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SUCCESSFUL INFORMATION
                      ARCHITECTURE
                           A4Uexpo London 2010
                      Richard Baxter – SEOgadget.co.uk




SEOgadget.co.uk
INFORMATION ARCHITECTURE
SEOgadget.co.uk
   Photo by: Gregg Knapp
NOT SO GOOD SITE ARCHITECTURE


       Page Rank
                                                                       Homepage

                                                                         1/10

                                                                        1/100


                                                                        1/1000

                                                                       1/10000

                                                                       1/100000




                   Very weak pages at the bottom of the architecture
                                6 clicks to deepest level
                              Low search engine visibility
SEOgadget.co.uk
FLATTENED SITE ARCHITECTURE




0
1

2

3
                  No more than 3 clicks to deepest level
                    Stronger pages at the lowest tier




SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION


                               External
                                Links
Page Rank




                  Identify linked-to pages in the architecture and cross link to pages nearby




SEOgadget.co.uk
KEYWORD RESEARCH IN SITE ARCHITECTURE


 • The power of keyword categories and sub-types

     Quality      Price     Branding   Product     Departing   Destination   Chronology




   “Compare cheap EasyJet flights from London to New York in June”


 • Group together search terms where each sub-category generates
   unique constructions:
                     “Flights to Malaga in June”
                     “Cheap Ryan air Flights to Malaga”


SEOgadget.co.uk
MAPPING KEYWORDS TO CONTENT TYPES
        Homepage
        •www.domain.com


        Continents
                                                  Generic
        •www.domain.com/Europe                   • “Cheap flights”
                                                 • “Flights”
        Countries
        •www.domain.com/Spain


        Cities
                                                  Destination
        •www.domain.com/Malaga
                                                 • “Flights to #”
                                                 • “Cheap flights to #”
        Resorts
        •www.domain.com/Las-Palmas
                                                  Route
        Islands
        •www.domain.com/Gran-Canaria             • “Flights from @ to #”
                                                 • “Cheap flights from @ to #”
        Routes                                   • “@ to #”
        •www.domain.com/Gatwick/Malaga           • “@ to # Flights”


SEOgadget.co.uk
SITE ARCHITECTURE DESIGN




SEOgadget.co.uk
GLOBAL NAVIGATION


 • Use CSS styled DHTML
       – “cross-browser drop-down cascading validating menu”




 • Position close to the top of the page
 • Visible with CSS / JavaScript disabled in Web Developer Toolbar
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION

                         pages
                  Authority
                  pass value to
                  pages in their
                    hierarchy
                       only




                     Linked to pages transfer value UP and Down but not ACROSS




SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION

                        Cross link to
                       enhance and
                     strengthen pages
                     across as well as
                           down




                  Identify linked-to pages in the architecture and cross link to pages nearby




SEOgadget.co.uk
CROSS LINKS




SEOgadget.co.uk
CREATE A CROSS LINKING TAXONOMY




SEOgadget.co.uk
MAKE YOUR CONTENT MORE UNIQUE WITH UGC




                                             Duplicate
                                           (900+ copies)




                                             Unique
                                              (Yay)




SEOgadget.co.uk
SUPERCHARGED UGC




                                                                     Data Feed and Micro Format
                                                                       Optimisation in Google

                                                                        09:30–10:30 Room 2-4
 <div class="hreview-aggregate">
 <span class="item"> <span class="fn">20Q Version 2</span>
 </span>
 <span class="rating">Rating: <span class="average">5.0</span>
 out of <span class="best">5</span>
 based on <span class="count">3</span> reviews.
 </span>
 </div>




SEOgadget.co.uk
5 UGC REVIEWS TIPS


 1) Pull through review content and aggregate ratings to your
    category and home pages
 2) If you have pages that expire (vouchers, products, offers) –
    keep the UGC for a rainy day
 3) Limit the number of reviews that appear on a page and cherry
    pick the newest / oldest to display on your category pages
 4) Make it really easy for users to give feedback
 5) Use Microformats to mark-up your ratings and tell Google
 6) Reward the top contributors (points, special discounts etc)



SEOgadget.co.uk
OTHER USERS FOUND THIS DOCUMENT FOR


 • Adds uniqueness to the page
 • Internal site search data can be used to cross link




SEOgadget.co.uk
BOILERPLATE COPY & UGC – CASE STUDY


 1) Reworked the top 100 category pages to use unique content
    not boiler plates
 2) Made UGC index able (previously hidden in JavaScript)
        35000



        30000



        25000



        20000



        15000



        10000



         5000



            0
                  January   February   March   April   May   June   July   August   September



SEOgadget.co.uk
TECHNICAL ARCHITECTURE
SEOgadget.co.uk
 Photo by: Tiago Cassol Schvarstzhaupt
DETECT DUPLICATE CONTENT




  http://www.seomoz.org/
SEOgadget.co.uk
RULES FOR DUPLICATE CONTENT

     Issue                        Example URL                                               Action
                                                                                            noindex, follow all non-root queries eg: ?page=2. Make sure your
     Paginated and view links     /page.html?page=10&view=50&sort=                          paging navigation doesn't create a ?page=1 link if you can avoid it


                                                                                            Use print friendly CSS or rel="canonical" the original article URL.
     Print friendly links         /page.html?printerfriendly=yes                            Don't block in robots.txt


                                                                                       rel="canonical" the original URL and / or use hash tags in tracking
                                  /page.html?utm_source=a4uexpo&utm_medium=architectur code. Yoast's analytics for WP plugin supports hastags:
     Analytics tracking URLS      e-session&utm_campaign=dupe-content                  http://bit.ly/9H0o43


                                                                                       Remove session id's, move to cookie based session tracking, don't
                                  /page.html?sessionID=56193246156354&language=en&mode issue the session id with user agent detection, use parameter
     Sessions in URL              =line                                                handling in WMT

                                                                                            Check all internal links, implement a lower case redirect,
     Inconsistent case in URLs    /page.html vs /Page.html                                  rel="canonical"

     Subdomain canonicalisation   http://www.domain.co.uk vs http://domain.co.uk            Implement a 301 www redirect and set preferences in WMT


                                                                                            Include or remove trailing slashes using a 301 - use most linked to
                                                                                            URLs as a guide and link internally as consistently as possible. Use
     Trailing slashes missing     /voucher-codes/dixons vs /voucher-codes/dixons/           rel="canonical"


                                                                                            Make sure you have a link back to the "original article" as a bare
                                                                                            miniumum. Syndication on your own network you could use a cross
     Content syndication                                                                    domain canonical




SEOgadget.co.uk
A HEALTHY WEBSITE IS A HAPPY WEBSITE




http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/


SEOgadget.co.uk
SPEED UP YOUR WEBSITE


 • Site speed is important for engagement metrics
       – 47% expect a web page to load in two seconds or less
       – 40% will abandon a web page if it takes more than three seconds to load
       – 52% of online shoppers claim that quick page loads are important for their
         loyalty to a site
       – 14% will start shopping at a different site if page loads are slow
       – 23% will stop shopping or even walk away from their computer
       – 64% of shoppers who are dissatisfied with their site visit will go somewhere else
         to shop next time

 • http://bit.ly/Jc7M6 [Pingdom]
 • http://seogadget.co.uk/improving-site-speed-talk-about-the-
   business-benefit/



SEOgadget.co.uk
FASTER RECRAWL WITH CONDITIONAL GET


 • Conditional get request answered with a 304 not modified
   response

             Last time I
         crawled this page
            was the 10th
             October…




                                http://googlewebmastercentral.blogspot.com/2008/11/date-with-googlebot-part-ii-http-status.html
                                             http://sebastians-pamphlets.com/dynamic-pages-can-support-if-modified-since-too/


SEOgadget.co.uk
FASTER INDEXING AND DISCOVERY

                  Channel     Services                        Aggregators




                                         http://www.google.com/ping?sitemap=[sitemap url]
                    XML
                  Sitemap   http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url]



SEOgadget.co.uk
THANK YOU!

                  richard@seogadget.co.uk
                      @richardbaxter


SEOgadget.co.uk

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Successful Information Architecture - Richard Baxter

  • 1. SUCCESSFUL INFORMATION ARCHITECTURE A4Uexpo London 2010 Richard Baxter – SEOgadget.co.uk SEOgadget.co.uk
  • 3. NOT SO GOOD SITE ARCHITECTURE Page Rank Homepage 1/10 1/100 1/1000 1/10000 1/100000 Very weak pages at the bottom of the architecture 6 clicks to deepest level Low search engine visibility SEOgadget.co.uk
  • 4. FLATTENED SITE ARCHITECTURE 0 1 2 3 No more than 3 clicks to deepest level Stronger pages at the lowest tier SEOgadget.co.uk
  • 5. TIPS TO IMPROVE SITE INDEXATION External Links Page Rank Identify linked-to pages in the architecture and cross link to pages nearby SEOgadget.co.uk
  • 6. KEYWORD RESEARCH IN SITE ARCHITECTURE • The power of keyword categories and sub-types Quality Price Branding Product Departing Destination Chronology “Compare cheap EasyJet flights from London to New York in June” • Group together search terms where each sub-category generates unique constructions: “Flights to Malaga in June” “Cheap Ryan air Flights to Malaga” SEOgadget.co.uk
  • 7. MAPPING KEYWORDS TO CONTENT TYPES Homepage •www.domain.com Continents Generic •www.domain.com/Europe • “Cheap flights” • “Flights” Countries •www.domain.com/Spain Cities Destination •www.domain.com/Malaga • “Flights to #” • “Cheap flights to #” Resorts •www.domain.com/Las-Palmas Route Islands •www.domain.com/Gran-Canaria • “Flights from @ to #” • “Cheap flights from @ to #” Routes • “@ to #” •www.domain.com/Gatwick/Malaga • “@ to # Flights” SEOgadget.co.uk
  • 9. GLOBAL NAVIGATION • Use CSS styled DHTML – “cross-browser drop-down cascading validating menu” • Position close to the top of the page • Visible with CSS / JavaScript disabled in Web Developer Toolbar SEOgadget.co.uk
  • 10. TIPS TO IMPROVE SITE INDEXATION pages Authority pass value to pages in their hierarchy only Linked to pages transfer value UP and Down but not ACROSS SEOgadget.co.uk
  • 11. TIPS TO IMPROVE SITE INDEXATION Cross link to enhance and strengthen pages across as well as down Identify linked-to pages in the architecture and cross link to pages nearby SEOgadget.co.uk
  • 13. CREATE A CROSS LINKING TAXONOMY SEOgadget.co.uk
  • 14. MAKE YOUR CONTENT MORE UNIQUE WITH UGC Duplicate (900+ copies) Unique (Yay) SEOgadget.co.uk
  • 15. SUPERCHARGED UGC Data Feed and Micro Format Optimisation in Google 09:30–10:30 Room 2-4 <div class="hreview-aggregate"> <span class="item"> <span class="fn">20Q Version 2</span> </span> <span class="rating">Rating: <span class="average">5.0</span> out of <span class="best">5</span> based on <span class="count">3</span> reviews. </span> </div> SEOgadget.co.uk
  • 16. 5 UGC REVIEWS TIPS 1) Pull through review content and aggregate ratings to your category and home pages 2) If you have pages that expire (vouchers, products, offers) – keep the UGC for a rainy day 3) Limit the number of reviews that appear on a page and cherry pick the newest / oldest to display on your category pages 4) Make it really easy for users to give feedback 5) Use Microformats to mark-up your ratings and tell Google 6) Reward the top contributors (points, special discounts etc) SEOgadget.co.uk
  • 17. OTHER USERS FOUND THIS DOCUMENT FOR • Adds uniqueness to the page • Internal site search data can be used to cross link SEOgadget.co.uk
  • 18. BOILERPLATE COPY & UGC – CASE STUDY 1) Reworked the top 100 category pages to use unique content not boiler plates 2) Made UGC index able (previously hidden in JavaScript) 35000 30000 25000 20000 15000 10000 5000 0 January February March April May June July August September SEOgadget.co.uk
  • 19. TECHNICAL ARCHITECTURE SEOgadget.co.uk Photo by: Tiago Cassol Schvarstzhaupt
  • 20. DETECT DUPLICATE CONTENT http://www.seomoz.org/ SEOgadget.co.uk
  • 21. RULES FOR DUPLICATE CONTENT Issue Example URL Action noindex, follow all non-root queries eg: ?page=2. Make sure your Paginated and view links /page.html?page=10&view=50&sort= paging navigation doesn't create a ?page=1 link if you can avoid it Use print friendly CSS or rel="canonical" the original article URL. Print friendly links /page.html?printerfriendly=yes Don't block in robots.txt rel="canonical" the original URL and / or use hash tags in tracking /page.html?utm_source=a4uexpo&utm_medium=architectur code. Yoast's analytics for WP plugin supports hastags: Analytics tracking URLS e-session&utm_campaign=dupe-content http://bit.ly/9H0o43 Remove session id's, move to cookie based session tracking, don't /page.html?sessionID=56193246156354&language=en&mode issue the session id with user agent detection, use parameter Sessions in URL =line handling in WMT Check all internal links, implement a lower case redirect, Inconsistent case in URLs /page.html vs /Page.html rel="canonical" Subdomain canonicalisation http://www.domain.co.uk vs http://domain.co.uk Implement a 301 www redirect and set preferences in WMT Include or remove trailing slashes using a 301 - use most linked to URLs as a guide and link internally as consistently as possible. Use Trailing slashes missing /voucher-codes/dixons vs /voucher-codes/dixons/ rel="canonical" Make sure you have a link back to the "original article" as a bare miniumum. Syndication on your own network you could use a cross Content syndication domain canonical SEOgadget.co.uk
  • 22. A HEALTHY WEBSITE IS A HAPPY WEBSITE http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/ SEOgadget.co.uk
  • 23. SPEED UP YOUR WEBSITE • Site speed is important for engagement metrics – 47% expect a web page to load in two seconds or less – 40% will abandon a web page if it takes more than three seconds to load – 52% of online shoppers claim that quick page loads are important for their loyalty to a site – 14% will start shopping at a different site if page loads are slow – 23% will stop shopping or even walk away from their computer – 64% of shoppers who are dissatisfied with their site visit will go somewhere else to shop next time • http://bit.ly/Jc7M6 [Pingdom] • http://seogadget.co.uk/improving-site-speed-talk-about-the- business-benefit/ SEOgadget.co.uk
  • 24. FASTER RECRAWL WITH CONDITIONAL GET • Conditional get request answered with a 304 not modified response Last time I crawled this page was the 10th October… http://googlewebmastercentral.blogspot.com/2008/11/date-with-googlebot-part-ii-http-status.html http://sebastians-pamphlets.com/dynamic-pages-can-support-if-modified-since-too/ SEOgadget.co.uk
  • 25. FASTER INDEXING AND DISCOVERY Channel Services Aggregators http://www.google.com/ping?sitemap=[sitemap url] XML Sitemap http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url] SEOgadget.co.uk
  • 26. THANK YOU! richard@seogadget.co.uk @richardbaxter SEOgadget.co.uk