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What SEO brings toInformation Architecture<br />Justin Tauber<br />Judd GarrattOctober 2010<br />
What about SEO?<br />You say:<br />If Google can't find what it's looking for in this site,then there's something wrong wi...
A new hope<br />
To relinquish all control of SEO amounts to:<br />Giving up control of how user expectations of the site are set<br />Igno...
Lost<br />Found<br />Google<br />Site<br />SEO<br />IA<br />
Journey<br />Google<br />Site<br />IA & SEO<br />
Am I in the right place?<br />
Journey<br />Journey<br />Google<br />Site<br />IA & SEO<br />
To relinquish all control of SEO amounts to:<br />Giving up control of how user expectations of the site are set<br />Igno...
Your Site<br />Journey<br />Journey<br />Google<br />Other Site<br />Journey<br />Journey<br />Journey<br />Other Site<br ...
You can’t ignore<br />language<br />
What about<br />card sorts?<br />
Card sorts give you<br />concepts<br />Keyword analysis gives you<br />expressions<br />
Empirically validate<br />the language used<br />in your IA<br />
There’s no perfect label, but perfect labels<br />Keywords diversify your information scent<br />Help people feel that the...
What you can do<br />
1. Brief SEO with your taskanalysis and personas<br />
1. Brief SEO with your taskanalysis and personas<br />2. Test the topicality of yourlabels in Google<br />
3. Get action labels from SEO data<br />Some labels don't just represent buckets of content, they are calls to action e.g....
4. Be part of the decision to create new contentfor SEO purposes<br />5. Ensure new contentfits within the users’ mental m...
It doesn’t<br />have to be hard<br />
Justin Tauber     Judd Garratt<br />
Image credits:<br />http://www.flickr.com/photos/14014660@N03/3696386615/<br />http://www.flickr.com/photos/iandesign/1205...
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What SEO might bring to Information Architecture

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We all know that SEO is about marketing, getting bums on seats and eyeballs on pages, while Information Architecture is about structuring content in a way that makes sense to users and helps them find what they are looking for.

But it turns out that seeing both of these as two parts of the same customer experience might not only help SEO deliver better traffic, but also produce a more user-friendly site structure.

Judd Garratt is @juddgarratt
Justin Tauber is @brtrx

Published in: Design

What SEO might bring to Information Architecture

  1. 1. What SEO brings toInformation Architecture<br />Justin Tauber<br />Judd GarrattOctober 2010<br />
  2. 2. What about SEO?<br />You say:<br />If Google can't find what it's looking for in this site,then there's something wrong with Google. The site is correct.<br />If those ham-fisted SEOs touch my labels, I'll personally organise a denial of service attack for launch.<br />That's a marketing problem.<br />
  3. 3. A new hope<br />
  4. 4. To relinquish all control of SEO amounts to:<br />Giving up control of how user expectations of the site are set<br />Ignoring the linguistic context of the labelling of the site<br />
  5. 5. Lost<br />Found<br />Google<br />Site<br />SEO<br />IA<br />
  6. 6. Journey<br />Google<br />Site<br />IA & SEO<br />
  7. 7. Am I in the right place?<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. Journey<br />Journey<br />Google<br />Site<br />IA & SEO<br />
  12. 12. To relinquish all control of SEO amounts to:<br />Giving up control of how user expectations of the site are set<br />Ignoring the linguistic context of the labelling of the site<br />
  13. 13. Your Site<br />Journey<br />Journey<br />Google<br />Other Site<br />Journey<br />Journey<br />Journey<br />Other Site<br />Other Site<br />
  14. 14. You can’t ignore<br />language<br />
  15. 15. What about<br />card sorts?<br />
  16. 16. Card sorts give you<br />concepts<br />Keyword analysis gives you<br />expressions<br />
  17. 17. Empirically validate<br />the language used<br />in your IA<br />
  18. 18. There’s no perfect label, but perfect labels<br />Keywords diversify your information scent<br />Help people feel that they’re in the right place<br />
  19. 19. What you can do<br />
  20. 20. 1. Brief SEO with your taskanalysis and personas<br />
  21. 21.
  22. 22. 1. Brief SEO with your taskanalysis and personas<br />2. Test the topicality of yourlabels in Google<br />
  23. 23. 3. Get action labels from SEO data<br />Some labels don't just represent buckets of content, they are calls to action e.g. join, sign up, purchase, etc<br />What terms are used by users who complete a task<br />How do people actually describe these actions?<br />
  24. 24. 4. Be part of the decision to create new contentfor SEO purposes<br />5. Ensure new contentfits within the users’ mental model<br />cards sorts and/or tree analysis<br />
  25. 25. It doesn’t<br />have to be hard<br />
  26. 26. Justin Tauber Judd Garratt<br />
  27. 27. Image credits:<br />http://www.flickr.com/photos/14014660@N03/3696386615/<br />http://www.flickr.com/photos/iandesign/1205496024/<br />http://www.flickr.com/photos/51035555243@N01/127378638<br />http://www.flickr.com/photos/67478164@N00/3154516530/<br />-<br />-<br />http://www.flickr.com/photos/49462908@N00/3951143570/<br />-<br />-<br />-<br />-<br />http://www.flickr.com/photos/67478164@N00/3154516530/<br />-<br />http://www.flickr.com/photos/jdf/3298367999/<br />http://www.flickr.com/photos/beth19/4774225069/<br />http://www.flickr.com/photos/12568962@N00/2252118555/<br />http://www.flickr.com/photos/bflv/4016893384/<br />http://www.flickr.com/photos/mendhak/4850482798/<br />http://www.flickr.com/photos/jonhurd/1506968422/<br />-<br />http://www.flickr.com/photos/jonhurd/1506968422/<br />http://www.flickr.com/photos/jonhurd/1506969156/<br />http://www.flickr.com/photos/jonhurd/1506110501/<br />http://www.flickr.com/photos/dnorman/3732851541/<br />http://www.flickr.com/photos/42202689@N00/2517036416/<br />http://www.flickr.com/photos/playingwithpsp/3026744920/<br />

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