The document discusses information architecture and its importance for search engine optimization and usability. It defines information architecture as the organization and labeling of websites to help users find information. Well-designed information architecture that follows user tasks and searches can improve both usability and search engine rankings by establishing context and findability. The document provides several examples and recommendations for how to structure websites and content to support user tasks and search engine optimization.

1. Information Architecture, SEO & Usability Successful Information Architecture Chicago SES 2009 Copyright 2009 Cre8pc.com/UsabilityEffect.com

2. Kim Krause Berg Usability and SEO Consultant Cre8pc.com, est. 1996 UsabilityEffect.com, est. 2002 Cre8asiteforums.com, est. 1998 Copyright 2009 Cre8pc.com/UsabilityEffect.com

3. What is Information Architecture? Copyright 2009 Cre8pc.com/UsabilityEffect.com

4. What is Information Architecture Copyright 2009 Cre8pc.com/UsabilityEffect.com Which comes first? Architecture or Construction? Business requirement – House to live in

5. Copyright 2009 Cre8pc.com/UsabilityEffect.com 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 Cre8pc.com/UsabilityEffect.com

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8. IA and SEO Today’s Web is all about CONTEXT, ORGANIZATION & FINDABILITY Copyright 2009 Cre8pc.com/UsabilityEffect.com

9. 95% of All Search Engine Referrals come from Page One of SERPS Users know quality. Source: Enquisite.com Copyright 2009 Cre8pc.com/UsabilityEffect.com

10. Why IA is Vital to SEO Context Categorize and analyze content Sitemaps establish site architecture for easy indexing; use XML sitemaps; www.sitemaps.org Links ( To where?); Interlinking, URL structure; Canonical ( http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html ) Navigation; breadcrumbs; establishes hierarchy; orientation Copyright 2009 Cre8pc.com/UsabilityEffect.com

11. IA and SEO Findability – Make pages easy to search Task Short tail, Long tail (Lowest common denominator) What is the mental model of your searcher? Copyright 2009 Cre8pc.com/UsabilityEffect.com

12. Example Copyright 2009 Cre8pc.com/UsabilityEffect.com

13. AJAX Where are keywords? Images URL structure Theme of site Is the order correct? Copyright 2009 Cre8pc.com/UsabilityEffect.com

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15. Deeper Look at IA What is IA to a developer, programmer, performance engineer, database and software support person? What is IA to a web designer, seo, usability/ux consultant, users/readers, graphic artists? Nature is an information architect . Copyright 2009 Cre8pc.com/UsabilityEffect.com

16. SEO Architecture Keywords. Stop. Don’t pass. Context Local, Global, Language, Terms Content Where it goes, how much, order of importance, what goes in, why Directory structure Order, silos, hubs, groupings, relationships, url structure, logic, scope Links Keywords, placement, relationships between pages (ontology), momentum Navigation Keywords, placement, levels, breadcrumb, footer, weight Copyright 2009 Cre8pc.com/UsabilityEffect.com

17. Look for signs of information architecture in search results. Proof That Sites Built in “All Flash” Hurt? Copyright 2009 Cre8pc.com/UsabilityEffect.com

18. Copyright 2009 Cre8pc.com/UsabilityEffect.com Requirements Gathering SELL! Inform Generate Revenue Purpose of site Targeted users Targeted market Lead user tasks

19. Copyright 2009 Cre8pc.com/UsabilityEffect.com Requirements Gathering Platform Programming Language Scalability Forms Internet Applications Site Performance Server Response Page Load

20. Those Free Web Site Templates Copyright 2009 Cre8pc.com/UsabilityEffect.com

21. IA is VITAL to Usability “ Let’s camp at the Hilton, honey!” Scent of Information Information Trust Findability “ I will not buy you this on THAT web site.” Knowledge management How we perceive information Context and Content Delivery Copyright 2009 Cre8pc.com/UsabilityEffect.com

22. Example: Pleasant Search Farm Business requirement (BR) = Sell online Functional requirement (FR) = Shopping cart Search Engines requirement (SER) = Be found in search User Interface requirement (UIR) = Visual appearance Accessibility requirement (AR) – Special needs users Copyright 2009 Cre8pc.com/UsabilityEffect.com

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26. Taxonomy Copyright 2009 Cre8pc.com/UsabilityEffect.com Create taxonomy (principle of inheritance)

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28. Copyright 2009 Cre8pc.com/UsabilityEffect.com Traceable back to “SELL” Task

29. Pleasant Search Farm Choose concepts and terms your targeted customer uses. Copyright 2009 Cre8pc.com/UsabilityEffect.com http://siteexplorer.search.yahoo.com/ https://www.google.com/webmasters/tools/ http://www.bing.com/webmaster

30. Sense of Place 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 Where to click? Sense of Place Site structure is clear to user. Orientation Helps users make decision Copyright 2009 Cre8pc.com/UsabilityEffect.com

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32. Copyright 2009 Cre8pc.com/UsabilityEffect.com Title Tag is helpful to both searchers and users who want to bookmark the site. Establishes sense of place and context.

33. Copyright 2009 Cre8pc.com/UsabilityEffect.com “ 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 Short Tail (head) (Keywords, navigation link labels) Sports News Cars Sex Viagra Jobs Long Tail Keywords, navigation link labels, embedded text links Local sports, high school sports, your school district sports, latest team rankings Local news, national news, us news, hot news, latest news from CNN, your local news station Classic cars, old cars, used automobiles, the fascination with Volkswagen Bug, Joes car parts in Tallyho Where to find sex, how to have sex, how to not have sex, sex after fifty, do plants have sex Have no idea. Never searched for Viagra Where to find good SEO jobs, usability job salaries in the usa and uk, not to be confused with Steve Jobs Copyright 2009 Cre8pc.com/UsabilityEffect.com

35. Information Architecture is About Finding Information Copyright 2009 Cre8pc.com/UsabilityEffect.com 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) www.google.com/insights/search Ambient Findability by Peter Morville The Information Society for the Information Age: http://www.asis.org/index.html