SEO & IA - A findability challenge » SlideShare

Slide 1: SEO & IA a findability challenge Alberto Mucignat Italian IA Summit 2007

Slide 2: Information Architecture (IA) The art and science of organizing and labeling web site to support usability and findability

Slide 3: Search Engine Optimization (SEO) The art and science of making webpages attractive to the search engines

Slide 4: What about you?

Slide 5: Elements

Slide 6: The common field Findability is a goal of IA -Wikipedia

Slide 7: Typical SEO/IA informations keywords markup titles links urls contents meta info labels

Slide 8: Challenge

Slide 9: Make it easy Design for the people and, most of the time, you’ll keep the robots happy! -UserEffect.com

Slide 10: Where does it all start? ?

Slide 11: Where does it all start?

Slide 12: Google rule #1 Search engine is the real site homepage -David Weinberger

Slide 13: Google rule #2 >90% of search engine traffic is directed to secondary pages

Slide 14: Old paradigma Page #1 Page #2 Search HP engine Page #n

Slide 15: New paradigma Page #1 Page #2 Search HP engine Page #n

Slide 16: Homepage is dead

Slide 17: Hierarchy http://shirky.com/writings/ontology_overrated.html

Slide 18: Linked hierarchy http://shirky.com/writings/ontology_overrated.html

Slide 19: Circularity http://shirky.com/writings/ontology_overrated.html

Slide 20: Findability http://shirky.com/writings/ontology_overrated.html

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Slide 21: Every page is a main page

Slide 22: we can apply to every entry page the same rules we used for the homepage

Slide 23: A SEO & IA Framework

Slide 24: Berrypicking model

Slide 25: From Analytics to Structure

Slide 26: Find important pages groups

Slide 27: Discover pages groups info

Slide 28: Define SERP elements

Slide 29: Context of search

Slide 30: Context of search Avoid unexpected contents

Slide 31: Carefully define page items

Slide 32: Give more http://www.youtube.com

Slide 33: No more dead roads

Slide 34: But... the real paradigma...

Slide 35: Users come from several sources Search engine Aggregator WEBSITE Mail Direct links

Slide 36: Contents’ spreading Newsletter RSS Feed WEBSITE Widgets Players

Slide 37: Designing the inside out Originally by Are Halland http://www.slideshare.net/aregh/core-and-paths-designing-findability-from- the-inside-and-out

Slide 38: Web 5.0

Slide 39: Thank you! Alberto Mucignat alberto.mucignat@gmail.com skype: alberto.mucignat http://www.mucignat.com

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