This is a post describing the presentation done by Richard Baxter at A4U Expo London 2010
What is Information Architecture?
This can be explained by the ability to ensure users and crawlers can traverse to the lowest tier of content on your website. This is important because it gives you the ability to flow authority down into your pages.
This is because often the lowest level of content gets starved of link juice/page rank which restricts its ability to rank for a range of keywords. AND since longer tail keyphrases are more liekly to convert it is very valuable to look at this.
Think about homepage:
Start Keyword Mapping
There should be 3 distinct levels to the keyword mapping:
The software Visio is useful to map out content types and to gain a better understandign of what content you want to go where. This automatically allows you to see distinct levels of categorisation.
Navigation and Cross Links
Strategies for Cross Linking:
Generate words that will aid users on site:
There is and has been a huge issue surrounding duplicate content across websites.
One trick is to utilise UGC – site owners who have the ability to get users to work for you can help resolve these issues.
Tools to create unique content
Tips to help Site Architecture
Presenting information properly you can provide rich snippets of content to search engines
UGC Review tips
Pull through review content to high level category pages or even homepages to aid internal linking but also the flow of traffic through your site
If you have key-phrases that expire (vouchers products offers ( keep the UGC for rainy day)
Bing has shown on larger sites that there is an increase of the amount of sites that can be crawled if the server returns the correct status – 304 not modified response – although if you code this incorrectly it can take longer.