BrightonSEO - Informational Architecture for Enterprise Sites

Actionable tips on managing site architecture on large sites with hundreds of thousands, if not millions of URLs.

Transcript

1. Informational Architecture for Enterprise Sites Sally Raymer SEO IN MOTION https://speakerdeck.com/sallyseo @salraym https://www.linkedin.com/in/sally-r-seo/
2. One of the biggest factors in SEO success
3. Crawl Efficiency
4. Crawl Efficiency Page Speed
5. Crawl Efficiency Page Speed Topic Authority
6. Crawl Efficiency Page Speed Topic Authority UX
7. But it’s still a familiar issue across sites
8. Why is it so hard to get right?
9. Building contextual links and logical user journeys is a daily job for SEO’s
10. Hundreds of thousands, if not millions, of content pages
11. Manual Implementation of internal links and anchor text isn’t scalable
12. Navigations become a complex balance of presenting useful pages to users
13. Presenting users with a maze of options
14. How do we organise a large site for both search engines and users?
15. A large part of it comes down to preperation…
16. Prioritise
17. Not only in building a roadmap for the project
18. Deciding on what areas of the site are most valuable
19. PLPs, or commercial pages don’t go deep enough
20. • Bestsellers • Categories and sub- categories • Mid-funnel content
21. Crawl the site, segment and align with internal links
22. Creating an image of neglected areas in your site structure
23. Review crawl depth
24. Assess and organise anchor text https://www.linkedin.com/posts/daniel-foley-assertive_seo-seotip-seotips-activity-7163279442528739328-DRkU
25. Map keywords to anchors
26. Review backlinks… Anchor text PageRank Known Hub Pages
27. …And turn to planning implementation
28. Choose your Structure
29. Build a picture of relationships PLPs PDPs Guides Help
30. Plan the elements that are needed to strengthen site architecture
31. Homepage Body
32. Navigation
33. Breadcrumbs
34. Recommended Products
35. Link Blocks
36. Filters place in UX
37. Keeping accessibility & useability in mind throughout the process
38. Thinking about how users will access information and pages
39. Continuous use of data to inform user journeys
40. Keeping redirects to a minimum
41. Do not fear nofollow links
42. Review
43. Crawl and check implementation
44. Measure Success
45. Page views
46. Page Views Conversions
47. Page Views Conversions Crawling/ Indexing
48. Rankings/ Traffic Page Views Conversions Crawling/ Indexing Rankings/ Traffic
49. • Priority matters • Preparation is key • Google vs users • Measure success
50. THANK YOU https://speakerdeck.com/sallyseo @salraym https://www.linkedin.com/in/sally-r-seo/ THANK YOU