Semantically driven site architecture is fun when you want to track and learn the search intent journeys of your consumers and use it to redefine your marketing funnel. In this brilliant podcast, Nik explains the broad considerations in the consumer’s buying journey, how we identify the relevant ontologies, and how to qualify them into intent categories for a profitable site architecture. She uses a delightful and informative presentation with amusing memes from the sitcom “The Simpsons” which definitely contributes to better understanding this topic. She cites the platforms she uses for certain parts of the site architecture process including Semrush and Wordlift. Importantly watch to the end before jumping in and restructuring your site architecture – Nik provides a caveat and a BIG, BIG warning ! Listen to the podcast here: https://withjasonbarnard.com/2021/kalicube-tuesdays-july/semantically-driven-site-architecture/ Or watch the show here: https://kalicubetuesdays.com/2021/july-2021/kalicube-tuesdays-with-nik-ranger/

1. SEO
CAMPAIGN
PROPOSAL
Semantically
Driven Site
Architecture
NIK
RANGER
-
SENIOR
TECHNICAL
LEAD

2. 2 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Hello, let me introduce myself.
Nik Ranger
● Senior Technical Lead at Studiohawk
● Co-Host of Australian Search Marketing
Academy (ASMA) for SEMrush
● Chair of SEO Collective Australia
● Brand Ambassador for Rank Ranger
● Voted Top 202 SEOs To Follow by SEJ
● Musician & Artist
● Proud Poppy owner

3. 3 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Let’s discuss
SEMANTICALLY DRIVEN SITE ARCHITECTURE

4. 4 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/marketing-funnel/
Evolution in search
Google’s shift from answers to
journeys

5. 5 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Informational
Search Intent Type:
Discovery

6. 6 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Commercial
Search Intent Type:
Review

7. 7 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Commercial
Search Intent Type:
Review

8. 8 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Transactional
Search Intent Type:
Conversion

9. 9 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK

10. 10 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK

11. 11 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK

12. 12 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Bridging the gap between
content and website
Systematic Solutions

13. 13 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Wordlift
Systematic Solutions

14. _
14 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Definition and Value
What is site architecture and
what does it do for SEO?
- Information that is organised succinctly has a
better chance of being crawled and understood.
- Being seen as an authority for your niche.
- Users can find information more easily.

15. 15 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK

16. 16 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK

17. 17 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Your site right now
Assessing your internal
(and external) link
architecture
Screaming frog can be configured to
visualise which URLs on a website have
the highest authority (including external
link metrics, not just internal links), by
using Ahrefs URL Rating,

18. 18 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Assessing Performance
Google Analytics & Search
Console

19. 19 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Caveat!
If you’re looking to change URL
strings and redirect, this part isn’t
for everyone.
- Your pages perform quite well, changing them could
affect your ranking negatively
- Redirecting a pages search engines have to
reconsider your page index when it crawls
- If it’s not worth doing, optimising your meta title, H1,
body paragraph text, internal links etc are super
impactful

20. _
20 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Implications
What are the problems with
most site architecture
layouts?
- Flawed Logic
- Zero consideration to SEO or scalability
- Over engineered
- A multitude of many other reasons.

21. CONTACT:
_
21 NIK RANGER - SENIOR TECHNICAL LEAD - STUDIOHAWK
Need help or have questions?
NIK RANGER
Senior Technical Lead
nik@studiohawk.com.au
Twitter: @nikrangerseo
Find me on LinkedIn!
Thank you for your
time!