Matching Keywords to Pages - Information Architecture

1. Dominic Woodman Distilled Getting Your House in Order. @twitter http://www.slideshare.net/DominicWoodman

2. What is Information Architecture?

3. We don’t really agree

4. And no-one uses less than 2000 words and at least 3 acronyms.

5. “Deciding how something will be organized” abbytheia.com

6. “Deciding how something will be organized” - (DHSWBO) abbytheia.com

7. What do SEOs think it means?

8. LIINNNKKKS

9. (INTERNAL) LIINNNKKKS

10. Matching up intents to templates & pages

11. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages

14. 2000

16. Your customers will see the right pages at the right points in their journey.

17. So this presentation is not about links

19. How about some real life

21. I re-targeted the guide and redirected the advert.

22. Bounce Rate Pages / Session Before 56.23% 1.53 After 31.47% 4.70

23. Nah we’re good. CHANGE ONE MONTH FIVE MONTHS

24. Keeping this tangible

25. Lucky Images / Shutterstock

29. Example: Buying a car Lucky Images / Shutterstock

32. GIANT SPOILERS

34. Who buys your product?

35. Who buys your product? Dave ● Looking to upgrade on old car Alice ● Moved out, now, getting first car

36. Who buys your product? Build customer profilesWhat are the steps to buying?

37. What are the steps to buying? Building requirements Compare competitors Looking around List of cars Looking for deals 1 2 3 4 5

38. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step?

39. 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

40. 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

41. 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

42. Where search is the answer, get keywords Building requirements - vw golf vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length

43. 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?

44. How to split those keywords into pages? vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length

46. Turning keywords into pages

47. bit.ly/page-to-keyword

48. We start with our keywords vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length

49. Go and scrape the top 10 - 20 for our keywords The URLs that rank 1 to 20 Rich snippet information

50. Your favourite rank tracking tool.

51. Get title & meta for the top 10 - 20

52. Export with rank, or just crawl them.

53. Get domain strength

54. APIs or URL Profiler

55. Go and get all the existing pages and templates

56. Enough data gathering.

57. Review vw golf review vw golf reliability vw golf exterior 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 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Take a punt at grouping the keywords semantically

58. TERM TAGGER

59. TERM TAGGER You have already missed my talk LANGUAGE APIS

60. TERM TAGGER You have already missed my talk LANGUAGE APIS BY HAND

61. Review vw golf review vw golf reliability vw golf exterior 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 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length

62. Match up the groups we made to pages

63. SpecsReview SpecsSpecs 2012 Review 2012 Specs Retarget Create

64. What pages is Google showing for your grouping? vw golf interior dimensions specific specific specific specific

65. What pages is Google showing for your grouping? vw golf reliability specific specific general specific specific specific

66. What pages is Google showing for your grouping? 2012 vw golf reliability general general general general general

67. 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

68. We’re going to look for occurrence of terms in the URL, title & meta

69. You’ll average across all the keywords for a page

70. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages

71. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages Specific pages Specific pages

72. 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

73. 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 pagesDeprioritize

74. Is this group genuinely new? (i.e. no-one has covered them)

75. Source: https://www.instagram.com/avocadotoast/?hl=en

81. 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 pagesSpecific pages

82. Review vw golf review vw golf reliability vw golf exterior 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 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Original keyword grouping

83. Review vw golf review vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf tire size 2012 Review 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length With updated keyword grouping, retarget and create pages Dimensions vw golf interior dimensions vw golf length vw golf trunk space Reliability vw golf reliability

84. SpecsReview SpecsSpecs Dimensions 2012 Review Reliability

85. We wait.

86. Rinse & Repeat

87. Go to search console. Pull down data.

88. Look for how well assignment worked and ping-ponging Suspicious SERP Flux: bit.ly/2wMES8M

89. Re-work keyword targeting New keywords that need assigning vw golf trunk space vw golf boot dimensions vw golf fuel consumption Existing keywords that are changing pages vw golf tire size vw golf mileage

90. Consolidate pages you don’t need Specs Old blog post on VW golf specs

91. LIIIIINNKKKKS SpecsReview SpecsSpecs Dimensions 2012 Review Reliability

92. We wait & iterate again.

93. This is not a 1 month win

94. Next week

97. Get your house in order

98. @dom_woodman Resource: bit.ly/page-to-keyword Slides: bit.ly/ia-brighton-2017