• http://www.daracreative.ie/ D.C.

    Hi Eric, Nice article and great read. Agreed on point no.5 about brand searches. Another important factor which is vital now a days which you touched on is social media inclusion and providing an overall good online service for your client base.

  • http://www.search-usability.com/ Shari Thurow

    Hi Eric-

    I really urge you NOT to architect sites based on keyword research data. That is why SEOs tend to make poor information architects – they architect by topic or facet (if applicable).

    As an information architect and usability professional, I see…firsthand…that people do not organize and label content in this manner for a great number of site types. Keyword research data can certainly help with labeling and other IA matters, but coming up with an information architecture based on keyword research data? It’s just a poor practice no matter how many SEOs (even the good ones) do it.

    I am in the middle of re-architecting a site that was based on keyword research data. It is a siloed mess. And my recommendation to the client is to re-architect the site. They wasted a lot of time and money because they listened to an SEO firm who is unqualified in the field of information architecture.

    My 2 cents.

  • http://www.stonetemple.com Eric Enge

    Hi Shari – I do agree that many SEOs use keyword research data in too literal a fashion to build their IA, without the input of professional information architect / usability help. In a sense, if they were to use ONLY keyword research data there is a real danger that they do fall into the Made for SEO site trap.

    My intention with the above, and what I believe, is that keyword research data can inform publishers on the terminology that their prospective customer base uses and help them understand the types of categories that make sense. Publisher should still seek additional help!

  • http://www.digitaisdomarketing.com.br ricardomartins

    Hi Eric,

    Congratulations for this excellent article and I would like to translate this article to my brazilian website. How could I send more details about it?

    Thank you,
    Ricardo Martins

  • Matt McGee

    Hi Ricardo,

    I’m glad you enjoyed Eric’s article. Unfortunately, we don’t allow reprints or translations to be published elsewhere. You’re free, however, to use a short excerpt from the article and link to it from your own site.

    Matt McGee