Information Architecture: The Backbone Of SEO & Usability

“One of the clearest mistakes we make in web site development is not understanding the people who use them. Despite the help of personas, user testing, scenarios and marketing data in advance, even the big brand sites struggle to be user friendly. Why is this? One reason is the context in which pages and links are delivered. For findability to work properly, we need to know the words people use to communicate with their surroundings. This may be different online, especially in situations where we can ‘be anyone’ and change who we are.” (Kim Krause BergSearch Engine Land)

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