Links are part of the puzzle, but if your site makes no sense and doesn’t do a good job of matching up intents to templates and pages, all the links in the world aren’t going to help. I want to take people through the process of matching intents to templates first.
Don't worry we'll still get to links, but we'll start with the more under-used part.
The process is roughly: building your keyword area, gathering all the SERP data, grouping those keywords into intents, analysing those the SERP groupings for those keywords, turning the output into page and keyword targeting and then evaluating how the process went, because crucially this is a process. You probably won’t nail it first time.
For the links part we'll evaluate 5 main principles for building an information architecture.
- Aim for a shallow pyramid
- Don't have dead end pages
- Use anchor text
- Link topics together
- Don't link to non-indexable URLs
58. Who buys your product?
Build customer profilesWhat are the steps to buying?
59. What are the steps to buying?
Building
requirements
Compare
competitors
Looking
around
List of cars
Looking for
deals
1 2 3
4 5
60. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
61. How can you reach people in each step?
Building
requirements
Compare
competitors
Discovery List of cars
Looking for
deals
1 2 3
4 5
Offline
Social Organic Search Organic Search
PPC
EmailOrganic Search
62.
63.
64.
65. How can you reach people in each step?
Building
requirements
Compare
competitors
Discovery List of cars
Looking for
deals
1 2 3
4 5
Offline
Social Organic Search Organic Search
PPC
EmailOrganic Search
66. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
68. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
70. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
91. What pages is
Google
showing for
your
grouping?
vw golf reliability
specific
specific
general
specific
specific
specific
92. What pages is
Google
showing for
your
grouping?
2012 vw golf reliability
general
general
general
general
general
93. Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf tire size
vw golf trunk space
vw golf interior dimensions
What actually
ranks?
What ranked
General specs page
General specs page
General specs page
General specs page
Specific dimension page
Specific dimension page
Specific dimension page
Specific dimension page
94. We’re going to look for
occurrence of terms in
the URL, title & meta
98. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Few specific
pages
99. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Few specific
pages
Deprioritize
108. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific Pages
Few specific
pages
142. 1. Theoretically important.
2. Anecdotally but not consistently
important.
3. Really hard to measure.
4. Complex to use and be technically
correct
Important aspects of links
200. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
201. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
202. Aim for a shallow pyramid
Don’t have dead end pages
Use useful anchor text
Link topics together
Don’t link to non-indexable URLs
Getting your house in order. - finish with a shot of house box set.
Brother is an engineer. He also looks like aslan.
When he’s not busy saving narnia. My brother is an engineer
You have to do IA & engineering - UX and SEO vs engineer and architects
And that’s what i’m hoping to bring here, except this presentation will be slightly shorter than 2 years.
These aren't very helpful definitions.
Even my favourite one, isnt’ that helpful.
Its a crucial part of it, but it’s not the main part and we fuck up other parts more.
This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
people
This means your linking has to work so much harder.
What is every room was a bathroom
Add a thing pointing to landing page as a room
Which is a real shame because if you nail the two of these
You will get your reward. It probably won’t look that good. That also doesnt look very stable.
People will be so happy they’ll give you rewards like this. Dabetes inducing awards.
Be more clear
Which is a real shame because if you nail the two of these
Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets Our problem space is large. Waaay too big for one presentation
Beacuse tahts how we get from a gorgeous small house of a website
Show time scale
Arrow for change
4 weeks after
6 months after
Thank you very much I’ll see you next year.
What is this an exmaple of. Well when do you make that face.
Thank you very much I’ll see you next year.
Thank you very much I’ll see you next year.
Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car.
Can you guess what is is from this picture. Because i spent ages choosing this picture.
I basically picked this example because this picture was so amazing
Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car.
She’s buying a car, obviosuly.All of you should recognised that face and thought. Oh thats my buying a car face.
red circle around car keys
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation.
This si a super big area.
This is not a problem that hosue solves week in week out.
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
awareness
In 2012
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
link
Is google grouping them into another topic
Is google grouping them into another topic
Is google grouping them into another topic
This needs work. Bottom left hand corner is give up
This needs work. Bottom left hand corner is give up
This needs work. Bottom left hand corner is give up
This needs work. Bottom left hand corner is give up
Move this to end
This needs work. Bottom left hand corner is give up
Put avocaod here
Pi metrics john earshaw
Which is a real shame because if you nail the two of these
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
Unlike where I had a relatively speecific method. I think the best way of working with links is as follows.
Originally there was basically just page rank
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
If you ask 10 SEOs how important links are, you’ll probably get 10 opinions and stories
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
Unlike where I had a relatively speecific method. I think the best way of working with links is as follows.
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
By looking at links and looking at the web as a series of interlinked pages you could tell what is good. This ISNT domain specific. We can calculate the value for each individual page.
So the importance of page is deteremined by external and internal links
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
