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@earnedMarketing
`
Tomas Vaitulevicius@earnedMarketingHead of Digital Marketing @ JustPark
Apr-15
Jul-15
Oct-15
Jan-16Apr-1
6Jul-1
6Oct-
16Jan-17
Apr-17
Jul-17
Oct-17
0200,000400,000600,000800,000
1,000,0001,200,0001,400,0001,600,0001,800,0002,000,000
SEO Traffic
Aug-08Feb-09
Aug-09Feb-10
Aug-10Feb-11
Aug-11Feb-12
Aug-12Feb-13
Aug-13Feb-14
Aug-14Feb-15
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000SEO Traffic
@earnedMarketing
Richard Baxter@richardbaxter
Benjamin Johnson@d00berry
Dean Rowe+DeanRoweSEO
Big thanks for help in putting this content together
@earnedMarketing
Search Demand
Topic Coverage
Top of Class Content
Dedicated Pages
Flat Prioritised Linking Monitoring
Devising of SEO architecture follows a very similar set of steps at websites of all sizes
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Monitoring
Search Demand
Topic Coverage
Top of Class Content
Dedicated Pages
Flat Prioritised Linking
Index management
Thin / duplicate content
Maintenance
Waste
Crawl budget
Cannibalisation
Content churn
Technical Complexit
y
But at large ones there’s a number of other SEO complications that need to be dealt with. This deck focuses primarily on Waste (of crawl budget, Google index & internal link equity)
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Nofollow
Robots.txt
Noindex
Canonical
keep Googlebot away from parts of sitekeep Googlebot away from parts of site get parts of site out of Google’s indexsolve duplicate content issues
SEO TOOLKIT
Small Sites
Another difference between small and large site SEO architecture is that the basic SEO tools…
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Nofollow
Robots.txt
Noindex
Canonical
keep Googlebot away from parts of sitekeep Googlebot away from parts of site get parts of site out of Google’s indexsolve duplicate content issues
burn internal link equity
burn internal link equity & block inbound link
equitywaste crawl budget and burn 15% of link equity
waste crawl budget, burn 15% of link equity
& add uncertainty
SEO TOOLKIT BAND AIDS
Small Sites Large Sites
…become pretty damaging on scale
@earnedMarketingThis matters because PageRank is still the foundation of Google’s crawl and indexation
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Search 0.61
Listing
Home 0.85
0.72
1
0.72
0.61
Category0.85
1
With 1 unit of PageRank arriving to the homepage and cascading down through links
@earnedMarketing
Search 0.15
Listing
Home 0.85
0.36
1
1
0.36
0.15
Category0.85
0.36
0.15
Dead-end
Dead-end
If we add a couple of links patched with the SEO band-aids (nofollow or Robots.txt Disallow), we’ll make half of the link equity of Category and Search pages evaporate from our site
@earnedMarketing
Search 0.15
Listing
Home 0.85
0.36
1
1
0.36
0.15
Category0.85
-75%
0.36
0.15
Dead-end
Dead-end
Making the listing page 75% weaker. Inefficiencies like these are killing large site SEO as pages with little PageRank don’t get crawled and indexed, and obviously won’t get any traffic
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IT IS HARD!
Huge amounts of waste and damaging effects of SEO Band Aids do make Large Site SEO Architecture pretty d*mn hard
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Page OrientedArchitecture
Destination Oriented
Architecture
Single Page Application
But we found inspiration in the new technology of Single Page Applications for a new approach to SEO architecture which fixes the problems rather than patching them up
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justpark.com/london/justpark.com/london/?page=2justpark.com/london/?sort=pricejustpark.com/listing-1/justpark.com/listing-1/photosjustpark.com/listing-1/savejustpark.com/listing-1/enquirejustpark.com/listing-1/bookjustpark.com/forgot-password
page page? page? page page?page?page?page?page?
destination destination destination destination destinationdestinationdestinationdestinationdestination
PAGES vs DESTINATIONS
In Destination Oriented Architecture we want to identify the canonical pages/URLs that represent real Destinations targeting SEO Topics and “kill” all of the other publicly available URLs
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1 SEO Topic = 1 Destination1 Destination = 1 SEO TopicNo SEO Topic = No Destination
We want to have as many distinct Destinations as we have different SEO Topics we’re targeting. And all the supplementary content and functionality to live within these Destinations
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DESTINATION TO CRAP RATIOS
Usage
Internal links
Index
Crawl
0% 20% 40% 60% 80% 100%
We use Destination to Crap ratios to gauge how well we’re doing on the journey to a fully Destination Oriented Architecture (it’s also helpful in getting buy-in from the different stakeholders as no one wants to think of their platform as being 80% crap or waste)
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Crawl – split of Googlebot crawl hits in your access logs between (exact) destination URLs and notIndex – all of your destinations should be in your sitemaps that are submitted to the Google Search Console. Index ratio is = Indexed Destinations (GSC > Crawl > Sitemaps) vs Total Indexed (GSC > Google Index > Index Status) - Indexed DestinationsInternal Links – all internal links from a web crawl (Screaming Frog, Deep Crawl, etc.) split between the ones pointing to (exact) destination URLs and notUsage – page views of your users (web analytics) split between (exact) destination URLs and not
METHODOLOGY
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rightmove.co.uk/fees.html?listing_id=165467654justpark.com/parking-spaces/…/callout-snippet/ > Js-off – host content within
a relevant destination and link with in-page anchors> Js span trigger for preloaded or AJAX lightbox
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
SUPPLEMENTARY CONTENT
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rightmove.co.uk/property/London.html/svr/2124;jsessionid=9BE1415794CEDC5590B1FA11B8817DE0
> Exclude for bots > Move to cookies> Go stateless (in extreme circumstances carrying the state in POST form hidden fields)
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
SESSION PARAMETERS
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http://ww.just-park.co.uk/uk/parking/London >>https://www.justpark.com /uk/parking/london / > Catch-all 301 redirects in
server config > http <> https > non-www <> www < unrecognised subdomains > upper case > lower case > no trailing slash <> trailing slash
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
ALTERNATIVE URLs
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instagram.com/accounts/login/?next=%2Fabout…distilled.net/store/profile/login/?next=/resources/ > Hash parameter for Js
> HTTP Referrer> Cookies / LocalStorage> Lightbox login form
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
FORWARDING PARAMETERS
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ufc.com/fightweek?utm_campaign=Intl+Fight+…ted.com/?utm_medium=email&utm_source=Oxford…> Special URL tracking redirect
loop> Hash (#) parameter based traffic source tracking
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
TRACKING PARAMETERS
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justpark.com/london/…/garden-car-park/?start_date=2015-08-16&end_date=2015-08-16&start_time=… > Omit on default
> Server session (but better not)> Hash parameter for Js> Cookies / LocalStorage
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
FUNCTIONAL PARAMETERS
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worldbank.org/…/modules/economic/gnp/print.htmlrightmove.co.uk/…/print.html?listingId=47812940 > Print Stylesheet! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
PRINT VERSION
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justpark.com/…/book/?listing_id=148685&…rightmove.co.uk/addtoshortlist.html?listing_id=478129
> Logged-out version link to /login#forwarding=xxx> Logged-out version Js span trigger login lightbox> POST to the product URL> AJAX for logged-in
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
LOGGED-IN FUNCTIONALITY
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justpark.com/uk/parking/brighton/?page=2rightmove.co.uk/…/London.html?sortType=1
> InPage-only AJAX manipulations> Cookies> Hash parameters and on load AJAX processing
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
SEARCH PAGINATION & FILTERS
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gumtree.com/search?q=car&tq=%7B%22i%22%3A...ebay.co.uk/sch/i.html?_nkw=car&_from=R40&_tr…> Canonicalising redirects
> Js search form pointing to the canonical URL> AJAX search with pushState canonical URLs (SPA)
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
DYNAMIC SEARCH URLS
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rightmove.co.uk/…/terms-of-use-and-privacy-policyjustpark.com/uk/airport-parking/
> Js span triggered AJAX lightbox> Shortlisting only relevant resources by page type (homepage, search, etc.)> Merge multiple site-wide-linked pieces into a single location with hash deep links
! Crawl Waste! Littered Index! Duplicate Content! Thin Content! Wasted Internal Link Equity ! Scattered Inbound Link Equity
SITE-WIDE LINKS (HEADER / FOOTER)