website architecture 2013
DESCRIPTION
How to build and manage the architecture of a website to ensure it is search engine friendly.TRANSCRIPT
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@StoneyD
PERFORMANCE-BASED WEBSITE ARCHITECTUREHow to Construct a Website Search Engines (and People) Love
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INTRO
DU
CTION
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INTRO
DU
CTION
Indexed Pages
Rankings
Visitors
Sales
Where poor site architecture leaves you…
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INTRO
DU
CTIONBetter
CrawlabilityImproved
Navigation
ImprovedRelevance
Increased Conversions
SEO-Friendly Website
What you gain…
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Don’t Make Me THINK, Dammit!
INTRO
DU
CTION
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INTRO
DU
CTION
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INTRO
DU
CTION
Duplicate content can plague you like a virus
Dealing with duplicatecontent issues
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INTRO
DU
CTION
A B
G H
A B
G H
C D
I J
C D
I J
E F
K L
E F
K L
= spidered
= not spidered
Duplication slows spidering and indexing
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INTRO
DU
CTION
Duplication splits link juice
A A
B
C
D
E
F
G
H
I
J
K
L
N
O
P
M Q
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INTRO
DU
CTION
Fixing duplication corrals link juice
A
B
C
D
E
F
G
H
I
J
K
L
N
O
P
M Q
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Link & Navigation Structure
Document & Page Structure
URL & Site Structure
How do you build a search (and people) friendly website?
INTRO
DU
CTION
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@StoneyD
URL & SITE STRUCTURE
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b-e-a-utiful.com PerfectBeauty.blogspot.com HowToImproveYourImage.com
TotalBeauty.com PerfectBeauty.com BeautyIsBeautiful.com
Get your own
Keep it short
Make it memorable
Use keywordsif possible
URL &
SITE STRUCTU
REChoosing your domain name
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<link rel="canonical" href="http://www.example.com"/>
URL &
SITE STRUCTU
REDesignate canonical URLs
www.example.com
example.com/
www.example.com/index.html
example.com/home.asp
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Keep it Short
Use Keywordssite.com/sports/equipment/ baseball
site.com/category/page-name.php
URL &
SITE STRUCTU
REMake URLs search engine friendly
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URL &
SITE STRUCTU
REBlock spiders from incorrect URLs
> http:// URLs> Product Pages> Information Details> Canonical URLs
x https:// URLsx Shopping Cartx Profile Pagesx Duplicate Content
Acce
ssib
leN
ot Accessible
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URL &
SITE STRUCTU
REEliminate nav path duplication
SportsGolf
Books
BooksSports
Golf
Exciting Moments in
Golf
ByU.R. Lame
Exciting Moments in
Golf
ByU.R. Lame
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yoursite.com/how_not_to_write_urlsyoursite.com/how not to write urlsYoursite.com/how-to-write-urls-correctly
URL &
SITE STRUCTU
REEffective URL construction
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URL &
SITE STRUCTU
RECreate a custom 404 error page
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URL &
SITE STRUCTU
RE
Home
This directory structure is too flat
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URL &
SITE STRUCTU
RE
Home
This directory structure is too tall
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Home
Keyword Keyword Keyword
This directory structure is just right U
RL & SITE STRU
CTURE
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@StoneyD
LINK & NAVIGATION STRUCTURE
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LINK &
NAVIG
ATION
STRUCTU
RE
Link to Primary Site
Sections
Link to Most Important
Pages
Effective navigation is key
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LINK &
NAVIG
ATION
STRUCTU
REUse breadcrumbs effectively
Keyword Rich
Visual Indicators
Easy Navigation
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LINK &
NAVIG
ATION
STRUCTU
REUse descriptive anchor text
LINKTHIS
NOTTHAT
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LINK &
NAVIG
ATION
STRUCTU
RE
password protected areas Selection boxes
Don’t block great content
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LINK &
NAVIG
ATION
STRUCTU
RELink to related content
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Unspiderable: javascript:plnav(’HO9264l’,’pl’,’image’)
Semi-spiderable: javascript.window.open(‘http://www.yoursite.com/page.html’,’newWindow’)
Spiderable: http://www.yoursite.com/page.html
LINK &
NAVIG
ATION
STRUCTU
REUse only search engine friendly links
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LINK &
NAVIG
ATION
STRUCTU
REBlock engines from shopping pages
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LINK &
NAVIG
ATION
STRUCTU
RE
Products Shopping cart
Checkout
Avoid secure page duplication
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LINK &
NAVIG
ATION
STRUCTU
RECheck for broken links regularly
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LINK &
NAVIG
ATION
STRUCTU
RERedirect broken URLs properly
Link from page A
Points to old page
B
Redirects to new page B
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@StoneyD
DOCUMENT & PAGE STRUCTURE
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DO
CUM
ENT &
PAGE STRU
CTURE
Create fan-freaking-tastic content!
Clearly written
Accurate
Keyword driven
Text, not images
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Organize your contentD
OCU
MEN
T & PAG
E STRUCTU
RE
Purpose Beginning Middle
EndExposes Need
Provides Benefits
Call to Action Personas Personalities
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DO
CUM
ENT &
PAGE STRU
CTURE
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
mollit anim id est laborum.
• mollit anim id est laborum• mollit anim id est laborum• mollit anim id est laborum id est laborum id est laborum
Link to related content
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<Title>Beauty Tips, Cosmetics, and Skin Care Tutorials</Title>
Influences Rankings
Provides Label for Browser
Drives Initial Click
*65 Character Limit
DO
CUM
ENT &
PAGE STRU
CTURE
Keyword rich title tags
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Description is valuable.
Not so muchNot needed on every page
Compelling
Substantially unique
20-40 word page summary
DO
CUM
ENT &
PAGE STRU
CTURE
Compelling meta description tags
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DO
CUM
ENT &
PAGE STRU
CTURE
Commas?
Spaces?
Length?
Phrases?
All about the meta keyword tag
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DO
CUM
ENT &
PAGE STRU
CTURE
Proper HEADING tag hierarchy
<h1>One H1 per page.</h1>
<h2>Use outline format.</h2><h3>Keep content organized</h3>
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DO
CUM
ENT &
PAGE STRU
CTURE
Streamlined code: No bloat!
No
• HTML Tables
No
• On-Page Styles
No
• On-Page Javascript
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Ensure multi-browser accessibilityD
OCU
MEN
T & PAG
E STRUCTU
RE
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DO
CUM
ENT &
PAGE STRU
CTURE
Build mobile compatible sites
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@StoneyD
CONCLUSION
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• 400+ Check Points• 19 Categories
The Pole Position Marketing Library
http://www.polepositionmarketing.com/library/e-books.php
CON
CLUSIO
N
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Delight your visitorsCO
NCLU
SION
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CON
CLUSIO
N
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CON
CLUSIO
N
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Thank You!Find Us www.PolePositionMarketing.com