Information architecture is represented by the above example of two online shops. While the site Master Gardener (MG) decided to search for keywords according to three main categories, the site Master Baker (MB) has five heterogeneous thematic groups. Since MG has fewer major categories, they are more extensive. The path from the main category to the product page goes through several steps which reduce the subject area. To get from the domain to the product, just four clicks are needed. Search engine crawlers no longer browse every subcategory of a website, as it is too time consuming. Therefore, product pages that feature a website’s main offerings rarely end up being considered in rankings.
On the other hand, the MB page is structured so that the broad categories allow you to navigate to the bottom of the hierarchy in just two clicks. This is not just an advantage when it comes to search engine indexing, it also gives visitors an easier-to-understand page, which results in a better user experience. The MB example also shows that product pages or subcategories can be assigned to more than one main category. The paths to the search target are based on semantic linking chains that a user would most likely use.
It also takes into account that users can access the information for different reasons. The path: Master baker à Ingredients à Candy melts assumes that a larger purchase may be made, which includes flavors and other ingredients in addition to the sugar product. The path Master baker à Glazing and icing à Candy melts on the other hand, focuses on the search for the different products that surround the baked goods.
Thanks to the MB website’s information architecture, navigating to find the product you are looking for can be done in two ways. This means that the information page for Candy melts can be found intuitively for users with different approaches. A third way is through the search function integrated in the website. This way is primarily used by visitors who already have a specific product in mind and want to go directly to the product page. Another way is the direct entry on the bottom of Candy melts, since this is displayed as a search result in the search engines when users look specifically for the product.
A breadcrumb (Homepage » Glazing and icing » Candy melts) on the product page helps the visitor navigate the page and quickly access higher-level categories if needed. The more opportunities users have to get to the information they need quickly and intuitively, the more they value the pages’ usability, and the greater the potential time and likelihood of closing a deal (conversion rate). The navigation design plays an important role here.
Website navigation is a reflection of information architecture. There are two approaches to arranging subject areas: the top-down approach assumes that users find website offers from the first page. Therefore, the most popular keyword categories are featured together on the homepage, from where all other content derived. The bottom-up approach, on the hand, assumes that users enter the site by searching for a particular term. Therefore, navigating from a subpage to any other point should be easy and intuitive. Breadcrumbs, or fixed navigation points on each page leading back to the main categories help.