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