3. NOT SO GOOD SITE ARCHITECTURE
Page Rank
Homepage
1/10
1/100
1/1000
1/10000
1/100000
Very weak pages at the bottom of the architecture
6 clicks to deepest level
Low search engine visibility
SEOgadget.co.uk
5. TIPS TO IMPROVE SITE INDEXATION
External
Links
Page Rank
Identify linked-to pages in the architecture and cross link to pages nearby
SEOgadget.co.uk
6. KEYWORD RESEARCH IN SITE ARCHITECTURE
• The power of keyword categories and sub-types
Quality Price Branding Product Departing Destination Chronology
“Compare cheap EasyJet flights from London to New York in June”
• Group together search terms where each sub-category generates
unique constructions:
“Flights to Malaga in June”
“Cheap Ryan air Flights to Malaga”
SEOgadget.co.uk
7. MAPPING KEYWORDS TO CONTENT TYPES
Homepage
•www.domain.com
Continents
Generic
•www.domain.com/Europe • “Cheap flights”
• “Flights”
Countries
•www.domain.com/Spain
Cities
Destination
•www.domain.com/Malaga
• “Flights to #”
• “Cheap flights to #”
Resorts
•www.domain.com/Las-Palmas
Route
Islands
•www.domain.com/Gran-Canaria • “Flights from @ to #”
• “Cheap flights from @ to #”
Routes • “@ to #”
•www.domain.com/Gatwick/Malaga • “@ to # Flights”
SEOgadget.co.uk
9. GLOBAL NAVIGATION
• Use CSS styled DHTML
– “cross-browser drop-down cascading validating menu”
• Position close to the top of the page
• Visible with CSS / JavaScript disabled in Web Developer Toolbar
SEOgadget.co.uk
10. TIPS TO IMPROVE SITE INDEXATION
pages
Authority
pass value to
pages in their
hierarchy
only
Linked to pages transfer value UP and Down but not ACROSS
SEOgadget.co.uk
11. TIPS TO IMPROVE SITE INDEXATION
Cross link to
enhance and
strengthen pages
across as well as
down
Identify linked-to pages in the architecture and cross link to pages nearby
SEOgadget.co.uk
14. MAKE YOUR CONTENT MORE UNIQUE WITH UGC
Duplicate
(900+ copies)
Unique
(Yay)
SEOgadget.co.uk
15. SUPERCHARGED UGC
Data Feed and Micro Format
Optimisation in Google
09:30–10:30 Room 2-4
<div class="hreview-aggregate">
<span class="item"> <span class="fn">20Q Version 2</span>
</span>
<span class="rating">Rating: <span class="average">5.0</span>
out of <span class="best">5</span>
based on <span class="count">3</span> reviews.
</span>
</div>
SEOgadget.co.uk
16. 5 UGC REVIEWS TIPS
1) Pull through review content and aggregate ratings to your
category and home pages
2) If you have pages that expire (vouchers, products, offers) –
keep the UGC for a rainy day
3) Limit the number of reviews that appear on a page and cherry
pick the newest / oldest to display on your category pages
4) Make it really easy for users to give feedback
5) Use Microformats to mark-up your ratings and tell Google
6) Reward the top contributors (points, special discounts etc)
SEOgadget.co.uk
17. OTHER USERS FOUND THIS DOCUMENT FOR
• Adds uniqueness to the page
• Internal site search data can be used to cross link
SEOgadget.co.uk
18. BOILERPLATE COPY & UGC – CASE STUDY
1) Reworked the top 100 category pages to use unique content
not boiler plates
2) Made UGC index able (previously hidden in JavaScript)
35000
30000
25000
20000
15000
10000
5000
0
January February March April May June July August September
SEOgadget.co.uk
21. RULES FOR DUPLICATE CONTENT
Issue Example URL Action
noindex, follow all non-root queries eg: ?page=2. Make sure your
Paginated and view links /page.html?page=10&view=50&sort= paging navigation doesn't create a ?page=1 link if you can avoid it
Use print friendly CSS or rel="canonical" the original article URL.
Print friendly links /page.html?printerfriendly=yes Don't block in robots.txt
rel="canonical" the original URL and / or use hash tags in tracking
/page.html?utm_source=a4uexpo&utm_medium=architectur code. Yoast's analytics for WP plugin supports hastags:
Analytics tracking URLS e-session&utm_campaign=dupe-content http://bit.ly/9H0o43
Remove session id's, move to cookie based session tracking, don't
/page.html?sessionID=56193246156354&language=en&mode issue the session id with user agent detection, use parameter
Sessions in URL =line handling in WMT
Check all internal links, implement a lower case redirect,
Inconsistent case in URLs /page.html vs /Page.html rel="canonical"
Subdomain canonicalisation http://www.domain.co.uk vs http://domain.co.uk Implement a 301 www redirect and set preferences in WMT
Include or remove trailing slashes using a 301 - use most linked to
URLs as a guide and link internally as consistently as possible. Use
Trailing slashes missing /voucher-codes/dixons vs /voucher-codes/dixons/ rel="canonical"
Make sure you have a link back to the "original article" as a bare
miniumum. Syndication on your own network you could use a cross
Content syndication domain canonical
SEOgadget.co.uk
22. A HEALTHY WEBSITE IS A HAPPY WEBSITE
http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/
SEOgadget.co.uk
23. SPEED UP YOUR WEBSITE
• Site speed is important for engagement metrics
– 47% expect a web page to load in two seconds or less
– 40% will abandon a web page if it takes more than three seconds to load
– 52% of online shoppers claim that quick page loads are important for their
loyalty to a site
– 14% will start shopping at a different site if page loads are slow
– 23% will stop shopping or even walk away from their computer
– 64% of shoppers who are dissatisfied with their site visit will go somewhere else
to shop next time
• http://bit.ly/Jc7M6 [Pingdom]
• http://seogadget.co.uk/improving-site-speed-talk-about-the-
business-benefit/
SEOgadget.co.uk
24. FASTER RECRAWL WITH CONDITIONAL GET
• Conditional get request answered with a 304 not modified
response
Last time I
crawled this page
was the 10th
October…
http://googlewebmastercentral.blogspot.com/2008/11/date-with-googlebot-part-ii-http-status.html
http://sebastians-pamphlets.com/dynamic-pages-can-support-if-modified-since-too/
SEOgadget.co.uk
25. FASTER INDEXING AND DISCOVERY
Channel Services Aggregators
http://www.google.com/ping?sitemap=[sitemap url]
XML
Sitemap http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url]
SEOgadget.co.uk
