Creating Effective Ecommerce Information Architecture #SearchLove 2018

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Users come to your site on a quest. When they feel smart and sophisticated on your website, they tend to stick around. Information architecture focuses on organizing content and functionality so that your site presents the best user experience it can. Delve into how information architecture can help your website level up with this #SearchLove 2018 presentation from Jamie Alberico

Internet

Creating Effective
Ecommerce
Information Architecture
@Jammer_Volts#SearchLove

● Site & catalogue structure
● Core processes & functions
● Business reporting & web analytics
● SEO
@Jammer_Volts#SearchLove

ART SCIENCE
ROLE
PLAY
@Jammer_Volts#SearchLove

What’s
your
vertical?
@Jammer_Volts#SearchLove

@Jammer_Volts
What’s
your
business
goal?
#SearchLove

Macro Conversion Micro Conversion
Online Sale Sign up for email
Phone (Offline) Sale Download spec sheet
Download white paper
Add item to cart
Utilize Chat
Email for price
Play video
@Jammer_Volts#SearchLove

@Jammer_Volts#SearchLove
Does this page
create momentum?

Good IA adapts and
grows based on user
behavior
@Jammer_Volts#SearchLove

Know your
customers
@Jammer_Volts#SearchLove

Users are on a quest.
@Jammer_Volts#SearchLove

“I want to
buy a
toaster.”
@Jammer_Volts#SearchLove

Classic Navigation
@Jammer_Volts#SearchLove

“I want to
host
brunch.”
@Jammer_Volts#SearchLove

Conceptual Navigation
@Jammer_Volts#SearchLove

Can your site give them
what they’re looking for?
@Jammer_Volts#SearchLove

If you want their money,
respect their time.
@Jammer_Volts#SearchLove

Is what you’re asking them to do next
clear, logical, and reasonable?
@Jammer_Volts#SearchLove

User
Intent
Business
Goals
Effective
IA
@Jammer_Volts#SearchLove

Satisfy user
intent.
@Jammer_Volts#SearchLove

In a perfect world, we can map their
landing to the Customer JourneyAw
areness
Research
Conversion
@Jammer_Volts#SearchLove

How do we build IA
for real humans?
@Jammer_Volts#SearchLove

@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Classic
Silo
Global Navigation

@Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Conceptual Silo

Craft recognizable
landscapes
@Jammer_Volts#SearchLove

Where can I go?
Where have I been?
Where am I?
@Jammer_Volts#SearchLove

Strong Relevant
Interlinking
@Jammer_Volts#SearchLove

Don’t be too proud of this
technological terror
you’ve constructed.
The ability to optimize is
insignificant next to the
power of user intent.
#SearchLove @Jammer_Volts

@Jammer_Volts#SearchLove
Get to
products
fast

@Jammer_Volts#SearchLove
Help
users
make
informed
choices

What can we give users to
empower their experience?

* an accurate map.
@Jammer_Volts#SearchLove

@Jammer_Volts#SearchLove
≥1 static text link
for every page

A common language
@Jammer_Volts#SearchLove

Match
autosuggest
to
indexable
pages
#SearchLove @Jammer_Volts

A clear
next step.
@Jammer_Volts#SearchLove

A consistent
experience.
@Jammer_Volts#SearchLove

Consistency
applies to
link
structure.
@Jammer_Volts#SearchLove

Let’s Get Tactical
@Jammer_Volts#SearchLove

Faceted navigation is a
powerful longtail play.
@Jammer_Volts#SearchLove

With great power comes…
equal potential for
imminent doom.
@Jammer_Volts#SearchLove

Duplicate
Content
Crawl
Budget
Link
Equity
@Jammer_Volts#SearchLove

Not all
filters are
equal.
#SearchLove @Jammer_Volts

Which filters are
actually useful?
Check internal site search
and GSC queries. Talk to real humans.
@Jammer_Volts#SearchLove

Create new URLs
for filters.
@Jammer_Volts#SearchLove @Jammer_Volts#SearchLove

Create new URLs
for filters.
@Jammer_Volts
Don't create multiple copies of a page
under different URLs.
https://support.google.com/webmasters/answer/403
49?hl=en

Use Curate parameters.
@Jammer_Volts#SearchLove

/prod?param=useful
re=”canonical”
href=”/prod?param?=useful”
@Jammer_Volts#SearchLove

prod
prod
+
+
?para=useful-1
?para=useful-1
&facet=rad
@Jammer_Volts#SearchLove

Indexable
parametered
URIs
breed like
bunnies.
@Jammer_Volts#SearchLove

ALL THE
PARAMETERS
!
“Nah.”
@Jammer_Volts#SearchLove

@Jammer_Volts
(Psst… Configure your
parameters)
#SearchLove @Jammer_Volts#SearchLove

Know when
to promote
@Jammer_Volts#SearchLove

“Congratulations,
Heart Health!
You’re a real
category now.”
@Jammer_Volts#SearchLove

Useful… but
not ambitious
@Jammer_Volts#SearchLove

/prod?param=notuseful
rel=”nofollow”
re=”canonical”
href=”/prod”
@Jammer_Volts#SearchLove

noindex and
canonical
don’t mix
@Jammer_Volts#SearchLove

Category agnostic PDP
URLs allow for
cross-categorization
@Jammer_Volts#SearchLove

Match
placement
to user
intent
#SearchLove @Jammer_Volts

Expand
on
options
@Jammer_Volts#SearchLove

Consolidate product variations
@Jammer_Volts#SearchLove

Don’t
disrupt
their
journey.
@Jammer_Volts#SearchLove

Good IA
makes
SEO
easier.
#SearchLove @Jammer_Volts

Be curious. Keep learning.
@Jammer_Volts#SearchLove

Test.
Iterate.
Share what you learn.
@Jammer_Volts#SearchLove

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