes more than 100) , others will not. SEO – SEM– Social
  8. 8. SEO Human Friendly URLSShort + Descriptive + Memorable = CommunicableYour content should be easily sharable and viral, for this reason URLs shouldbe communicable to others.Ask yourself: Are my most important URL’s communicable without a digitalmean? Are they easy to remember? SEO – SEM– Social
  9. 9. Keywords in URLsURL’s should also include the most relevant keywords in the directorystructure for 2 purposes:1) It’s another indicator to Search Engines to let them know what the page is about.2) The keyword will be bolded in SERPs enhancing CTR. SEO – SEM– Social
  10. 10. Final ThoughtsDesign your website taxonomy and architecture to offer the best userexperience possible. Search engines will love you for this too!But please note, designing for users doesn’t mean you should forget aboutSEO. Some technical guidelines should be followed (urls, anchortexts, number of links, canonicalization, link deepness).Just make sure you don’t forget your main target. SEO – SEM– Social
  11. 11. Simone Luciani in a nutshell I’m a Digital Marketing Consultant specialised in SEO & Search Marketing in English and Italian Markets. Based in London. I have a degree in Internet Marketing and a Master in Digital Marketing (The Institute of Direct and Digital Marketing – London). I’m a Google Qualified Individual certified for Adwords and Google Analytics.I have worked for 4 years as SEO Manager in eBay. I founded Studio Web Lucianiin 2009, working for companies like HomeAway, Expedia, RAI, Amadori,Groupon, Fila, Piaggio, CESVI, REPLAY and more.I’m the Author of Rankfirst – SEM Blog, and an occasional collaborator of SearchMarketing Standard (USA) and Search Engine People (Canada). I’m also ateacher for the Bewe Academy (Social Marketing Master).
  12. 12. Thank You!Contacts:Mobile: +44 (0)79 00 46 26 12Landline: +44 (0)20 81 80 21 03Email: simone@studiowebluciani.comWeb: SEO – SEM– Social