website architecture 2013

@StoneyD

PERFORMANCE-BASED WEBSITE ARCHITECTUREHow to Construct a Website Search Engines (and People) Love

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Indexed Pages

Rankings

Visitors

Sales

Where poor site architecture leaves you…

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CTIONBetter

CrawlabilityImproved

Navigation

ImprovedRelevance

Increased Conversions

SEO-Friendly Website

What you gain…

Don’t Make Me THINK, Dammit!

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Duplicate content can plague you like a virus

Dealing with duplicatecontent issues

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= spidered

= not spidered

Duplication slows spidering and indexing

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Duplication splits link juice

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Fixing duplication corrals link juice

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Link & Navigation Structure

Document & Page Structure

URL & Site Structure

How do you build a search (and people) friendly website?

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@StoneyD

URL & SITE STRUCTURE

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

<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

Keep it Short

Use Keywordssite.com/sports/equipment/ baseball

site.com/category/page-name.php

URL &

SITE STRUCTU

REMake URLs search engine friendly

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

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ot Accessible

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

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

URL &

SITE STRUCTU

RECreate a custom 404 error page

URL &

SITE STRUCTU

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Home

This directory structure is too flat

URL &

SITE STRUCTU

RE

Home

This directory structure is too tall

Home

Keyword Keyword Keyword

This directory structure is just right U

RL & SITE STRU

CTURE

@StoneyD

LINK & NAVIGATION STRUCTURE

LINK &

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Link to Primary Site

Sections

Link to Most Important

Pages

Effective navigation is key

LINK &

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ATION

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REUse breadcrumbs effectively

Keyword Rich

Visual Indicators

Easy Navigation

LINK &

NAVIG

ATION

STRUCTU

REUse descriptive anchor text

LINKTHIS

NOTTHAT

LINK &

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ATION

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password protected areas Selection boxes

Don’t block great content

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RELink to related content

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 &

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REUse only search engine friendly links

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REBlock engines from shopping pages

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Products Shopping cart

Checkout

Avoid secure page duplication

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RECheck for broken links regularly

LINK &

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RERedirect broken URLs properly

Link from page A

Points to old page

B

Redirects to new page B

@StoneyD

DOCUMENT & PAGE STRUCTURE

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Create fan-freaking-tastic content!

Clearly written

Accurate

Keyword driven

Text, not images

Organize your contentD

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Purpose Beginning Middle

EndExposes Need

Provides Benefits

Call to Action Personas Personalities

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PAGE STRU

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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

<Title>Beauty Tips, Cosmetics, and Skin Care Tutorials</Title>

Influences Rankings

Provides Label for Browser

Drives Initial Click

*65 Character Limit

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PAGE STRU

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Keyword rich title tags

Description is valuable.

Not so muchNot needed on every page

Compelling

Substantially unique

20-40 word page summary

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ENT &

PAGE STRU

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Compelling meta description tags

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PAGE STRU

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Commas?

Spaces?

Length?

Phrases?

All about the meta keyword tag

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Proper HEADING tag hierarchy

<h1>One H1 per page.</h1>

<h2>Use outline format.</h2><h3>Keep content organized</h3>

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Streamlined code: No bloat!

No

• HTML Tables

No

• On-Page Styles

No

• On-Page Javascript

Ensure multi-browser accessibilityD

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Build mobile compatible sites

@StoneyD

CONCLUSION

• 400+ Check Points• 19 Categories

The Pole Position Marketing Library

http://www.polepositionmarketing.com/library/e-books.php

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Delight your visitorsCO

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SION

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Thank You!Find Us www.PolePositionMarketing.com