successful information architecture - richard baxter
DESCRIPTION
TRANSCRIPT
![Page 1: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/1.jpg)
SEOgadget.co.uk
SUCCESSFUL INFORMATION
ARCHITECTURE A4Uexpo London 2010
Richard Baxter – SEOgadget.co.uk
![Page 3: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/3.jpg)
SEOgadget.co.uk
NOT SO GOOD SITE ARCHITECTURE
Very weak pages at the bottom of the architecture 6 clicks to deepest level
Low search engine visibility
Page Rank
1/10
1/100
1/1000
1/10000
1/100000
Homepage
![Page 4: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/4.jpg)
SEOgadget.co.uk
FLATTENED SITE ARCHITECTURE
0
1
2
3
No more than 3 clicks to deepest level Stronger pages at the lowest tier
![Page 5: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/5.jpg)
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION
Page Rank
Identify linked-to pages in the architecture and cross link to pages nearby
External Links
![Page 6: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/6.jpg)
SEOgadget.co.uk
Quality Price Branding Product Departing Destination Chronology
KEYWORD RESEARCH IN SITE ARCHITECTURE
• The power of keyword categories and sub-types
“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”
![Page 7: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/7.jpg)
SEOgadget.co.uk
MAPPING KEYWORDS TO CONTENT TYPES
Homepage
•www.domain.com
Continents
•www.domain.com/Europe
Countries
•www.domain.com/Spain
Cities
•www.domain.com/Malaga
Resorts
•www.domain.com/Las-Palmas
Islands
•www.domain.com/Gran-Canaria
Routes
•www.domain.com/Gatwick/Malaga
Generic • “Cheap flights”
• “Flights”
Destination
• “Flights to #”
• “Cheap flights to #”
Route
• “Flights from @ to #”
• “Cheap flights from @ to #”
• “@ to #”
• “@ to # Flights”
![Page 8: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/8.jpg)
SEOgadget.co.uk
SITE ARCHITECTURE DESIGN
![Page 9: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/9.jpg)
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
![Page 10: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/10.jpg)
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION
Authority pages pass value to pages in their
hierarchy only
Linked to pages transfer value UP and Down but not ACROSS
![Page 11: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/11.jpg)
SEOgadget.co.uk
TIPS TO IMPROVE SITE INDEXATION
Identify linked-to pages in the architecture and cross link to pages nearby
Cross link to enhance and
strengthen pages across as well as
down
![Page 12: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/12.jpg)
SEOgadget.co.uk
CROSS LINKS
![Page 13: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/13.jpg)
SEOgadget.co.uk
CREATE A CROSS LINKING TAXONOMY
![Page 14: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/14.jpg)
SEOgadget.co.uk
MAKE YOUR CONTENT MORE UNIQUE WITH UGC
Duplicate (900+ copies)
Unique (Yay)
![Page 15: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/15.jpg)
SEOgadget.co.uk
SUPERCHARGED UGC
<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>
Data Feed and Micro Format
Optimisation in Google
09:30–10:30 Room 2-4
![Page 16: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/16.jpg)
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)
![Page 17: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/17.jpg)
SEOgadget.co.uk
OTHER USERS FOUND THIS DOCUMENT FOR
• Adds uniqueness to the page
• Internal site search data can be used to cross link
![Page 18: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/18.jpg)
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)
0
5000
10000
15000
20000
25000
30000
35000
January February March April May June July August September
![Page 19: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/19.jpg)
SEOgadget.co.uk
TECHNICAL ARCHITECTURE
Photo by: Tiago Cassol Schvarstzhaupt
![Page 20: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/20.jpg)
SEOgadget.co.uk
DETECT DUPLICATE CONTENT
http://www.seomoz.org/
![Page 21: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/21.jpg)
SEOgadget.co.uk
RULES FOR DUPLICATE CONTENT
Issue Example URL Action
Paginated and view links /page.html?page=10&view=50&sort= noindex, follow all non-root queries eg: ?page=2. Make sure your paging navigation doesn't create a ?page=1 link if you can avoid it
Print friendly links /page.html?printerfriendly=yes Use print friendly CSS or rel="canonical" the original article URL. Don't block in robots.txt
Analytics tracking URLS /page.html?utm_source=a4uexpo&utm_medium=architecture-session&utm_campaign=dupe-content
rel="canonical" the original URL and / or use hash tags in tracking code. Yoast's analytics for WP plugin supports hastags: http://bit.ly/9H0o43
Sessions in URL /page.html?sessionID=56193246156354&language=en&mode=line
Remove session id's, move to cookie based session tracking, don't issue the session id with user agent detection, use parameter handling in WMT
Inconsistent case in URLs /page.html vs /Page.html Check all internal links, implement a lower case redirect, rel="canonical"
Subdomain canonicalisation http://www.domain.co.uk vs http://domain.co.uk Implement a 301 www redirect and set preferences in WMT
Trailing slashes missing /voucher-codes/dixons vs /voucher-codes/dixons/
Include or remove trailing slashes using a 301 - use most linked to URLs as a guide and link internally as consistently as possible. Use rel="canonical"
Content syndication
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 domain canonical
![Page 22: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/22.jpg)
SEOgadget.co.uk
A HEALTHY WEBSITE IS A HAPPY WEBSITE
http://seogadget.co.uk/how-to-install-and-use-iis-seo-toolkit/
![Page 23: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/23.jpg)
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/
![Page 24: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/24.jpg)
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/
![Page 25: Successful Information Architecture - Richard Baxter](https://reader034.vdocument.in/reader034/viewer/2022042623/54c77a794a7959f34f8b4675/html5/thumbnails/25.jpg)
SEOgadget.co.uk
FASTER INDEXING AND DISCOVERY
Channel Services Aggregators
XML
Sitemap http://www.bing.com/webmaster/ping.aspx?siteMap=[sitemap url]
http://www.google.com/ping?sitemap=[sitemap url]