A site's information architecture communicates important information to search engines and end users. A page's focus should be obvious through specific content and keyword phrases. Visitors shouldn't need to scroll or read the full text to find it. The main call to action should be above the fold. If a visitor isn't prepared to take that action, what alternatives are presented?

A page should have visual and textual cues that clearly communicate the site area the user is viewing. Are HTML title tags and page headings concise and descriptive? Does the site use breadcrumb links? Is there a difference between visited and unvisited links, and is that difference clear to the user? If the site utilizes graphical navigation buttons, are on/off visual cues legible and unmistakable?

Site and page architecture can communicate keyword focus to end users and search engines. But if information architecture is so important to search engine visibility, why do SEO firms continually give bad advice about it?

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