How to build and manage the architecture of a website to ensure it is search engine friendly.

1. PERFORMANCE-BASED WEBSITE ARCHITECTURE
How to Construct a Website Search Engines (and People) Love
@StoneyD

2. INTRODUCTION

3. Where poor site architecture
INTRODUCTION
leaves you…
Indexed Pages
Rankings
Visitors
Sales

4. INTRODUCTION
What you gain…
Better Improved
Crawlability Navigation
SEO-Friendly
Website
Improved Increased
Relevance Conversions

5. INTRODUCTION
Don’t Make
Me
THINK, Dam
mit!

6. INTRODUCTION

7. INTRODUCTION
Dealing with
duplicate
content issues
 Duplicate content can
plague you like a virus

8. INTRODUCTION
Duplication slows spidering and
indexing
A B C D E F
G H I J K L
= spidered
A B C D E F
G H I J K L = not spidered

9. INTRODUCTION
Duplication splits link juice
B F J N
C G K O
D H L P
E I M Q
A A

10. Fixing duplication corrals
INTRODUCTION
link juice
B F J N
C G K O
D H L P
E I M Q
A

11. How do you build a search (and
INTRODUCTION
people) friendly website?
Link &
URL & Site
Navigation
Structure
Structure
Document &
Page Structure

12. URL & SITE STRUCTURE
@StoneyD

13. URL & SITE STRUCTURE
Choosing your domain name
Get your own
Keep it short
 b-e-a-utiful.com
Make it
memorable  PerfectBeauty.blogspot.com
 HowToImproveYourImage.com
 TotalBeauty.com
Use keywords  PerfectBeauty.com
if possible  BeautyIsBeautiful.com

14. Designate canonical URLs
URL & SITE STRUCTURE
www.example.com
example.com/
www.example.com/index.html
example.com/home.asp
<link rel="canonical"
href="http://www.example.com"/>

15. Make URLs search engine friendly
URL & SITE STRUCTURE
Keep it Short
site.com/category/page-name.php
Use Keywords
site.com/sports/equipment/ baseball

16. URL & SITE STRUCTURE
Block spiders from incorrect URLs
Accessible
> http:// URLs x https:// URLs
> Product Pages x Shopping Cart
Not Accessible
> Information Details x Profile Pages
> Canonical URLs x Duplicate Content

17. Eliminate nav path duplication
URL & SITE STRUCTURE
Sports Exciting
Golf Moments in
Books Golf
By
U.R. Lame
Books Exciting
Sports Moments in
Golf Golf
By
U.R. Lame

18. URL & SITE STRUCTURE
Effective URL construction
yoursite.com/how_not_to_write_urls
yoursite.com/how not to write urls
Yoursite.com/how-to-write-urls-correctly

19. URL & SITE STRUCTURE
Create a custom 404 error page

20. URL & SITE STRUCTURE
This directory structure is too flat
Home

21. URL & SITE STRUCTURE
This directory structure is too tall
Home

22. URL & SITE STRUCTURE
This directory structure is just right
Home
Keyword Keyword Keyword

23. LINK & NAVIGATION STRUCTURE
@StoneyD

24. LINK & NAVIGATION STRUCTURE
Effective navigation is key
Link to Link to Most
Primary Site Important
Sections Pages

25. LINK & NAVIGATION STRUCTURE
Use breadcrumbs effectively
Keyword Visual Easy
Rich Indicators Navigation

26. LINK & NAVIGATION STRUCTURE
Use descriptive anchor text
LINK
THIS
NOT
THAT

27. Don’t block great content
LINK & NAVIGATION STRUCTURE
password protected
areas Selection boxes

28. LINK & NAVIGATION STRUCTURE
Link to related content

29. Use only search engine friendly links
LINK & NAVIGATION STRUCTURE
Unspiderable:
javascript:plnav(’HO9264l’,’p
l’,’image’)
Semi-spiderable:
javascript.window.open(‘http:
//www.yoursite.com/page.html’
,’newWindow’)
Spiderable:
http://www.yoursite.com/page.html

30. Block engines from shopping pages
LINK & NAVIGATION STRUCTURE

31. Avoid secure page duplication
LINK & NAVIGATION STRUCTURE
Products Shopping Checkout
cart

32. Check for
LINK & NAVIGATION STRUCTURE
broken links
regularly

33. Redirect broken URLs properly
LINK & NAVIGATION STRUCTURE
Link from
page A
Points to
old page
B
Redirects
to new
page B

34. DOCUMENT & PAGE STRUCTURE
@StoneyD

35. Create fan-freaking-tastic content!
DOCUMENT & PAGE STRUCTURE
Clearly written
Accurate
Keyword driven
Text, not images

36. Organize your content
DOCUMENT & PAGE STRUCTURE
Purpose Beginning Middle
Provides Exposes
End
Benefits Need
Call to
Personas Personalities
Action

37. Link to related content
DOCUMENT & PAGE STRUCTURE
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt in culpa
qui officia deserunt mollit anim id est laborum.
mollit anim id est laborum.
• mollit anim id est laborum
• mollit anim id est laborum
• mollit anim id est laborum
id est laborum
id est laborum

38. Keyword rich title tags
DOCUMENT & PAGE STRUCTURE
<Title>Beauty Tips, Cosmetics, and Skin Care
Tutorials</Title>
*65 Character Limit
Influences
Rankings
Drives Provides
Initial Label for
Click Browser

39. Compelling meta description tags
DOCUMENT & PAGE STRUCTURE
20-40 word page summary
Substantially unique
Compelling
Not needed on every page

40. All about the meta keyword tag
DOCUMENT & PAGE STRUCTURE
Commas?
Spaces?
Length?
Phrases?

41. Proper HEADING tag hierarchy
DOCUMENT & PAGE STRUCTURE
<h1>One H1 per page.</h1>
<h2>Use outline format.</h2>
<h3>Keep content organized</h3>

42. Streamlined code: No bloat!
DOCUMENT & PAGE STRUCTURE
No
• HTML Tables
No
• On-Page Styles
No
• On-Page Javascript

43. Ensure multi-browser accessibility
DOCUMENT & PAGE STRUCTURE

44. Build mobile compatible sites
DOCUMENT & PAGE STRUCTURE

45. CONCLUSION
@StoneyD

46. CONCLUSION
• 400+ Check
Points
• 19 Categories
The Pole Position Marketing Library
http://www.polepositionmarketing.com/library/e-books.php

47. Delight your visitors
CONCLUSION

48. CONCLUSION

49. CONCLUSION

50. Thank You!
Find Us www.PolePositionMarketing.com