Successful Site Architecture

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Successful Site Architecture
Barbara Coll CEO WebMama.com, Inc.A Search
Engine Marketing Company
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Mission Statement

• Produce product sales, information distribution
  and/or lead generation, with a high return on the
  marketing investment.

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Goal

• High Rankings in Organic Search Engine Results
  that Increase Traffic to Website

In order to achieve this goal the search engines
MUST find all of your pages and content.
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Strategy

• Think of optimization throughout site development
  and modifications
• Look for optimization opportunities
• Look for web developers and designers who have
  SEO experience or partners

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Barriers to Optimization and Indexing

• Architecture
• Directory structure
• File systems
• Domains
• Error Handling
• Redirects
• URLs

• Technology
• Content management systems
• Tracking
• Development applications (java, flash, etc)

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How to Get the Team On Board to get an optimized
site

• Education the Team
• Convince the Team
• Bribe the Team

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The SEO Team
Inventory Managers
Marketing Manager
Web Producer
Product Manager
Public Relations
MarCom
Customer Support
Graphic Designers
IT
Sales
Copywriters
Investor Relations
Developers
Legal
Webmaster
Marketing
Demand Generation
Executive Management
Content Managers
International
Programmers
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They Want to Help ?????

• Indexing help for Site Optimizers, webmasters,
  site owners, etc
• Search Engines WANT to index your content!
• http//www.google.com/webmasters/guidelines.html
• http//help.yahoo.com/help/us/ysearch/index.html
• http//beta.search.msn.com/docs/siteowner.aspx?tS
  EARCH_WEBMASTER_REF_GettingSiteIndexed.htm

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Tools to Help
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What is Happening?

• What is being indexed which pages?
• sitewww.domain.com on Google or Yahoo or MSN
  example
• www.marketleap.com page saturation
• Are they following links in my site?
• www.se-spider.com
• What about Redirects?
• www.rexswain.com http viewer

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An Indexed Page Example
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Google SiteMaps

• A way to tell Google more about your site. Paid
  inclusion without the Paid part
• Google WebMaster Sitemaps
• Build a feed with free tools or through Google
  API (http//code.google.com/sm_thirdparty.html)

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Google SiteMaps Home Page(7 days of data)
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Where Do You Show Up?
What words, what gets clicks, what countries,
images or what?
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Content/External Link Reporting
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Yahoo SiteExplorer

• InLinks/included pages info and submission tools
• http//siteexplorer.search.yahoo.com

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Look at One Pages External Links
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Inlinks NOT including your domain
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Mutual RespectCommon Format for
SitemapsGoogle, Yahoo, MSN
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• Derrick Wheeler
• Director SEO, Digital Impact
• Matt Bailey
• Site Logic Marketing