Successful Information Architecture - Richard Baxter
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SEOgadget.co.uk
SUCCESSFUL INFORMATION
ARCHITECTURE A4Uexpo London 2010
Richard Baxter – SEOgadget.co.uk
SEOgadget.co.uk
NOT SO GOOD SITE ARCHITECTURE
Very weak pages at the bottom of the architecture 6 clicks to deepest level
Low search engine visibility
Page Rank
1/10
1/100
1/1000
1/10000
1/100000
Homepage
SEOgadget.co.uk
FLATTENED SITE ARCHITECTURE
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No more than 3 clicks to deepest level Stronger pages at the lowest tier
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION
Page Rank
Identify linked-to pages in the architecture and cross link to pages nearby
External Links
SEOgadget.co.uk
Quality Price Branding Product Departing Destination Chronology
KEYWORD RESEARCH IN SITE ARCHITECTURE
• The power of keyword categories and sub-types
“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
MAPPING KEYWORDS TO CONTENT TYPES
Homepage
•www.domain.com
Continents
•www.domain.com/Europe
Countries
•www.domain.com/Spain
Cities
•www.domain.com/Malaga
Resorts
•www.domain.com/Las-Palmas
Islands
•www.domain.com/Gran-Canaria
Routes
•www.domain.com/Gatwick/Malaga
Generic • “Cheap flights”
• “Flights”
Destination
• “Flights to #”
• “Cheap flights to #”
Route
• “Flights from @ to #”
• “Cheap flights from @ to #”
• “@ to #”
• “@ to # Flights”
SEOgadget.co.uk
SITE ARCHITECTURE DESIGN
SEOgadget.co.uk
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
TIPS TO IMPROVE SITE INDEXATION
Authority pages pass value to pages in their
hierarchy only
Linked to pages transfer value UP and Down but not ACROSS
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION
Identify linked-to pages in the architecture and cross link to pages nearby
Cross link to enhance and
strengthen pages across as well as
down
SEOgadget.co.uk
CROSS LINKS
SEOgadget.co.uk
CREATE A CROSS LINKING TAXONOMY
SEOgadget.co.uk
MAKE YOUR CONTENT MORE UNIQUE WITH UGC
Duplicate (900+ copies)
Unique (Yay)
SEOgadget.co.uk
SUPERCHARGED UGC
<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>
Data Feed and Micro Format
Optimisation in Google
09:30–10:30 Room 2-4
SEOgadget.co.uk
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
OTHER USERS FOUND THIS DOCUMENT FOR
• Adds uniqueness to the page
• Internal site search data can be used to cross link
SEOgadget.co.uk
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)
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January February March April May June July August September
SEOgadget.co.uk
TECHNICAL ARCHITECTURE
Photo by: Tiago Cassol Schvarstzhaupt
SEOgadget.co.uk
DETECT DUPLICATE CONTENT
http://www.seomoz.org/
SEOgadget.co.uk
RULES FOR DUPLICATE CONTENT
Issue Example URL Action
Paginated and view links /page.html?page=10&view=50&sort= noindex, follow all non-root queries eg: ?page=2. Make sure your paging navigation doesn't create a ?page=1 link if you can avoid it
Print friendly links /page.html?printerfriendly=yes Use print friendly CSS or rel="canonical" the original article URL. Don't block in robots.txt
Analytics tracking URLS /page.html?utm_source=a4uexpo&utm_medium=architecture-session&utm_campaign=dupe-content
rel="canonical" the original URL and / or use hash tags in tracking code. Yoast's analytics for WP plugin supports hastags: http://bit.ly/9H0o43
Sessions in URL /page.html?sessionID=56193246156354&language=en&mode=line
Remove session id's, move to cookie based session tracking, don't issue the session id with user agent detection, use parameter handling in WMT
Inconsistent case in URLs /page.html vs /Page.html Check all internal links, implement a lower case redirect, rel="canonical"
Subdomain canonicalisation http://www.domain.co.uk vs http://domain.co.uk Implement a 301 www redirect and set preferences in WMT
Trailing slashes missing /voucher-codes/dixons vs /voucher-codes/dixons/
Include or remove trailing slashes using a 301 - use most linked to URLs as a guide and link internally as consistently as possible. Use rel="canonical"
Content syndication
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 domain canonical
SEOgadget.co.uk
A HEALTHY WEBSITE IS A HAPPY WEBSITE
http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/
SEOgadget.co.uk
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
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
FASTER INDEXING AND DISCOVERY
Channel Services Aggregators
XML
Sitemap http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url]
http://www.google.com/ping?sitemap=[sitemap url]