SEO & IA
a findability challenge



               Alberto Mucignat
               Italian IA Summit 2007
Information Architecture (IA)

              The art and science of
              organizing and
              labeling we...
Search Engine Optimization (SEO)


               The art and science
               of making webpages
               att...
What about you?
Elements
The common field




    Findability is a goal of IA
                       -Wikipedia
Typical SEO/IA informations

                   keywords
       markup

  titles                links
               urls
...
Challenge
Make it easy

Design for   the
people and, most
of the time, you’ll
keep the robots
happy!
        -UserEffect.com
Where does it all start?




             ?
Where does it all start?
Google rule #1




      Search engine is the real site
      homepage
                 -David Weinberger
Google rule #2




   >90% of search engine traffic is
   directed to secondary pages
Old paradigma
                 Page #1
                 Page #2
 Search
            HP
 engine
                 Page #n
New paradigma
                Page #1
                Page #2
 Search
           HP
 engine
                Page #n
Homepage is dead
Hierarchy




            http://shirky.com/writings/ontology_overrated.html
Linked hierarchy




                   http://shirky.com/writings/ontology_overrated.html
Circularity




              http://shirky.com/writings/ontology_overrated.html
Findability




              http://shirky.com/writings/ontology_overrated.html
Every page is a main page
we can apply to
every entry page
the same rules
we used for the
homepage
A SEO & IA Framework
Berrypicking model
From Analytics to Structure
Find important pages groups
Discover pages groups info
Define SERP elements
Context of search
Context of search




   Avoid unexpected contents
Carefully define page items
Give more




            http://www.youtube.com
No more dead roads
But...




         the real
         paradigma...
Users come from several sources

     Search engine

      Aggregator

                     WEBSITE
         Mail

      D...
Contents’ spreading

                 Newsletter

                  RSS Feed
   WEBSITE        Widgets

                  ...
Designing the inside out




  Originally by Are Halland
  http://www.slideshare.net/aregh/core-and-paths-designing-findabi...
Web 5.0
Thank you!




             Alberto Mucignat

             alberto.mucignat@gmail.com
             skype: alberto.mucignat...
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SEO & IA - A findability challenge

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Presentation at Italian IA Summit 2007

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SEO & IA - A findability challenge

  1. 1. SEO & IA a findability challenge Alberto Mucignat Italian IA Summit 2007
  2. 2. Information Architecture (IA) The art and science of organizing and labeling web site to support usability and findability
  3. 3. Search Engine Optimization (SEO) The art and science of making webpages attractive to the search engines
  4. 4. What about you?
  5. 5. Elements
  6. 6. The common field Findability is a goal of IA -Wikipedia
  7. 7. Typical SEO/IA informations keywords markup titles links urls contents meta info labels
  8. 8. Challenge
  9. 9. Make it easy Design for the people and, most of the time, you’ll keep the robots happy! -UserEffect.com
  10. 10. Where does it all start? ?
  11. 11. Where does it all start?
  12. 12. Google rule #1 Search engine is the real site homepage -David Weinberger
  13. 13. Google rule #2 >90% of search engine traffic is directed to secondary pages
  14. 14. Old paradigma Page #1 Page #2 Search HP engine Page #n
  15. 15. New paradigma Page #1 Page #2 Search HP engine Page #n
  16. 16. Homepage is dead
  17. 17. Hierarchy http://shirky.com/writings/ontology_overrated.html
  18. 18. Linked hierarchy http://shirky.com/writings/ontology_overrated.html
  19. 19. Circularity http://shirky.com/writings/ontology_overrated.html
  20. 20. Findability http://shirky.com/writings/ontology_overrated.html
  21. 21. Every page is a main page
  22. 22. we can apply to every entry page the same rules we used for the homepage
  23. 23. A SEO & IA Framework
  24. 24. Berrypicking model
  25. 25. From Analytics to Structure
  26. 26. Find important pages groups
  27. 27. Discover pages groups info
  28. 28. Define SERP elements
  29. 29. Context of search
  30. 30. Context of search Avoid unexpected contents
  31. 31. Carefully define page items
  32. 32. Give more http://www.youtube.com
  33. 33. No more dead roads
  34. 34. But... the real paradigma...
  35. 35. Users come from several sources Search engine Aggregator WEBSITE Mail Direct links
  36. 36. Contents’ spreading Newsletter RSS Feed WEBSITE Widgets Players
  37. 37. Designing the inside out Originally by Are Halland http://www.slideshare.net/aregh/core-and-paths-designing-findability-from- the-inside-and-out
  38. 38. Web 5.0
  39. 39. Thank you! Alberto Mucignat alberto.mucignat@gmail.com skype: alberto.mucignat http://www.mucignat.com

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