4. WEBSITE ARCHITECTURE: INTRODUCTION
Search engines find Users navigate to
important pages important pages
Search
friendly
website
Search engines
Users quickly get to
value page
relevant pages
relevance
6. Three components of great architecture
WEBSITE ARCHITECTURE: INTRODUCTION
Link &
URL & Site
Navigation
Structure
Structure
Document &
Page Structure
7. URL & Site Structure
WEBSITE REBUILD
Part 1
@PolePositionMkg
#SearchRankCC
8. Choosing your domain name
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Get your own
Keep it short
b-e-a-utiful.com
PerfectBeauty.blogspot.com
HowToImproveYourImage.com
Make it
memorable TotalBeauty.com
PerfectBeauty.com
BeautyIsBeautiful.com
Use keywords
if possible
9. What to do with alternate domains
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Abbreviated
301 redirect
Misspellings .com
.net, .org
10. WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Fix bad canonical issues
www.example.com
example.com/
www.example.com/index.html
example.com/home.asp
Use canonical tag!
<link rel="canonical" href="http://www.example.com"/>
11. Make your URLs search engine friendly
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Keep it Short
site.com/category/page-name.php
Use Keywords
site.com/chanel/perfume/alure.html
15. Use hyphens, not underscores
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Hyphens
eMarketingPerformance.com/my-dog-ate-my-homework/
Vs
Underscores
eMarketingPerformance.com/my_dog_ate_my_homework/
Is that a space?
19. This directory structure is just right
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
Home
Keyword Keyword Keyword
20. Link and Nav Structure
WEBSITE STRUCTURE
Part 2
@PolePositionMkg
#SearchRankCC
21. Organized site navigation
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Home Basket
Search Contact
Categories & Brands
Link to Link to Most
Primary Site Important
Sections Pages
25. Use keyword rich link text
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
No: Click here to learn more about preparing personal tax returns.
No: Click here to learn more about preparing personal tax returns.
Yes: Learn more about preparing personal tax returns.
Yes: Click here to learn more about preparing personal tax returns.
28. Keep search engines out of cart pages
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Index product pages
Don’t allow
cart links to
be followed
29. Don’t block content from engines
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Pages found through
password protected search, forms,
areas dropdowns or select
boxes
32. Run away from search un-friendly links
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Bad Link
33. Avoid meh-friendly links
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Meh Link
JavaScript:window.open(‘http://www.smartfurniture.com/p
roduct/5670/’, ‘newWindow’)
34. Blocking pages via the robots.txt file
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
User-agent: *
Disallow: /includes/
Disallow: /land/
Disallow: /RP/
Disallow: /cgi-bin/
Disallow: /misc/
Disallow: /archive/
Disallow: /can-spam.php
35. Blocking pages via robots meta tag
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
<meta name=“robots"
content=“noindex,nofollow”/>
<meta name=“robots"
content=“noindex,follow”/>
<meta name=“robots"
content=“index,nofollow”/>
<meta name=“robots"
content=“index,follow”/>
36. Blocking pages using the
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
<a rel=“nofollow”
NOFOLLOW attribute href=“blocked.htm”>
Blocked Link</a>
Ads
Untrusted
Sites
Category
& Tag
Pages
Rel=“NoFollow”
38. 301 redirect old URLs
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE
Old New
X
redirect
Link
Visitors
&
Engines
39. Doc and Page Structure
WEBSITE STRUCTURE
Part 3
@PolePositionMkg
#SearchRankCC
40. Create strong link hierarchy
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE
Amazingly similar Home
to directory
structure!
Topic A Topic B Topic C
41. Link to related content wherever possible
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt in culpa
qui officia deserunt mollit anim id est laborum.
mollit anim id est laborum.
• mollit anim id est laborum
• mollit anim id est laborum
• mollit anim id est laborum
id est laborum
id est laborum
43. Organize your content
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE
Purpose Beginning Middle
Provides Exposes
End
Benefits Need
Call to
Personas Personalities
Action
48. Use image ALT attributes
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE
• Yes, some people • Browsers for the
still surf with visually
images off. Image impaired will
navigation read the
disappears. descriptions of
images
Text only Accessible
browsers browsers
Mobile Search
browsers Engines
• Generally not an • Additional
issue with smart keyword signal.
phones, but for those Make sure you use
who pay for it right!
downloads…