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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
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What SEO brings toInformation Architecture
Justin TauberJudd Garratt
October 2010
What about SEO?
b) If those ham-fisted SEOs touch my labels, I'll personally organise a denial of service attack for launch.
c) That's a marketing problem.
a) If Google can't find what it's looking for in this site,then there's something wrong with Google. The site is correct.
You say:
A new hope
To relinquish all control of SEO amounts to:a) Giving up control of how user expectations of the site are set
b) Ignoring the linguistic context of the labelling of the site
Google Site
SEO IA
Lost Found
Site
Journey
IA & SEO
Am I in the right place?
Google Site
IA & SEO
Journey Journey
To relinquish all control of SEO amounts to:a) Giving up control of how user expectations of the site are set
b) Ignoring the linguistic context of the labelling of the site
Your SiteJourney
Other Site
Other Site
Other Site
Journey
Journey
JourneyJourney
You can’t ignorelanguage
What aboutcard sorts?
Card sorts give you
concepts
Keyword analysis gives you
expressions
Empirically validatethe language usedin your IA
There’s no perfect label, but perfect labels
Keywords diversify your information scent
Help people feel that they’re in the right place
What you can do
1. Brief SEO with your taskanalysis and personas
1. Brief SEO with your taskanalysis and personas
2. Test the topicality of yourlabels in Google
3. Get action labels from SEO data
Some labels don't just represent buckets of
content, they are calls to action e.g. join, sign
up, purchase, etc
What terms are used by users who complete
a task
How do people actually describe these actions?
4. Be part of the decision to create new content
for SEO purposes
5. Ensure new contentfits within the users’
mental modelcards sorts and/or
tree analysis
It doesn’thave to be hard
Justin Tauber Judd Garratt
Image credits:1. http://www.flickr.com/photos/14014660@N03/3696386615/ 2. http://www.flickr.com/photos/iandesign/1205496024/3. http://www.flickr.com/photos/51035555243@N01/1273786384. http://www.flickr.com/photos/67478164@N00/3154516530/5. -
6. -7. http://www.flickr.com/photos/49462908@N00/3951143570/8. -
9. -10. -11. -12. http://www.flickr.com/photos/67478164@N00/3154516530/13. -
14. http://www.flickr.com/photos/jdf/3298367999/15. http://www.flickr.com/photos/beth19/4774225069/16. http://www.flickr.com/photos/12568962@N00/2252118555/17. http://www.flickr.com/photos/bflv/4016893384/
18. http://www.flickr.com/photos/mendhak/4850482798/19. http://www.flickr.com/photos/jonhurd/1506968422/20. -21. http://www.flickr.com/photos/jonhurd/1506968422/22. http://www.flickr.com/photos/jonhurd/1506969156/23. http://www.flickr.com/photos/jonhurd/1506110501/24. http://www.flickr.com/photos/dnorman/3732851541/25. http://www.flickr.com/photos/42202689@N00/2517036416/ 26. http://www.flickr.com/photos/playingwithpsp/3026744920/
