matching keywords to pages - information architecture

Dominic WoodmanDistilled

Getting Your House in Order.

@twitter

http://www.slideshare.net/DominicWoodman

What is Information Architecture?

We don’t really agree

And no-one uses less than 2000 words and at least 3 acronyms.

“Deciding how something will be organized”

abbytheia.com

“Deciding how something will be organized” - (DHSWBO)

abbytheia.com

What do SEOs think it means?

LIINNNKKKS

(INTERNAL)LIINNNKKKS

Matching up intents to

templates & pages

How you link & relate those

pages so search engines understand the

relationship

Matching up intents to

templates & pages

How you link & relate those

pages so search engines understand the

relationship

Matching up intents to

templates & pages

4

2000

How you link & relate those

pages so search engines understand the

relationship

Matching up intents to

templates & pages

Your customers will see the right pages at

the right points in their journey.

So this presentation is not about links

Matching up intents to

templates & pages

How about some real life

Matching up intents to

templates & pages

I re-targeted the guide and redirected the

advert.

Bounce Rate Pages / Session

Before 56.23% 1.53

After 31.47% 4.70

Nah we’re good.

CHANGE ONE MONTH

FIVEMONTHS

Keeping this tangible

Lucky Images /

Shutterstock

Lucky Images /

Shutterstock

Lucky Images /

Shutterstock

Lucky Images /

Shutterstock

Example: Buying a car

Lucky Images /

Shutterstock

Matching up intents to templates & pages

Matching up intents to

templates & pages

GIANTSPOILERS

Matching up intents to

templates & pages

Who buys your product?

Who buys your product?

Dave

● Looking to upgrade on old car

Alice

● Moved out, now, getting first car

Who buys your product?

Build customer profilesWhat are the steps to buying?

What are the steps to buying?

Building requirements

Compare competitors

Looking around

List of cars

Looking for deals

1 2 3

4 5

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

How can you reach people in each step?

Building requirements

Compare competitors

Discovery List of cars

Looking for deals

1 2 3

4 5

OfflineSocial Organic Search Organic Search

PPCEmailOrganic Search

How can you reach people in each step?

Building requirements

Compare competitors

Discovery List of cars

Looking for deals

1 2 3

4 5

OfflineSocial Organic Search Organic Search

PPCEmailOrganic Search

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

Build customer profilesWhere search is the answer, get keywords

Where search is the answer, get keywords

Building requirements - vw golf

vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf lengthvw golf interior dimensions

vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

Build customer profilesWhere search is the answer, get keywords

Build customer profilesHow to split those keywords into pages?

How to split those keywords into pages?

vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf lengthvw golf interior dimensions

vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

Build customer profilesWhere search is the answer, get keywords

Build customer profilesHow to split those keywords into pages?

Turning keywords into pages

bit.ly/page-to-keyword

We start with our keywords

vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf interior dimensions

vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Go and scrape the top 10 - 20 for our keywords

The URLs that rank 1 to 20

Rich snippet information

Your favourite rank tracking tool.

Get title & meta for the top 10 - 20

Export with rank, or just crawl them.

Get domain strength

APIs or URL Profiler

Go and get all the existing pages and templates

Enough data gathering.

Reviewvw golf reviewvw golf reliabilityvw golf exterior

Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions

2012 Review2012 vw golf review2012 vw golf interior

2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Take a punt at grouping the keywordssemantically

TERM TAGGER

TERM TAGGER

You have already missed my talk

LANGUAGE APIS

TERM TAGGER

You have already missed my talk

LANGUAGE APIS BY HAND

Reviewvw golf reviewvw golf reliabilityvw golf exterior

Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions

2012 Review2012 vw golf review2012 vw golf interior

2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Match up the groups we made to pages

SpecsReview SpecsSpecs

2012Review

2012Specs

Retarget

Create

What pages is Google showing for your grouping?

vw golf interior dimensions

specific

specific

specific

specific

What pages is Google showing for your grouping?

vw golf reliability

specific

specific

general

specific

specific

specific

What pages is Google showing for your grouping?

2012 vw golf reliability

general

general

general

general

general

Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions

What actually ranks?

What rankedGeneral specs pageGeneral specs pageGeneral specs pageGeneral specs pageSpecific dimension pageSpecific dimension pageSpecific dimension pageSpecific dimension page

We’re going to look for occurrence of terms in the URL, title & meta

You’ll average across all the keywords for a page

You’re stronger than competitors

You’re weaker than competitors

SERP is specific pages

SERP isgeneral pages

You’re stronger than competitors

You’re weaker than competitors

SERP is specific pages

SERP isgeneral pages

Specific pages

Specific pages

You’re stronger than competitors

You’re weaker than competitors

SERP is specific pages

SERP isgeneral pages

General or specific pages

Specific pages

Specific pages

You’re stronger than competitors

You’re weaker than competitors

SERP is specific pages

SERP isgeneral pages

General or specific pages

Specific pages

Specific pagesDeprioritize

Is this group genuinely new? (i.e. no-one has covered

them)

Source: https://www.instagram.com/avocadotoast/?hl=en

Source: https://www.instagram.com/avocadotoast/?hl=en

Source: https://www.instagram.com/avocadotoast/?hl=en

Source: https://www.instagram.com/avocadotoast/?hl=en

Source: https://www.instagram.com/avocadotoast/?hl=en

Source: https://www.instagram.com/avocadotoast/?hl=en

You’re stronger than competitors

You’re weaker than competitors

SERP is specific pages

SERP isgeneral pages

General or specific pages

Specific pages

Specific pagesSpecific pages

Reviewvw golf reviewvw golf reliabilityvw golf exterior

Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions

2012 Review2012 vw golf review2012 vw golf interior

2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

Original keyword grouping

Reviewvw golf reviewvw golf exterior

Specsvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf tire size

2012 Review2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length

With updated keyword grouping, re-target and create pages

Dimensionsvw golf interior dimensionsvw golf lengthvw golf trunk space

Reliabilityvw golf reliability

SpecsReview SpecsSpecs

Dimensions2012ReviewReliability

We wait.

Rinse & Repeat

Go to search console. Pull down data.

Look for how well assignment worked and ping-ponging

Suspicious SERP Flux: bit.ly/2wMES8M

Re-work keyword targeting

New keywords that need assigningvw golf trunk spacevw golf boot dimensionsvw golf fuel consumption

Existing keywords that are changing pagesvw golf tire sizevw golf mileage

Consolidate pages you don’t need

SpecsOld blog post on VW golf specs

LIIIIINNKKKKS

SpecsReview SpecsSpecs

Dimensions2012Review Reliability

We wait & iterate again.

This is not a 1 month win

Next week

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

Build customer profilesWhere search is the answer, get keywords

Build customer profilesHow to split those keywords into pages?

Who buys your product?

Build customer profilesWhat are the steps to buying?

Build customer profilesHow can you reach people in each step?

Build customer profilesWhere search is the answer, get keywords

Build customer profilesHow to split those keywords into pages?

Get your house in order

@dom_woodman

Resource: bit.ly/page-to-keywordSlides: bit.ly/ia-brighton-2017