Appendix E: Quick Diagram Tutorial

Appendix E provides step-by-step instructions for creating the four types of diagrams covered in Chapter 9. You'll learn how to use draw.io for tree diagrams and cluster maps, Google Sheets for heat maps, and Gephi for flow simulations. Each tutorial includes tool selection, step-by-step instructions, and tips for interpretation.

draw.io is used for tree diagrams and cluster maps (free, online). Google Sheets is used for heat maps (free, online). Gephi is used for flow simulations (free, desktop). All tools are free. You don't need paid software for basic diagrams.

Open draw.io and select "Create New Diagram." Choose "Advanced" and drag a "Tree" shape onto the canvas. The root node is your home page. Add child nodes for each main category. Add subsequent levels (subcategories, products, articles). Color-code PVNs in green and pages deeper than 3 clicks in red. Export as PNG or PDF.

The "Tree" shape is a template in draw.io for creating hierarchical diagrams. It automatically formats child nodes under parent nodes. You can add as many levels as you need. The tree shape is ideal for showing site structure and click depth.

Select the node representing the PVN. In the right sidebar, choose "Fill" and select a green color. For pages deeper than 3 clicks, select red. This visual coding makes it easy to see which pages are buried and which are most important.

Screaming Frog has a "Crawl Tree Graph" view under "Visualizations." It shows your site's structure automatically. It's less customizable than draw.io but faster. Use Screaming Frog for quick checks; use draw.io for polished presentations.

Create a central circle for the pillar page of each topic. Around each pillar, create smaller circles for each cluster article. Draw bidirectional lines (arrows on both ends) between the pillar and each cluster. Add lines between related cluster articles. Use different background colors for different topic clusters. Label each circle with the page title or URL.

A cluster is a group of pages about the same topic. Each cluster has a central pillar page and supporting cluster articles. Clusters are color-coded by topic. The cluster map shows which topics are well-developed and which are weak.

A bidirectional line is a line with arrows on both ends. It indicates that the pillar and cluster articles link to each other. Both directions are present. If a line only has one arrow, that means the link only goes one way. Bidirectional lines are essential for topic clusters.

Lucidchart is an alternative to draw.io. It has more templates but is less free (limited free tier). draw.io is recommended for most users because it's completely free and easy to use.

Create a table with columns: URL, Internal Links, DR/PA, and Organic Traffic. Select the data and go to Insert > Chart > Bubble Chart. Configure: X-axis = DR/PA, Y-axis = Internal Links, Bubble size = Organic Traffic. PVNs should stand out visually (large bubbles in the upper-right).

A bubble chart is a type of scatter plot where the size of each point represents a third variable. In a heat map, bubble size represents traffic, X-axis represents DR/PA, and Y-axis represents internal links. Larger bubbles indicate more traffic. This visual shows authority distribution.

X-axis = DR/PA (authority), Y-axis = Internal Links (link count). This positions pages based on authority and link count. High-authority pages with many links appear in the upper-right. Low-authority pages with few links appear in the lower-left. This reveals authority distribution.

Google Data Studio is an alternative. It offers more polished visuals and better dashboard integration. However, Google Sheets is faster and easier for quick analysis. Use Data Studio for client presentations; use Sheets for your own analysis.

Export your link data from Screaming Frog as a CSV with columns: Source, Target, Weight. Import the CSV into Gephi. Run the "Force Atlas 2" layout to visualize the graph. Adjust node size based on "In-Degree" (incoming links). Adjust node color based on DR/PA. Export the visualization.

Force Atlas 2 is a layout algorithm in Gephi that arranges nodes by link strength. It clusters strongly connected nodes together and pushes weakly connected nodes apart. This makes your link structure visually obvious. It's the best layout for internal linking visualizations.

In-Degree is the number of incoming links to a node (page). Pages with high In-Degree receive many internal links. In Gephi, you can size nodes by In-Degree so that pages with more links appear larger. This visually shows which pages receive the most authority.

draw.io can be used for manual flow simulations. You place nodes and draw arrows manually. It's less accurate than Gephi but sufficient for basic visualizations. Use Gephi for data-driven analysis; use draw.io for conceptual diagrams.

Gephi runs on Windows, Mac, and Linux. It requires Java. Minimum 4GB RAM, 8GB recommended. The software is lightweight enough for most modern computers. Gephi is free and open-source.

Download from gephi.org. Install like any desktop application. For Mac, you may need to adjust security settings. For Windows, run the installer. Java is required; Gephi will prompt you if it's not installed. Installation takes about 5 minutes.

Gephi has a steep learning curve. Plan to spend 2-3 hours learning the basics: importing data, running layouts, adjusting node sizes and colors, and exporting. There are many tutorials online. If you're not comfortable with advanced tools, use draw.io for manual flow simulations.

draw.io is very intuitive. Most users can create a basic diagram within 5 minutes. Advanced features (shapes, styles, exporting) are easy to learn. draw.io is recommended for users of all skill levels. It's the easiest tool in the diagramming stack.

Google Sheets bubble charts are straightforward. Import your data, select it, insert chart, choose bubble chart, configure axes. Most users can create a heat map in 15 minutes. The learning curve is minimal. Google Sheets is accessible to everyone.

draw.io exports as PNG, PDF, or SVG. Google Sheets exports charts as PNG. Gephi exports as PNG or SVG. Use PNG for presentations and PDF for reports. SVG is best for editing later. Export at high resolution (300 DPI) for print quality.

The interpretation section explains what to look for in each diagram. For tree diagrams: look for PVNs in red (buried). For heat maps: look for PVNs as large bubbles (receiving authority). For flow simulations: look for authority sinks (pages with many incoming but few outgoing). For cluster maps: look for weak clusters (1-2 articles). Interpretation guides your actions.

Tree diagram: PVNs in red = buried → add links from shallower pages. Heat map: small bubbles on PVNs = under-linked → add links from high-authority pages. Flow simulation: authority sinks = wasted authority → add links from sink to PVNs. Cluster map: weak clusters = content gaps → create more cluster articles.

Diagrams are excellent communication tools. Show stakeholders the tree diagram to explain site structure. Show the heat map to explain authority distribution. Show the flow simulation to explain authority flow. Show the cluster map to explain content strategy. Visuals are more persuasive than spreadsheets.

Update your tree diagram and cluster map quarterly, or whenever you make significant structural changes. Update your heat map and flow simulation semiannually as part of your full audit cycle. Regular updates keep your diagrams relevant and reflect your current linking structure.

Yes. Use Google Data Studio or a presentation slide. Place all four diagrams on one page. Add key metrics (average click depth, orphan count, PVN link counts). Share the dashboard with your team. Update it quarterly.

Create diagrams before and after implementing linking changes. Compare them side-by-side. This visual comparison proves the effectiveness of your work. It's powerful for client presentations and team reporting.

draw.io works on tablets and phones through the web browser (touch-friendly). Google Sheets works on mobile devices. Gephi is desktop-only. For quick sketches, draw.io on mobile is sufficient. For detailed analysis, use a computer.

PNG for presentations (universal). PDF for reports (print quality). SVG for editing (vector format). Google Sheets charts can be shared as links. Gephi exports as PNG or SVG. Choose the format based on your audience and purpose.

Use high-contrast colors. Avoid red-green color schemes (colorblind users). Use labels for all nodes. Provide alt text for digital images. Accessible diagrams are better for everyone. Accessibility also improves user experience for all stakeholders.

A visual audit is using diagrams instead of spreadsheets to analyze your internal linking. It's faster, more intuitive, and more accessible. A visual audit includes all four diagrams. It reveals patterns that spreadsheets hide. It's the modern approach to internal linking analysis.

Before a migration, create baseline diagrams. After the migration, create new diagrams. Compare them to ensure links were preserved, structure remains intact, and authority flows correctly. Diagrams catch migration issues that spreadsheets miss.

Cluster maps show overlapping topics. Tree diagrams show duplicated sections. Use diagrams to identify content that can be merged or consolidated. After consolidation, update your diagrams to reflect the new structure. Diagrams guide content consolidation decisions.

Diagrams are excellent training tools. Use them to show new team members how your site is structured, where authority flows, and what your content strategy is. Visuals are easier to understand than text. Diagrams accelerate onboarding.

The tree diagram is most important for small sites. It shows if any pages are buried. Small sites don't have complex authority distribution or flow issues. Focus on structure first. Add other diagrams as your site grows.

The heat map is most important for large sites. Authority distribution is critical. Large sites have many pages; authority can easily be wasted. The heat map shows where authority is going and if it's concentrated on the right pages. Flow simulations and cluster maps are also important for large sites.

Present the heat map and cluster map to leadership. They show authority distribution and content strategy. Leadership cares about business outcomes, not technical details. The tree diagram and flow simulation are more technical. Tailor your presentation to your audience.