ia, ux and seo

Ian Lurie @portentint

ian@portent.com

THE TOILET BOWL OF DEATH AND 2 OTHER TALES FROM SEO, UX & IA

portent.co/seofolly

Yes, like this, no ‘m’.

equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem

IA = STRUCTURING INFORMATION FOR ALL CONSUMERS

THE CONSUMER IS NOT AN ALGORITHM

Thanks, memcrunch.com!

YOUR CUSTOMER IS NOT AN ALGORITHM

no, i meant goats... OMG.

Thanks, Matt Groening!

CANONICAL FINDABLE SIGNIFICANT

IAN’S HANDY-DANDY HEURISTIC FOR IA & SEO HARMONY

CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.

FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.

SIGNIFICANT. BRING CLARITY AND PRIORITY, REVEALING CHUNKS WHEN NEEDED.

YOUR CUSTOMER IS NOT AN ALGORITHM

i wave my hands thusly, and you all

nod at my saged knowingness.

THREE ONE-ACT PLAYS

CANONICAL. THE DUPLICATE CONTENT TOILET BOWL OF DEATH.

nooooooooo...

CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.

1 relative link

<a href = “~/link.aspx”>!

50 categories

shoes/link.aspx!dresses/link.aspx!clothing/link.aspx!shoes/dresses/clothing/link.aspx!!!

OR

<a href = “~”>!

MIX WELL…

HILARITYENSUES

<a href = “~”>!

/en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  

/en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  

Zooming out…

/en-­‐us/  /en-­‐US/US-­‐Distribu/on  /en-­‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z  /en-­‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z 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NAVIGATION ANALYTICS

HOW DO I KNOW IF THEY CLICKED THIS?

OR THIS?

<a href = “/foo.html?nav=top”>!

how may i help?

i r googles. where content be?

/foo.html?nav=top!/foo.html?nav=left!

no, wait. where are duh pages?

<a href = “~”>!

/foo.html?nav=tophome!

/foo.html?nav=lefthome!

gurgle...

CRAWL BUDGET

LOST AUTHORITY

GENERAL HIGGLDEY PIGGLEDY

LOTSA OPTIONS

/foo.html#nav=tophome!/foo.html#nav=lefthome!

baby-bath/-/N-5xtjj#?lnk=gnav_baby_3_7&intc=736562!

CRAZYEGG.COM

GOOGLE ANALYTICS EVENT TRACKING

GOOGLE ANALYTICS IN-PAGE ANALYSIS

GOOGLE ANALYTICS IN-PAGE ANALYSIS

GOOGLE ANALYTICS IN-PAGE ANALYSIS

REL = CANONICAL

REL = CANONICAL

REL = CANONICAL

REL = CANONICAL

REL = CANONICAL

CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.

FINDABLE. THE ISLAND OF MISFIT CHUNKS

nobody wants a charlie in the

box...

FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.

SHITSEOSSAY

We need to flatten your site.

We should hide this content from Google by adding an iframe with a nofollowed directory and robots.txt set to disallow the boornigarneiz so we can exagenate the frendiges algorithm thereby achieving foobinberry!

THE RESULT

SHIT‘WEB’DESIGNERSSAY

Too many words on the page.

….

HYPER

TEXT MARKUP LANGUAGE

THE RESULT

OR

BARF

We need to hide some content, to prevent duplication, y’know, for SEO and stuff.

GOOGLE CAN’T FIND THIS STRUCTURE

THE RATIONAL SURFER

Who’s going to click here?!

THE 90-SECOND PAGE LOAD

THE NIFTY SURPRISE CONTENT

well, fiddlesticks. I never knew that was

there.

IMPROPER CLASSIFICATION

GRATZ!

THE FIX

DESIGN FOR CONTENT

typekit

COMPROMISE

100% CLICKABILITY

FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.

SIGNIFICANT. EXPLODING MENU SYNDROME.

SIGNIFICANT. BRING CLARITY AND PRIORITY, REVEALING CHUNKS WHEN NEEDED.

JUST SHIT

MY STORY

Drop downs go bye-bye

WE NEED THE DORP DOWNZ!!!!!!

Eggs Milk Butter

Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Yak Cow Wildebeest Giraffe of Magnesia -y substances

Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Disguised Not disguised Fake Curse you

MENU = 162 LINKS

MENU = 162 LINKS 1,600 LINES OF CODE

MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME

MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS

MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS TOTAL USER CONFUSION

Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Disguised Not disguised Fake Curse you

No drop downs

Drop downs

No drop downs

Drop downs

No drop downs

Drop downs

Lost rankings: 50 keywords

Lost rankings: 50 keywords Lost revenue: $1,200,000

YOU SURE SHOWED ME

THE FIX

DON’T BE A

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Eggs Milk Butter

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