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Bernt Johansson?

• CTO @KliKKi• Masters degree in Computer & Systems Science• Have been working with SEO the last 10 years or so (I am getting old )

BLOG: klikki.com

bernt.johansson76

MAIL: bernt@klikki.com

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www.slideshare.net/berntjohansson

Find today's presentation

here!

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Just to make one thing clear• What I am saying here today is based on my experience• People might object to some of it• There are no absolute truths in SEO

#justsayin

Site architecture can mean a lot of different things to different people

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Information Architect

Mental models

Target audience

Organizing information

Labels

Usability tests

Site architecture can mean a lot of different things to different people

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SEO’s (some at least)

Content silos

Crawlability

Indexation

Tags

PageRank Sculpting

Site architecture can mean a lot of different things to different people

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So is there a right and a wrong here?

o If you can afford it• Use an information architect

o If you’re like most of the people building websites• Cheap? (no not that)• In one hell of a hurry to go live• Make sure you are relevant for as much as possible!

Site architecture to support indexation

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Two main challanges with site architecture and indexation

o Landing pages for all relevant queries• Talk about a dream come true!

o Stay clear of duplicate content!

Yeah, I’m an SEO so I use these words!

Landing pages for all relevant queries

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A lot of SEO’s say• Use a flat site structure• As few clicks as possible from the front page!

Arrggh, what if my site is HUGE!

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At least we need to know a little about search behavior

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General Specific

‘recipe’

‘pasta recipe’‘pasta recipe with ham’

‘pasta carbonara recipe’

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So to cover as much of the search behavior as possible we need depth!

Front page‘recipe’

Top category‘paste recipe’

Sub category‘pasta recipe with ham’

Specific recipe description‘pasta carbonara’ recipe

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Site architecture to support indexation

So make sure you deploy a site architecture that supports indexing your website for as many relevant queries as possible!

With a natural landing page for each of them!

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Duplicate content

Search engines apply limits to how many pages are crawled/ indexed per domain per day.

• Google does it based on PageRank

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Duplicate content, how does it occur

When you can reach the same or very similar content with more than one URL

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Duplicate content, pagination

This is just too many products in one list!

Seriously! Only two new pagination pages per page. Reaching number 61 is going to take ages.....

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Avoiding duplicate content

Use sub categories if paginations become too long

Optimize titles on deeper pagination pages “Page 3 of 13 in Category name”

Delete the meta description on deeper pagination pages

Have unique text on the top pagination page

Always link back to the top pagination page from the deeper ones.

Put the newest addition first in the list

Whatever you do, don’t start messing around with blocking pagination pages

from crawling, or using the canonical tag. It will end in misery.

Link to as many pagination pages as possible, while staying under appr. 100

links per page.

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Site architecture for ranking

Recipes

Pasta recipes

Pasta recipes with ham

Pizza recipes with ham

Pasta carbonara

recipes

pasta recipes

pasta recipes with ham

pizza recipes with ham

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Takeaways – Use breadcrumb navigation

Breadcrumbs are a great

opportunity for keyword

rich anchor texts

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Takeaways – Use tagging and categories to relate content

Ingredient names are links

to pages listing all recipes

using that specific

ingredient + some basic

information

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Takeaways – Link to other related content from within the body text

Relevant links from within

the body text are the most

valuable of all links.

Especially when using

keyword rich anchor text

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Takeaways – Don’t create site-wide navigation menus

Site-wide navigation

menus are not good since

they dilute link power to,

more or less, irrelevant

pages.

THANK YOU!