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January 12, 2018

The Importance Of Information Architecture

While exceptional content alongside a strong backlink profile will dramatically help with your website’s SEO, people often overlook the performance and layout of the website itself. For a user to navigate your site with ease, pages and content needs to be in a layout that is logical and allows them to locate the pages and information that they’re interested in. As a result, it’s paramount that your website has outstanding Information Architecture (IA), as if your users are able to understand the structure of your website, chances are Google will too, and thus bump up your ranking in the search engine. To help you understand this concept in more detail, we’re going to take you through what IA is, and why it’s crucial for your website.

Navigation & Hierarchy Creation

Firstly, without a seamless navigation system on your website, it would be impossible for Google to crawl it completely and understand what you’re offering. Essentially, navigation concerns how your website is displayed to the user, and how accessible for content is for them – an outstanding navigation system will guarantee your visitor high-quality UX, an area in which many mistakes are made within all industries.

Furthermore, your hierarchy needs to be created in a logical way, to ensure that pages flow into each other and that the connection between them makes sense, almost like a flow chart. An easy example of this would be to look at a ‘services’ page on your navigation menu. If it has a drop down, the user would expect to see a group of different services that your organisation offers, making their experience on your site more enjoyable and ultimately improving your SEO. Let’s say, however, that you have your ‘about us’ section below the ‘services’ – the navigation would simply make so sense, and thus your visitor will need to work harder to find the information that they’re looking for. Of course, all of these entities do work individually, but it’s the logical interaction made between them that makes the site operate at a higher standard


To put it simply, a wireframe is a plain, greyscale layout that will dictate how the web page will look, outlining the placement of all page elements, including images, content etc. They lack colour or images purely because their purpose is to allow the information architect to understand how the site will be structured and whether it makes sense or not. As a result, by using wireframing as part of your web page structure, you’ll be able to communicate to visitors more effectively about the features on your website and how they function.

Not every wireframe is perfect. In fact, the information architect will often adjust it and remove features that may not have made sense in order to improve it. Naturally, the purpose of a wireframe is to ensure that the usability of your site is a priority. By drawing them out early on in the building of your website, you can identify any possible flaws and conclude by connecting elements that would make sense and ensure that the usability is perfect.


We often hear that ‘Content is King’, and this is because it delves into almost all aspects of your SEO, including the information architecture. Once you’ve managed to ace your site’s structure, you then need to decide whether the content placed on your site makes sense as well. If someone clicks onto your ‘FAQ’ page, they would expect to see the common ‘Q&A’ format on the page. Header tags will involve questions, and the text proceeding it will have a clear and concise answer in order to give the user exactly what they are looking for. Once again, when people place a large focus on their information architecture, they often forget about the crucial role that content plays, but you can’t make this mistake! As important as the navigation and structure of your site is, this would be pointless if the content on your site was illogical.

Competitive Advantage

No matter what industry you operate in, the chances are you will be under pressure from a range of competitors. However, not everyone is savvy when it comes to their website’s information architecture, and consequently you can gain a competitive advantage over these other organisations. When a potential customer visits your site in order to purchase a product or service, they’ll want to do so with as minimal effort as possible. If your site proves difficult to navigate, and the structure makes it laborious for them to actually locate the information they’re looking for, they’ll feel more inclined to search elsewhere for their solution. Therefore, optimising your user’s experience with effective IA will allow you to retain customers as well as gain new ones, allowing you to not only raise yourself to the top of Google’s search engine, but also to the top of your target market too.

Ranking highly in Google’s search engines is imperative to build your client base and brand image, however this is often unachievable with a lack of exceptional IA. If you’d like more information in how to improve your IA, don’t hesitate to get in touch with our expert team on 01245 287 864 today.



Steve Plummer

Steve’s role at Absolute Digital Media sees him tackling a multitude of tasks on a daily basis. Whether it’s managing the SEO strategies for our clients, liaising with them on a regular basis to keep them informed on how their campaign is progressing or making sure our in-house teams are delivering to our clients’ expectations, he plays a big role in making sure everything runs smoothly.

Having worked in marketing for 8 years and within SEO for 3 years, as well as being qualified in the Google Analytics IQ self-study assessment, Steve brings a lot of valuable experience to the role.

When he isn’t actively researching new SEO methods and keeping abreast of the industry as a whole, Steve regularly attend the gym and is a keen supporter of his local football team, Southend United.

Email s.plummer@absolutedigitalmedia.com

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