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WebsiteArchitecture
Stoney deGeyterPole Position Marketing
Stoney deGeyterPole Position Marketing
Developers are often unaware of the value of good site structure
What you lose with poor SEO…
Don’t Make Me THINK,
Dammit!
Poor website architecture hinders search engine performance
I’m with search engine
I’m with user
What do you gain? Search engines find important pages Users navigate to important pages
Search engines determine page relevance Users quickly get to relevant pages
Build a search engine friendly website
Duplicate content can plague you like a virus
(or two)
DuplicateContent
IssueD
Slows spidering and indexing
A B
G H
A B
G H
C D
I J
C D
I J
E F
K L
E F
K L
Search engine leaves before spidering all important pages
= spidered
= not spidered
DuplicateContent
IssueD
URL &
Site Structure
Domain Name Keep Short Register 10 years! Memorable Use keywords (if possible)
TheDuffelbagFannyPackTravelStore.com Motorcycle-Battery-Equipment.com OmniInteractive.com
MyMortgageBanker.com BatteryStuff.com Winterkids.com RainbowWeddings.com
Alternate Domain Names Alternate / Misspellings Abbreviated Phonetically similar .net, .org, etc. …sucks.com, …sux.com
HomeDepot.com TheHomeDepot.com
PolePositionMarketing.com PullPositionMarketing.comPPMarketing.com???
FabDesigns.comFabDesign.comFabulousDesign.com
Domain redirects Redirect all domain names to primary URL
DuplicateContent
IssueD
Favicon Adds branding value
Search engine friendly URLs
Keep shortsite.com/category/product.php
Use keywords if possiblesite.com/snowboards/burton/grom
Minimize parameterssite.com/webapp/wcs/stores/servlet/ProductDisplay?storeId=10051&langId=-1&catalogId=10053&productId=100615137&N=10000003+90401+528374
Pick one and redirect the other
www. or no www.?Duplicate
ContentIssueD
Home page redirect
www.yourmusic.com redirects to…
www.yourmusic.com/home/
Jacks up PageRank flow
Secure/non-secure pagesDuplicate
ContentIssueD
Differing navigation pathsDuplicate
ContentIssueD
Dash vs. underscore With-hyphens
eMarketingPerformance.com/wp-admin/new-post.php
With_underscoreseMarketingPerformance.com/wp_admin/new_post.php
Is that a spaceor an underscore?
Session IDsDuplicate
ContentIssueD
Session IDsDuplicate
ContentIssueD
Session 2Session 1
Session 4 Session 5
Session 3
Session 6
Home
Custom redirect page
Too-flat directory structure
Home
Too-vertical directory structure
Home
Ideal directory structure
Home
Ideal directory structure
Home
Keyword Keyword Keyword
Not one page per directory!
Keyword Keyword Keyword Keyword
Keyword Keyword Keyword KeywordKeyword
Home
Link&
Navigation Structure
Linking to www. versionDuplicate
ContentIssueD
Absolute vs. relative links Absolute:<a href=“http://www.site.com/page.html”>
Relative: <a href=“page.html”>
Absolute gives you absolute control.
Linking to secure pages Use absolute URLs in Navigation
DuplicateContent
IssueD
Secure shopping pathDuplicate
ContentIssueD
Products Shopping cart
Checkout
Linking to home pageDuplicate
ContentIssueD
Search friendly links
Good Link
Search un-friendly links
Bad Link
Search meh-friendly links
Meh Link
JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)
Good linking practices Avoid flash or javascript links Keep links in control (100 max per page) Every relevant page needs one incoming
link
A
A
Splitting link flow
B
C
D
E
F
G
H
I
J
K
L
N
O
P
M Q
A problem for both internal and external links
DuplicateContent
IssueD
A
Splitting link flow
B
C
D
E
F
G
H
I
J
K
L
N
O
P
M Q
DuplicateContent
IssueD
Link juice flows to only one page
Top/side navigation
Link to main pages & most important site sections
HomeContact
Basket
Categories & Brands
Search
Primary nav bar
Well Designed and linked to important pages and sub-pages.
Footer nav bar Use for primary company pages Good place for few SEO related links
Breadcrumbs Let’s visitors know where they are Provides easy navigation back
Anchor text Use keywords in link text
Keyword-rich link text Links should accurately reflect the
information on the destination page.
No: Click here to learn more about preparing personal tax returns.
No: Click here to learn more about preparing personal tax returns.
Yes: Learn more about preparing personal tax returns.
Meh: Click here to learn more about preparing personal tax returns.
Cross link related products
Product Categorization
Same Product, Different URLs
DuplicateContent
IssueD
Multiple product pages
Show as many products as possible
Allow product filtering.
Shopping cart pages Keep hidden from search engines
Don’t allow cart links to be followed
Index product pages
Engines can’t access…
password protected areas
Pages found through search,
forms, dropdowns or select boxes
Site map
Exclusion: Robots.txt Blocking pages that
don’t need to be indexed.
User-agent: * Disallow: /includes/ Disallow: /land/ Disallow: /RP/ Disallow: /cgi-bin/ Disallow: /misc/ Disallow: /archive/ Disallow: /can-spam.php
Nofollow attribute Linking out to untrustworthy sites Funneling “link juice”
<a rel=“nofollow” href=“blocked.htm”>Blocked Link</a>
Yes: Click here to learn more about preparing personal tax returns.
Yes: We value your privacy.
nofollow
Noindex Preventing individual pages from being
indexed and/or links from being followed.
<meta name=“robots" content=“noindex,nofollow”/>
Acts like this:
User-agent: *
Disallow: /this page.htm
<a rel=“nofollow” href=“blocked.htm”>All Links</a>
Prevent broken links
Redirect changed page URLs
AA
XLinkredirect
Visitors&
Engines
Document &
Page Structure
Site hierarchy Natural flow of topics and sub-topics
Home
Topic A Topic B Topic C
Amazingly similar to directory structure!
Welcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty Products
MyBeautyProducts.com Discount Wholesale Beauty ProductsNatural and Organic Facial Makeup for Healthy SkinOdor Free Nail Polish and Enamel for Long-Lasting NailsWhy Natural and Organic Cosmetics Are BetterMyBeautyProducts.com Hair > Shampoos > Vidal Sassoon
Title tagsDuplicate
ContentIssueD
Branded titles Recognizable names should always brand
Branded<title>Business Name | Movie Posters, Collectibles
and Memorabilia</title>
<title>Movie Posters, Collectibles and Memorabilia| Business Name </title>
Non-Branded<title>Movie Posters | The Dark Knight One (1) Sheet
</title>
Meta description
Not every page needs a description
Meta keywords
Get over it!
Unique content
Create unique content for each page
Don’t rely on default product descriptions
Unique ContentStands Out
DuplicateContent
IssueD
Textual interlinking
Link to related content wherever possible
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
On-page content development Clearly written
Be accurate
Research and use keywords
Use image alt attributes
Transcribe video and audio content
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.
Hx heirarchy Use outline format
Hx heirarchy
Eliminate code bloat Excessive Tables On-page JavaScript On-page styles HTML formatting
Reduces page load Maintains low text to
code ration Reduces unnecessary
code clutter
<table></table>
<script language="JavaScript">
</script>
<style></style>
<font></font>
Cascading style sheets (CSS)
Allows cleaner code by moving formatting
and style issues off-page.
Reduces code bloat
Makes editing easier
Focuses engines on content
X<font>X<color>X<size>X<table>
X<font>X<color>X<size>X<table>
On-page CSS & javabody {margin:0; padding:0; font-family:verdana,arial,helvetica,sans-serif; background: url(/images/body-bg.gif) repeat top left; text-align:center}
body a:link {color:#069;}body a:visited {color:#069;}body a:active {color:#f93;}body a:hover {color:#f93;}
#pageBox {position:relative; width:780px; margin:0px auto; border:1px solid #000; background-color:#fff; padding-top:97px}
#content {margin:0; border:0px solid #000; text-align:left; background:#fff; padding:8px 5px 0 12px; font-size:70%}#footercontent {text-align:left; padding: 0 5px 16px 12px;font-size:70%}.contentTable {background:#fff;}
#content {line-height:148%}
#content li {list-style-image:url(/images/bullet-arrow.gif); margin-bottom:0px}
.small {font-size:80%;}
.larger {font-size:120%; text-decoration:underline;}
#small1 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)}#small2 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)}
#header {position:absolute; top:0; left:0; width:780px; background:#A9903C url(/images/logobar.gif) no-repeat; text-align:left; height:82px}
#mainNav {position:relative; width:184px; font-size:70%; text-align:left; margin:0; padding-left:3px; margin-top:11px}
#mainNav a {display:block; margin:0; padding:1px 4px 2px 0px; width:157px} #mainNav ul a:hover {color:#000; background:#E2E2E2; width:157px; cursor:pointer}
#mainNav ul {margin:0; padding:0; list-style-type:none; margin:0 5px; padding:0px 0 0 4px; color:#FFF; text-decoration:none}
#mainNav li {margin:0; width:162px; border-bottom:1px solid #4B4B4B}
#mainNav .hilight {background:#E2E2E2; color:#000; cursor:default}
#footer {position:relative; background:#000; color:#ccc; font-size:70%; padding:8px 2px 5px 5px; text-align:left; height:15px}
#footer p, #footer a {color:#979797; margin:0; text-decoration:none}
#footer a:hover {color:#fff; text-decoration:none}
h1 {background:url(/images/checkered-flag.gif) no-repeat left; font-size:150%; padding:15px 0 15px 45px; font-weight:bold; border-bottom:dashed 1px #FF9933}
h2 {font-size:105%; font-weight:bold; line-height:150%} h3 {text-align:center; font-size:110%; font-weight:bold; border:1px solid #C7C7C7; background:#E2E2E2; margin-top:0}
h4 {padding:0; margin:0; margin-top:3px; font-size:110%; font-weight:bold;}
h5 {font-size:105%; font-weight:bold; border-bottom:1px dashed #979797}
.line {border-bottom:dashed 1px #FF9933}
/* checkered bar */
#headBottomBar {height:30px; width:780px; background:#A9903C url(/images/topbar.gif) repeat-x; position:absolute; top:79px; left:0}
/* Hor Navigation */#navBox {position:relative; margin:0; margin:5px 0 0 20px; padding:0; z-index:10; text-align:left; border-left:1px solid #222; font-size:80%}
#navBox a {color:#000}
#navBox ul {padding:0; margin:0; list-style-type:none; height:20px}#navBox ul li {padding:0; margin:0; float:left}
.menus {color:#000; font:bold 10px Tahoma,Verdana,Geneva; list-style-type:none; position:absolute; top:20px; background:#fff; visibility:hidden; padding:0; margin:0}
.menus a {font-weight:bold; text-decoration:none; text-align:left}
.menus a:link, a:visited, a:hover {color:#000}
.menus li {clear:both}
#m1 {left:-1px; top:21px}#m1 a {padding:2px 4px 2px 6px; width:15.5em}
#m2 {left:48px; top:21px}#m2 a {padding:2px 4px 2px 6px; width:14em}
#m4 {left:128px; top:21px}#m4 a {padding:2px 4px 2px 6px; width:11.5em}
#m5 {left:243px; top:21px}#m5 a {padding:2px 4px 2px 6px; width:12em}
#m3 {left:343px; top:21px}#m3 a {padding:2px 4px 2px 6px; width:10em}
#m1 a:hover, #m2 a:hover, #m3 a:hover, #m4 a:hover, #m5 a:hover {background:#ff9933}#m1 a, #m2 a, #m3 a, #m4 a, #m5 a {display:block; background:#ffcc33; border-bottom:1px solid #666; border-right:1px solid #666; border-left: 1px solid #666}
#breadcrumbs {font-size:95%; margin:0 -12px 15px -12px; padding:8px 16px 3px 12px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7}#breadcrumbs2 {font-size:95%; margin:0 0 15px -3px; padding:5.5px 16px 3px 16px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7}
#quotebox {margin:0 8px 0 3px; font-size:85%; padding:0 6px; border:1px dashed #ff9933; line-height:14px}#quotebox a {text-decoration:underline; font-weight:normal}
#quoteboxtext{text-align:justify}
#headSiteTools {position:absolute; top:18px; right:1px}
#headSiteTools img {display:block}
#sherpaBox {border:1px solid #000; background:#fff}
#borderBox {border:1px solid #000}
#mainNav .recposts {border: 1px dashed #fff; margin: 5px; padding: 4px 5px 5px 5px; background:#fff; color:#000; width:155px}
#mainNav .recposts a {display:block; text-decoration:none; padding:10px 0; border-bottom:1px dashed #ccc; margin-bottom:-4px; width:145px; font-weight:normal}
#mainNav .recposts .nodash {border-bottom:1px solid #fff; text-align:right}
#mainNav .recposts .logoimage {border-bottom:1px solid #fff; margin:0; padding:0; margin-left:3px; margin-bottom:-10px}
#mainNav .recposts a:link {color:#F25313; text-decoration:none}#mainNav .recposts a:visited {color:#F25313}#mainNav .recposts a:hover {color:#96330B; text-decoration:underline}
div#userLogin {width:200px; text-align:right; padding:6px 10px 2px 6px; white-space:nowrap}
.formUserLogin {background:#C2AA57; color:#000; font-family:verdana, sans-serif; border:1px solid #000; width:95px; margin:0}
.skip {display:none}
.formUserLoginSubmit {background:#C2AA57; color:#000; font-family:verdana, sans-serif; font-size:90%; width:97px; margin:0; margin-top:3px; border-top:2px solid #E9D795; border-left:2px solid #E9D795; border-bottom:2px solid #4F4216; border-right:2px solid #4F4216}
#bob {margin:15px 15px 0 10px; border:2px dashed #ff9933; background:url(/images/biopic-bobloblaw.jpg) no-repeat left bottom; }#bob p {padding:0 6px 0px 80px; font-style:italic; text-align:justify; }
blockquote {margin:15px 10px 0 10px; padding:0 6px 0 10px; border:1px dotted #000}#requestquote {margin:0 8px 0 3px; padding:5px 5px 5px 5px; border:1px dotted #000; text-align:center}#block {margin:15px 30px 0 10px; padding:0 6px 0 10px;} <link rel="stylesheet"
type="text/css" href=“styles.css“ /> <link rel="stylesheet" type="text/css" href=“styles.css“ />
Code bloat: Tables
How tables are read
2 3 4 51
2 3 41
CSS positioning Reposition code to
place important text at the top.
4 2 13
Image alt attributes
All images clearly
explained in ALT
Especially true for
navigation images!
Valid markup Valid HTML… will NOT improve rankings
Non-Valid HTML… can cause problems that prevent ranking
Why Validate? Uncover errors that can prevent spiderability
and proper page indexing
Sight-impaired accessibility Screen readers Adjustable fonts
In 2006 Target was sued because site was inaccessible for visually impaired
Target lost.
Text-only browsers
CSS-less browsers
Mobil users
Printer-friendly pages Use CSS to create style
sheets for printing content.
DuplicateContent
IssueD
Don’t force for standard browsing.
Cookies
Conclusion
Should site architecture to be a priority in your SEM campaign?
Build a search friendly structure to achieve stronger SEO results
Improved spidering and indexing of pages
Increased customer confidence and loyalty
More customer-focused website
Measurable growth in targeted traffic
Improved relevancy in search results
Increased visitor conversion rates (sales)
Developers are often unaware of the value of good site structure
Assignment
Review www.galaxy-quest-airlines.com
Find SEO, usability and architectural
problems
Discuss in SEO Workshop tomorrow
Thank You!
PolePositionMarketing.com
SearchEngineGuide.com