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10 DOs & DON‘Ts
INFORMATIONSARCHITEKTUR & INTERNE VERLINKUNG
Bastian Grimm
@basgr
BG.VU / SMXM14
HIERARCHIE & PRIORISIERUNG
DER KLICKPFAD ALS INDIKATOR FÜR RELEVANZ
#1
STARTSEITE = “AUTORITÄT”
MAX. 3-4 KLICKS ZUM TIEFSTEN LEVEL
PRIO. NACH SUCHVOLUMEN
HOMEPAGE > KATEGORIEN > … > DETAILSEITEN
http://bg.vu/sesldn14
“LESBARE” VERLINKUNG
TEST IT: JAVASCRIPT & CSS DEAKTIVIEREN
http://chrispederick.com/work/web-developer/
webcache.googleus...
INTELLIGENTE VERLINKUNG
DER BESTE LINK FÜR DIE JEWEILIGE ZIELSEITE
#2
ON-SITE BREADCRUMBS
DER “RICHTIGE” LINK & BESTMÖGLICHE ANCHORTEXT
Mark-Up & Info: http://bg.vu/1gV5vFx
KONTEXTUELLER BEZUG
KUNDEN, DIE X GEKAUFT HABEN, KAUFTEN AUCH Y.
SEMANTISCHER BEZUG
ZU THEMA X PASSEN DIE INHALTE Y & Z.
SEO SPECIAL INTEREST
SCHWELLEN-, SEASONAL- & MUST-HAVE KEYS
PLANNING IS EVERYTHING
LINKS PRO SEITE, HUBs VS. DESTINATION, ETC.
PRO TIP: JAVASCRIPT…
… GEZIELT VERWENDEN!
CRAWLER STEUERUNG
NICHT INDEXIERBARE SEITEN
#3
ROBOTS.TXT VS. NOINDEX
WAS, WANN & WIESO?
<meta name="robots" content="noindex, follow" />
User-Agent: *
Disallow: /datein...
WAS DEFINITIV NICHT HILFT:
NOINDEX & ROBOTS.TXT DISALLOW - GEMEINSAM!
MAXIMALER ERFOLG…
… = MINIMALE ROBOTS.TXT
CRAWLER STEUERUNG #2
WEITERLEITUNG VS. CANONICAL-TAG?
#4
GWT: CRAWL BUDGET
AUF BASIS VON: HOST, DOMAIN & SUB-DOMAIN(S)
RICHTIG WEITERLEITEN
302, 307 + REDIRECT KETTEN ELEMINIEREN
CANONICAL IN DER PRAXIS
SORTIEREN, FILTERN, HTTP(S), ETC.
ACHTUNG: GOOGLE!
„WIR WISSEN EH‘ ALLES BESSER!“
Is rel="canonical" a hint or a directive?
It's a hint that we honor strong...
CANONICAL & ROBOTS.TXT?
DAS CANONICAL KANN NICHT GELESEN WERDEN…!
301 WANN IMMER MÖGLICH
DIREKTIVE > HINWEIS; SPART CRAWL BUDGET!
ANALYSE & DEBUGGING
NOCH MEHR (DATEN) AUS IHRER SEITE HERAUSHOLEN
#5
SEEROBOTS & LINKPARSER
Downloads: http://bg.vu/1gTMYJO
LINKCLUMP & REDIRECT PATH
Downloads: http://bg.vu/1g3Cj38 & http://bg.vu/1iiF14c
SEOGADGET & SEOTOOLS FOR EXCEL
Downloads: http://bg.vu/1kKOlyX & http://bg.vu/1nFJkME
WWW.DEEPCRAWL.CO.UK
BETA Test Blogpost: http://bg.vu/deepcrawlde
Berlin-based Full-Service Performance Marketing Agency
@basgr
SEO Trainings, Seminars & Strategy Consulting
BG.VU / SMXM14
 #01 © Patrick Poendl - Fotolia.com
 #02 © Alexstar - Fotolia.com
 #03 © lidomo - Fotolia.com
 #04 © adimas - Fotolia....
Informationsarchitektur & Verlinkung - SMX München 2014
Informationsarchitektur & Verlinkung - SMX München 2014
Informationsarchitektur & Verlinkung - SMX München 2014
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Informationsarchitektur & Verlinkung - SMX München 2014

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10 DOs & DON‘Ts zu den Themen Informationsarchitektur & interne Verlinkung, inkl. Priorisierung, Indexierungssteuerung & Verwendung von On-Page Tools wie bspw. DeepCrawl, etc.

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Informationsarchitektur & Verlinkung - SMX München 2014

  1. 1. 10 DOs & DON‘Ts INFORMATIONSARCHITEKTUR & INTERNE VERLINKUNG Bastian Grimm @basgr
  2. 2. BG.VU / SMXM14
  3. 3. HIERARCHIE & PRIORISIERUNG DER KLICKPFAD ALS INDIKATOR FÜR RELEVANZ #1
  4. 4. STARTSEITE = “AUTORITÄT” MAX. 3-4 KLICKS ZUM TIEFSTEN LEVEL
  5. 5. PRIO. NACH SUCHVOLUMEN HOMEPAGE > KATEGORIEN > … > DETAILSEITEN http://bg.vu/sesldn14
  6. 6. “LESBARE” VERLINKUNG TEST IT: JAVASCRIPT & CSS DEAKTIVIEREN http://chrispederick.com/work/web-developer/ webcache.googleusercontent.com /search?q=cache:www.domain.de &strip=1
  7. 7. INTELLIGENTE VERLINKUNG DER BESTE LINK FÜR DIE JEWEILIGE ZIELSEITE #2
  8. 8. ON-SITE BREADCRUMBS DER “RICHTIGE” LINK & BESTMÖGLICHE ANCHORTEXT Mark-Up & Info: http://bg.vu/1gV5vFx
  9. 9. KONTEXTUELLER BEZUG KUNDEN, DIE X GEKAUFT HABEN, KAUFTEN AUCH Y.
  10. 10. SEMANTISCHER BEZUG ZU THEMA X PASSEN DIE INHALTE Y & Z.
  11. 11. SEO SPECIAL INTEREST SCHWELLEN-, SEASONAL- & MUST-HAVE KEYS
  12. 12. PLANNING IS EVERYTHING LINKS PRO SEITE, HUBs VS. DESTINATION, ETC.
  13. 13. PRO TIP: JAVASCRIPT… … GEZIELT VERWENDEN!
  14. 14. CRAWLER STEUERUNG NICHT INDEXIERBARE SEITEN #3
  15. 15. ROBOTS.TXT VS. NOINDEX WAS, WANN & WIESO? <meta name="robots" content="noindex, follow" /> User-Agent: * Disallow: /dateiname.html Seite wird gecrawled. Seite wird nicht indexiert. Seite erscheint nicht in SERPs. Seite “zum Teil” indexiert. Seite wird nicht gecrawled URL erscheint in SERPs.
  16. 16. WAS DEFINITIV NICHT HILFT: NOINDEX & ROBOTS.TXT DISALLOW - GEMEINSAM!
  17. 17. MAXIMALER ERFOLG… … = MINIMALE ROBOTS.TXT
  18. 18. CRAWLER STEUERUNG #2 WEITERLEITUNG VS. CANONICAL-TAG? #4
  19. 19. GWT: CRAWL BUDGET AUF BASIS VON: HOST, DOMAIN & SUB-DOMAIN(S)
  20. 20. RICHTIG WEITERLEITEN 302, 307 + REDIRECT KETTEN ELEMINIEREN
  21. 21. CANONICAL IN DER PRAXIS SORTIEREN, FILTERN, HTTP(S), ETC.
  22. 22. ACHTUNG: GOOGLE! „WIR WISSEN EH‘ ALLES BESSER!“ Is rel="canonical" a hint or a directive? It's a hint that we honor strongly. We'll take your preference into account, in conjunction with other signals, when calculating the most relevant page […]
  23. 23. CANONICAL & ROBOTS.TXT? DAS CANONICAL KANN NICHT GELESEN WERDEN…!
  24. 24. 301 WANN IMMER MÖGLICH DIREKTIVE > HINWEIS; SPART CRAWL BUDGET!
  25. 25. ANALYSE & DEBUGGING NOCH MEHR (DATEN) AUS IHRER SEITE HERAUSHOLEN #5
  26. 26. SEEROBOTS & LINKPARSER Downloads: http://bg.vu/1gTMYJO
  27. 27. LINKCLUMP & REDIRECT PATH Downloads: http://bg.vu/1g3Cj38 & http://bg.vu/1iiF14c
  28. 28. SEOGADGET & SEOTOOLS FOR EXCEL Downloads: http://bg.vu/1kKOlyX & http://bg.vu/1nFJkME
  29. 29. WWW.DEEPCRAWL.CO.UK BETA Test Blogpost: http://bg.vu/deepcrawlde
  30. 30. Berlin-based Full-Service Performance Marketing Agency @basgr SEO Trainings, Seminars & Strategy Consulting BG.VU / SMXM14
  31. 31.  #01 © Patrick Poendl - Fotolia.com  #02 © Alexstar - Fotolia.com  #03 © lidomo - Fotolia.com  #04 © adimas - Fotolia.com  #09 © Serg Nvns - Fotolia.com  #14 © eyetronic - Fotolia.com  #16 © Fotolia.com  #17 Googlebot from http://bit.ly/1kNcMvr  #21 Googlebot from http://bit.ly/1r1uY8x  #27 Route 301 from http://bit.ly/OFB0fX  #28 © Sivaserver from http://bit.ly/1hJtucv  #29 Icons by Morcha from http://bit.ly/1oBvGXP  #34 © Fotolia.com BILDNACHWEISE & COPYRIGHTS

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