What is taxonomy? It is vital if you are in the middle of a site design or redesign, and provides a method of organization so there is no frustration when organizing it.
You want your visitors to not only find what they are looking for quickly, but you want them to linger a while and explore your site. And, if you have a lot of content, you’ll want to be able to find it easily. Your site’s success – or lack thereof – sits on the foundation of its organization.
Taxonomy: An Organizational Method
So, what is taxonomy and how can it help get you better organized?
Taxonomy is a hierarchical structure for the classification or organization of data that enables websites to be categorized according to topics and types, enabling easy information retrieval.
To me, the most beneficial aspect of taxonomy is that is reduces manual content management. It allows you to dynamically retrieve and display anything on a page based on enabled tags or structured fields within your content. Taxonomy gives you the opportunity to balance the page’s content with other relevant information.
How Does Taxonomy Work?
Logistically, the way it works is that you are making content load dynamically when a page is accessed by programming a search on any number of taxonomy tags or other fields within your content block or page.
No doubt, you’ve seen this, but haven’t recognized what was going on behind the scenes. Amazon’s site includes taxonomy-driven content publishing. Whenever you log in and go to a page of interest, notice how when you scroll down a little you’ll see a section telling you other customers who bought this bought that, too. Or, it will show you what you should buy today based on what you bought yesterday.
Another example can be found at online news services, such as Reuters. If you’ve ever signed up with one, you’ve been given the opportunity to personalize your experience by your unique interests. That way, you don’t have to waste your time scrolling through hours of news you’re not interested in. As soon as you log in, you get to see what matters to you.
Some taxonomy sites allow the visitor to interact and filter in ways I just mentioned. But, other sites don’t require user interaction at all. You can also develop a site with only a little user interaction.
If your site has proper taxonomy, you will be able to bridge across subjects, and better manage and often reuse your content – at scale. Of course, it will assist with effective navigation and will, ultimately, provide a better product and brand alignment. At the end of the day, it will improve SEO and findability, and even support social sharing.
When creating a sound taxonomy, the first few things to consider is its projected longevity and flexibility. This means thinking ahead to what your site might become – what additions might occur down the road. You’ll also want to think from the perspective of what terms your visitors might use and what structure will help support your business goals and help your content perform optimally. And, don’t forget to understand the scope of your project. Taxonomies can easily get out of hand.
To develop the scope of your taxonomy, imagine a Venn Diagram. The taxonomy lies at the intersection of your business context (or purpose), content and users – which are your target audience.
The Benefits of Structuring Your Own Taxonomy
Taxonomy can be a huge boon for your website. However, equally clear is that this is not something that can be built overnight. It requires strong input from both your multi-disciplined team and from your users. You have to thoroughly understand your target audience and have a good grasp on how they think. After all, you’re creating something that should be almost intuitive.
Taxonomy requires vision and commitment to plan and execute. Many companies don’t bother to standardize data definitions. Yes, it takes real time to properly define your data. But, the many benefits of having a taxonomy structure under your site are huge. Not only for your users but for your team. The many, many ways you can utilize such a structure are endless.
As you can understand, developing a taxonomy can be quite daunting. GlobalDirective can assist your team to structure your data. Because we have been placed in the 97-percentile of Google partners, we’re not just doing a few things right, we’re doing most everything right. Allow us to show you how to achieve real success.
This is a guest blog written by Michelle Keyser, Director of Social Media and Content Marketing, at GlobalDirective, a digital marketing agency, where she is a strategist and blog contributor. Contact GlobalDirective today for more information by calling 1.866.925.9524.