Website Information Architecture

Building Online Brand
Here we intend to build a tool which
audits a website on the basis of certain
parameters, keeping in view the KM
perspective .
Motive of any website
 It is about your visitors.
 Reflects the message that you want to convey through
your business.
 Only purpose is to answer questions people may have.
 In brief, it is about conducting business and being
Motive (Cont..)
 Whatever be the purpose of a website, goal is to attract
more and more targeted visitors and making them come
again and again.
 To achieve this, we must host quality website.
What is quality site??
 Quality site is one that people want to visit and link to.
 So what makes a quality site?
 There are two versions of quality---
One is how visitors judge your site and
Second is how the search engines view your site.
Ultimate Goal
 To increase web traffic.
 To get more targeted web traffic.
 To learn more about your customers and potential
customers by doing a website traffic analysis.
 To get more of your visitors to become buyers or
 To increase time spent by visitor on a webpage.
Website Traffic???
 Increasing hits??
 Increasing page views??
 Increasing sessions??
 Increasing unique visitors??
Research Instrument
 Design.
 Behaviourial Analysis.
 SE Optimisation.
Is The Conscious Effort To Impose A Meaningful Order.
“Design is not just what it looks like and feels
like.Design is how it works.”-Steve Jobs
 Content Organization
 Navigational Schemes
Content Organization
 All in one: The simplest model, all content will be
accessible from the same home page;
 Flat: Pages are peers and interchangeably accessible;
 Index: Based on the flat structure, but provide
additional content in the telephone book style;
 Scatter:
Content Org……
 Daisy: Design for sites that need a workflow pattern of
a linear nature- basically returns users to a certain
point on the site after they’ve completed a task;
 Categorical strict hierarchy: Content on lower level
pages can only be accessed via the parent page; and
 Multidimensional hierarchy: Provides users with
multiple ways of browsing the same content.
Navigation scheme
Navigational Schemes
 Ensure that users are always aware of their location
within the site; this allows them to easily browse
forward or backwards;
 Hyperlinks should be distinctly set out from content
such that they are easily discernable;
 Informing users of where they will be moving to upon
clicking the hyperlink;
Navigational Scheme….
 Allowing for the usability and availability of the
browser back button; and
Seek to provide the audience with a minimum clicks to
get maximum results
Be easy to learn.
Be consistent throughout the website.
Provide feedback, such as the use of breadcrumbs to
indicate how to navigate back to where the user
 Use clear and intuitive labels, based on the user’s
perspective and terminology.
Support user tasks.
Have each link be distinct from other links.
Group navigation into logical units.
Avoid making the user scroll to get to important
navigation or submit buttons.
 Use the minimum number of clicks to arrive at the
next destination.
 Not disable the browser’s back button.
Behaviourial Analysis
Know Your Online Visitor's Intent
 Profiling of Online Visitors.
 Tracking visited pages.
 Time Spent on each page.
 Keywords Clicked on.
 Visitor’s Location
 Time of Visit
 Source that lead them to your website.
Data is then categorized and analyzed to determine the
visitor’s interest and intent.
 The number of visitors.
 The average number of page views per visitor – a high
number would indicate that the average visitors go deep
inside the site, possibly because they like it or find it useful.
 Average visit duration – the total length of a user's visit.
As a rule the more time they spend the more they're
interested in your company and are more prone to contact.
 Average page duration – how long a page is viewed for.
The more pages viewed, the better it is for your company.
 Domain classes – all levels of the IP Addressing
information required to deliver Webpages and content
 Busy times – the most popular viewing time of the
site would show when would be the best time to do
promotional campaigns and when would be the most
ideal to perform maintenance
 Most requested pages – the most popular pages
 Most requested entry pages – the entry page is the
first page viewed by a visitor and shows which are the
pages most attracting visitors
 Most requested exit pages – the most requested
exit pages could help find bad pages, broken links
or the exit pages may have a popular external link
 Top paths – a path is the sequence of pages
viewed by visitors from entry to exit, with the top
paths identifying the way most customers go
through the site
 Referrers; The host can track the (apparent)
source of the links and determine which sites are
generating the most traffic for a particular page.
Search Engine Optimisation
Reflecting Consciousness And Connecting Commerce
 Keywords are the words on a webpage that best
describe that page
 Keyword selection is the most important step to
effective SEO
 The keywords you use will be the phrases where you
want to be highly ranked on SEs
 Time and research should go into selecting the
appropriate keywords before doing any SEO
What are the words one would use to find your site?
 Meta tags are used to provide a description of the page,
and a list of main keywords it uses.
 There is a debate over whether to cram loads of
keywords into these tags, or just select the most
important ones.
 Search engines are getting smarter everyday, so they may
penalise you for cramming
 Some search engines reportedly don’t even look at the
meta tags (e.g. Google)
Title tag
 The text in this tag shows up on the top of your
browser window.
 Quite important to include keywords here, as the title
will give a general summary for what your page is
 Most search engines see this tag as an important tag
for categorising what type of site you have.
Anchor Tags
 One of the most important tags you must use for SEO.
 Spiders use these to crawl your site, so you must have links to pages
throughout your site.
 Other sites that link to yours will send spiders your way also.
 Google (and others) use anchor tags to rank your site in many
 Firstly, text in anchor tags are given a lot of importance.
 If other sites link to you, this must mean your site is popular, and so
you increase in rankings.
The most popular sites would, in theory, be linked to by many websites
throughout the internet.
 Since anchor tags are so important, it is vital that you include
keywords in these tags
 SEs think the words to describe a link should give a good indication
of what that page is about.
 This is one reason why it is good to have a navigation bar that
uses links to all your sites.
 Better that you use words, not images
 Try and use <a> tags, and not image maps, flash, etc.
 A sitemap is also an effective way of tying your site up if you link
all your pages to this site ma
Text and Content
 Throughout your page you will need to use keywords
in order to rank well for that word
 The most important places of your content to put
keywords are in the headers, at the beginning, and the
end of paragraphs.
 It is importance to balance the overuse of keywords for
the sake of SEO and keeping the text relevant,
readable, and informative
 There is no point in having a highly ranked page if it
provides no information to a user, as they will leave your
site immediately
H1,H2,H3 etc tags
 These tags are considered by search engines to be a
description of your page.
 Very important to put in some keywords there.
 It is always a good idea to structure your content so
that it contains these tags at beginning of paragraphs,
tables, sections, etc.
 It is quite logical that a search engine gets the overview
of a paragraph from a header tag
 We know what this slide is about by looking at the title
of the slide.
 Images are not read by search engines, and so you
should avoid using too many images on your site
 Many sites use images for fancy fonts, when they contain
keywords that are never read by a search engine
 Always use an alt attribute when including an image
 This gives a spider a description of the image, and also
doubles as making your site accessible to blind people.
Code Structure
 It is important to look at your HTML code and see the structure
of it.
 Some pages have too much code, and too little content
 Some code makes it so that content is found at the bottom of the
Pages that use tables for layout are notorious for doing this.
 Make sure that keywords are found at the top of your source code
as well as on the actual web page
 Remember, SEs don’t see pages like we do, they only see our HTML
Updates your sites Regularly
 Sites that are updated regularly are spidered and
indexed more frequently by SEs
 Sites that change often are considered by SEs as sites
that provide current information, and must therefore
(although not always) provide up to date information
 This would provide a more relevant set of results than
providing a user with pages that were made 10 years ago
 News Items are a great way of including a regular
changing page.
Dynamic Code
 Dynamic code can make updating your site very easy
 Also useful for creating pages on the fly
E.g. A shopping cart with items you want to buy
 SEs do not always look favourably on pages with
dynamic data
 These pages usually have a ? after the page name and are
followed by data
 You have to regularly update your site if you want to do
well with dynamic pages
E.g. Forums
Inbound Links
 As said before, links from other sites are very
 Google will no list your site if its not found on an other
webpage listed by them
 Methods to get links on other pages
 Link Exchange (free)
 Paid Advertising
Google Adwords
Specific Websites