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