SES 2011 Site Architecture

SEOgadget.co.uk

SUCCESSFUL INFORMATION

ARCHITECTURE SES London 2011

Richard Baxter – SEOgadget.co.uk

SEOgadget.co.uk

INFORMATION ARCHITECTURE

Photo by: Gregg Knapp

SEOgadget.co.uk

BEFORE WE GET STARTED

“Indexation”

The number of pages indexed by a search engine that are driving traffic

SEOgadget.co.uk

How many clicks from your homepage

to your deepest content?

SEOgadget.co.uk

NOT SO GOOD SITE ARCHITECTURE

Very weak pages at the bottom of the architecture 6 clicks to deepest level

Low indexation and poor long tail

Authority

SEOgadget.co.uk

FLATTENED SITE ARCHITECTURE

0

1

2

3

No more than 3 clicks to deepest level The outcome should be higher indexation and a better long tail

100 links per page = 1,000,000 pages on a 3 click deep architecture

SEOgadget.co.uk

WHAT’S A SILO?

Inbound Links

SEOgadget.co.uk

SILOS SOLVED WITH CROSS LINKS

Cross link to enhance and

strengthen pages across as well as

down

SEOgadget.co.uk

NAVIGATION, CROSS LINKS & TAXONOMY

Photo by: chargrillkiller

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

SEOgadget.co.uk

EXAMPLE TIME

None of these gifts are under

£20

SEOgadget.co.uk

NAVIGATION THAT REPRESENTS USER BEHAVIOUR

SEOgadget.co.uk

I have to have HOW MANY links on my

homepage?!

SEOgadget.co.uk

SEOgadget.co.uk

LINKS ON YOUR SITE

• JavaScript / CSS carousel – 100% search engine friendly

SEOgadget.co.uk

A FEW TIPS

SEOgadget.co.uk

MAKE YOUR CATEGORY PAGES UNIQUE

200 words of persuasive, unique awesomeness would really sort this page out.

SEOgadget.co.uk

MAKE YOUR CONTENT MORE UNIQUE WITH UGC

Duplicate (900+ copies)

Unique (Yay)

SEOgadget.co.uk

THANK YOU

richard@seogadget.co.uk

@richardbaxter

Download: http://seogadget.co.uk/ses/