Mike pantoliano-sic-2011

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Seattle Interactive Conference

Technology Business

Not Just More Traffic,
Better Traffic
Smart IA and Site Navigation

Mike Pantoliano
@MikeCP
Distilled

In An Ideal
World

• Clean Slate
• Map out sitemap
for UX/SEO

IA / SEO
Competitiveness

Sure, this is nice, but large sites can really struggle

Faceted
Navigation

TrendToGo.com Amazon.com BestBuy.com

Our
Example
• Large eComm site
• 100,000+ High End Stationary
Products
• Faceted Navigation
• Great User Experience
• Awful for SEO

The Big
Problem

AJAX does not create new pages!

Result

Missing out on tons of longer-tail traffic!

Other
Problems
JavaScript isn’t the only potential culprit

• Poor IA leading to weak indexation
• iFrames
• Dropdown Sorting

Solution

How to preserve UX but allow
crawlability?

Fall back to static HTML pages when no JS
detected

Results

Organic traffic increased 72%
SEO

Conversions up 76%
UX
Sales up 136%

Take Away
Export your navigation into Excel
Get search volume from GKT
Brainstorm/mine for new keywords

Take Away

Are you missing out on organic
landing page opportunities?

Thanks!

Mike Pantoliano
@MikeCP
Distilled

http://dis.tl/excelninja
http://dis.tl/xenu-excel

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