Analyze the content hierarchy of vertical portal sites

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The Public information portal is the pancake, the larger the area the better; the vertical theme portal is to dig the ear, have a certain depth to feel comfortable. With "Broom star theory" in the domestic popular and ingenious, coupled with real estate, chemical series of industry portal, vertical theme portal This form was beaten chicken blood, such as the rain on the prairie mushroom, casually trample a foot can crush a large. To want to stand out in a large mushroom, you must have a straight and upright fungus crown, and that huge mushroom poured out often because the root is not deep enough, vertical site to establish a strong landing grip, you should pay attention to the content level of mining.

This article is specially written for web designers, website planners and editors, designed to help vertical theme sites to build content structures and reasonable content. The content of the public information website is "Get-release" type, while the advantage of vertical website is the high compound utilization of content.

The use of linear content in public information portal

The Public information portal is always looking for the most popular content, emphasizing timeliness, and getting the hottest news, which, when outdated, usually releases them and is no longer used as a key message.

Circular content utilization of vertical theme portals

Unlike the get-release mode, a vertical theme Web site, because of its long-term focus on an area, is able to reach a consistent source of information and users, with the result that the same content is applied multiple times, or the same content is applied in multiple angles.

The depth of the content

The content on the Web site must also be built on a Web page because the content architecture is a concrete form of the information architecture.

Three-layer pyramid structure in vertical Web site content Architecture

All the reasonable document structure has the pyramid structure, whether is to the single document or the Multiple document topic content collection, the content will unfold at three levels: the superficial level, the extension description, the broad depth content.

Shallow surface surface (shallow layer)

Shallow structures usually contain inferences, results, and keywords, and can most intuitively express the nature of the subject.

Extended Description (middle)

An extension structure usually contains summaries, discussions, lists of topics, and content that can support shallow structures.

Broad-depth content (deep)

A broad structure usually includes background information, technical documents, and solidified encyclopedia knowledge, which can be disassembled and analyzed for details of the extended structure.

In a single page, the content architecture of the pyramid structure is usually included, and the core idea of the layers is conveyed. When there is only one article in the page, the title, abstract, and body parts of the article are very important, because it is they step-by-step to let the reader know the content of the information.

Single content page, same content hierarchy

Deep content in a page can be associated with other shallow content

It is important to note that the index of other content in any content file (the association of the bundle content to the title) is a complex contextual relationship that forms a rich and colorful form of web content. Inserting the shallow keywords that appear in the body is not a deliberate arrangement, but should be available only when you have to use them, and try not to plan your readers ' reading lines.

A theme consisting of the core ideas of each Web page is the content set. In general, it is easy to know its core content through the title of the Web page, so the content set can also be considered as a title set.

Content set is the result of content organized by context

In the composition of the content set of the numerous headings, but also to be divided into three levels, should avoid the different levels of content without distinction, which is contrary to the vertical theme of the core competitiveness of the site approach.

tags is a shallow surface surface content collection of specific applications, it can be the shallow content from the complex navigation system liberated. However, tags is not a panacea, only the content is rich enough, middle-level support and in-depth analysis of the situation, should be the contents of its shallow table as tag; see a lot of sites under a tag only 1~2 article, the content is weak, this use tag is wrong.

The limitation of content

With those public information excessively emphasize the timeliness difference, the vertical theme website relies on the time axis, but does not use the limitation as the content main line. Layered content timeliness is a deep and shallow regression relationship, that is, the depth of content from quantitative to qualitative change, so the support relationship changes, thus affecting the shallow table content.

Timeliness of layered content

The meaning of the timeliness of layered content:

Extensive and in-depth content (deep) version replacement:

As a series of background and technical data, the continuation of time may produce new versions and continuous additions. The changes in the foundation have brought about the change of the upper structure, and it is the constant renewal of these contents, which eventually leads to the change of nature. The "potential energy" of the deep content will lead to the transformation of the whole vertical field.

Evolution of Extended description (middle level)

In the discussion level, the change of background brings new "raw material" to the exposition, and the middle layer brings a new support to the surface content by quoting and commenting. Middle-level content often exists a kind of mutual game relationship, namely the thought school, the methodology, the consciousness stratification plane and the confrontation, the middle content is the whole content System Center, is also the discussion and the debate center, the most colorful aspect.

Effective of shallow surface surface (shallow layer)

As the most essential part of the vertical theme Web site content system, the shallow content is effective for a long time, and their failure is usually due to the collapse of the theory caused by the large area version of the deep content, which requires the conduction and agitation of middle-level content. Do not recommend arbitrary changes in the shallow content of the method, if there is no basis for the introduction of new concepts, new tag words, it is only speculation concept of the title party.

For a vertical portal that can be sticky for a long time around a field, there is an "hourglass effect" in the user's access to the content: with the passage of time, the more the number of visits, the more frequent the frequency, the deeper the content, the more users will pay more attention and believe the shallow content.

Vertical Web content Hourglass effect

Contextual relationship of content

The essence of the content relationship of the website is the page relation, therefore, we transform the content context relationship with the page. The multiple web designers are serious, as if there are only three kinds of pages: first page, List page, information page; there is probably no way to think of other pages without dividing the content hierarchy and analyzing the context, so the user has to "next, next" to find what they want in a lengthy title list; This is a common practice in the public information portal because these sites are too dependent on the timeline.

In a portal-level Web site with complex content structures and large amounts of information, it is necessary to rely on contextual relationships to break down a list of linear browsing. Those smart computer technology predecessors have led us in the direction, such as the DOM structure and the Rel property Rev attribute in markup, although browsers have limited support for these technologies, but they do exist.

Examples of non-conditional relationships

Same relationship (twin)

Inheritance relationship (parent-child)

Similar relations (brothers)

Next class relationship (Cousins)

Next class inheritance (nephew)

Examples of conditional relationships

Iterations

Causal

Progressive

Layers

Back

Additional

More complex context relationships

On the basis of some basic conditions and non conditional relationships, content can have a very complex relationship, for example: one content can be pushed two content at the same time, two content to support the same conclusion; Two contradictory conclusions are derived from the same content; application of metonymy and metaphor in content ... Always complex and changing.

Summary

The discussion content level, is in the website planning, the construction, the compilation, the operation process all should pay attention to the question, but to the vertical theme website is more important. Today, these numerous exposition, seemingly reasonable, but also let people touch the mind, then in the near future hozin.com will launch "vertical portal site How to face", specifically described above on the content structure analysis of practical applications, hope friends continue to pay attention to.