SEO Site Architecture
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Transcript of SEO Site Architecture
2Klikki
Bernt Johansson?
• CTO @KliKKi• Masters degree in Computer & Systems Science• Have been working with SEO the last 10 years or so (I am getting old )
BLOG: klikki.com
bernt.johansson76
MAIL: [email protected]
www.facebook.com/bernt.johansson
www.twitter.com/berntjohansson
www.slideshare.net/berntjohansson
Find today's presentation
here!
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Just to make one thing clear• What I am saying here today is based on my experience• People might object to some of it• There are no absolute truths in SEO
#justsayin
Site architecture can mean a lot of different things to different people
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Information Architect
Mental models
Target audience
Organizing information
Labels
Usability tests
Site architecture can mean a lot of different things to different people
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SEO’s (some at least)
Content silos
Crawlability
Indexation
Tags
PageRank Sculpting
Site architecture can mean a lot of different things to different people
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So is there a right and a wrong here?
o If you can afford it• Use an information architect
o If you’re like most of the people building websites• Cheap? (no not that)• In one hell of a hurry to go live• Make sure you are relevant for as much as possible!
Site architecture to support indexation
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Two main challanges with site architecture and indexation
o Landing pages for all relevant queries• Talk about a dream come true!
o Stay clear of duplicate content!
Yeah, I’m an SEO so I use these words!
Landing pages for all relevant queries
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A lot of SEO’s say• Use a flat site structure• As few clicks as possible from the front page!
Arrggh, what if my site is HUGE!
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At least we need to know a little about search behavior
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General Specific
‘recipe’
‘pasta recipe’‘pasta recipe with ham’
‘pasta carbonara recipe’
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So to cover as much of the search behavior as possible we need depth!
Front page‘recipe’
Top category‘paste recipe’
Sub category‘pasta recipe with ham’
Specific recipe description‘pasta carbonara’ recipe
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Site architecture to support indexation
So make sure you deploy a site architecture that supports indexing your website for as many relevant queries as possible!
With a natural landing page for each of them!
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Duplicate content
Search engines apply limits to how many pages are crawled/ indexed per domain per day.
• Google does it based on PageRank
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Duplicate content, how does it occur
When you can reach the same or very similar content with more than one URL
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Duplicate content, pagination
This is just too many products in one list!
Seriously! Only two new pagination pages per page. Reaching number 61 is going to take ages.....
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Avoiding duplicate content
Use sub categories if paginations become too long
Optimize titles on deeper pagination pages “Page 3 of 13 in Category name”
Delete the meta description on deeper pagination pages
Have unique text on the top pagination page
Always link back to the top pagination page from the deeper ones.
Put the newest addition first in the list
Whatever you do, don’t start messing around with blocking pagination pages
from crawling, or using the canonical tag. It will end in misery.
Link to as many pagination pages as possible, while staying under appr. 100
links per page.
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Site architecture for ranking
Recipes
Pasta recipes
Pasta recipes with ham
Pizza recipes with ham
Pasta carbonara
recipes
pasta recipes
pasta recipes with ham
pizza recipes with ham
24.2.2008 18Klikki
Takeaways – Use breadcrumb navigation
Breadcrumbs are a great
opportunity for keyword
rich anchor texts
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Takeaways – Use tagging and categories to relate content
Ingredient names are links
to pages listing all recipes
using that specific
ingredient + some basic
information
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Takeaways – Link to other related content from within the body text
Relevant links from within
the body text are the most
valuable of all links.
Especially when using
keyword rich anchor text
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Takeaways – Don’t create site-wide navigation menus
Site-wide navigation
menus are not good since
they dilute link power to,
more or less, irrelevant
pages.
THANK YOU!