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What do you do if your information architecture isn't driving SEO results?

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When your website's information architecture (IA) isn't driving search engine optimization (SEO) results, it can be a frustrating experience. Information architecture refers to the way information is structured and organized on your website, which can significantly impact how search engines index and rank your content. If your IA isn't optimized for SEO, you might find your site buried in search results, missing out on valuable traffic. It's important to assess and adjust your IA to ensure it aligns with SEO best practices and user expectations.

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Tonya Abna

UI/UX Leader

1 Audit Your IA

Begin by conducting a thorough audit of your current information architecture. Look for broken links, confusing navigation, and any content that is difficult to find or doesn't have a clear hierarchical structure. Your goal is to identify any issues that could be hindering search engines from understanding and properly indexing your site. Ensure that your categories, tags, and navigation menus are logical and contribute to a seamless user experience.

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Alex Shaw

Business | Graphic | Web Design | Marketing | Artist | Trainer | Speaker | Entrepreneur
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Firstly redo keyword research and competitive research. List the most important keywords to prioritise. check that your content silo structure (categories) is logical. make sure that the articles /news /blogs add value, is written for humans, not seo and are checked, as the more liked and low bounce rates will improve so rankings.

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2 Research Keywords

Keyword research is crucial in aligning your IA with what users are searching for. Identify the terms and phrases your target audience uses when looking for information or products related to your site. Incorporate these keywords naturally into your headings, page titles, and meta descriptions to enhance your content's relevance and visibility in search results. Remember to focus on long-tail keywords that can capture more specific queries.

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3 Optimize URLs

URLs are a fundamental component of your IA and SEO strategy. They should be clean, concise, and include relevant keywords. Avoid long strings of numbers or nonsensical characters that can confuse both users and search engines. A well-structured URL provides a clear indication of the content on the page and can significantly improve the chances of a higher ranking in search results.

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4 Enhance Navigation

Your website's navigation should be intuitive and straightforward, allowing users to find what they're looking for with minimal effort. This not only improves user experience but also helps search engines understand the relationship between different pages on your site. Consider adding breadcrumb navigation to provide users with a clear path back to previous pages, which can also contribute to a stronger IA.

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5 Improve Content Hierarchy

A clear content hierarchy helps users navigate your website and understand the importance of each page. Use header tags (H1, H2, H3) to structure your content effectively, making sure that your most important topics are prominent. This will guide users through your content and signal to search engines the key subjects and themes of your pages, which can enhance your SEO performance.

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Tonya Abna

UI/UX Leader
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One important thing to remember when using heading tags (H1, H2, H3...) is that they are specifically meant to denote the heading levels. Start with H1 as the title of your page. H2 should only be used as a subheading for H1. H3 should be a subheading for H2. And so on. Never skip a level. Because there are generally distinct styles applied to each heading level, there's a temptation to use heading tags out of order, simply to get the desired type style. Using the wrong semantics will adversely impact your SEO and user navigation in assistive technologies. Instead, mimic headings with .h1, .h2, .h3, etc. classes so that if you need to add an H3, but want it to look like an H2 for some reason, you can do so without disrupting the hierarchy.

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6 Revise Internal Linking

Internal linking is a powerful tool for boosting SEO through your information architecture. By linking related content within your site, you help search engines discover new pages and understand the context of each page. Make sure that your internal links are relevant and use descriptive anchor text that gives users and search engines an idea of what to expect on the linked page.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your information architecture isn't driving SEO results?

1

2

3

4

5

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1 Audit Your IA

2 Research Keywords

3 Optimize URLs

4 Enhance Navigation

5 Improve Content Hierarchy

6 Revise Internal Linking

7 Here’s what else to consider

Information Architecture

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What do you do if your information architecture isn't driving SEO results?

1

2

3

4

5

6

7

1 Audit Your IA

2 Research Keywords

3 Optimize URLs

4 Enhance Navigation

5 Improve Content Hierarchy

6 Revise Internal Linking

7 Here’s what else to consider

Information Architecture

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