ia, ux and seo
Post on 15-Sep-2014
14 views
DESCRIPTION
The toilet bowl of DEATH and 2 other tales from SEO, UX and IA.TRANSCRIPT
Ian Lurie @portentint
THE TOILET BOWL OF DEATH AND 2 OTHER TALES FROM SEO, UX & IA
portent.co/seofolly
Yes, like this, no ‘m’.
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IA = STRUCTURING INFORMATION FOR ALL CONSUMERS
THE CONSUMER IS NOT AN ALGORITHM
Thanks, memcrunch.com!
YOUR CUSTOMER IS NOT AN ALGORITHM
no, i meant goats... OMG.
Thanks, Matt Groening!
CANONICAL FINDABLE SIGNIFICANT
IAN’S HANDY-DANDY HEURISTIC FOR IA & SEO HARMONY
CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.
FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.
SIGNIFICANT. BRING CLARITY AND PRIORITY, REVEALING CHUNKS WHEN NEEDED.
YOUR CUSTOMER IS NOT AN ALGORITHM
i wave my hands thusly, and you all
nod at my saged knowingness.
THREE ONE-ACT PLAYS
CANONICAL. THE DUPLICATE CONTENT TOILET BOWL OF DEATH.
nooooooooo...
CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.
1 relative link
<a href = “~/link.aspx”>!
50 categories
shoes/link.aspx!dresses/link.aspx!clothing/link.aspx!shoes/dresses/clothing/link.aspx!!!
OR
<a href = “~”>!
MIX WELL…
HILARITYENSUES
<a href = “~”>!
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Zooming out…
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NAVIGATION ANALYTICS
HOW DO I KNOW IF THEY CLICKED THIS?
OR THIS?
<a href = “/foo.html?nav=top”>!
how may i help?
i r googles. where content be?
/foo.html?nav=top!/foo.html?nav=left!
no, wait. where are duh pages?
<a href = “~”>!
/foo.html?nav=tophome!
/foo.html?nav=lefthome!
gurgle...
CRAWL BUDGET
LOST AUTHORITY
GENERAL HIGGLDEY PIGGLEDY
LOTSA OPTIONS
/foo.html#nav=tophome!/foo.html#nav=lefthome!
baby-bath/-/N-5xtjj#?lnk=gnav_baby_3_7&intc=736562!
CRAZYEGG.COM
GOOGLE ANALYTICS EVENT TRACKING
GOOGLE ANALYTICS IN-PAGE ANALYSIS
GOOGLE ANALYTICS IN-PAGE ANALYSIS
GOOGLE ANALYTICS IN-PAGE ANALYSIS
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
REL = CANONICAL
CANONICAL. EACH INFORMATION CHUNK HAS ONE UNIQUE ADDRESS.
FINDABLE. THE ISLAND OF MISFIT CHUNKS
nobody wants a charlie in the
box...
FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.
SHITSEOSSAY
We need to flatten your site.
We should hide this content from Google by adding an iframe with a nofollowed directory and robots.txt set to disallow the boornigarneiz so we can exagenate the frendiges algorithm thereby achieving foobinberry!
THE RESULT
SHIT‘WEB’DESIGNERSSAY
Too many words on the page.
….
HYPER
TEXT MARKUP LANGUAGE
THE RESULT
OR
BARF
We need to hide some content, to prevent duplication, y’know, for SEO and stuff.
GOOGLE CAN’T FIND THIS STRUCTURE
THE RATIONAL SURFER
Who’s going to click here?!
THE 90-SECOND PAGE LOAD
THE NIFTY SURPRISE CONTENT
well, fiddlesticks. I never knew that was
there.
IMPROPER CLASSIFICATION
GRATZ!
THE FIX
DESIGN FOR CONTENT
typekit
COMPROMISE
100% CLICKABILITY
FINDABLE. ALL INTENDED INFORMATION CONSUMERS CAN NAVIGATE TO AND READ EVERY CHUNK.
SIGNIFICANT. EXPLODING MENU SYNDROME.
SIGNIFICANT. BRING CLARITY AND PRIORITY, REVEALING CHUNKS WHEN NEEDED.
JUST SHIT
MY STORY
Drop downs go bye-bye
WE NEED THE DORP DOWNZ!!!!!!
Eggs Milk Butter
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Yak Cow Wildebeest Giraffe of Magnesia -y substances
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Disguised Not disguised Fake Curse you
MENU = 162 LINKS
MENU = 162 LINKS 1,600 LINES OF CODE
MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME
MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS
MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS TOTAL USER CONFUSION
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Disguised Not disguised Fake Curse you
No drop downs
Drop downs
No drop downs
Drop downs
No drop downs
Drop downs
Lost rankings: 50 keywords
Lost rankings: 50 keywords Lost revenue: $1,200,000
YOU SURE SHOWED ME
THE FIX
DON’T BE A
NO ONE WANTS ACCESS TO EVERYTHING, ALL THE TIME.
Eggs Milk Butter
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
SIGNIFICANT. BRING CLARITY AND PRIORITY, REVEALING CHUNKS WHEN NEEDED.
USE YOUR
THREE ONE-ACT PLAYS
CANONICAL FINDABLE SIGNIFICANT
IAN’S HANDY-DANDY HEURISTIC FOR IA & SEO HARMONY
