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Structure Your Site
for Success
DeepCrawl Webinar
@Jammer_Volts
What is
Information
Architecture?
ART SCIENCE
ROLE
PLAY
@Jammer_Volts
Know
Yourself.
What’s
your
vertical?
What’s
your
unique
value
proposition?
What’s
your
business
goal?
@Jammer_Volts
BRAND
OBJECTIVE
STRATEGY
TACTIC
@Jammer_Volts
Every page has
a goal.
@Jammer_Volts
Macro Conversion Micro Conversion
Complete transaction Sign up for email
Phone call generation Download spec sheet
Download white paper
Add item to cart
Utilize Chat
Email for price
Share content
Play video
Know your
conversions.
Actively monitor them.
@Jammer_Volts
Your users are
on
a quest.
User
Intent
Business
Goals
Effective
IA
@Jammer_Volts
Satisfy user
intent.
@Jammer_Volts
Know your
customers
Do you give them what they’re
looking for?
What do you want them to do
next?
What brought them to your
site?
@Jammer_Volts
“I want to
buy a
toaster.”
@Jammer_Volts
Classic Navigation
“I want to
host
brunch.”
@Jammer_Volts
Conceptual Navigation
Optimized Silo Structure
Taking Action
Making the next step clear and
logical
@Jammer_Volts
Know how
your users
speak.
@Jammer_Volts
Give them
a map.
@Jammer_Volts
At any time users should know
Where can I go?
Where have I been?
Where am I?
@Jammer_Volts
* an accurate map.
Wide > Deep
@Jammer_Volts
@Jammer_Volts
Prioritize
consistency
@Jammer_Volts
@Jammer_Volts
Make the
next step
clear.
@Jammer_Volts
sous vide
thermal
circulator
immersion
circulator
heated display
case
hot food
merchandiser hot food display hot food station hot food unit
hand wash sink hand sink handsink
fish knife fillet knife fishknife sashimi knife
cook's knife chef's knife cow knife cooks' knife chefs' knife
tabletop countertop counter top
cookie cutter cookie mold cookiecutter
coffee brewer coffee machine coffee maker
chafing rack chafing frame chafer rack chafter frame
Know your
synonyms
Saving Throws
Turning dead end content into
crossroads
@Jammer_Volts
Build your
site with a
logical link
structure.
@Jammer_Volts
1+ static
text link for
every page
@Jammer_Volts
Avoid creating
multiple copies
with different
URLs
@Jammer_Volts
Match
placement
to user
intent
@Jammer_Volts
Leverage
hub pages
@Jammer_Volts
Match
autosuggest
to
indexable
pages
@Jammer_Volts
Expand
on
options
@Jammer_Volts
Don’t
disrupt
their
journey.
@Jammer_Volts
Good IA
makes
SEO
easier.
@Jammer_Volts

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