Is your information architecture costing your e-commerce web shop millions in lost sales?

If you need water and decide that drilling a hole in Hoover Dam is a good idea, you’ll be rewarded with a thin stream that lasts for a long time. But if you want a lot of water, why would you stop with just one hole?

I use this analogy whenever I speak to e-commerce firms about getting traffic through SEO. If you aren’t ranking on Google for all your profitable keywords, you’re going to be stuck with a trickle of traffic that represents just a fraction of your full potential.

Wouldn’t it be nice if you could direct some of that unrealized traffic back to your website? Today, I’m going to talk about one way to help do that: by building out a logical and intuitive site architecture.

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