Information Architect

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Information Architecture

    Search engine optimization (SEO) and user experience (UX) are two aspects of contemporary digital marketing. The first involves following best webmaster practices and developing SEO keyword strategies. Both what the targeted user is searching for and how search engine bots see the web data are important. The second is user-centered, focusing on how the data is brought to the user on the web page and where it leads them.

    What a website looks like to a colorblind user, where the menu is located, and how the call-to-actions are portrayed are all more or less user experience. While a responsive website, W3C verification, lead conversion, and which content management system is being used can fall under either specialty.

   Information Architecture looks at the full web data layout and multiple websites. Where information is stored on a web database, how hyperlinks interlock content from different websites, and everything else typically under SEO and UX. Keywords strategy becomes extra complex across multiple websites. Keyword density and long-tailed keyword variation become extremely important. Using refined strategies across multiple sites is necessary to ensure that the websites are not competing against each other rather than enhancing each website’s search engine ranking.

    Search engines rely on relevant content to decide what webpages to present to their users. How that content is laid out is today as important as ever. Hidden data like image alternative text should be poignant to the written content that it is placed close to on the page. Hidden data from Schema.org enables webmasters to define specific details about the content on their websites. This type of hidden highlighting adds to the full understanding that a search engine develops when viewing webpage content.

Website Design for User Experience

    Online marketing has taken a turn for user interaction in the last decade. Having websites that correspond with SEO keyword strategies and data architecture are important but the final grade that influences search engines is how the user responds. Having a web presence that generates leads, has people sharing it elsewhere and interacting onsite is what search engines need to see, in order to decide a website is worth presenting in their search results.

    While user ‘bounce rate’ may not have a negative impact on search engine ranking, a strong conversion rate definitely has a positive impact on those search rankings. Having a website that is search engine optimized, has a strong design, and aesthetic layout is how you achieve the above stated conversion results.