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Information architecture – what is it and how to optimize it?

6 minutes of reading
Information architecture – what is it and how to optimize it?
Category SEO

Planning, organizing, and structuring of information. It uses the same basic principles as building architecture, which provides the foundation for anything built on top of it, but there are some important differences in how they’re used in practice. In this blog post, we’ll explore what information architecture is, how it differs from other web design elements, and how you can apply it to your own site to create a better user experience.


What is information architecture and why do you need it?

Your website’s information architecture is the way you organize and label your site’s content. It includes everything from your site’s navigation to your content strategy. Why does it matter? Because a well-organized website is easy for users to navigate and find the information they’re looking for. Plus, it can help search engines index your site more effectively.

The importance of information architecture in SEO

When it comes to website design and development, the term information architecture gets thrown around a lot. In short, it’s the foundation of your website. The way your website is structured and organized can have a big impact on your efforts. By making sure you have a clear hierarchy of content and linking within your site, visitors will always know where they are on the site. An information architect should always start by thinking about how people want to use the website – not just how we want them to use it.

The benefits

  • Better user experience on your site, which is a ranking factor.
  • Improved search engine optimization.
  • Increased engagement with customers.
  • Reduced cost of maintaining the site (by preventing broken links).

From information overload to strategic simplicity

Our opportunity, as designers, is to learn how to handle the complexity, rather than shy away from it, and to realize that the big art of design is to make complicated things simple.

Tim Parsey

Almost everyone has experienced information overload at some point. You know, when you go to a website and are bombarded with so much text, images, videos, etc. that you can’t possibly take it all in? Information architecture is the art and science of organizing, labeling, and providing access points to content so that it can be easily found and used. In other words, it’s all about making sure your website is user-friendly.

Difficult to use, clogged website is one of the biggest problems that causes 80% of internet users to drop out of the website. As you can probably guess, your negative bounce rate increases, click-through rates decrease, conversions decrease, and traffic decreases. In a word: you give the competition the first violin.

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Put the user in control of their experience

I believe that architecture is a pragmatic art. To become art it must be built on a foundation of necessity.

I. M. Pei

In order to keep users engaged on your website, it is important to give them control of their experience. This means creating an easily navigable website with clear labels and consistent design. Additionally, site search should be prominent and easy to use. Your task is to maximize the positive experiences of the recipient. This is an indirect ranking factor that is influenced not only by AI but also by charging speed and mobility. No matter if you run a blog, company website or online store, a clear layout is essential. Information architecture is the process of organizing your website’s content in a way that makes sense to users.

Identifying relationships between pages

Less is more!

Ludwig Mies van der Rohe

In its simplest form, information architecture is the way you organize the pages on your website. But it’s more than just a helpful way to keep your site organized – it’s essential for making sure your visitors can find the information they need quickly and easily. In order to understand what makes for an effective information architecture, let’s explore three of the most important design principles: organization, navigation, and labeling. The organization of your site dictates how people will view your content when they visit. Navigation helps them get from one page to another while labeling points them in the right direction.

Information architecture - how to design it?

Categorizing your content

Divide your topics into categories – create a breadcrumb menu, use filters, everything that will allow you to organize your content. If you want to be very specific, take the time to divide up the information on your website into sub-categories. If you are not quite sure how many sections or sub-sections of your website should have a category then it might be best just stick with the three main areas of content like blog posts, tutorials and articles.

Building a hierarchy of websites

When you create a website, you’re building more than just a collection of pages. You’re creating a hierarchy of information that will help visitors navigate your site and find the content they’re looking for. This hierarchy is known as your website’s information architecture. Follow the principle of the golden mean, i.e. from general to particular. Guide the recipient to the side as if you were telling a story – don’t reveal all the cards at once.

Internal linking

One of the most important aspects of website design is creating a solid foundation through information architecture. Internal linking is a key part of information architecture, and it helps establish relationships between pages on your website. This, in turn, can help search engines better understand and index your content. Plus, well-crafted internal links can improve the user experience by providing visitors with additional context and helping them navigate your site more easily.

Testing and optimization

No matter how great your website is, there’s always room for improvement. That’s where testing and optimization come in. By constantly testing different aspects of your site and making improvements based on the results, you can ensure that your visitors have the best possible experience. Testing should be ongoing, as websites are always changing – it’s never too late to test. In order to optimize your site, it needs to be tested first.

Get yourself organized!

Information architecture is the process of organizing, structuring, and labeling content in order to make it easier to find and use. A well-organized website will be easier to navigate and use, making it more likely that users will find the information they need. To optimize your website’s information architecture, start by identifying your site’s goals and objectives. Then, create a hierarchy of information and label each piece of content accordingly. Finally, test your site’s IA by having users try to find specific pieces of information.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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