Introduction to SEO: Domain and Linking Structure

Introduction To Search
Engine Optimization
DOMAIN & LINKING STRUCTURE

Level 2, 20 Chandos Street Ph: (02) 9438 5633
St Leonards 2065 Fax: (02) 9436 0081
NSW Australia support@ewebmarketing.com.au

E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
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Structure
Structure is the tree from which a website’s authority
grows

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Types of Structure: Domain
What is Domain Structure?
•The ordering of pages
throughout a website.
•Imagine a tree trunk as the
homepage, branching off to all
the other categories and sub-
pages.

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Domain Structure

example.com.au/category2/page2/post2

example.com.au/category2/page2/post1 example.com.au/catergory2/page2/post2

example.com.au/category2/page2

example.com.au/category2/page1 example.com.au/catergory2/page3

example.com.au/category2

example.com.au/category1 example.com.au/catergory3

example.com.au

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Types of Structure: URL
What is URL Structure?
The naming and ordering of the URLs within a website. Website URLs
should be easy for both search engines and people to understand.

“A site's URL structure should be as simple as possible. Consider organizing your content so that
URLs are constructed logically and in a manner that is most intelligible to humans (when possible,
readable words rather than long ID numbers)”
- Excerpt from Google WebMaster Tools.

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Examples of a Bad and Good URL

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Types of Structure: Site
Architecture
What is Site Architecture?
An approach to the design and planning of websites which
involves technical, aesthetic and functional criteria.

How a site is built greatly influences how well and
how quickly Google can look through it for relevant
content when a user inputs a specific query.

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Imbalanced Site Architecture

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Balanced Site Architecture

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Types of Structure: Subdomains
What is a Subdomain?
Subdomains are the third level domains used to organise your web content:

• http://www.yoursite.com is the regular URL without a subdomain
• http://products.yoursite.com is an URL with sub domain “products”

Here the:
.com is the first level domain
yoursite is the second level domain
products is the third level domain

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Subdomains Authority Transfer

Domain authority is never transferred to sub
domains, but it is from sub domains.

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Review

• What is an example of a good URL structure?
• What is an example of a good domain structure?
• What is site architecture?
• How does subdomain authority transfer work?

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www.ewebmarketing.com.au

Call 1300 785 122

Sydney Office Ph: (02) 9438 5633
Level 2, 20 Chandos Street Fax: (02) 9436 0081
St Leonards 2065 NSW Australia support@ewebmarketing.com.au
13

Introduction to SEO: Domain and Linking Structure

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Introduction to SEO: Domain and Linking Structure