Rethinking Information Architecture for SEO and Content Marketing
Transcript of Rethinking Information Architecture for SEO and Content Marketing
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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
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The problem...
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SEO
SEO
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CONTENT MARKETING
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TRAFFIC?RANKINGS?
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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
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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?
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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.
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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?
![Page 11: Rethinking Information Architecture for SEO and Content Marketing](https://reader035.fdocuments.us/reader035/viewer/2022062523/587822481a28aba12d8b6bad/html5/thumbnails/11.jpg)
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
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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
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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
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Designing Kick-Ass Information Architectures
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Let's talk about wheelchairs...
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To build successful information architectures,
you should think more about
where you are going,
and less about
what you are doing.
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where you are going = Marketing
what you are doing = Web Development
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Where are you going? What are you doing?
MARKETING WEB DEVELOPMENTSE
O
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Main Ideas...Main concepts that define an organization.
Popular ideas within an industry.Broad user intent.
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HOME
Main Idea 1
Define Main Ideas
Main Idea 2 Main Idea 3 Main Idea 4
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Supporting Content...Blog posts/articles.Evergreen content.
Targeted user intent.
Follow traditional sales funnel.
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HOME
Main Idea 1
Develop Supporting Content
Main Idea 2 Main Idea 3 Main Idea 4
Supporting Content
Supporting Content
Supporting Content
Supporting Content
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Conversion Points...Product pages.
Lead generation forms.User sign ups.
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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
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Main TaxonomyCan define main navigation.
Can influence URL structures.Develops category hierarchy.
Can influence content development.
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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
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Main Taxonomy In Action
QUERY: furniture
Main taxonomies are responsible for organic positions 1, 2, and 3.
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Supporting TaxonomiesDefines relationship between content in separate sections.
Grows internal linking organically.Can act as secondary navigation.Can grow and change over time.
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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
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Building Supporting Taxonomies w/NLP
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Supporting Taxonomies In Action
QUERY: dog leash
Supporting taxonomies are responsible for positions 1 & 2.
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Final Thought
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Final Thought
A successful IA should aid in the development of awareness, respect, & trust.
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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