What is Information Architecture?

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Understanding information architecture in SEO

L'information architecture in SEO is an essential element to take into account when optimising a company's online presence. website or a digital platform.

This discipline encompasses various aspects of the digital world and aims to structure content in a coherent, functional and efficient way to make it easier for users to navigate and understand, while meeting the requirements of search engines such as Google.


Information architecture

10-point definition of information architecture in SEO

  1. Data structuring : The hierarchical and thematic organisation of information within a digital platform makes it easier to understand and use the information. intuitive navigation for users.
  2. Tags HTML : Semantic tags (H1, H2, H3, etc.) are essential for defining the different levels of titles within a piece of content and guiding both web users and indexing robots in their overall understanding of a website's architecture.
  3. XML and HTML sitemaps : The purpose of these files is to make it easier for indexing robots by grouping together all the URLs to be explored and clearly visualising the structure of a site.
  4. Highlighting content : The layout, graphic choices and visual aids used help to make the content more attractive to web users, while making it easier for them to understand the information.
  5. Adaptability : A well thought-out information architecture must be capable of adapting to developments and changes in user needs. It is important for the architect to be able to anticipate these changes in order to constantly improve the overall structure of the site.
  6. Navigation : The design of an intuitive, clear and functional menu makes it easy for users to find their way around the different sections of the website.
  7. Key words : Keywords are essential to the visibility of a digital platform on search engines. The architecture of the information must take account of this importance, particularly when drafting the URLTitle or Description and in the content itself.
  8. Technology : Depending on the objectives of the digital platform, the choice of technology can have a significant impact on the SEO optimisation of the information architecture. Certain technologies can improve indexing and/or speed up the display of web pages.
  9. Optimised URL : The formatting of URLs is also crucial for indexing robots to understand the content. They must be simple, consistent and include relevant keywords.
  10. Natural referencing : Finally, a good information architecture will help optimise the site's natural referencing by search engines, thanks to a coherent, clear structure, relevant, high-quality content and user-friendly navigation.

Steps for developing an effective information architecture for SEO purposes

To design a high-performance, SEO-optimised information architecture, a number of steps need to be taken:

Analysis of digital project needs and objectives

Before defining the information architecture, it is essential to understand the expectations and goals of the digital project. In particular, you need to identify the target, the offering and the IT systems that will be put in place.

Content audit and editorial planning

This stage consists of making an inventory of the site's content, classifying the information by theme or importance, and preparing an editorial calendar. These actions will facilitate the overall structuring of the website and provide rich, organised content.

Definition of inputs and categorisation of the digital platform

The organisation of the main and secondary sections is essential to create a clear and logical hierarchy within the digital platform. This also involves designing a navigation menu tailored to users.

Striking a balance between ergonomics and SEO optimisation

Care must be taken to design an information architecture that combines ergonomics and SEO optimisation, taking into account the needs of users and the requirements of search engines. Technological and graphic choices must therefore be made in line with these two imperatives.

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