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Website Structure for Humans, Robots & Profit

Michael Briggs
by

Emma Marti

on 16 September 2013

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Transcript of Website Structure for Humans, Robots & Profit

Website Structure for Humans, Robots & Profit
Michael Briggs
Director of Strategy
http://www.caliberi.com

20 years ago...
Condescending Acronym Slides
IA (Information Architecture)

UX (User eXperience)

SEO (Search Engine Optimisation)

Just for the record
IA ! = UX ! = SEO
A New Marketing Hope
IA + UX + SEO
Information architecture
IA is structuring of information

Focussed on the needs of the

Create the systems for within a site

consumer
user movement
Search Engines
Search engines != consumers


Search engines != consumers


Search engines != consumers


Search engines != consumers


Algorithms don’t spend money

Algorithms don’t spend money

Algorithms don’t spend money

Algorithms can’t emote


Algorithms can’t emote

Algorithms are stupid

SEO as a result...
Focuses on giving a machine what

it wants
SEO as a Marketing Channel
Focuses on

leveraging the machine
Increase visibility

Deliver traffic

Grow Sales

Information Architecture
IA is structuring of information

Rubric

Focussed on the needs of the consumer

Create the systems for user
movement within a site

Focussed on the needs of the algorithm

Internal link weight

Is this architecture?
Is this architecture?
This is true information architecture


A developed, joined up system
Created to benefit people
User eXperience
User eXperience is how a user
FEELS
about the system

Algorithms make about the UX

But they don’t have a

real reaction
guesses
How do users interact?


Why do users not buy?

How can we make it better?

Give reasons to buy

Reduce
reasons not to buy

Make it easy to get from

A to B
IA can help improve UX

SEO
SEO must

Create an experience for a
Create an experience for a
user
machine
join everything together
Site Experience (Robot + Human) =
improved positions, traffic & sales
Experience starts here…
Maximise real estate
Microformats

Meta data

Keywords

Breadcrumbs

Keywords and Entities
Keywords are so
oldschool
Search engines now want to define
entities
Understand the
“aboutness”
of a page
Entity Definition
I want content about a
Country

Cover the dimensions
where possible on page

Currency & exchange rates

Food & Drink

Languages

Time zones

Bordering countries & internal links

If not create

sub-pages
Delivering width in the IA and improving the UX

All adds to useful
customer journey

Navigation
Get users and bots to

related information
Impose on site

architecture
Improve
internal link weighting

Start with keyword flow

Generic -> specific

Concept Flow

Entity definitions

Learn from user searches on page


related pages systems
to develop
Markup effectively

HTML5 <nav>…</nav>

Microformats

Hx

What does this give us?
User

Content

Informative and useful

Breadth of focus

Smoother customer journey
to relevant information

Links
Street plan navigation

Search Engine

Content

Builds an entity basis

Creates structural units

Easily indexable

Strongly rankable

Links

Concepts linked

Semantic units created


Thank you
Michael Briggs

@caliberi
michael.briggs@caliberi.com
Full transcript