This presentation splits information architecture into two important questions. It then focuses on the question "How do you map intents to templates and pages" and provides a framework and Google Sheet for converting your keywords, into pages. This is the associated Google sheet. http://bit.ly/page-to-keyword

1. Dominic Woodman
Distilled
Getting Your House in Order.
@twitter
http://www.slideshare.net/DominicWoodman

7. What is
Information
Architecture?

12. We don’t really
agree

13. And no-one uses less
than 2000 words and
at least 3 acronyms.

14. “Deciding how something will
be organized”
abbytheia.com

15. “Deciding how something will
be organized” - (DHSWBO)
abbytheia.com

16. What do SEOs think it
means?

17. LIINNNKKKS

18. (INTERNAL)
LIINNNKKKS

19. Matching up
intents to
templates &
pages

20. How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages

21. How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages

22. 4

24. 2000

27. How you link &
relate those
pages so
search engines
understand the
relationship
Matching up
intents to
templates &
pages

28. Your customers will
see the right pages at
the right points in
their journey.

30. So this presentation is not
about links

31. Matching up
intents to
templates &
pages

34. How about
some real life

39. Matching up
intents to
templates &
pages

41. I re-targeted the guide
and redirected the
advert.

42. Bounce Rate Pages / Session
Before 56.23% 1.53
After 31.47% 4.70

43. Nah we’re good.
CHANGE ONE
MONTH
FIVE
MONTHS

44. Keeping this
tangible

45. Lucky Images /
Shutterstock

46. Lucky Images /
Shutterstock

47. Lucky Images /
Shutterstock

48. Lucky Images /
Shutterstock

49. Example:
Buying a car
Lucky Images /
Shutterstock

50. Matching up
intents to
templates &
pages

51. Matching up
intents to
templates &
pages

53. GIANT
SPOILERS

54. Matching up
intents to
templates &
pages

55. Who buys your product?

56. Who buys your product?
Dave
● Looking to
upgrade on
old car
Alice
● Moved out,
now, getting
first car

57. Who buys your product?
Build customer profilesWhat are the steps to buying?

58. What are the steps to buying?
Building
requirements
Compare
competitors
Looking
around
List of cars
Looking for
deals
1 2 3
4 5

59. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?

60. How can you reach people in each step?
Building
requirements
Compare
competitors
Discovery List of cars
Looking for
deals
1 2 3
4 5
Offline
Social Organic Search Organic Search
PPC
EmailOrganic Search

63. How can you reach people in each step?
Building
requirements
Compare
competitors
Discovery List of cars
Looking for
deals
1 2 3
4 5
Offline
Social Organic Search Organic Search
PPC
EmailOrganic Search

64. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords

65. Where search is the answer, get keywords
Building requirements - vw golf
vw golf review
vw golf reliability
vw golf exterior
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf tdi mileage
vw golf length
vw golf interior dimensions
vw golf trunk space
vw golf tire size
2012 vw golf review
2012 vw golf interior
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length

66. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?

67. How to split those keywords into pages?
vw golf review
vw golf reliability
vw golf exterior
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf tdi mileage
vw golf length
vw golf interior dimensions
vw golf trunk space
vw golf tire size
2012 vw golf review
2012 vw golf interior
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length

68. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?

69. Turning
keywords
into pages

70. bit.ly/page-to-keyword

71. We start with
our keywords
vw golf review
vw golf reliability
vw golf exterior
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf interior dimensions
vw golf trunk space
vw golf tire size
2012 vw golf review
2012 vw golf interior
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length

72. Go and scrape
the top 10 - 20
for our
keywords
The URLs that
rank 1 to 20
Rich snippet
information

73. Your favourite rank
tracking tool.

74. Get title &
meta for the
top 10 - 20

75. Export with rank, or just
crawl them.

76. Get domain
strength

77. APIs or URL Profiler

78. Go and get all
the existing
pages and
templates

79. Enough data
gathering.

80. Review
vw golf review
vw golf reliability
vw golf exterior
Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf tire size
vw golf trunk space
vw golf interior dimensions
2012 Review
2012 vw golf review
2012 vw golf interior
2012 Specs
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length
Take a punt at
grouping the
keywords
semantically

81. TERM TAGGER

82. TERM TAGGER
You have already
missed my talk
LANGUAGE APIS

83. TERM TAGGER
You have already
missed my talk
LANGUAGE APIS BY HAND

84. Review
vw golf review
vw golf reliability
vw golf exterior
Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf tire size
vw golf trunk space
vw golf interior dimensions
2012 Review
2012 vw golf review
2012 vw golf interior
2012 Specs
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length

85. Match up the
groups we
made to
pages

86. SpecsReview SpecsSpecs
2012
Review
2012
Specs
Retarget
Create

88. What pages is
Google
showing for
your
grouping?
vw golf interior
dimensions
specific
specific
specific
specific

89. What pages is
Google
showing for
your
grouping?
vw golf reliability
specific
specific
general
specific
specific
specific

90. What pages is
Google
showing for
your
grouping?
2012 vw golf reliability
general
general
general
general
general

91. Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf tire size
vw golf trunk space
vw golf interior dimensions
What actually
ranks?
What ranked
General specs page
General specs page
General specs page
General specs page
Specific dimension page
Specific dimension page
Specific dimension page
Specific dimension page

92. We’re going to look for
occurrence of terms in
the URL, title & meta

93. You’ll average across all
the keywords for a page

94. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages

95. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
Specific pages
Specific pages

96. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pages

97. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pagesDeprioritize

98. Is this group
genuinely new? (i.e.
no-one has covered
them)

99. Source:
https://www.instagram.com/avocadotoast/?hl=en

100. Source:
https://www.instagram.com/avocadotoast/?hl=en

101. Source:
https://www.instagram.com/avocadotoast/?hl=en

102. Source:
https://www.instagram.com/avocadotoast/?hl=en

103. Source:
https://www.instagram.com/avocadotoast/?hl=en

104. Source:
https://www.instagram.com/avocadotoast/?hl=en

106. You’re stronger than
competitors
You’re weaker
than competitors
SERP is
specific
pages
SERP is
general
pages
General or
specific pages
Specific pages
Specific pagesSpecific pages

107. Review
vw golf review
vw golf reliability
vw golf exterior
Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf mileage
vw golf length
vw golf tire size
vw golf trunk space
vw golf interior dimensions
2012 Review
2012 vw golf review
2012 vw golf interior
2012 Specs
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length
Original
keyword
grouping

108. Review
vw golf review
vw golf exterior
Specs
vw golf specs
vw golf mpg
vw golf r horsepower
vw golf tdi mileage
vw golf tire size
2012 Review
2012 vw golf review
2012 vw golf interior
2012 vw golf mpg
2012 vw golf specs
2012 vw golf reliability
2012 vw golf length
With updated
keyword
grouping, re-
target and
create pages
Dimensions
vw golf interior dimensions
vw golf length
vw golf trunk space
Reliability
vw golf reliability

109. SpecsReview SpecsSpecs
Dimensions
2012
Review
Reliability

110. We wait.

111. Rinse &
Repeat

112. Go to search
console. Pull
down data.

113. Look for how
well
assignment
worked and
ping-ponging
Suspicious SERP Flux: bit.ly/2wMES8M

114. Re-work
keyword
targeting
New keywords that need
assigning
vw golf trunk space
vw golf boot dimensions
vw golf fuel consumption
Existing keywords that
are changing pages
vw golf tire size
vw golf mileage

115. Consolidate
pages you
don’t need
Specs
Old blog post
on VW golf
specs

116. LIIIIINNKKKKS
SpecsReview SpecsSpecs
Dimensions
2012
Review Reliability

117. We wait & iterate again.

118. This is not a 1 month win

119. Next week

120. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?

121. Who buys your product?
Build customer profilesWhat are the steps to buying?
Build customer profilesHow can you reach people in each step?
Build customer profilesWhere search is the answer, get keywords
Build customer profilesHow to split those keywords into pages?

123. Get your house in order

125. @dom_woodman
Resource: bit.ly/page-to-keyword
Slides: bit.ly/ia-brighton-2017