There is more than pages, content and records in the world.
In this talk I will discuss the advantages and obstacles of structuring & naming data in the backend in the way customers & users actually talk and think about them. This starts in the early project phases and continues through the development into the future of a project.
From the project specific vocabulary for the naming of labels to the customization and positioning of visible fields based on their usage. From the use of custom document types instead of records to gain many advantages for SEO, handling and rendering to using all this information to help search engines unterstand your data. Many things are possible!