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Dominic WoodmanDistilled
Getting Your House in Order.
http://www.slideshare.net/DominicWoodman
What is Information Architecture?
We don’t really agree
And no-one uses less than 2000 words and at least 3 acronyms.
“Deciding how something will be organized”
abbytheia.com
“Deciding how something will be organized” - (DHSWBO)
abbytheia.com
What do SEOs think it means?
LIINNNKKKS
(INTERNAL)LIINNNKKKS
Matching up intents to
templates & pages
How you link & relate those
pages so search engines understand the
relationship
Matching up intents to
templates & pages
How you link & relate those
pages so search engines understand the
relationship
Matching up intents to
templates & pages
4
2000
How you link & relate those
pages so search engines understand the
relationship
Matching up intents to
templates & pages
Your customers will see the right pages at
the right points in their journey.
So this presentation is not about links
Matching up intents to
templates & pages
How about some real life
Matching up intents to
templates & pages
I re-targeted the guide and redirected the
advert.
Bounce Rate Pages / Session
Before 56.23% 1.53
After 31.47% 4.70
Nah we’re good.
CHANGE ONE MONTH
FIVEMONTHS
Keeping this tangible
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Lucky Images /
Shutterstock
Example: Buying a car
Lucky Images /
Shutterstock
Matching up intents to templates & pages
Matching up intents to
templates & pages
GIANTSPOILERS
Matching up intents to
templates & pages
Who buys your product?
Who buys your product?
Dave
● Looking to upgrade on old car
Alice
● Moved out, now, getting first car
Who buys your product?
Build customer profilesWhat are the steps to buying?
What are the steps to buying?
Building requirements
Compare competitors
Looking around
List of cars
Looking for deals
1 2 3
4 5
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
How can you reach people in each step?
Building requirements
Compare competitors
Discovery List of cars
Looking for deals
1 2 3
4 5
OfflineSocial Organic Search Organic Search
PPCEmailOrganic Search
How can you reach people in each step?
Building requirements
Compare competitors
Discovery List of cars
Looking for deals
1 2 3
4 5
OfflineSocial Organic Search Organic Search
PPCEmailOrganic Search
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Where search is the answer, get keywords
Building requirements - vw golf
vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf lengthvw golf interior dimensions
vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
How to split those keywords into pages?
vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf lengthvw golf interior dimensions
vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
Turning keywords into pages
bit.ly/page-to-keyword
We start with our keywords
vw golf reviewvw golf reliabilityvw golf exteriorvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf interior dimensions
vw golf trunk spacevw golf tire size2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Go and scrape the top 10 - 20 for our keywords
The URLs that rank 1 to 20
Rich snippet information
Your favourite rank tracking tool.
Get title & meta for the top 10 - 20
Export with rank, or just crawl them.
Get domain strength
APIs or URL Profiler
Go and get all the existing pages and templates
Enough data gathering.
Reviewvw golf reviewvw golf reliabilityvw golf exterior
Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions
2012 Review2012 vw golf review2012 vw golf interior
2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Take a punt at grouping the keywordssemantically
TERM TAGGER
TERM TAGGER
You have already missed my talk
LANGUAGE APIS
TERM TAGGER
You have already missed my talk
LANGUAGE APIS BY HAND
Reviewvw golf reviewvw golf reliabilityvw golf exterior
Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions
2012 Review2012 vw golf review2012 vw golf interior
2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Match up the groups we made to pages
SpecsReview SpecsSpecs
2012Review
2012Specs
Retarget
Create
What pages is Google showing for your grouping?
vw golf interior dimensions
specific
specific
specific
specific
What pages is Google showing for your grouping?
vw golf reliability
specific
specific
general
specific
specific
specific
What pages is Google showing for your grouping?
2012 vw golf reliability
general
general
general
general
general
Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions
What actually ranks?
What rankedGeneral specs pageGeneral specs pageGeneral specs pageGeneral specs pageSpecific dimension pageSpecific dimension pageSpecific dimension pageSpecific dimension page
We’re going to look for occurrence of terms in the URL, title & meta
You’ll average across all the keywords for a page
You’re stronger than competitors
You’re weaker than competitors
SERP is specific pages
SERP isgeneral pages
You’re stronger than competitors
You’re weaker than competitors
SERP is specific pages
SERP isgeneral pages
Specific pages
Specific pages
You’re stronger than competitors
You’re weaker than competitors
SERP is specific pages
SERP isgeneral pages
General or specific pages
Specific pages
Specific pages
You’re stronger than competitors
You’re weaker than competitors
SERP is specific pages
SERP isgeneral pages
General or specific pages
Specific pages
Specific pagesDeprioritize
Is this group genuinely new? (i.e. no-one has covered
them)
Source: https://www.instagram.com/avocadotoast/?hl=en
Source: https://www.instagram.com/avocadotoast/?hl=en
Source: https://www.instagram.com/avocadotoast/?hl=en
Source: https://www.instagram.com/avocadotoast/?hl=en
Source: https://www.instagram.com/avocadotoast/?hl=en
Source: https://www.instagram.com/avocadotoast/?hl=en
You’re stronger than competitors
You’re weaker than competitors
SERP is specific pages
SERP isgeneral pages
General or specific pages
Specific pages
Specific pagesSpecific pages
Reviewvw golf reviewvw golf reliabilityvw golf exterior
Specsvw golf specsvw golf mpgvw golf r horsepowervw golf mileagevw golf lengthvw golf tire sizevw golf trunk spacevw golf interior dimensions
2012 Review2012 vw golf review2012 vw golf interior
2012 Specs2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
Original keyword grouping
Reviewvw golf reviewvw golf exterior
Specsvw golf specsvw golf mpgvw golf r horsepowervw golf tdi mileagevw golf tire size
2012 Review2012 vw golf review2012 vw golf interior2012 vw golf mpg2012 vw golf specs2012 vw golf reliability2012 vw golf length
With updated keyword grouping, re-target and create pages
Dimensionsvw golf interior dimensionsvw golf lengthvw golf trunk space
Reliabilityvw golf reliability
SpecsReview SpecsSpecs
Dimensions2012ReviewReliability
We wait.
Rinse & Repeat
Go to search console. Pull down data.
Look for how well assignment worked and ping-ponging
Suspicious SERP Flux: bit.ly/2wMES8M
Re-work keyword targeting
New keywords that need assigningvw golf trunk spacevw golf boot dimensionsvw golf fuel consumption
Existing keywords that are changing pagesvw golf tire sizevw golf mileage
Consolidate pages you don’t need
SpecsOld blog post on VW golf specs
LIIIIINNKKKKS
SpecsReview SpecsSpecs
Dimensions2012Review Reliability
We wait & iterate again.
This is not a 1 month win
Next week
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?
Get your house in order
@dom_woodman
Resource: bit.ly/page-to-keywordSlides: bit.ly/ia-brighton-2017