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H a l l A n a l y s i s L L C @ j o e h a l l
R e t h i n k i n g I n f o r m a t i o n A r c h i t e c t u r e f o r S E O a n d C o n t e n t M a r k e t i n g
The problem...
SEO
SEO
CONTENT MARKETING
TRAFFIC?RANKINGS?
What exactly is Information Architecture?
"The structural design of shared information
environments."
– Information Architecture for the World Wide Web by Louis Rosenfeld, Peter Morville - ISBN-10: 1491911689
HOME
Products
● Product 1● Product 2● Product 3
Services
● Service 1● Service 2● Service 3
About
● Contact us● Our team● Jobs
Blog
● Category 1● Blog post● Category 2● Blog post● Category 3● Blog post
What exactly is Information Architecture?
Bad IA means:Increased likelihood for duplicated content and taxonomies.
Poor internal linking.Distributed topical authority.
Confusing or incomplete main navigation.Overall lower user experience.
HOME
Products
● Product 1● Product 2● Product 3
Services
● Service 1● Service 2● Service 3
About
● Contact us● Our team● Jobs
Blog
● Category 1● Blog post
● Category 2● Blog post
● Category 3● Blog post
What exactly is Information Architecture?
HOME
Products
● Product 1● Product 2● Product 3
Services
● Service 1● Service 2● Service 3
About
● Contact us● Our team● Jobs
Blog
● Category 1● Blog post● Category 2● Blog post● Category 3● Blog post
What exactly is Information Architecture?
INTERNAL LINKS
HOME
Products
● Product 1● Product 2● Product 3
Services
● Service 1● Service 2● Service 3
About
● Contact us● Our team● Jobs
Blog
● Category 1● Blog post● Category 2● Blog post● Category 3● Blog post
What exactly is Information Architecture?
INTERNAL LINKS
MOVE C
ONTENT
HOME
Products
● Product 1● Product 2● Product 3
Services
● Service 1● Service 2● Service 3
About
● Contact us● Our team● Jobs
Blog
● Category 1● Blog post
● Category 2● Blog post
● Category 3● Blog post
What exactly is Information Architecture?
INTERNAL LINKS
MOVE C
ONTENTUNNATURAL LINKS
Designing Kick-Ass Information Architectures
Let's talk about wheelchairs...
To build successful information architectures,
you should think more about
where you are going,
and less about
what you are doing.
where you are going = Marketing
what you are doing = Web Development
Where are you going? What are you doing?
MARKETING WEB DEVELOPMENTSE
O
Main Ideas...Main concepts that define an organization.
Popular ideas within an industry.Broad user intent.
HOME
Main Idea 1
Define Main Ideas
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content...Blog posts/articles.Evergreen content.
Targeted user intent.
Follow traditional sales funnel.
HOME
Main Idea 1
Develop Supporting Content
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content
Supporting Content
Supporting Content
Supporting Content
Conversion Points...Product pages.
Lead generation forms.User sign ups.
HOME
Main Idea 1
Develop Conversion Points
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content
Supporting Content
Supporting Content
Supporting Content
Conversion Point Conversion Point Conversion Point Conversion Point
Main TaxonomyCan define main navigation.
Can influence URL structures.Develops category hierarchy.
Can influence content development.
HOME
Main Idea 1
Identifying Taxonomies: Main
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content
Supporting Content
Supporting Content
Supporting Content
Conversion Point Conversion Point Conversion Point Conversion Point
Main Taxonomy In Action
QUERY: furniture
Main taxonomies are responsible for organic positions 1, 2, and 3.
Supporting TaxonomiesDefines relationship between content in separate sections.
Grows internal linking organically.Can act as secondary navigation.Can grow and change over time.
HOME
Main Idea 1
Identifying Taxonomies: Supporting
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content
Supporting Content
Supporting Content
Supporting Content
Conversion Point Conversion Point Conversion Point Conversion Point
Related Idea Related Idea Related Idea
Building Supporting Taxonomies w/NLP
Supporting Taxonomies In Action
QUERY: dog leash
Supporting taxonomies are responsible for positions 1 & 2.
Final Thought
Final Thought
A successful IA should aid in the development of awareness, respect, & trust.
J O E H A L L
H a l l A n a l y s i s L L C @ j o e h a l l
