Information architecture is a vital component of website marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But with a little help from AI and a healthy dose of common sense, you can give your users a more delightful experience and enable more efficient crawling without the headache. This is a repeatable process I used to audit, restructure, and significantly prune an aging content library of more than 6,000 URLs, plus a handful of practical tips to save hours of tedious work with low-lift AI tools. Presented at Pubcon in September 2023.

1. Kavi Kardos
Director, SEO @Uproer
@therarevos
slideshare.net/KaviKardos
1
Streamlining
Your UX with AI
(and Common Sense)

2. Stata Center
by Frank Gehry
MIT Campus
Cambridge, MA

3. @therarevos
#pubcon
Architecture
matters

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What I inherited

5. The process
Audit Map Migrate Design
@therarevos
#pubcon

6. Audit Map Migrate Design
@therarevos
#pubcon
The process

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Technical:
the crawl
6,255 URLs
18 primary subfolders
1 giant Google Sheet

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#pubcon
Content:
the good

9. no author
no publish date
(it’s old)
@therarevos
#pubcon
Content:
the bad

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Content:
the ugly

11. Audit Map Migrate Design
@therarevos
#pubcon
The process

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#pubcon
Demolition
cut useless subfolders
remap by topic

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#pubcon

14. Audit Map Migrate Design
@therarevos
#pubcon
The process

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#pubcon
Moving day
Resource Types
overhaul in WP
301 everything

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#pubcon
Monitoring
recrawl
track by slug

17. Audit Map Migrate Design
@therarevos
#pubcon
The process

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#pubcon

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Plus:
structured data
articles
authors
publishing practices

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The results

22. pruned /resources/ URLs by 15%
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#pubcon
Within six months…

23. sessions to /resources/ up 4.34%
@therarevos
#pubcon
Within six months…

24. (that’s +1,119,343 sessions)
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Within six months…

25. gated content downloads
up 6.16% (+88K)
@therarevos
#pubcon
Within six months…

26. conversions from /resources/
up 5.81% (+84K)
@therarevos
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Within six months…

27. we could have moved faster.
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We love it! But…

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#pubcon
The tools
Screaming Frog
GPT-4 Advanced Data
Analysis (formerly
Code Interpreter)
WebPilot plugin

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#pubcon
Structural auditing
Screaming Frog crawl
>all inlinks download
find orphaned pages
find underlinked pages

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Topical sorting
by slug
uncategorized
resources list
topics list

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#pubcon
Topical sorting
by slug
GPT-generated KW list
slugs sorted according to
KW match

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#pubcon
Topical sorting
by content
Screaming Frog crawl
>full export
URLs sorted according to
KW match in titles &
meta descriptions

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#pubcon
Clustering
& linking
GPT combines slugs, titles,
& descriptions
group by common words &
phrases

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#pubcon
Clustering
& linking
bad topic choices
topical refinement
URLs grouped into topical
clusters

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#pubcon
Tables
of contents

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Structured
data

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#pubcon
Architecture
matters…
but so does
efficiency

38. @therarevos
bit.ly/kkardos
Thank you!