I really wanted to attend this panel on all the components – content, navigation, design, technical development, and SEO – of a successful website. Mainly, because we’re in the midst of redesigning our website, and I want to make sure we’re nailing it.
The panelists were Shari Thurow, Founder & SEO Director, Omni Marketing Interactive and Eleanor Hong, Lead Editor, SEO, ABCNews.com. Adam Audette (@audette), President, AudetteMedia was stuck in Bend, Oregon.
I have no background in SEO or Information Architechture. So I am a couple steps behind. More than a couple. Shari is a lively but fast speaker.
Shari talked about why information architecture matters from an SEO standpoint. Because you lose customers when they can’t find what they want. The design/development costs spiral out of control when you have to redo your work in 6 months because the site doesn’t support findabilty. I didn’t even know findability was a word.
Information architecture affects crawability, indexation, rankings and appearance of search listings.
So three slides into it – Shari defined what IA is. According to SEO professionals it is: crawlability, indexation, PageRank (PR) sculpting, Siloing, Server performance, parameter handling and interfact (page design).
IA should be arranged not by keywords by task, topic, target audience (e.g. patient vs doctor), alphabetical if the site is too big or even file type.
Labels should be unique, distinguishable and scannable. If links aren’t distinguishable, then people “pogo stick” and jump between pages. This decreases your chance of conversion. In a footer – what’s the difference between a Kauai vacation rental and a Kauai luxury vacation rental or a Kauai condo rental. Needs more distinguishing.
The #1 thing people say in usability testing is WTF as their frustration mounts as they get confused.
With IA, you can’t make everything a priority because then nothing becomes a priority. Don’t put too many or too few links in the primary or footer navigation. What sections are you going to emphasize on the homepage?
Shari also referenced the difference between how a user’s mental model doesn’t match a representative model (how SEO experts/designers think about search). To make them match, you need to observe users, do field interviews, expectancy tests, usability tests, etc.
Some common IA mistakes:
- SEO professionals ask leading questions when performing usability tests.
- Don’t perform formative and validative usability tests – force their mental models onto others.
- Don’t copy another information architecture because it won’t necessarily for your company.
- Don’t consider IA AFTER a site is built.
A nice way to think about SEO. It’s not Search Engine Optimization but rather optimizing for those people who use search engines and matching their mental model.
Eleanor Hong talked about the challenges of big content sites. There is tension between a good user experience and business goals.
She also points out that microsites and subdomains aren’t a good solution to poor IA. She asks an interesting question for media sites – where is home? Meaning if you’re on Good Morning America, is your homepage Good Morning America or ABC?
About Elaine Ellis
