Building an optimised information architecture through collaboration

Abstract

Keyword data, especially Big Data, can often appear like a jumbled pile of Scrabble letters. But with any stack, it is important to know where to start. This paper will provide tips on how to work through that stack of tiles to find the most in-demand topics in order to develop a satisfying web architecture strategy that supports content marketing and user experiences. It will also provide advice on how to convince teams and leadership how the website architecture will come together. Key takeaways include how to: use data to develop a website architecture based on searchers’ interests and business capabilities; work collaboratively with digital marketing teams to target those concepts most important to the overall business and customer; and present complicated data concepts.