Downloaded 17 times
More Related Content
![[US] 2014 Ranking Factors Webinar - Jordan Koene](https://cdn.slidesharecdn.com/ss_thumbnails/ranking-factors-webinar-141105162614-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Information Architecture for SEOs - Matching intent to pages & internal linking principles
![Compelling Consumer Connections Search Builds Brands [Read Only]](https://cdn.slidesharecdn.com/ss_thumbnails/compelling-consumer-connections-search-builds-brands-readonly-1232892451539671-2-thumbnail.jpg?width=640&height=640&fit=bounds)
![[Marketing] BMW Ad Proposal](https://cdn.slidesharecdn.com/ss_thumbnails/marketingadproposal-160309083706-thumbnail.jpg?width=640&height=640&fit=bounds)
Information Architecture for SEOs - Matching intent to pages & internal linking principles
- 1. Getting your housein order
- 7.
- 12.
- 13. And no-one usesless than 2000 words and at least 3 acronyms.
- 14. “Deciding how somethingwill be organized” abbytheia.com
- 15. “Deciding how somethingwill be organized” - (DHSWBO) abbytheia.com
- 16. What do SEOsthink it means?
- 17.
- 18.
- 19.
- 20. How you link& relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 21. How you link& relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 22.
- 24.
- 27. How you link& relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 28. Your customers will seethe right pages at the right points in their journey.
- 30. Don’t worry we’llstill look at links
- 31. How you link& relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 32.
- 35.
- 40.
- 42. I re-targeted theguide and redirected the advert.
- 43. Bounce Rate Pages/ Session Before 56.23% 1.53 After 31.47% 4.70
- 44.
- 45.
- 46.
- 47.
- 48.
- 49.
- 50. Example: Buying a car LuckyImages / Shutterstock
- 51.
- 52.
- 54.
- 55.
- 56. Who buys yourproduct?
- 57. Who buys your product? Dave ●Looking to upgrade on old car Alice ● Moved out, now, getting first car
- 58. Who buys yourproduct? Build customer profilesWhat are the steps to buying?
- 59. What are thesteps to buying? Building requirements Compare competitors Looking around List of cars Looking for deals 1 2 3 4 5
- 60. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step?
- 61. How can youreach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
- 65. How can youreach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
- 66. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords
- 67. Where search isthe answer, get keywords Building requirements - vw golf vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 68. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
- 69. How to splitthose keywords into pages? vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 70. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
- 71.
- 72.
- 73. We start with ourkeywords vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 74. Go and scrape thetop 10 - 20 for our keywords The URLs that rank 1 to 20 Rich snippet information
- 75.
- 76. Get title & metafor the top 10 - 20
- 77. Export with rank,or just crawl them.
- 78.
- 79. APIs or URLProfiler
- 80. Go and getall the existing pages and templates
- 81.
- 82. Review vw golf review vwgolf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Take a punt at grouping the keywords semantically
- 83.
- 84.
- 85.
- 86. Review vw golf review vwgolf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 87. Match up the groupswe made to pages
- 88.
- 90. What pages is Google showingfor your grouping? vw golf interior dimensions specific specific specific specific
- 91. What pages is Google showingfor your grouping? vw golf reliability specific specific general specific specific specific
- 92. What pages is Google showingfor your grouping? 2012 vw golf reliability general general general general general
- 93. Specs vw golf specs vwgolf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions What actually ranks? What ranked General specs page General specs page General specs page General specs page Specific dimension page Specific dimension page Specific dimension page Specific dimension page
- 94. We’re going tolook for occurrence of terms in the URL, title & meta
- 95. You’ll average acrossall the keywords for a page
- 96. You’re stronger than competitors You’reweaker than competitors SERP is specific pages SERP is general pages
- 97. You’re stronger than competitors You’reweaker than competitors SERP is specific pages SERP is general pages Specific pages Few specific pages
- 98. You’re stronger than competitors You’reweaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Few specific pages
- 99. You’re stronger than competitors You’reweaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Few specific pages Deprioritize
- 100. Is this group genuinelynew? (i.e. no-one has covered them)
- 101.
- 102.
- 103.
- 104.
- 105.
- 106.
- 108. You’re stronger than competitors You’reweaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific Pages Few specific pages
- 109. Review vw golf review vwgolf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Original keyword grouping
- 110. Review vw golf review vwgolf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf tire size 2012 Review 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length With updated keyword grouping, re- target and create pages Dimensions vw golf interior dimensions vw golf length vw golf trunk space Reliability vw golf reliability
- 111.
- 112.
- 113.
- 114. Go to search console.Pull down data.
- 115. Look for how well assignment workedand ping-ponging Suspicious SERP Flux: bit.ly/2wMES8M
- 116. Re-work keyword targeting New keywords thatneed assigning vw golf trunk space vw golf boot dimensions vw golf fuel consumption Existing keywords that are changing pages vw golf tire size vw golf mileage
- 117. Consolidate pages you don’t need Specs Oldblog post on VW golf specs
- 118. If you’ve sortedout the targeting. If it all makes sense...
- 119.
- 120. How you link& relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 121. How you link& relate those pages so search engines understand the relationship
- 122. Roughly work from firstprinciples And be ready to compromise.
- 123. In the beginningthere was page rank
- 126. Google has added alot more
- 127. 1. Theoretically important. Importantaspects of links
- 128.
- 136. 1. Theoretically important. 2.Anecdotally but not consistently important. Important aspects of links
- 138. It’s hard to isolateand measure CONTROL VARIANT
- 139. 1. Theoretically important. 2.Anecdotally but not consistently important. 3. Really hard to measure. Important aspects of links
- 140. ~60% had the wrongintuition dis.tl/2OK99hz
- 142. 1. Theoretically important. 2.Anecdotally but not consistently important. 3. Really hard to measure. 4. Complex to use and be technically correct Important aspects of links
- 143. Roughly work from firstprinciples And be ready to compromise.
- 144. 3 more usersbounced when you added more links.
- 145. Those links arehard to pull in. It’ll add an additional 3 days of dev.
- 146. How you link& relate those pages so search engines understand the relationship
- 147. Aim for ashallow pyramid
- 148.
- 154. What do youmean I can’t put all my category links on the homepage?
- 155.
- 156. Relative navs Car Hirein LondonHotels in London
- 158. Why not map everypage?
- 159. Only the first pathis shown
- 160.
- 161.
- 163. Aim for ashallow pyramid Don’t have dead end pages
- 169. Aim for ashallow pyramid Don’t have dead end pages Use useful anchor text
- 170.
- 171. Aim for ashallow pyramid Don’t have dead end pages Use useful anchor text Link topics together
- 172.
- 173.
- 174.
- 175.
- 176.
- 177.
- 178.
- 179. Aim for ashallow pyramid Don’t have dead end pages Use useful anchor text Link topics together Don’t link to non-indexable URLs
- 180. All indexable pages shouldbe unique landing pages
- 181.
- 182. 50% 0% (We’re ignoring thedamping factor here) 10 5
- 183. Redirects Blocked URLS Non-canonical URLs No-indexedURLs Things we want to avoid
- 184.
- 185.
- 186.
- 187. # Methods to passdata across page requests
- 188.
- 191. What looks likea link but isn’t a link...
- 192.
- 193.
- 194. <a href=”/blog/”>Blog</a> <a onclick="window.location.href=/blog">Blog</a> <spanonclick="window.location.href=/blog">Blog</a>
- 195. <a href=”/blog/”>Blog</a> <a onclick="window.location.href=/blog">Blog</a> <spanonclick="window.location.href=/blog">Blog</a> <span data-href=”/blog/”>Blog</a>
- 196. <a href=”/blog/”>Blog</a> <a onclick="window.location.href=/blog">Blog</a> <spanonclick="window.location.href=/blog">Blog</a> <span data-link=”/blog/”>Blog</a> <span data-href=”/blog/”>Blog</a>
- 197. Aim for ashallow pyramid Don’t have dead end pages Use useful anchor text Link topics together Don’t link to non-indexable URLs
- 198. This is nota 1 month win
- 199.
- 200. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
- 201. Who buys yourproduct? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step? Build customer profilesWhere search is the answer, get keywords Build customer profilesHow to split those keywords into pages?
- 202. Aim for ashallow pyramid Don’t have dead end pages Use useful anchor text Link topics together Don’t link to non-indexable URLs
- 204. Get your housein order
- 206.
Editor's Notes
- #2 Getting your house in order. - finish with a shot of house box set.
- #3 Brother is an engineer. He also looks like aslan. When he’s not busy saving narnia. My brother is an engineer
- #6 You have to do IA & engineering - UX and SEO vs engineer and architects
- #7 And that’s what i’m hoping to bring here, except this presentation will be slightly shorter than 2 years.
- #14 These aren't very helpful definitions.
- #15 Even my favourite one, isnt’ that helpful.
- #19 Its a crucial part of it, but it’s not the main part and we fuck up other parts more.
- #20 This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #21 This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #22 This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #23 people
- #27 This means your linking has to work so much harder. What is every room was a bathroom Add a thing pointing to landing page as a room
- #28 Which is a real shame because if you nail the two of these
- #30 You will get your reward. It probably won’t look that good. That also doesnt look very stable. People will be so happy they’ll give you rewards like this. Dabetes inducing awards. Be more clear
- #32 Which is a real shame because if you nail the two of these
- #33 Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets Our problem space is large. Waaay too big for one presentation
- #34 Beacuse tahts how we get from a gorgeous small house of a website
- #45 Show time scale Arrow for change 4 weeks after 6 months after
- #47 Thank you very much I’ll see you next year. What is this an exmaple of. Well when do you make that face.
- #48 Thank you very much I’ll see you next year.
- #49 Thank you very much I’ll see you next year.
- #50 Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car. Can you guess what is is from this picture. Because i spent ages choosing this picture. I basically picked this example because this picture was so amazing
- #51 Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car. She’s buying a car, obviosuly.All of you should recognised that face and thought. Oh thats my buying a car face. red circle around car keys
- #53 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation. This si a super big area.
- #54 This is not a problem that hosue solves week in week out.
- #56 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #57 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #58 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #59 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #60 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #61 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #62 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation awareness
- #63 In 2012
- #66 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #67 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #68 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #69 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #70 If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #71 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #80 link
- #91 Is google grouping them into another topic
- #92 Is google grouping them into another topic
- #93 Is google grouping them into another topic
- #97 This needs work. Bottom left hand corner is give up
- #98 This needs work. Bottom left hand corner is give up
- #99 This needs work. Bottom left hand corner is give up
- #100 This needs work. Bottom left hand corner is give up
- #102 Move this to end
- #109 This needs work. Bottom left hand corner is give up
- #112 Put avocaod here
- #116 Pi metrics john earshaw
- #121 Which is a real shame because if you nail the two of these
- #122 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #123 Unlike where I had a relatively speecific method. I think the best way of working with links is as follows.
- #124 Originally there was basically just page rank
- #125 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #126 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #129 If you ask 10 SEOs how important links are, you’ll probably get 10 opinions and stories
- #142 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #144 Unlike where I had a relatively speecific method. I think the best way of working with links is as follows.
- #147 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #148 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #164 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #165 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #166 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #167 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #170 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #172 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #173 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #174 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #175 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #176 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #177 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #178 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #179 By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page. So the importance of page is deteremined by external and internal links
- #180 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #198 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #201 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #202 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #203 If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation