In part 1 we discussed a rudimentary appraisal of your website’s information architecture so you could gauge whether it met some basic commercial requirements. In this part we will discuss issues relating to navigation and website structure.

What is so important about navigation and structure?

How do I get around?

Navigation - determines how easily people can find things and retrieve data from the website - a vital component of successful task completion activities that drives bottom line. Taking a user perspective - when they hit a page, will they

Why do you need to optimise your website’s information architecture? A simple question that requires some serious thought; this is because IA (information architecture) has a big influence your website’s commercial success or failure because it is at the heart of the user experience (UX).

Who designed your IA?

How does IA design go wrong? The seriousness of some decisions made about IA are often not understood by those making the decisions.

In our experience, whilst many decision makers get many of the issues relating to IA, through common sense, commercial acumen, training and/or an autodidactic interest, they rarely know or appreciate all of the issues.

The factors from whence these issue can derive are generally…

The HTML Title Tag is an important element within your on-page search engine optimisation programme; it has three significant roles:-

1. It lets humans know what the page is about
2. It displays in the search engine results pages (SERP) and affects click-through-rates (CTR)
3. It influences the on-page parts of the search engines’ relevancy algorithms.