Not Just More Traffic,Better Traffic

Smart IA and Site Navigation

Mike Pantoliano@MikeCPDistilled

In An Ideal World

• Clean Slate• Map out sitemap for UX/SEO

IA / SEO

Sure, this is nice, but large sites can really struggle

Competitiveness

Faceted Navigation

TrendToGo.com Amazon.com BestBuy.com

Our Example

• Large eComm site• 100,000+ High End Stationary Products• Faceted Navigation• Great User Experience• Awful for SEO

The Big Problem

AJAX does not create new pages!

The Big Problem

Result

Missing out on tons of longer-tail traffic!

Other Problems

JavaScript isn’t the only potential culprit

• Poor IA leading to weak indexation• iFrames• Dropdown Sorting

Solution

Fall back to static HTML pages when no JS detected

How to preserve UX but allow crawlability?

Results

Organic traffic increased 72%SEO

Conversions up 76%UX

Sales up 136%

Take Away

Export your navigation into ExcelGet search volume from GKT

Brainstorm/mine for new keywords

Take Away

Are you missing out on organic landing page opportunities?

Thanks!

Mike Pantoliano@MikeCPDistilled

http://dis.tl/excelninjahttp://dis.tl/xenu-excel