1. Website Architecture Stoney deGeyter Pole Position Marketing [email_address] Stoney deGeyter Pole Position Marketing [email_address]

2. Developers are often unaware of the value of good site structure

3. What you lose with poor SEO…

4. Don’t Make Me THINK , Dammit!

5. Poor website architecture hinders search engine performance I’m with search engine I’m with user

7. Build a search engine friendly website

9. Slows spidering and indexing A B G H A B G H C D I J C D I J E F K L E F K L Search engine leaves before spidering all important pages = spidered = not spidered Duplicate Content Issue D

10. URL & Site Structure

18. Secure/non-secure pages Duplicate Content Issue D

19. Differing navigation paths Duplicate Content Issue D

21. Session IDs Duplicate Content Issue D

22. Session IDs Duplicate Content Issue D Session 2 Session 1 Session 4 Session 5 Session 3 Session 6 Home

23. Custom redirect page

24. Too-flat directory structure Home

25. Too-vertical directory structure Home

26. Ideal directory structure Home

27. Ideal directory structure Home Keyword Keyword Keyword

28. Not one page per directory! Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Home

29. Link & Navigation Structure

30. Linking to www. version Duplicate Content Issue D

33. Secure shopping path Products Shopping cart Checkout Duplicate Content Issue D

34. Linking to home page Duplicate Content Issue D

35. Search friendly links Good Link

36. Search un-friendly links Bad Link

37. Search meh-friendly links Meh Link JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)

39. Splitting link flow A A B C D E F G H I J K L N O P M Q A problem for both internal and external links Duplicate Content Issue D

40. Splitting link flow A B C D E F G H I J K L N O P M Q Link juice flows to only one page Duplicate Content Issue D

47. Cross link related products

48. Product Categorization Same Product, Different URLs Duplicate Content Issue D

51. Engines can’t access… password protected areas Pages found through search, forms, dropdowns or select boxes

52. Site map

56. Prevent broken links

57. Redirect changed page URLs Link redirect Visitors & Engines A A X

58. Document & Page Structure

60. Title tags Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products MyBeautyProducts.com Discount Wholesale Beauty Products Natural and Organic Facial Makeup for Healthy Skin Odor Free Nail Polish and Enamel for Long-Lasting Nails Why Natural and Organic Cosmetics Are Better MyBeautyProducts.com Hair > Shampoos > Vidal Sassoon Duplicate Content Issue D

63. Meta keywords Get over it!

67. Transcribe video and audio content Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

69. Hx heirarchy

72. On-page CSS & java body {margin:0; padding:0; font-family:verdana,arial,helvetica,sans-serif; background: url(/images/body-bg.gif) repeat top left; text-align:center} body a:link {color:#069;} body a:visited {color:#069;} body a:active {color:#f93;} body a:hover {color:#f93;} #pageBox {position:relative; width:780px; margin:0px auto; border:1px solid #000; background-color:#fff; padding-top:97px} #content {margin:0; border:0px solid #000; text-align:left; background:#fff; padding:8px 5px 0 12px; font-size:70%} #footercontent {text-align:left; padding: 0 5px 16px 12px;font-size:70%} .contentTable {background:#fff;} #content {line-height:148%} #content li {list-style-image:url(/images/bullet-arrow.gif); margin-bottom:0px} .small {font-size:80%;} .larger {font-size:120%; text-decoration:underline;} #small1 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #small2 li {font-size:80%; list-style-image:url(/images/bullet-check.gif)} #header {position:absolute; top:0; left:0; width:780px; background:#A9903C url(/images/logobar.gif) no-repeat; text-align:left; height:82px} #mainNav {position:relative; width:184px; font-size:70%; text-align:left; margin:0; padding-left:3px; margin-top:11px} #mainNav a {display:block; margin:0; padding:1px 4px 2px 0px; width:157px} #mainNav ul a:hover {color:#000; background:#E2E2E2; width:157px; cursor:pointer} #mainNav ul {margin:0; padding:0; list-style-type:none; margin:0 5px; padding:0px 0 0 4px; color:#FFF; text-decoration:none} #mainNav li {margin:0; width:162px; border-bottom:1px solid #4B4B4B} #mainNav .hilight {background:#E2E2E2; color:#000; cursor:default} #footer {position:relative; background:#000; color:#ccc; font-size:70%; padding:8px 2px 5px 5px; text-align:left; height:15px} #footer p, #footer a {color:#979797; margin:0; text-decoration:none} #footer a:hover {color:#fff; text-decoration:none} h1 {background:url(/images/checkered-flag.gif) no-repeat left; font-size:150%; padding:15px 0 15px 45px; font-weight:bold; border-bottom:dashed 1px #FF9933} h2 {font-size:105%; font-weight:bold; line-height:150%} h3 {text-align:center; font-size:110%; font-weight:bold; border:1px solid #C7C7C7; background:#E2E2E2; margin-top:0} h4 {padding:0; margin:0; margin-top:3px; font-size:110%; font-weight:bold;} h5 {font-size:105%; font-weight:bold; border-bottom:1px dashed #979797} .line {border-bottom:dashed 1px #FF9933} /* checkered bar */ #headBottomBar {height:30px; width:780px; background:#A9903C url(/images/topbar.gif) repeat-x; position:absolute; top:79px; left:0} /* Hor Navigation */ #navBox {position:relative; margin:0; margin:5px 0 0 20px; padding:0; z-index:10; text-align:left; border-left:1px solid #222; font-size:80%} #navBox a {color:#000} #navBox ul {padding:0; margin:0; list-style-type:none; height:20px} #navBox ul li {padding:0; margin:0; float:left} .menus {color:#000; font:bold 10px Tahoma,Verdana,Geneva; list-style-type:none; position:absolute; top:20px; background:#fff; visibility:hidden; padding:0; margin:0} .menus a {font-weight:bold; text-decoration:none; text-align:left} .menus a:link, a:visited, a:hover {color:#000} .menus li {clear:both} #m1 {left:-1px; top:21px} #m1 a {padding:2px 4px 2px 6px; width:15.5em} #m2 {left:48px; top:21px} #m2 a {padding:2px 4px 2px 6px; width:14em} #m4 {left:128px; top:21px} #m4 a {padding:2px 4px 2px 6px; width:11.5em} #m5 {left:243px; top:21px} #m5 a {padding:2px 4px 2px 6px; width:12em} #m3 {left:343px; top:21px} #m3 a {padding:2px 4px 2px 6px; width:10em} #m1 a:hover, #m2 a:hover, #m3 a:hover, #m4 a:hover, #m5 a:hover {background:#ff9933} #m1 a, #m2 a, #m3 a, #m4 a, #m5 a {display:block; background:#ffcc33; border-bottom:1px solid #666; border-right:1px solid #666; border-left: 1px solid #666} #breadcrumbs {font-size:95%; margin:0 -12px 15px -12px; padding:8px 16px 3px 12px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #breadcrumbs2 {font-size:95%; margin:0 0 15px -3px; padding:5.5px 16px 3px 16px; line-height:1.2em; background:#E2E2E2; border-bottom:1px solid #C7C7C7} #quotebox {margin:0 8px 0 3px; font-size:85%; padding:0 6px; border:1px dashed #ff9933; line-height:14px} #quotebox a {text-decoration:underline; font-weight:normal} #quoteboxtext{text-align:justify} #headSiteTools {position:absolute; top:18px; right:1px} #headSiteTools img {display:block} #sherpaBox {border:1px solid #000; background:#fff} #borderBox {border:1px solid #000} #mainNav .recposts {border: 1px dashed #fff; margin: 5px; padding: 4px 5px 5px 5px; background:#fff; color:#000; width:155px} #mainNav .recposts a {display:block; text-decoration:none; padding:10px 0; border-bottom:1px dashed #ccc; margin-bottom:-4px; width:145px; font-weight:normal} #mainNav .recposts .nodash {border-bottom:1px solid #fff; text-align:right} #mainNav .recposts .logoimage {border-bottom:1px solid #fff; margin:0; padding:0; margin-left:3px; margin-bottom:-10px} #mainNav .recposts a:link {color:#F25313; text-decoration:none} #mainNav .recposts a:visited {color:#F25313} #mainNav .recposts a:hover {color:#96330B; text-decoration:underline} div#userLogin {width:200px; text-align:right; padding:6px 10px 2px 6px; white-space:nowrap} .formUserLogin {background:#C2AA57; color:#000; font-family:verdana, sans-serif; border:1px solid #000; width:95px; margin:0} .skip {display:none} .formUserLoginSubmit {background:#C2AA57; color:#000; font-family:verdana, sans-serif; font-size:90%; width:97px; margin:0; margin-top:3px; border-top:2px solid #E9D795; border-left:2px solid #E9D795; border-bottom:2px solid #4F4216; border-right:2px solid #4F4216} #bob {margin:15px 15px 0 10px; border:2px dashed #ff9933; background:url(/images/biopic-bobloblaw.jpg) no-repeat left bottom; } #bob p {padding:0 6px 0px 80px; font-style:italic; text-align:justify; } blockquote {margin:15px 10px 0 10px; padding:0 6px 0 10px; border:1px dotted #000} #requestquote {margin:0 8px 0 3px; padding:5px 5px 5px 5px; border:1px dotted #000; text-align:center} #block {margin:15px 30px 0 10px; padding:0 6px 0 10px;} <link rel=&quot;stylesheet&quot; type=&quot;text/css&quot; href=“styles.css“ />

73. Code bloat: Tables

74. How tables are read 2 3 4 5 1 2 3 4 1

79. Text-only browsers

80. CSS-less browsers

81. Mobil users

84. Conclusion

85. Should site architecture to be a priority in your SEM campaign?

87. Developers are often unaware of the value of good site structure

89. Thank You! PolePositionMarketing.com SearchEngineGuide.com