Matching Keywords to Pages - Information Architecture
- 1. Dominic Woodman Distilled Getting Your House in Order. @twitter http://www.slideshare.net/DominicWoodman
- 13. And no-one uses less than 2000 words and at least 3 acronyms.
- 14. “Deciding how something will be organized” abbytheia.com
- 15. “Deciding how something will be organized” - (DHSWBO) abbytheia.com
- 16. What do SEOs think it means?
- 17. LIINNNKKKS
- 19. Matching up intents to templates & pages
- 20. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 21. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 22. 4
- 24. 2000
- 27. How you link & relate those pages so search engines understand the relationship Matching up intents to templates & pages
- 28. Your customers will see the right pages at the right points in their journey.
- 30. So this presentation is not about links
- 31. Matching up intents to templates & pages
- 34. How about some real life
- 39. Matching up intents to templates & pages
- 41. I re-targeted the guide and redirected the advert.
- 42. Bounce Rate Pages / Session Before 56.23% 1.53 After 31.47% 4.70
- 43. Nah we’re good. CHANGE ONE MONTH FIVE MONTHS
- 49. Example: Buying a car Lucky Images / Shutterstock
- 50. Matching up intents to templates & pages
- 51. Matching up intents to templates & pages
- 53. GIANT SPOILERS
- 54. Matching up intents to templates & pages
- 55. Who buys your product?
- 56. Who buys your product? Dave ● Looking to upgrade on old car Alice ● Moved out, now, getting first car
- 57. Who buys your product? Build customer profilesWhat are the steps to buying?
- 58. What are the steps to buying? Building requirements Compare competitors Looking around List of cars Looking for deals 1 2 3 4 5
- 59. Who buys your product? Build customer profilesWhat are the steps to buying? Build customer profilesHow can you reach people in each step?
- 60. How can you reach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
- 63. How can you reach people in each step? Building requirements Compare competitors Discovery List of cars Looking for deals 1 2 3 4 5 Offline Social Organic Search Organic Search PPC EmailOrganic Search
- 64. 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
- 65. Where search is the answer, get keywords Building requirements - vw golf vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 66. 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?
- 67. How to split those keywords into pages? vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 68. 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?
- 71. We start with our keywords vw golf review vw golf reliability vw golf exterior vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf interior dimensions vw golf trunk space vw golf tire size 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 72. Go and scrape the top 10 - 20 for our keywords The URLs that rank 1 to 20 Rich snippet information
- 73. Your favourite rank tracking tool.
- 74. Get title & meta for the top 10 - 20
- 75. Export with rank, or just crawl them.
- 77. APIs or URL Profiler
- 78. Go and get all the existing pages and templates
- 80. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Take a punt at grouping the keywords semantically
- 81. TERM TAGGER
- 82. TERM TAGGER You have already missed my talk LANGUAGE APIS
- 83. TERM TAGGER You have already missed my talk LANGUAGE APIS BY HAND
- 84. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length
- 85. Match up the groups we made to pages
- 88. What pages is Google showing for your grouping? vw golf interior dimensions specific specific specific specific
- 89. What pages is Google showing for your grouping? vw golf reliability specific specific general specific specific specific
- 90. What pages is Google showing for your grouping? 2012 vw golf reliability general general general general general
- 91. Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions What actually ranks? What ranked General specs page General specs page General specs page General specs page Specific dimension page Specific dimension page Specific dimension page Specific dimension page
- 92. We’re going to look for occurrence of terms in the URL, title & meta
- 93. You’ll average across all the keywords for a page
- 94. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages
- 95. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages Specific pages Specific pages
- 96. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pages
- 97. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pagesDeprioritize
- 98. Is this group genuinely new? (i.e. no-one has covered them)
- 106. You’re stronger than competitors You’re weaker than competitors SERP is specific pages SERP is general pages General or specific pages Specific pages Specific pagesSpecific pages
- 107. Review vw golf review vw golf reliability vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf mileage vw golf length vw golf tire size vw golf trunk space vw golf interior dimensions 2012 Review 2012 vw golf review 2012 vw golf interior 2012 Specs 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length Original keyword grouping
- 108. Review vw golf review vw golf exterior Specs vw golf specs vw golf mpg vw golf r horsepower vw golf tdi mileage vw golf tire size 2012 Review 2012 vw golf review 2012 vw golf interior 2012 vw golf mpg 2012 vw golf specs 2012 vw golf reliability 2012 vw golf length With updated keyword grouping, re- target and create pages Dimensions vw golf interior dimensions vw golf length vw golf trunk space Reliability vw golf reliability
- 110. We wait.
- 111. Rinse & Repeat
- 112. Go to search console. Pull down data.
- 113. Look for how well assignment worked and ping-ponging Suspicious SERP Flux: bit.ly/2wMES8M
- 114. Re-work keyword targeting New keywords that need assigning vw golf trunk space vw golf boot dimensions vw golf fuel consumption Existing keywords that are changing pages vw golf tire size vw golf mileage
- 115. Consolidate pages you don’t need Specs Old blog post on VW golf specs
- 117. We wait & iterate again.
- 118. This is not a 1 month win
- 119. Next week
- 120. 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?
- 121. 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?
- 123. Get your house in order
Editor's Notes
- #3: Brother is an engineer. He also looks like aslan. When he’s not busy saving narnia. My brother is an engineer
- #6: You have to do IA & engineering - UX and SEO vs engineer and architects
- #7: And that’s what i’m hoping to bring here, except this presentation will be slightly shorter than 2 years.
- #14: These aren't very helpful definitions.
- #15: Even my favourite one, isnt’ that helpful.
- #19: Its a crucial part of it, but it’s not the main part and we fuck up other parts more.
- #20: This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #21: This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #22: This as it turns out. Is a reaaaaaly big problem space. Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets
- #23: people
- #27: This means your linking has to work so much harder. What is every room was a bathroom Add a thing pointing to landing page as a room
- #28: Which is a real shame because if you nail the two of these
- #30: You will get your reward. It probably won’t look that good. That also doesnt look very stable. People will be so happy they’ll give you rewards like this. Dabetes inducing awards. Be more clear
- #32: Far too much. To be done in one go. As will become apparent when I go through some of parts that fit into each of these buckets Our problem space is large. Waaay too big for one presentation
- #33: Beacuse tahts how we get from a gorgeous small house of a website
- #44: Show time scale Arrow for change 4 weeks after 6 months after
- #46: Thank you very much I’ll see you next year. What is this an exmaple of. Well when do you make that face.
- #47: Thank you very much I’ll see you next year.
- #48: Thank you very much I’ll see you next year.
- #49: Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car. Can you guess what is is from this picture. Because i spent ages choosing this picture. I basically picked this example because this picture was so amazing
- #50: Our example to ground this (otherwise this stuff can sound pretty wishy washy) is going to be buying a car. She’s buying a car, obviosuly.All of you should recognised that face and thought. Oh thats my buying a car face. red circle around car keys
- #52: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation. This si a super big area.
- #53: This is not a problem that hosue solves week in week out.
- #55: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #56: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #57: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #58: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #59: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #60: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #61: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation awareness
- #62: In 2012
- #64: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #65: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #66: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #67: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #68: If you agree with my “definition” of what it contains. Our problem space is large. Too big for one presentation
- #69: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #78: link
- #89: Is google grouping them into another topic
- #90: Is google grouping them into another topic
- #91: Is google grouping them into another topic
- #95: This needs work. Bottom left hand corner is give up
- #96: This needs work. Bottom left hand corner is give up
- #97: This needs work. Bottom left hand corner is give up
- #98: This needs work. Bottom left hand corner is give up
- #100: Move this to end
- #107: This needs work. Bottom left hand corner is give up
- #110: Put avocaod here
- #114: Pi metrics john earshaw
- #121: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation
- #122: If you agree with my “definition” of what it contains. Our problem space is large. Waaay too big for one presentation