All Annotations of SEO & IA - A findability challenge » SlideShare[Preview]

saved byJason Bao on 2007-12-07

• 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

• 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