SEO & IA - A findability challenge
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Alberto MucignatItalian IA Summit 2007
SEO & IAa findability challenge
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The art and science of organizing and labeling web site to support usability and findability
Information Architecture (IA)
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The art and science of making webpages attractive to the search engines
Search Engine Optimization (SEO)
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What about you?
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Elements
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The common field
Findability is a goal of IA-Wikipedia
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titles
meta info
urls
labels
links
markup
contents
Typical SEO/IA informations
keywords
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Challenge
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Design for the people and, most of the time, you’ll keep the robots happy!
Make it easy
-UserEffect.com
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Where does it all start?
?
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Where does it all start?
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Google rule #1
Search engine is the real site homepage
-David Weinberger
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Google rule #2
>90% of search engine traffic is directed to secondary pages
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Searchengine
HP
Page #1
Page #2
Page #n
Old paradigma
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Searchengine
HP
Page #1
Page #2
Page #n
New paradigma
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Homepage is dead
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http://shirky.com/writings/ontology_overrated.html
Hierarchy
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http://shirky.com/writings/ontology_overrated.html
Linked hierarchy
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http://shirky.com/writings/ontology_overrated.html
Circularity
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http://shirky.com/writings/ontology_overrated.html
Findability
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Every page is a main page
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we can apply to every entry page the same rules we used for the homepage
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A SEO & IA Framework
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Berrypicking model
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From Analytics to Structure
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Find important pages groups
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Discover pages groups info
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Define SERP elements
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Context of search
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Context of search
Avoid unexpected contents
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Carefully define page items
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No more dead roads
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the real paradigma...
But...
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Users come from several sources
Search engine
Aggregator
Direct links
WEBSITE
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Contents’ spreading
Newsletter
RSS Feed
WidgetsWEBSITE
Players
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Designing the inside out
Originally by Are Hallandhttp://www.slideshare.net/aregh/core-and-paths-designing-findability-from-the-inside-and-out
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Web 5.0