How do you evaluate IA in your content strategy?

It is the present and the future. It can be a tool rather than an Intelligence. I mean it is not a human being mind, but it very keen in create different version of texts for seo purposes. It's all matter of briefing from the creator to the AI tools. Be sure the key idea will always come from a human marketer!

Evaluating IA in your content strategy is crucial for optimizing user experience and achieving business goals. It ensures your content structure aligns with user needs, enhancing navigation and discoverability. Regular evaluation uncovers pain points, allowing timely adjustments for better engagement and conversions. Ultimately, it empowers data-driven decision-making, driving continuous improvement in content performance and user satisfaction.

IA isn't a one and done proposition. Unless you have iron-clad governance, I find that over time even the most well-considered site structure can outgrow the original IA and need some thoughtful pruning. Several jobs ago, I led content on the USPS.com account. Over the a five-year period we audited and restructured content on the ever-growing site twice–first whittling and consolidating from 10,000+ pages to about a thousand. Then, in the second round, a stakeholder challenged up to ruthlessly edit the site down to just a few hundred pages that were not only easier for customers to navigate, but the org to manage.

Yes, and..don't forget to test with all of the experience's key user segments. When I worked on a redesign of AARP.org, we always recruited both members and non-members across age groups in AARP's 50+ target (GenX, Boomers, etc.).

When evaluating IA in your content strategy, consider goals, resources, and project stage. Common methods include card sorting, tree testing, user testing, and analytics. Card sorting reveals user perceptions and organization. Tree testing assesses hierarchy and navigation. User testing gauges effectiveness and satisfaction. Analytics track user interactions for insights and improvements.

In short, to evaluate Information Architecture effectively, tools like OptimalSort, Treejack, UserTesting, and Google Analytics offer various functionalities. OptimalSort is great for online card sorting exercises to gain insights into user categorization. Treejack helps test and refine your content structure. UserTesting facilitates user testing sessions for direct feedback, and Google Analytics provides essential metrics on website or app performance, aiding in understanding user interactions and improving content navigation and structure.

In short, effectively evaluating Information Architecture (IA) involves defining clear goals and success criteria, analyzing both quantitative and qualitative data to uncover patterns or discrepancies, and then identifying actionable steps for improvement. This process ensures that decisions to enhance IA and content are data-informed, targeting specific outcomes like increased engagement, reduced bounce rates, or improved conversions.

I would also add that you should consider the results of IA testing more directional than prescriptive. Before you start redrawing the site map, factor in what the brand is trying to convey and to whom. What you elevate in the navigate will be an important cue to both users and search engines what you're all about.

Evaluating Information Architecture is the start of an ongoing improvement cycle for your content strategy. It involves planning and documenting changes using tools like sitemaps and wireframes, testing and validating these changes with users and stakeholders, and continuously monitoring and optimizing based on feedback and analytics to enhance content performance and user satisfaction.