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Informational Architecture for Enterprise Sites Sally Raymer SEO IN MOTION https://speakerdeck.com/sallyseo @salraym https://www.linkedin.com/in/sally-r-seo/

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One of the biggest factors in SEO success

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Crawl Efficiency

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Crawl Efficiency Page Speed

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Crawl Efficiency Page Speed Topic Authority

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Crawl Efficiency Page Speed Topic Authority UX

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But it’s still a familiar issue across sites

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Why is it so hard to get right?

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Building contextual links and logical user journeys is a daily job for SEO’s

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Hundreds of thousands, if not millions, of content pages

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Manual Implementation of internal links and anchor text isn’t scalable

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Navigations become a complex balance of presenting useful pages to users

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Presenting users with a maze of options

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How do we organise a large site for both search engines and users?

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A large part of it comes down to preperation…

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Prioritise

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Not only in building a roadmap for the project

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Deciding on what areas of the site are most valuable

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PLPs, or commercial pages don’t go deep enough

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• Bestsellers • Categories and sub- categories • Mid-funnel content

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Crawl the site, segment and align with internal links

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Creating an image of neglected areas in your site structure

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Review crawl depth

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Assess and organise anchor text https://www.linkedin.com/posts/daniel-foley-assertive_seo-seotip-seotips-activity-7163279442528739328-DRkU

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Map keywords to anchors

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Review backlinks… Anchor text PageRank Known Hub Pages

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…And turn to planning implementation

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Choose your Structure

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Build a picture of relationships PLPs PDPs Guides Help

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Plan the elements that are needed to strengthen site architecture

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Homepage Body

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Navigation

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Breadcrumbs

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Recommended Products

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Link Blocks

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Filters place in UX

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Keeping accessibility & useability in mind throughout the process

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Thinking about how users will access information and pages

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Continuous use of data to inform user journeys

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Keeping redirects to a minimum

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Do not fear nofollow links

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Review

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Crawl and check implementation

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Measure Success

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Page views

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Page Views Conversions

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Page Views Conversions Crawling/ Indexing

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Rankings/ Traffic Page Views Conversions Crawling/ Indexing Rankings/ Traffic

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• Priority matters • Preparation is key • Google vs users • Measure success

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THANK YOU https://speakerdeck.com/sallyseo @salraym https://www.linkedin.com/in/sally-r-seo/ THANK YOU