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Website Architecture Stoney deGeyter Pole Position Marketing [email_address] Stoney deGeyter Pole Position Marketing [email_address]
Developers are often unaware of the value of good site structure
What you lose with poor SEO…
Don’t Make Me  THINK , Dammit!
Poor website architecture hinders search engine performance I’m with search engine I’m with user
What do you gain? ,[object Object],[object Object],[object Object],[object Object]
Build a search engine friendly website
[object Object],Duplicate Content Issue D
Slows spidering and indexing A B G H A B G H C D I J C D I J E F K L E F K L Search engine leaves before spidering  all  important pages = spidered = not spidered Duplicate Content Issue D
URL  &  Site Structure
Domain Name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Alternate Domain Names ,[object Object],[object Object],[object Object],[object Object],[object Object],HomeDepot.com  TheHomeDepot.com PolePositionMarketing.com PullPositionMarketing.com PPMarketing.com??? FabDesigns.com FabDesign.com FabulousDesign.com
Domain redirects ,[object Object],Duplicate Content Issue D
Favicon ,[object Object]
Search engine friendly URLs ,[object Object],[object Object],[object Object]
[object Object],www. or no www.? Duplicate Content Issue D
Home page redirect ,[object Object],[object Object],[object Object]
Secure/non-secure pages Duplicate Content Issue D
Differing navigation paths Duplicate Content Issue D
Dash vs. underscore ,[object Object],[object Object],[object Object]
Session IDs Duplicate Content Issue D
Session IDs Duplicate Content Issue D Session 2 Session 1 Session 4 Session 5 Session 3 Session 6 Home
Custom redirect page
Too-flat directory structure Home
Too-vertical directory structure Home
Ideal directory structure Home
Ideal directory structure Home Keyword Keyword Keyword
Not one page per directory! Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Home
Link & Navigation  Structure
Linking to www. version Duplicate Content Issue D
Absolute vs. relative links ,[object Object],[object Object],[object Object]
Linking to secure pages ,[object Object],Duplicate Content Issue D
Secure shopping path Products Shopping cart Checkout Duplicate Content Issue D
Linking to home page Duplicate Content Issue D
Search friendly links Good Link
Search un-friendly links Bad Link
Search meh-friendly links Meh Link JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)
Good linking practices ,[object Object],[object Object],[object Object]
Splitting link flow A A B C D E F G H I J K L N O P M Q A problem for both internal and external links Duplicate Content Issue D
Splitting link flow A B C D E F G H I J K L N O P M Q Link juice flows to only one page Duplicate Content Issue D
Top/side navigation ,[object Object],Home Contact Basket Categories & Brands Search
Primary nav bar ,[object Object]
Footer nav bar ,[object Object],[object Object]
Breadcrumbs ,[object Object],[object Object]
Anchor text ,[object Object]
Keyword-rich link text ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cross link related products
Product Categorization Same Product, Different URLs Duplicate Content Issue D
Multiple product pages ,[object Object],[object Object]
Shopping cart pages ,[object Object],Don’t allow cart links to be followed Index product pages
Engines can’t access… password protected areas Pages found through search, forms, dropdowns or select boxes
Site map
Exclusion: Robots.txt ,[object Object],User-agent: *  Disallow: /includes/  Disallow: /land/  Disallow: /RP/  Disallow: /cgi-bin/  Disallow: /misc/  Disallow: /archive/  Disallow: /can-spam.php
Nofollow attribute ,[object Object],[object Object],[object Object],[object Object],[object Object],nofollow
Noindex ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prevent broken links
Redirect changed page URLs Link redirect Visitors & Engines A A X
Document  &  Page Structure
Site hierarchy ,[object Object],Home Topic A Topic B Topic C Amazingly similar to directory structure!
Title tags Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products MyBeautyProducts.com Discount Wholesale Beauty Products Natural and Organic Facial Makeup for Healthy Skin Odor Free Nail Polish and Enamel for Long-Lasting Nails Why Natural and Organic Cosmetics Are Better MyBeautyProducts.com Hair > Shampoos > Vidal Sassoon Duplicate Content Issue D
Branded titles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Meta description ,[object Object]
Meta keywords Get over it!
Unique content ,[object Object],[object Object],Unique Content Stands Out Duplicate Content Issue D
Textual interlinking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
On-page content development ,[object Object],[object Object],[object Object],[object Object]
Transcribe video and audio content 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.
Hx heirarchy ,[object Object]
Hx heirarchy
Eliminate code bloat  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],<table></table> <script language=&quot;JavaScript&quot;> </script> <style></style>  <font></font>
Cascading style sheets (CSS) ,[object Object],[object Object],[object Object],[object Object],X <font> X <color> X <size> X <table>
On-page CSS & java body {margin:0; padding:0; font-family:verdana,arial,helvetica,sans-serif; background: url(/images/body-bg.gif) repeat top left; text-align:center} body a:link {color:#069;} body a:visited {color:#069;} body a:active {color:#f93;} body a:hover {color:#f93;} #pageBox {position:relative; width:780px; margin:0px auto; border:1px solid #000; background-color:#fff; padding-top:97px} #content {margin:0; border:0px solid #000; text-align:left; background:#fff; padding:8px 5px 0 12px; font-size:70%} #footercontent {text-align:left; padding: 0 5px 16px 12px;font-size:70%} .contentTable {background:#fff;} #content {line-height:148%} #content li {list-style-image:url(/images/bullet-arrow.gif); margin-bottom:0px} .small {font-size:80%;} .larger {font-size:120%; text-decoration:underline;} #small1 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #small2 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #header {position:absolute; top:0; left:0; width:780px; background:#A9903C url(/images/logobar.gif) no-repeat; text-align:left; height:82px} #mainNav {position:relative; width:184px; font-size:70%; text-align:left; margin:0; padding-left:3px; margin-top:11px} #mainNav a {display:block; margin:0; padding:1px 4px 2px 0px; width:157px} #mainNav ul a:hover {color:#000; background:#E2E2E2; width:157px; cursor:pointer} #mainNav ul {margin:0; padding:0; list-style-type:none; margin:0 5px; padding:0px 0 0 4px; color:#FFF; text-decoration:none} #mainNav li {margin:0; width:162px; border-bottom:1px solid #4B4B4B} #mainNav .hilight {background:#E2E2E2; color:#000; cursor:default} #footer {position:relative; background:#000; color:#ccc; font-size:70%; padding:8px 2px 5px 5px; text-align:left; height:15px} #footer p, #footer a {color:#979797; margin:0; text-decoration:none} #footer a:hover {color:#fff; text-decoration:none} h1 {background:url(/images/checkered-flag.gif) no-repeat left; font-size:150%; padding:15px 0 15px 45px; font-weight:bold; border-bottom:dashed 1px #FF9933}  h2 {font-size:105%; font-weight:bold; line-height:150%}  h3 {text-align:center; font-size:110%; font-weight:bold; border:1px solid #C7C7C7; background:#E2E2E2; margin-top:0}  h4 {padding:0; margin:0; margin-top:3px; font-size:110%; font-weight:bold;}  h5 {font-size:105%; font-weight:bold; border-bottom:1px dashed #979797} .line {border-bottom:dashed 1px #FF9933} /* checkered bar */  #headBottomBar {height:30px; width:780px; background:#A9903C url(/images/topbar.gif) repeat-x; position:absolute; top:79px; left:0}  /* Hor Navigation */ #navBox {position:relative; margin:0; margin:5px 0 0 20px; padding:0; z-index:10; text-align:left; border-left:1px solid #222; font-size:80%} #navBox a {color:#000} #navBox ul {padding:0; margin:0; list-style-type:none; height:20px} #navBox ul li {padding:0; margin:0; float:left} .menus {color:#000; font:bold 10px Tahoma,Verdana,Geneva; list-style-type:none; position:absolute; top:20px; background:#fff; visibility:hidden; padding:0; margin:0} .menus a {font-weight:bold; text-decoration:none; text-align:left} .menus a:link, a:visited, a:hover {color:#000} .menus li {clear:both} #m1 {left:-1px; top:21px} #m1 a {padding:2px 4px 2px 6px; width:15.5em} #m2 {left:48px; top:21px} #m2 a {padding:2px 4px 2px 6px; width:14em} #m4 {left:128px; top:21px} #m4 a {padding:2px 4px 2px 6px; width:11.5em} #m5 {left:243px; top:21px} #m5 a {padding:2px 4px 2px 6px; width:12em} #m3 {left:343px; top:21px} #m3 a {padding:2px 4px 2px 6px; width:10em} #m1 a:hover, #m2 a:hover, #m3 a:hover, #m4 a:hover, #m5 a:hover {background:#ff9933} #m1 a, #m2 a, #m3 a, #m4 a, #m5 a {display:block; background:#ffcc33; border-bottom:1px solid #666; border-right:1px solid #666; border-left: 1px solid #666} #breadcrumbs {font-size:95%; margin:0 -12px 15px -12px; padding:8px 16px 3px 12px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #breadcrumbs2 {font-size:95%; margin:0 0 15px -3px; padding:5.5px 16px 3px 16px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #quotebox {margin:0 8px 0 3px; font-size:85%; padding:0 6px; border:1px dashed #ff9933; line-height:14px} #quotebox a {text-decoration:underline; font-weight:normal} #quoteboxtext{text-align:justify} #headSiteTools {position:absolute; top:18px; right:1px} #headSiteTools img {display:block} #sherpaBox {border:1px solid #000; background:#fff} #borderBox {border:1px solid #000} #mainNav .recposts {border: 1px dashed #fff; margin: 5px; padding: 4px 5px 5px 5px; background:#fff; color:#000; width:155px} #mainNav .recposts a {display:block; text-decoration:none; padding:10px 0; border-bottom:1px dashed #ccc; margin-bottom:-4px; width:145px; font-weight:normal} #mainNav .recposts .nodash {border-bottom:1px solid #fff; text-align:right} #mainNav .recposts .logoimage {border-bottom:1px solid #fff; margin:0; padding:0; margin-left:3px; margin-bottom:-10px} #mainNav .recposts a:link {color:#F25313; text-decoration:none} #mainNav .recposts a:visited {color:#F25313} #mainNav .recposts a:hover {color:#96330B; text-decoration:underline} div#userLogin {width:200px; text-align:right; padding:6px 10px 2px 6px; white-space:nowrap} .formUserLogin {background:#C2AA57; color:#000; font-family:verdana, sans-serif; border:1px solid #000; width:95px; margin:0} .skip {display:none} .formUserLoginSubmit {background:#C2AA57; color:#000; font-family:verdana, sans-serif; font-size:90%; width:97px; margin:0; margin-top:3px; border-top:2px solid #E9D795; border-left:2px solid #E9D795; border-bottom:2px solid #4F4216; border-right:2px solid #4F4216} #bob {margin:15px 15px 0 10px; border:2px dashed #ff9933; background:url(/images/biopic-bobloblaw.jpg) no-repeat left bottom; } #bob p {padding:0 6px 0px 80px; font-style:italic; text-align:justify; } blockquote {margin:15px 10px 0 10px; padding:0 6px 0 10px; border:1px dotted #000} #requestquote {margin:0 8px 0 3px; padding:5px 5px 5px 5px; border:1px dotted #000; text-align:center} #block {margin:15px 30px 0 10px; padding:0 6px 0 10px;} <link rel=&quot;stylesheet&quot;  type=&quot;text/css&quot; href=“styles.css“ />
Code bloat: Tables
How tables are read 2 3 4 5 1 2 3 4 1
CSS positioning ,[object Object],4 2 1 3
Image alt attributes ,[object Object],[object Object]
Valid markup ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sight-impaired accessibility ,[object Object],[object Object],[object Object],[object Object]
Text-only browsers
CSS-less browsers
Mobil users
Printer-friendly pages ,[object Object],Duplicate Content Issue D
[object Object],Cookies
Conclusion
Should site architecture to be a priority in your SEM campaign?
Build a search friendly structure to achieve stronger SEO results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developers are often unaware of the value of good site structure
Assignment ,[object Object],[object Object],[object Object]
Thank You! PolePositionMarketing.com SearchEngineGuide.com

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Website Architecture

  • 1. Website Architecture Stoney deGeyter Pole Position Marketing [email_address] Stoney deGeyter Pole Position Marketing [email_address]
  • 2. Developers are often unaware of the value of good site structure
  • 3. What you lose with poor SEO…
  • 4. Don’t Make Me THINK , Dammit!
  • 5. Poor website architecture hinders search engine performance I’m with search engine I’m with user
  • 6.
  • 7. Build a search engine friendly website
  • 8.
  • 9. Slows spidering and indexing A B G H A B G H C D I J C D I J E F K L E F K L Search engine leaves before spidering all important pages = spidered = not spidered Duplicate Content Issue D
  • 10. URL & Site Structure
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 19. Differing navigation paths Duplicate Content Issue D
  • 20.
  • 21. Session IDs Duplicate Content Issue D
  • 22. Session IDs Duplicate Content Issue D Session 2 Session 1 Session 4 Session 5 Session 3 Session 6 Home
  • 27. Ideal directory structure Home Keyword Keyword Keyword
  • 28. Not one page per directory! Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Home
  • 29. Link & Navigation Structure
  • 30. Linking to www. version Duplicate Content Issue D
  • 31.
  • 32.
  • 33. Secure shopping path Products Shopping cart Checkout Duplicate Content Issue D
  • 34. Linking to home page Duplicate Content Issue D
  • 37. Search meh-friendly links Meh Link JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)
  • 38.
  • 39. Splitting link flow A A B C D E F G H I J K L N O P M Q A problem for both internal and external links Duplicate Content Issue D
  • 40. Splitting link flow A B C D E F G H I J K L N O P M Q Link juice flows to only one page Duplicate Content Issue D
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. Cross link related products
  • 48. Product Categorization Same Product, Different URLs Duplicate Content Issue D
  • 49.
  • 50.
  • 51. Engines can’t access… password protected areas Pages found through search, forms, dropdowns or select boxes
  • 53.
  • 54.
  • 55.
  • 57. Redirect changed page URLs Link redirect Visitors & Engines A A X
  • 58. Document & Page Structure
  • 59.
  • 60. Title tags Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products MyBeautyProducts.com Discount Wholesale Beauty Products Natural and Organic Facial Makeup for Healthy Skin Odor Free Nail Polish and Enamel for Long-Lasting Nails Why Natural and Organic Cosmetics Are Better MyBeautyProducts.com Hair > Shampoos > Vidal Sassoon Duplicate Content Issue D
  • 61.
  • 62.
  • 63. Meta keywords Get over it!
  • 64.
  • 65.
  • 66.
  • 67. Transcribe video and audio content 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.
  • 68.
  • 70.
  • 71.
  • 72. On-page CSS & java body {margin:0; padding:0; font-family:verdana,arial,helvetica,sans-serif; background: url(/images/body-bg.gif) repeat top left; text-align:center} body a:link {color:#069;} body a:visited {color:#069;} body a:active {color:#f93;} body a:hover {color:#f93;} #pageBox {position:relative; width:780px; margin:0px auto; border:1px solid #000; background-color:#fff; padding-top:97px} #content {margin:0; border:0px solid #000; text-align:left; background:#fff; padding:8px 5px 0 12px; font-size:70%} #footercontent {text-align:left; padding: 0 5px 16px 12px;font-size:70%} .contentTable {background:#fff;} #content {line-height:148%} #content li {list-style-image:url(/images/bullet-arrow.gif); margin-bottom:0px} .small {font-size:80%;} .larger {font-size:120%; text-decoration:underline;} #small1 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #small2 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #header {position:absolute; top:0; left:0; width:780px; background:#A9903C url(/images/logobar.gif) no-repeat; text-align:left; height:82px} #mainNav {position:relative; width:184px; font-size:70%; text-align:left; margin:0; padding-left:3px; margin-top:11px} #mainNav a {display:block; margin:0; padding:1px 4px 2px 0px; width:157px} #mainNav ul a:hover {color:#000; background:#E2E2E2; width:157px; cursor:pointer} #mainNav ul {margin:0; padding:0; list-style-type:none; margin:0 5px; padding:0px 0 0 4px; color:#FFF; text-decoration:none} #mainNav li {margin:0; width:162px; border-bottom:1px solid #4B4B4B} #mainNav .hilight {background:#E2E2E2; color:#000; cursor:default} #footer {position:relative; background:#000; color:#ccc; font-size:70%; padding:8px 2px 5px 5px; text-align:left; height:15px} #footer p, #footer a {color:#979797; margin:0; text-decoration:none} #footer a:hover {color:#fff; text-decoration:none} h1 {background:url(/images/checkered-flag.gif) no-repeat left; font-size:150%; padding:15px 0 15px 45px; font-weight:bold; border-bottom:dashed 1px #FF9933} h2 {font-size:105%; font-weight:bold; line-height:150%} h3 {text-align:center; font-size:110%; font-weight:bold; border:1px solid #C7C7C7; background:#E2E2E2; margin-top:0} h4 {padding:0; margin:0; margin-top:3px; font-size:110%; font-weight:bold;} h5 {font-size:105%; font-weight:bold; border-bottom:1px dashed #979797} .line {border-bottom:dashed 1px #FF9933} /* checkered bar */ #headBottomBar {height:30px; width:780px; background:#A9903C url(/images/topbar.gif) repeat-x; position:absolute; top:79px; left:0} /* Hor Navigation */ #navBox {position:relative; margin:0; margin:5px 0 0 20px; padding:0; z-index:10; text-align:left; border-left:1px solid #222; font-size:80%} #navBox a {color:#000} #navBox ul {padding:0; margin:0; list-style-type:none; height:20px} #navBox ul li {padding:0; margin:0; float:left} .menus {color:#000; font:bold 10px Tahoma,Verdana,Geneva; list-style-type:none; position:absolute; top:20px; background:#fff; visibility:hidden; padding:0; margin:0} .menus a {font-weight:bold; text-decoration:none; text-align:left} .menus a:link, a:visited, a:hover {color:#000} .menus li {clear:both} #m1 {left:-1px; top:21px} #m1 a {padding:2px 4px 2px 6px; width:15.5em} #m2 {left:48px; top:21px} #m2 a {padding:2px 4px 2px 6px; width:14em} #m4 {left:128px; top:21px} #m4 a {padding:2px 4px 2px 6px; width:11.5em} #m5 {left:243px; top:21px} #m5 a {padding:2px 4px 2px 6px; width:12em} #m3 {left:343px; top:21px} #m3 a {padding:2px 4px 2px 6px; width:10em} #m1 a:hover, #m2 a:hover, #m3 a:hover, #m4 a:hover, #m5 a:hover {background:#ff9933} #m1 a, #m2 a, #m3 a, #m4 a, #m5 a {display:block; background:#ffcc33; border-bottom:1px solid #666; border-right:1px solid #666; border-left: 1px solid #666} #breadcrumbs {font-size:95%; margin:0 -12px 15px -12px; padding:8px 16px 3px 12px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #breadcrumbs2 {font-size:95%; margin:0 0 15px -3px; padding:5.5px 16px 3px 16px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #quotebox {margin:0 8px 0 3px; font-size:85%; padding:0 6px; border:1px dashed #ff9933; line-height:14px} #quotebox a {text-decoration:underline; font-weight:normal} #quoteboxtext{text-align:justify} #headSiteTools {position:absolute; top:18px; right:1px} #headSiteTools img {display:block} #sherpaBox {border:1px solid #000; background:#fff} #borderBox {border:1px solid #000} #mainNav .recposts {border: 1px dashed #fff; margin: 5px; padding: 4px 5px 5px 5px; background:#fff; color:#000; width:155px} #mainNav .recposts a {display:block; text-decoration:none; padding:10px 0; border-bottom:1px dashed #ccc; margin-bottom:-4px; width:145px; font-weight:normal} #mainNav .recposts .nodash {border-bottom:1px solid #fff; text-align:right} #mainNav .recposts .logoimage {border-bottom:1px solid #fff; margin:0; padding:0; margin-left:3px; margin-bottom:-10px} #mainNav .recposts a:link {color:#F25313; text-decoration:none} #mainNav .recposts a:visited {color:#F25313} #mainNav .recposts a:hover {color:#96330B; text-decoration:underline} div#userLogin {width:200px; text-align:right; padding:6px 10px 2px 6px; white-space:nowrap} .formUserLogin {background:#C2AA57; color:#000; font-family:verdana, sans-serif; border:1px solid #000; width:95px; margin:0} .skip {display:none} .formUserLoginSubmit {background:#C2AA57; color:#000; font-family:verdana, sans-serif; font-size:90%; width:97px; margin:0; margin-top:3px; border-top:2px solid #E9D795; border-left:2px solid #E9D795; border-bottom:2px solid #4F4216; border-right:2px solid #4F4216} #bob {margin:15px 15px 0 10px; border:2px dashed #ff9933; background:url(/images/biopic-bobloblaw.jpg) no-repeat left bottom; } #bob p {padding:0 6px 0px 80px; font-style:italic; text-align:justify; } blockquote {margin:15px 10px 0 10px; padding:0 6px 0 10px; border:1px dotted #000} #requestquote {margin:0 8px 0 3px; padding:5px 5px 5px 5px; border:1px dotted #000; text-align:center} #block {margin:15px 30px 0 10px; padding:0 6px 0 10px;} <link rel=&quot;stylesheet&quot; type=&quot;text/css&quot; href=“styles.css“ />
  • 74. How tables are read 2 3 4 5 1 2 3 4 1
  • 75.
  • 76.
  • 77.
  • 78.
  • 82.
  • 83.
  • 85. Should site architecture to be a priority in your SEM campaign?
  • 86.
  • 87. Developers are often unaware of the value of good site structure
  • 88.
  • 89. Thank You! PolePositionMarketing.com SearchEngineGuide.com