Site structure is a vital part of any successful site. Crafting an optimal site architecture that provides logical navigation for visitors and enables Google to understand how your site is connected, is one the best ways to significantly increase your performance in search.

1. Structure Your Site
for Success
DeepCrawl Webinar
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2. What is
Information
Architecture?

3. ART SCIENCE
ROLE
PLAY
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4. Know
Yourself.

5. What’s
your
vertical?

6. What’s
your
unique
value
proposition?

7. What’s
your
business
goal?
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8. BRAND
OBJECTIVE
STRATEGY
TACTIC
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9. Every page has
a goal.
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10. Macro Conversion Micro Conversion
Complete transaction Sign up for email
Phone call generation Download spec sheet
Download white paper
Add item to cart
Utilize Chat
Email for price
Share content
Play video

11. Know your
conversions.
Actively monitor them.
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12. Your users are
on
a quest.

13. User
Intent
Business
Goals
Effective
IA
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14. Satisfy user
intent.
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15. Know your
customers

16. Do you give them what they’re
looking for?
What do you want them to do
next?
What brought them to your
site?
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17. “I want to
buy a
toaster.”
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18. Classic Navigation

19. “I want to
host
brunch.”
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20. Conceptual Navigation

21. Optimized Silo Structure

22. Taking Action
Making the next step clear and
logical
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23. Know how
your users
speak.
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24. Give them
a map.
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25. At any time users should know
Where can I go?
Where have I been?
Where am I?
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27. * an accurate map.

29. Wide > Deep
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30. @Jammer_Volts

31. Prioritize
consistency
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32. @Jammer_Volts

33. Make the
next step
clear.
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34. sous vide
thermal
circulator
immersion
circulator
heated display
case
hot food
merchandiser hot food display hot food station hot food unit
hand wash sink hand sink handsink
fish knife fillet knife fishknife sashimi knife
cook's knife chef's knife cow knife cooks' knife chefs' knife
tabletop countertop counter top
cookie cutter cookie mold cookiecutter
coffee brewer coffee machine coffee maker
chafing rack chafing frame chafer rack chafter frame
Know your
synonyms

35. Saving Throws
Turning dead end content into
crossroads
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36. Build your
site with a
logical link
structure.
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37. 1+ static
text link for
every page
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38. Avoid creating
multiple copies
with different
URLs
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39. Match
placement
to user
intent
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40. Leverage
hub pages
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41. Match
autosuggest
to
indexable
pages
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42. Expand
on
options
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43. Don’t
disrupt
their
journey.
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44. Good IA
makes
SEO
easier.
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