Good day, all of you SEO heroes! Welcome back to another Wednesday edition of Information Architecture (IA) and search engine optimization (SEO) brought to you by Search Engine Academy!

We are diving deep into how to best implement your IA strategy. We are specifically going over methods for capturing your IA ideas for either a new website, or a website redesign. Last time, we talk about using metaphors to get the point across.

Today, let’s talk about using a few more traditional methods – scenarios, case studies and diagrams.


If you’re using wire diagrams or blueprints, they can be a little dry, don’t you think so? If you want to make it a little more lively, and less like a sleeping pill, think about developing a scenario to describe the user’s navigation and site experience. Who knows, if you use this, new ideas to further improve the navigation and architecture may come out.

If you’ve done your user research, it’s possible that during the discussions, scenarios may have bubbled up. I hope you captured those, because they might be just the thing to use. The other thing to think about is if you have multiple target audiences and users, you’ll probably need different scenarios. Here are some things to ask yourself:

  • Who is using your site?
  • Why and how are they going to use the site?
  • Are they rushed, or will they take their time?

You should tap into marketers expertise in developing personas. Now use that persona to use your site’s features and see what occurs to you.

Case Studies

Why not tell a story? IA is complicated and abstract. The technical vocabulary alone can put people off, just like SEO techno-talk. So, create a case study and tell a story.

Conceptual Diagrams

Pictures are worth a lot of words, don’t you agree? Try creating a concept diagram using pictures to illustrate the point. Here’s one from the excellent book “Information Architecture for the World Wide Web,” by Louis Rosenfeld and Peter Morville:


So there you have it. Hopefully this has given you some ideas about how to present your IA efforts. That’s it for this week. Next time, we’ll talk about developing strategy reports. Communication is critical for acceptance! Until next time, keep it between the ditches safely, umkay?

All the very best to you,