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SES 2011 Site Architecture
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Transcript of SES 2011 Site Architecture
SEOgadget.co.uk
SUCCESSFUL INFORMATION
ARCHITECTURE SES London 2011
Richard Baxter – SEOgadget.co.uk
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
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EXAMPLE TIME
None of these gifts are under
£20
SEOgadget.co.uk
NAVIGATION THAT REPRESENTS USER BEHAVIOUR
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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
@richardbaxter
Download: http://seogadget.co.uk/ses/