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The toilet bowl of DEATH and 2 other tales from SEO, UX and IA.
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IA, UX and SEO
1.
THE TOILET BOWL
OF DEATH AND 2 OTHER TALES FROM SEO, UX & IA Ian Lurie @portentint ian@portent.com
2.
portent.co/seofolly Yes, like this,
no ‘m’.
3.
dodge ahem equivocate
weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify caution pick nits dodge ahem equivocate weasel weasel hem haw qualify
4.
IA = STRUCTURING
INFORMATION FOR ALL CONSUMERS
5.
THE CONSUMER IS
NOT AN ALGORITHM
6.
Thanks, memcrunch.com!
7.
no, i meant goats...
OMG. YOUR CUSTOMER IS NOT AN ALGORITHM
8.
Thanks, Matt Groening!
9.
IAN’S HANDY-DANDY HEURISTIC FOR
IA & SEO HARMONY CANONICAL FINDABLE SIGNIFICANT
10.
CANONICAL. EACH INFORMATION CHUNK HAS
ONE UNIQUE ADDRESS.
11.
FINDABLE. ALL INTENDED INFORMATION CONSUMERS
CAN NAVIGATE TO AND READ EVERY CHUNK.
12.
SIGNIFICANT. BRING CLARITY AND PRIORITY,
REVEALING CHUNKS WHEN NEEDED.
13.
i wave my
hands thusly, and you all YOUR CUSTOMER IS NOT nod at my saged knowingness. AN ALGORITHM
14.
THREE ONE-ACT PLAYS
15.
CANONICAL. THE DUPLICATE CONTENT TOILET
BOWL OF DEATH. nooooooooo...
16.
CANONICAL. EACH INFORMATION CHUNK HAS
ONE UNIQUE ADDRESS.
17.
1 relative link <a
href = “~/link.aspx”>!
18.
50 categories shoes/link.aspx! dresses/link.aspx! clothing/link.aspx! shoes/dresses/clothing/link.aspx! ! !
19.
OR <a href =
“~”>!
20.
MIX WELL…
21.
HILARITYENSUES <a
href = “~”>!
22.
/en-‐us/ /en-‐US/US-‐Distribu/on /en-‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
/en-‐US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-‐US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-‐US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-‐US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-‐US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-‐US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z= /en-‐US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0& /en-‐US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9 /en-‐US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5 /en-‐US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE186 /en-‐US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B /en-‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5A /en-‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB /en-‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891
23.
/en-‐us/ /en-‐US/US-‐Distribu/on /en-‐US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
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/en-‐US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
25.
NAVIGATION ANALYTICS
26.
HOW DO I
KNOW IF THEY CLICKED THIS? OR THIS?
27.
<a href =
“/foo.html?nav=top”>!
28.
how may i
help?
29.
i r googles.
where content be?
30.
/foo.html?nav=top! /foo.html?nav=left!
no, wait. where are duh pages?
31.
/foo.html?nav=tophome! /foo.html?nav=lefthome
! <a href = “~”>! gurgle...
32.
CRAWL BUDGET
33.
LOST AUTHORITY
34.
GENERAL HIGGLDEY PIGGLEDY
35.
LOTSA OPTIONS
36.
/foo.html#nav=tophome! /foo.html#nav=lefthome!
37.
baby-bath/-/N-5xtjj#? lnk=gnav_baby_3_7&intc=736562!
38.
CRAZYEGG.COM
39.
40.
41.
42.
GOOGLE ANALYTICS EVENT TRACKING
43.
GOOGLE ANALYTICS IN-PAGE ANALYSIS
44.
GOOGLE ANALYTICS IN-PAGE ANALYSIS
45.
GOOGLE ANALYTICS IN-PAGE ANALYSIS
46.
REL = CANONICAL
47.
REL = CANONICAL
48.
REL = CANONICAL
49.
REL = CANONICAL
50.
REL = CANONICAL
51.
CANONICAL. EACH INFORMATION CHUNK HAS
ONE UNIQUE ADDRESS.
52.
FINDABLE. THE ISLAND OF MISFIT
CHUNKS nobody wants a charlie in the box...
53.
FINDABLE. ALL INTENDED INFORMATION CONSUMERS
CAN NAVIGATE TO AND READ EVERY CHUNK.
54.
SHITSEOSSAY
55.
We need to
flatten your site.
56.
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!
57.
THE RESULT
58.
59.
60.
61.
62.
SHIT‘WEB’DESIGNERSSAY
63.
Too many words
on the page.
64.
….
65.
HYPER TEXT MARKUP LANGUAGE
66.
THE RESULT
67.
68.
69.
OR
70.
BARF
71.
We need to
hide some content, to prevent duplication, y’know, for SEO and stuff.
72.
73.
GOOGLE CAN’T FIND THIS
STRUCTURE
74.
THE RATIONAL SURFER
75.
Who’s going to
click here?!
76.
THE 90-SECOND PAGE
LOAD
77.
THE NIFTY
well, fiddlesticks. I never knew that was SURPRISE there. CONTENT
78.
IMPROPER CLASSIFICATION
79.
80.
81.
GRATZ!
82.
THE FIX
83.
84.
DESIGN FOR CONTENT
85.
typekit
86.
87.
COMPROMISE
88.
100% CLICKABILITY
89.
FINDABLE. ALL INTENDED INFORMATION CONSUMERS
CAN NAVIGATE TO AND READ EVERY CHUNK.
90.
SIGNIFICANT. EXPLODING MENU SYNDROME.
91.
SIGNIFICANT. BRING CLARITY AND PRIORITY,
REVEALING CHUNKS WHEN NEEDED.
92.
JUST SHIT
93.
MY STORY
94.
Drop downs go
bye-bye
95.
WE NEED THE
DORP DOWNZ!!!!!!
96.
Eggs
Milk Butter
97.
Eggs
Milk Butter Ostrich Yak Chicken Cow Duck Wildebeest Goose Giraffe Platypus of Magnesia -y substances
98.
Eggs
Milk Butter Ostrich Chicken Duck Large Goose Small Platypus Angry Friendly Perry
99.
Eggs
Milk Butter Ostrich Chicken Duck Large Goose Small Disguised Platypus Angry Not disguised Friendly Fake Perry Curse you
100.
MENU = 162
LINKS
101.
MENU = 162
LINKS 1,600 LINES OF CODE
102.
MENU = 162
LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME
103.
MENU = 162
LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS
104.
MENU = 162
LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME 65% PAGERANK LOSS TOTAL USER CONFUSION
105.
Eggs
Milk Butter Ostrich Chicken Duck Large Goose Small Disguised Platypus Angry Not disguised Friendly Fake Perry Curse you
106.
No drop downs
Drop downs
107.
No drop downs
Drop downs
108.
No drop downs
Drop downs
109.
Lost rankings: 50
keywords
110.
Lost rankings: 50
keywords Lost revenue: $1,200,000
111.
YOU SURE SHOWED
ME
112.
THE FIX
113.
DON’T BE A
114.
NO ONE WANTS
ACCESS TO EVERYTHING, ALL THE TIME.
115.
Eggs
Milk Butter
116.
Eggs
Milk Butter Ostrich Chicken Duck Goose Platypus
117.
Eggs
Milk Butter Ostrich Chicken Duck Goose Platypus Large Small Angry Friendly Perry
118.
SIGNIFICANT. BRING CLARITY AND PRIORITY,
REVEALING CHUNKS WHEN NEEDED.
119.
USE YOUR
120.
THREE ONE-ACT PLAYS
121.
IAN’S HANDY-DANDY HEURISTIC FOR
IA & SEO HARMONY CANONICAL FINDABLE SIGNIFICANT
122.
COMMENCE HECKLING
@PORTENTINT IAN@PORTENT.COM WWW.PORTENT.COM/BLOG PORTENT.CO/seofolly
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