Think about it. Many search engine spammers use software spiders to "borrow" content from competitor sites to generate doorway-page content. Do spam doorway pages generate high-quality search engine traffic and conversions? Not likely, especially if you've ever viewed some of these poorly designed and unusable pages. The contextual environment is substandard; therefore, the keyword phrases have little meaning.

The most important building block of SEO is the information architecture. If you want your HTML/XHTML, audio, video, and image files to generate qualified search engine traffic, the key ingredient to making these files appear relevant are the information architecture and the interface that communicates this architecture.

Many SEOs utilize the terms "information architecture" and "site architecture" without truly understanding their meaning. Information architecture refers to the organization of site content into groups. Navigation is part of the user interface. Unfortunately, too many SEOs confuse a site's actual information architecture with the interface.

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