3 SEO Myths About Information Architecture
PageRank sculpting, siloing, link-juice flowage, SEO architecture — keyword phrases that make our skin crawl. What do search engine optimizers need to know about information architecture?
PageRank sculpting, siloing, link-juice flowage, SEO architecture — these are keyword phrases that often make our skin crawl. The reason? We commonly hear these words come from search engine optimization (SEO) professionals in reference to a website's information architecture (IA).
Yet, when we are among our information architecture colleagues? I rarely hear these words, if at all.
What happens when we explain to our information architecture colleagues how PageRank sculpting is supposed to work? They look at us as if we have lost our minds, because no professional information architect, that we know of, determines a website's information architecture based an alleged number between 1 and 10.
Where is the disconnect? Is the problem that information architects do not understand search engine optimization…or is the problem that SEO professionals do not understand information architecture? Or are both parties equally ignorant? Should there be bridges?
To help SEOs understand an information architect's point of view, here are some of the common myths and misconceptions that search engine optimizers have about information architecture.
Myth #1: SEO is SEO & IA is IA
"I would say that the biggest myth is 'SEO is SEO and IA is IA and never the twain shall meet' – that information architecture is a high-brow, librarian-like activity carried out by serious, academic-type practitioners and high-end site builders, whereas SEO is a down and dirty marketing tactic carried out by hip guerrilla marketers," said Alan Perkins, Managing Director of SilverDisc Limited. "Nothing could be further from the truth."
"Information is content; architecture is links; therefore information architecture is about content and links," Perkins continues. "And what's a large part of SEO? Yep, content and links. Information architecture is a very large component of SEO and, like building a house, getting your architecture wrong at the start can cost you a lot further down the line."
We have been saying for years that SEO is optimizing a website for people who use search engines. There are two parts to that equation: searchers and search engines. We often feel that many SEO professionals ignore or discount the "searcher" part of search engine optimization. Likewise, we often feel that SEOs and web developers alike forget the "searcher" part of site architecture.
"A site architecture (SA) for SEO is a combination of just two things: information architecture (IA) and technical architecture (TA)," said Perkins. "I like to express this as a formula: SA = IA + TA."
Amen to that, Alan.
Myth #2: The SEO Architecture…
Whenever we hear the phrase "SEO architecture," we immediately associate it with an information architecture that is primarily:
This type of architecture commonly results in a website that ranks well—temporarily (if at all) but has a high abandonment rate and poor conversions.
"Organizations that design for SEO at the expense of IA are sacrificing their future for a few quick wins," said Peter Morville, president and founder of Semantic Studios and co-author of Information Architecture for the World Wide Web. "Marketing is about the whole user experience, not just findability."
Two goals of an effective information architecture are to make desired content: (1) easy to use and (2) easy to find via searching, browsing, and asking. Searcher goals and business goals are not always mutually exclusive.
When you boil it all down, information architects' work is concerned with optimizing the alignment of business goals and user needs," said Dan Klyn, information architect at The Understanding Group and a former board member of the Information Architecture Institute. "Sometimes, the changes that information architects recommend are subtle; other times, the changes are unmistakable, requiring wholesale changes to directory structures, URL paths and over-arching navigation structures."
"In cases where information architects find a wide mis-alignment between ideal and existing structures, consider the real-world architectural metaphor that information architecture derives from," Klyn continues. "In the same way that owners, contractors and designers must wisely decide between adapting an existing structure or tearing everything down and starting from scratch, so too with matters of information architecture."
Many website owners are afraid to modify ranked pages, even though the sites' existing information architectures are confusing to searchers.
Website owners are afraid to lose qualified search engine traffic. But consider this—you are already losing users/searchers by not having a website that makes sense to your target audience. Adapting an existing structure to be crawler friendly isn't always the best solution.
Which leads us to the next myth….
Myth #3: Web Searchers Are Not Site Users
"SEO professionals may not realize that users' information needs change—sometimes dramatically so—once they reach a site," said Louis Rosenfeld, co-author of Information Architecture for the World Wide Web and author of Search Analytics for your Site: Conversations with your Customers.
"They may move from seeking to validate that an answer to their query exists—and on which website—to a mode of localized finding and more intensive learning about the topic of interest. Or web searchers may be seeking information about an organization, while site searchers may seek information about that organization's services and offerings."
In the table below, former Michigan State University technologist Rich Wiggins compared the top keywords that brought users to the MSU site with what they searched once they reached the site (on the site's search engine):
"The differences quickly emerge," Rosenfeld explains. "Names of the institution are obviously quite common in web search, but not for site search. Both types of searches include navigational information (e.g., 'campus map'), but site search queries often deal with activities local to the campus (e.g., 'football'), systems that students and staff use (e.g., 'spartantrak'), and particular departments like chemistry."
I think that it is really important for SEO professionals to perform the following type of advanced web-search queries to verify that they are communicating aboutness to both site visitors and search engines.
Here are some specific examples (using the National Cancer Institute site):
This web SEO will also help site SEO.
"While organic web search and site search demonstrate different searcher behaviors and information needs, there is an interesting relationship between them that may provide search engine advertisers with some great opportunities," Rosenfeld said.
"Because site search produces more specific queries than organic web search, these queries may suggest more narrowly focused keywords that will in turn see fewer bids. So site search analytics, an information architect's tool, might save SEO and search engine advertisers a lot of money."