SlideShare a Scribd company logo
Dominic Woodman
Distilled
Getting Your House in Order.
@twitter
http://www.slideshare.net/DominicWoodman
What is
Information
Architecture?
We don’t really
agree
And no-one uses less
than 2000 words and
at least 3 acronyms.
“Deciding how something will
be organized”
abbytheia.com
“Deciding how something will
be organized” - (DHSWBO)
abbytheia.com
What do SEOs think it
means?
LIINNNKKKS
(INTERNAL)
LIINNNKKKS
Matching up
intents to
templates &
pages
How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages
How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages
4
2000
How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages
Your customers will
see the right pages at
the right points in
their journey.
So this presentation is not
about links
Matching up
intents to
templates &
pages
How about
some real life
Matching up
intents to
templates &
pages
I re-targeted the guide
and redirected the
advert.
Bounce Rate Pages / Session
Before 56.23% 1.53
After 31.47% 4.70
Nah we’re good.
CHANGE ONE
MONTH
FIVE
MONTHS
Keeping this
tangible
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Example:
Buying a car
Lucky Images /
Shutterstock
Matching up
intents to
templates &
pages
Matching up
intents to
templates &
pages
GIANT
SPOILERS
Matching up
intents to
templates &
pages
Who buys your product?
Who buys your product?
Dave
● Looking to
upgrade on
old car
Alice
● Moved out,
now, getting
first car
Who buys your product?
Build customer profilesWhat are the steps to buying?
What are the steps to buying?
Building
requirements
Compare
competitors
Looking
around
List of cars
Looking for
deals
1 2 3
4 5
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
How can you reach 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
How can you reach 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
Who buys your product?
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
Where search is the 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
Who buys your product?
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?
How to split those 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
Who buys your product?
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?
Turning
keywords
into pages
bit.ly/page-to-keyword
We start with
our keywords
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
Go and scrape
the top 10 - 20
for our
keywords
The URLs that
rank 1 to 20
Rich snippet
information
Your favourite rank
tracking tool.
Get title &
meta for the
top 10 - 20
Export with rank, or just
crawl them.
Get domain
strength
APIs or URL Profiler
Go and get all
the existing
pages and
templates
Enough data
gathering.
Review
vw golf review
vw golf 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
TERM TAGGER
TERM TAGGER
You have already
missed my talk
LANGUAGE APIS
TERM TAGGER
You have already
missed my talk
LANGUAGE APIS BY HAND
Review
vw golf review
vw golf 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
Match up the
groups we
made to
pages
SpecsReview SpecsSpecs
2012
Review
2012
Specs
Retarget
Create
What pages is
Google
showing for
your
grouping?
vw golf interior
dimensions
specific
specific
specific
specific
What pages is
Google
showing for
your
grouping?
vw golf reliability
specific
specific
general
specific
specific
specific
What pages is
Google
showing for
your
grouping?
2012 vw golf reliability
general
general
general
general
general
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
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
We’re going to look for
occurrence of terms in
the URL, title & meta
You’ll average across all
the keywords for a page
You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
Specific pages
Specific pages
You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pages
You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pagesDeprioritize
Is this group
genuinely new? (i.e.
no-one has covered
them)
Source:
https://www.instagram.com/avocadotoast/?hl=en
Source:
https://www.instagram.com/avocadotoast/?hl=en
Source:
https://www.instagram.com/avocadotoast/?hl=en
Source:
https://www.instagram.com/avocadotoast/?hl=en
Source:
https://www.instagram.com/avocadotoast/?hl=en
Source:
https://www.instagram.com/avocadotoast/?hl=en
You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pagesSpecific pages
Review
vw golf review
vw golf 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
Review
vw golf review
vw golf 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
SpecsReview SpecsSpecs
Dimensions
2012
Review
Reliability
We wait.
Rinse &
Repeat
Go to search
console. Pull
down data.
Look for how
well
assignment
worked and
ping-ponging
Suspicious SERP Flux: bit.ly/2wMES8M
Re-work
keyword
targeting
New keywords that need
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
Consolidate
pages you
don’t need
Specs
Old blog post
on VW golf
specs
LIIIIINNKKKKS
SpecsReview SpecsSpecs
Dimensions
2012
Review Reliability
We wait & iterate again.
This is not a 1 month win
Next week
Who buys your product?
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?
Who buys your product?
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?
Get your house in order
@dom_woodman
Resource: bit.ly/page-to-keyword
Slides: bit.ly/ia-brighton-2017

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Matching Keywords to Pages - Information Architecture

Editor's Notes

  1. Brother is an engineer. He also looks like aslan. When he’s not busy saving narnia. My brother is an engineer
  2. You have to do IA & engineering - UX and SEO vs engineer and architects
  3. And that’s what i’m hoping to bring here, except this presentation will be slightly shorter than 2 years.
  4. These aren't very helpful definitions.
  5. Even my favourite one, isnt’ that helpful.
  6. Its a crucial part of it, but it’s not the main part and we fuck up other parts more.
  7. 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
  8. 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
  9. 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
  10. people
  11. 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
  12. Which is a real shame because if you nail the two of these
  13. 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
  14. 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
  15. Beacuse tahts how we get from a gorgeous small house of a website
  16. Show time scale Arrow for change 4 weeks after 6 months after
  17. Thank you very much I’ll see you next year. What is this an exmaple of. Well when do you make that face.
  18. Thank you very much I’ll see you next year.
  19. Thank you very much I’ll see you next year.
  20. 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
  21. 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
  22. 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.
  23. This is not a problem that hosue solves week in week out.
  24. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  25. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  26. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
  27. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  28. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
  29. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  30. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation awareness
  31. In 2012
  32. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
  33. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  34. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
  35. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  36. If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
  37. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  38. link
  39. Is google grouping them into another topic
  40. Is google grouping them into another topic
  41. Is google grouping them into another topic
  42. This needs work. Bottom left hand corner is give up
  43. This needs work. Bottom left hand corner is give up
  44. This needs work. Bottom left hand corner is give up
  45. This needs work. Bottom left hand corner is give up
  46. Move this to end
  47. This needs work. Bottom left hand corner is give up
  48. Put avocaod here
  49. Pi metrics john earshaw
  50. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
  51. If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation