17. Take Away
Export your navigation into Excel
Get search volume from GKT
Brainstorm/mine for new keywords
18. Take Away
Are you missing out on organic
landing page opportunities?
19. Thanks!
Mike Pantoliano
@MikeCP
Distilled
http://dis.tl/excelninja
http://dis.tl/xenu-excel
Editor's Notes
Your site’s navigation is the skeleton behind a strong information architecture. It’s the primary way a user interacts with your site, so ignoring it is neglecting a HUGE part of the user experience. But it’s also the way the search engines will crawl through and understand your site. Today I’m going to talk about a specific change that was made to a site’s navigation that improved the user experience AND increased traffic and sales.
We have a brand new site, or new site redesign, and we can approach the IA and site navigation from square one. I’m going to talk about a specific example where this wasn’t quite possible.
Consider that as we go deeper into the site, the keywords for each page become less competitive. This is why it’s extremely important to make sure that our site’s navigation provides Googlebot and users an intuitive path. No, you’re not going to get tons of links to your product pages, but keeping them indexed, properly keyword targeted, and well linked internally provides you with an excellent chance of getting a ton of long-tail traffic.Sure, this is nice, but large sites can really struggle
Big eComm site with 100,000 high end stationary products. How do you present these products without overwhelming? Faceted Navigation… And there are tons of ways to implement faceted navigation
Let’s cover what made the user experience so good, but what about it was so bad for SEO
AJAX used to apply filters. URL stays constant, content loads dynamically.
AJAX used to apply filters. URL stays constant, content loads dynamically.
AJAX used to apply filters. URL stays constant, content loads dynamically.
Remember that bit about competition earlier? Suppose “wedding invitations” is extremely competitive.
AJAX used to apply filters. URL stays constant, content loads dynamically.
AJAX used to apply filters. URL stays constant, content loads dynamically.
