ID2013 - Optimizing Your Website’s Architecture For SEO

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A talk given at Interactivity Digital 2013 in Miami, FL. In this presentation you will find site architecture best practices and a case study.

Transcript of ID2013 - Optimizing Your Website’s Architecture For SEO

Optimizing Your Website’s Architecture for SEO

JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013

JOHN DOHERTY

Head/Senior Consultant, Distilled NYC

John.doherty@distilled.net

@dohertyjf

JOHN DOHERTY

Head/Senior Consultant, Distilled NYC

John.doherty@distilled.net

@dohertyjf

This is my conference

shirt.

Site Architecture is critical to SEO

But a bad site architecture is the #1 issue I see on

many websites.

It often looks something like this.

What’s this guy

doing?

What’s this guy

doing?

Are all of these pages really the

same value?

Categorize and Prioritize

A page that is linked to by many pages with high PageRank receives a high rank itself. If there are no

links to a web page, then there is no support for that page.

This applies to both external and internal links. Internal linkbuilding can be very effective as well!

Categorization

Categorizing your pages into “types” will help you to organize your site

architecture and provide more internal links to your important pages to

help them rank better.

@dohertyjf John Doherty

Categorization

Linking from down in the architecture back up to pages higher in the

hierarchy prioritizes the higher pages for competitive terms. If you’re

having issues with the wrong page ranking, your site architecture is

probably wrong.

@dohertyjf John Doherty

Categorization

Categorization

Homepage

Deeper pages

Categorization

Homepage

Deeper pages

Longtail

Site Architecture Best Practices

Best Practices for Site Architecture

@dohertyjf John Doherty

The higher the page is in your

architecture, the stronger it will be.

Best Practices for Site Architecture

@dohertyjf John Doherty

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Best Practices for Site Architecture

@dohertyjf John Doherty

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Most powerful

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Categorization

This one

Best Practices for Site Architecture

@dohertyjf John Doherty

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Most powerful

Second powerful

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Categorization

These guys

Best Practices for Site Architecture

@dohertyjf John Doherty

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Most powerful

Second powerful

Least powerful

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Categorization

This little guy

Best Practices for Site Architecture

@dohertyjf John Doherty

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Links to

category

Links to deep

and home Links to category and home

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Best Practices for Site Architecture

@dohertyjf John Doherty

Competitive pages must be linked from

strong and many pages internally (just

like external links)

Best Practices for Site Architecture

@dohertyjf John Doherty

Some of the strongest pages on your

site will be category or hub pages.

Best Practices for Site Architecture

@dohertyjf John Doherty

Use the anchor text you want for rank

with in your internal links.

Best Practices for Site Architecture

@dohertyjf John Doherty

Use top navigation sparingly, and it may

not pass much juice equity.

Best Practices for Site Architecture

@dohertyjf John Doherty

It can work though.

Best Practices for Site Architecture

@dohertyjf John Doherty

Breadcrumbs are a great way to link up

the architecture, providing both more

internal links and a way for the crawlers

to navigate your website.

Best Practices for Site Architecture

@dohertyjf John Doherty

Sitemaps by category (if your site is big

enough) can help to make sure that all of

your pages are indexed (doesn’t help

with ranking).

Prioritization

Site Architecture Toolbox

@dohertyjf John Doherty

Visio LucidChart

Screaming

Frog Excel

Ranking Pages with Excel

@dohertyjf John Doherty

Using some Excel magic you can find which pages you should

prioritize internally. Download the spreadsheet here.

https://www.dropbox.com/s/jevnomdhdy8pw1t/Internal PageRank Measurement and Opportunity Finder.xlsx

Ranking Pages with Excel

@dohertyjf John Doherty

Crawl your site with Screaming Frog

Ranking Pages with Excel

@dohertyjf John Doherty

Download HTML and delete all but Level

and Inlinks

Ranking Pages with Excel

@dohertyjf John Doherty

Input Target Keyword, Volume, and

Competitiveness for all terms.

Ranking Pages with Excel

@dohertyjf http://www.distilled.net/blog/seo/understanding-

site-architecture-with-xenu-and-excel/

Get averages of Level and Inlinks, then

add together to get final score.

http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/

Ranking Pages with Excel

@dohertyjf http://www.distilled.net/blog/seo/understanding-

site-architecture-with-xenu-and-excel/

This are the pages that will be crawled

most often on your site and pass the

most internal link equity.

http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/
http://www.distilled.net/blog/seo/understanding-site-architecture-with-xenu-and-excel/

Quick Case Study

Had a client with architecture issues

@dohertyjf John Doherty

Not going

to rank

We implemented internal links to the page.

@dohertyjf John Doherty

We saw great improvements in rankings.

@dohertyjf John Doherty

Tell me smart linking

doesn’t work

In Conclusion

Site Architecture Best Practices

@dohertyjf John Doherty

Quantity + quality

of internal links.

Link with authoritative pages to pages

you want to rank.

Breadcrumbs link

up easily.

More competitive terms on top pages,

long tail terms on deep pages.

Site Architecture Best Practices

@dohertyjf John Doherty

Go Forth and Optimize

@dohertyjf John Doherty

Download The Excel Sheet!

http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

https://www.dropbox.com/s/jevnomdhdy8pw1t/Internal PageRank Measurement and Opportunity Finder.xlsx
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond
http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond

Thanks. Any questions?

JOHN DOHERTY

John.doherty@distilled.net

@dohertyjf

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