What is faceted classification of keywords, how it helps designing your website's information architecture and why is it important for SEO.

1. Website Information
Architecture & Faceted
Classification of Keywords
Tibor Peták, Gradeta.sk

2. Why this topic?
Usually left on UX designers
Tribute to Marek Prokop
Why?
WIA is an SEO task, too
It works almost every time
Strategy, not a tactic
Not like technical SEO
WIA based on FCK
It’s our roadmap
This is what we start with
Priorities for content creation, internal navigation, optimization of titles, etc.

3. What?
WIA based on FCK
Fully automated WIA
Generated directly from the faceted classification of keyw

4. New landing pages
How?
WIA based on FCK

5. Better internal navigation I.
How?
WIA based on FCK
More important pages closer to homepage
Identify important pages to be linked from prominent pages like homepage.

6. Better internal navigation II.
How?
WIA based on FCK
More visible links pass more linkjuice
Identify important pages to be linked from more prominent parts of pages like main content
or header, instead of footer.
Which navigation to header and which one to the sidebar or footer?

7. Crawl budget
How?
WIA based on FCK
Faceted navigation
Define which facet combinations will bring you more than you pay from the crawl budget.

8. Usability
How?
WIA based on FCK
Mental model
It’s like card sorting, but with much more
data.
Use taxonomy that is expected by users:
ordering and naming, too.

9. WIA based on FCK
What is WIA?
Part of WIA is deciding how will the hierarchy of the categories and subcategories
look like.
WIA
Subgroup of a larger field called Information Architecture

10. WIA based on FCK
What is FCK?
FCK
Different presentation of the keyword data

11. WIA based on FCK
What is FCK?
Every keyword is classified into
appropriate classes-facets.
FCK

12. How does the FCK help?
We would like to cluster equivalent terms
based on their search intent. So they will
be targeted with the same landing page.
same facet value combination in FCK
<=> equivalent terms
FCK
Equivalent terms:
WIA based on FCK

13. How does the FCK help?
FCK
Broader & narrower terms:
We would like to know the hierarchical relationship between keywords. So we know which
landing page should be higher in the website hierarchy and which lower.
if one facet missing in FCK <=> broader term ; if plus one facet in FCK <=> narrower term
WIA based on FCK

14. How does the FCK help?
FCK
Polyhierarchy:
If you want users to get to a page about Men’s Oakley sunglasses, you could arrange several
paths:
Glasses –> Sunglasses –> Men’s sunglasses –> Oakley men’s sunglasses
Glasses –> Sunglasses –> Oakley sunglasses –> Oakley men’s sunglasses
Glasses –> Men’s glasses –> Men’s sunglasses –> Oakley men’s sunglasses
... another 3 paths.
WIA based on FCK
The classical
hierarchy looks like a
tree. But this has
limitations when
designing a website.

15. How does the FCK help?
FCK
Data resolves polyhierarchy:
We choose paths that have the most value for our website (no. of searches, conversions or
other):
Glasses (4000k) – Sunglasses (1500k) – Oakley sunglasses (450k) – Oakley men’s
sunglasses (40k)
Glasses (4000k) – Sunglasses (1500k) – Men’s sunglasses (368k) – Oakley men’s
sunglasses (40k)
Glasses (4000k) – Men’s glasses (90k) – Men’s sunglasses (368k) – Oakley men’s
sunglasses (40k)
... another 3 paths.
WIA based on FCK

16. FCK
WIA based on FCK

17. If you start with WIA based on FCK
WIA based on FCK
Don’t do it manually:
It’s time consuming!
Open Refine: probably the most used software for classification
Mabidac: probably the best software for the classification and generating WIA
Input: keyword data
Process: keyword classification by machine learning + algorithm for generating WIA
Output: website information architecture with data
WIA based on FCK
Always keep search intent in mind:
Searchers of “men’s glasses” might mean it:
as a more general phrase to “men’s eyeglasses”,
or as an equivalent term to “men’s eyeglasses”.

18. Thank you!