SEO & IA - Ryan Jones Pubcon SFIMA 2017
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Ryan Jones deck from Pubcon SFIMA looking at SEO and Information Architecture. Common SEO IA mistakes, SEO IA examples, and Iowa Jokes.
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SEO & IA - Ryan Jones Pubcon SFIMA 2017
- 1. #pubcon @RyanJones How Information Architecture and SEO Work Together SEO & IA
- 2. #pubcon @RyanJones RYAN JONES Associate Director SEO - SapientRazorfish Chief Buzzword Officer - WTFSEO.com 2006 Time Person Of The Year @RyanJones Linkedin.com/in/jonesy RyanMJones.com Wtfseo.com There’s Nothing Quite Like Gazing Into Your Own Eyes On Stage
- 4. #pubcon @RyanJones Iowa is a state. IA is a science. IA is way more interesting. Information Architecture (IA) is the structural design of shared information environments; the art and science of organizing and labeling websites to support usability and findability.
- 5. #pubcon @RyanJones SEO & IA Share The Same Goals! The ease of which information contained on a website can be found, both from outside the website and by users already on the website.
- 6. #pubcon @RyanJones SEO & IA Share The Same Goals! Context ContentUsers Is this SEO or IA? It’s BOTH
- 7. #pubcon @RyanJones What Makes Up IA? Sitemap PageTypes Page Structure Navigation Global Elements Content Organization Story Outline Object Placement WireFrames
- 8. #pubcon @RyanJones SEO & IA Share The Same Goals! What HappensTo SEO If IA Sucks? • More Duplicate or Competing Content • Increased Crawl Budget • Bad Internal Linking & Poor Pagerank Flow • Lower User Satisfaction and Decreased KPIs • DistributedTopical Authority
- 9. #pubcon @RyanJones Without Considering Search, IA is Much Easier We used to think of IA as creating a “bridge” from the homepage to the other pages of a website.
- 10. #pubcon @RyanJones Users Don’t Start at Your Home Page. They Can Enter Anywhere But Actual Users Take Paths Like This
- 12. #pubcon @RyanJones But They End Up Looking Like This
- 13. #pubcon @RyanJones When They Should Look More Like This
- 14. #pubcon @RyanJones If @Joehall were here, He’d have this slide. See Joe’s Article at Hallanalysis.com Main Ideas Define the Organization. E.G. categories Supporting content: blog posts etc. Follow your sales funnel Conversion Points. Product pages, Sign ups, Forms, etc
- 15. #pubcon @RyanJones We mapped URL length against page authority 0 10 20 30 40 50 60 70 80 90 0 100 200 300 400 500 600 0 2000 4000 6000 8000 10000 12000 LEN Page Authority
- 16. #pubcon @RyanJones The URL path doesn’t matter. It’s how you actually get there. Click Depth From The Home Page Is What Matters
- 17. #pubcon @RyanJones I Like Using Power Mapper To Measure Click Depth
- 18. #pubcon @RyanJones Use Analytics Data To Inform Your Navigation & Breadcrumbs
- 19. #pubcon @RyanJones Mobile First Indexing Is Coming. Hamburger Menus Does Your IA Translate To Mobile? Can You Do Better Than A Hamburger Menu?
- 20. #pubcon @RyanJones Mapping IA Techniques To SEO Card Sorting = Keyword Mapping User Flows = SEO Content Strategy Card Sorting uses actual index cards to make “piles” or “categories” of content. During this process we can map our SEO keywords to pages and eliminate duplicate content.We can also inform and create the main navigation. All users are trying to achieve a goal. IA attempts to organize the site structure to match the customer’s journey toward that goal. SEO does the same thing – often uncovering content needs in the process. SEO has evolved toward designing for users – and that’s the goal of IA.
- 21. #pubcon @RyanJones Common SEO IA Mistakes
- 22. #pubcon @RyanJones Mistake 1: No Structure Examples: news site without categories. Mistake 2: Inconsistent Navigation Examples: Multiple ways to access the same content. Mistake 3: No Category Pages Mistake 4: Bad Internal Linking
- 23. #pubcon @RyanJones Let’s Get To The Examples
- 24. #pubcon @RyanJones Make Sure Your CMS Isn’t Creating IA and SEO Issues. An example of Categories Run Amok
- 25. #pubcon @RyanJones Harley Davidson has 2 different URLS Based On How You Got There.
- 26. #pubcon @RyanJones Remember Our IOWA SEO? Don’t Be these Guys 1,020 pages of similar content with different city names.
- 27. #pubcon @RyanJones There’s 3 ways to find “socks” on REI – Based on “personas”
- 28. #pubcon @RyanJones This REI Product Lives in Two categories
- 29. #pubcon @RyanJones But It Only Has One Product URL & Schema Breadcrumb Both Links (previous slide) take me here: https://www.rei.com/product/103565/sma rtwool-phd-nordic-light-elite-socks
- 30. #pubcon @RyanJones Tips For Good IA That Works With SEO 1. Have a Goal and a Purpose 2. Use Site Analytics and Personas 3. Keep your Site KPIs in Mind. 4. Start with Mobile and expand to desktop. 5. Be Consistent 6. Everything should have only one home.
- 31. #pubcon @RyanJones Here’s A Political Slide That Won’t make People Angry Ask not what your users can do for your website. Ask what your website can do for your users.
Editor's Notes
- What are you doing and where are you going? Gretzky quote.
- You don’t want socks in the shoe section. You want socks to have their own section.
- With mobile first indexing, it’s your mobile IA that’s going to matter most.