Process for Online Visibility: From Information Architecture to Killer Content
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Information Architecture (IA) is the structure (categories) that brings all of a website’s pieces (content assets) together while providing a flow for your website visitors, in language they use and understand. Dana Lookadoo delivered this presentation at PubCon Las Vegas in November 2011.
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Process for Online Visibility: From Information Architecture to Killer Content
- 1. Process for Online Visibility: From Information Architecture to Killer Content November 2011 Dana Lookadoo Yo! Yo! SEO @lookadoo & @YoYoSEO
- 2. Search & Social Domination Equation Building Blocks
- 7. Information Architecture Planning Just say “NO” to developers who skip it…
- 13. Keyword Research Beyond Google AdWords Keyword Tool…
- 15. Optimized IA
- 16. Optimized IA Process Head Keywords on Primary SEO Pages Audience Needs Content Types
- 17. Page-By-Page Mapping Cluster / Theme Content into Buckets Target Audience Content with Keywords, Calls to Action
- 18. Taxonomy & Schema How you serve up your site's content can have a dramatic effect on search engine rankings. Depth of Navigation Folder Structure Types of Content
- 19. Categories & Internal Linking Plan logical categories with an internal linking structure to send PageRank to most important pages.
- 20. Internal Structure Themed Verticals “ Silos”
- 21. Internal Linking Internal Linking Keyword-rich Anchor Text
- 22. IA Navigation
- 23. URLs & Hierarchy Where does each page live? What’s its name? Naming convention is CMS-dependent.
- 24. Optimized Information Architecture Traditional SEO: URLs & Directory Structure Page Titles Keywords Quality Content Links & Anchor Text Content design process from the ground up.
- 26. Understanding Audience Behavior Say “NO” to designers, copywriters & SEOs who don’t think about your people 1st!
- 28. Intimately Know Thy Audience
- 34. Content Creation - Planning & Process Say “NO” to publishing content without a plan!
- 35. IA Nav & Content Worksheet IA Content Worksheet Template: http://yseo.us/IAworksheet
- 36. Worksheet Tabs: “ IA Navigation” “ Content Worksheet”
- 37. Content Planning Framework Pre-Content Creation Persona Needs, Pain Point
- 38. Content Planning Framework Pre-Content Creation Types of Content Each page must have a goal!
- 39. Content Objects
- 40. Content Objects Step-by-Step PDFs Video Demos
- 41. Keywords, Competition, SERPs Research. Research. Research. Blended / Universal? Create content to beat Top 3 1 primary keyword phrase per page
- 42. Know Thy “Query Space” Shopping Results – Data Feed YouTube - Video Yahoo! Answers
- 43. Know Thy “Query Space” Local Results Image Search News Search Competitive Ad Space
- 44. Content Optimization Framework On-Page Optimization =LEN()
- 45. On-Page Optimization Content Optimization Framework Train Content Writers Headlines = Semantic Structure
- 46. Digital Asset Optimization Content Optimization Framework PDF “SEO” Image Storytelling Video CTAs / Engage!
- 47. Optimize Categories, Tags, et al Blog Publishing Tags != Categories
- 48. Optimize Categories, Tags, et al Blog Publishing Thumbnail Read More Excerpt
- 49. <HEAD> Is Content Too! Page Control Indexation & Caching
- 51. More <HEAD> … Meta / Social Control Social Sharing “cheat” w/o Facebook OGP Say “NO” to DMOZ & Yahoo!
- 52. Facebook Share Control without OGP Or… Facebook Open Graph Protocol: http://yseo.us/ogp
- 53. FINAL Publishing Checklist Dot your “i”s and cross your “t”s… bit.ly + UTM Variables = Social Referral Data Anchor Text Planning
- 54. Process for Online Visibility
- 55. Your Competition
- 56. Dana Lookadoo Yo! Yo! SEO [email_address] @lookadoo & @YoYoSEO