Information Architecture for SEO and UX


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Talk by Kim Krause Berg for SES Chicago 2009 Successful Site Architecture session

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Information Architecture for SEO and UX

  1. Information Architecture, SEO & Usability Successful Information Architecture Chicago SES 2009 Copyright 2009
  2. Kim Krause Berg Usability and SEO Consultant, est. 1996, est. 2002, est. 1998 Copyright 2009
  3. What is Information Architecture? Copyright 2009
  4. What is Information Architecture Copyright 2009 Which comes first? Architecture or Construction? Business requirement – House to live in
  5. Copyright 2009 Development First. Requirements, future maintenance, code, system support Then comes the Design, User Interface. Visuals
  6. What Did We Forget? (What does this have to do with your website?) Copyright 2009
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  8. IA and SEO Today’s Web is all about CONTEXT, ORGANIZATION & FINDABILITY Copyright 2009
  9. 95% of All Search Engine Referrals come from Page One of SERPS Users know quality. Source: Copyright 2009
  10. Why IA is Vital to SEO <ul><li>Context </li></ul><ul><li>Categorize and analyze content </li></ul><ul><li>Sitemaps establish site architecture for easy indexing; use XML sitemaps; </li></ul><ul><li>Links ( To where?); Interlinking, URL structure; Canonical ( ) </li></ul><ul><li>Navigation; breadcrumbs; establishes hierarchy; orientation </li></ul>Copyright 2009
  11. IA and SEO <ul><li>Findability – Make pages easy to search </li></ul><ul><li>Task </li></ul><ul><li>Short tail, Long tail (Lowest common denominator) </li></ul><ul><li>What is the mental model of your searcher? </li></ul>Copyright 2009
  12. Example Copyright 2009
  13. AJAX <ul><li>Where are keywords? </li></ul><ul><li>Images </li></ul><ul><li>URL structure </li></ul><ul><li>Theme of site </li></ul><ul><li>Is the order correct? </li></ul>Copyright 2009
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  15. Deeper Look at IA <ul><li>What is IA to a developer, programmer, performance engineer, database and software support person? </li></ul><ul><li>What is IA to a web designer, seo, usability/ux consultant, users/readers, graphic artists? </li></ul><ul><li>Nature is an information architect . </li></ul>Copyright 2009
  16. SEO Architecture <ul><li>Keywords. Stop. Don’t pass. </li></ul><ul><li>Context </li></ul><ul><li>Local, Global, Language, Terms </li></ul><ul><li>Content </li></ul><ul><li>Where it goes, how much, order of importance, what goes in, why </li></ul><ul><li>Directory structure </li></ul><ul><li>Order, silos, hubs, groupings, relationships, url structure, logic, scope </li></ul><ul><li>Links </li></ul><ul><li>Keywords, placement, relationships between pages (ontology), momentum </li></ul><ul><li>Navigation </li></ul><ul><li>Keywords, placement, levels, breadcrumb, footer, weight </li></ul>Copyright 2009
  17. Look for signs of information architecture in search results. Proof That Sites Built in “All Flash” Hurt? Copyright 2009
  18. Copyright 2009 Requirements Gathering SELL! Inform Generate Revenue Purpose of site Targeted users Targeted market Lead user tasks
  19. Copyright 2009 Requirements Gathering Platform Programming Language Scalability Forms Internet Applications Site Performance Server Response Page Load
  20. Those Free Web Site Templates Copyright 2009
  21. IA is VITAL to Usability <ul><li>“ Let’s camp at the Hilton, honey!” </li></ul><ul><li>Scent of Information Information Trust </li></ul><ul><li>Findability </li></ul><ul><li>“ I will not buy you this on THAT web site.” </li></ul><ul><li>Knowledge management </li></ul><ul><li>How we perceive information </li></ul><ul><li>Context and Content Delivery </li></ul>Copyright 2009
  22. Example: Pleasant Search Farm <ul><li>Business requirement (BR) = Sell online </li></ul><ul><li>Functional requirement (FR) = Shopping cart </li></ul><ul><li>Search Engines requirement (SER) = Be found in search </li></ul><ul><li>User Interface requirement (UIR) = Visual appearance </li></ul><ul><li>Accessibility requirement (AR) – Special needs users </li></ul>Copyright 2009
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  26. Taxonomy Copyright 2009 Create taxonomy (principle of inheritance)
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  28. Copyright 2009 Traceable back to “SELL” Task
  29. Pleasant Search Farm <ul><li>Choose concepts and terms your targeted customer uses. </li></ul>Copyright 2009
  30. Sense of Place <ul><li>Scent of Information – “ If you don’t know how the scent of information affects your users, chances are your site prevents them from finding your most important content.” – Jared Spool </li></ul><ul><li>Where to click? </li></ul><ul><li>Sense of Place </li></ul><ul><li>Site structure is clear to user. </li></ul><ul><li>Orientation </li></ul><ul><li>Helps users make decision </li></ul>Copyright 2009
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  32. Copyright 2009 Title Tag is helpful to both searchers and users who want to bookmark the site. Establishes sense of place and context.
  33. Copyright 2009 “ This section…” url structure contains keyword for search and users Meta description contains scent “tips” and “fun facts”. Delivery of information is very much important to search and users .
  34. Ontology Ontology – Relationship between taxonomy (classification) and objective within <ul><li>Short Tail (head) (Keywords, navigation link labels) </li></ul><ul><li>Sports </li></ul><ul><li>News </li></ul><ul><li>Cars </li></ul><ul><li>Sex </li></ul><ul><li>Viagra </li></ul><ul><li>Jobs </li></ul><ul><li>Long Tail Keywords, navigation link labels, embedded text links </li></ul><ul><li>Local sports, high school sports, your school district sports, latest team rankings </li></ul><ul><li>Local news, national news, us news, hot news, latest news from CNN, your local news station </li></ul><ul><li>Classic cars, old cars, used automobiles, the fascination with Volkswagen Bug, Joes car parts in Tallyho </li></ul><ul><li>Where to find sex, how to have sex, how to not have sex, sex after fifty, do plants have sex </li></ul><ul><li>Have no idea. Never searched for Viagra </li></ul><ul><li>Where to find good SEO jobs, usability job salaries in the usa and uk, not to be confused with Steve Jobs </li></ul>Copyright 2009
  35. Information Architecture is About Finding Information Copyright 2009 Book: Information Architecture for the World Wide Web by Louis Rosenfeld & Peter Morville – 3 rd edition Book: When Search Meets Web Usability by Shari Thurow Google Insights Tool (free) Ambient Findability by Peter Morville The Information Society for the Information Age: