Site archi-what? Taxono-who? Build the web foundation you’ll need — for AI, SEO and everything else

Everything you're trying to improve — from SEO and content strategy to marketing automation — and most importantly, preparing for AI features like search, personalization and automation — hinges on one foundational thing: clear, scalable information architecture.

If your content is disorganized, inconsistent or undefined, every system you try to build on top of it will be more expensive, more chaotic and less effective.

This session breaks down what IA and taxonomy really are (in plain English), why they matter more than ever and how they quietly shape the success of nearly every major digital initiative — from website redesigns and CRM systems to course catalogs and guided pathways.

You'll see how one deceptively simple question — "What is a program?" — sparked a campus-wide effort at Shoreline Community College to reorganize content, align internal systems and prepare for large-scale changes like a new SIS and future AI-driven tools. Years later, that structure is still delivering results.

What you'll learn

• A quick, plain-language overview of the fundamentals of information architecture and taxonomy.
• Why IA underpins everything you do — from marketing and SEO to user experience and system integration.
• A real-world case study of how scalable, lasting IA was implemented at a community college.
• How strong IA improves collaboration, reduces rework and supports better governance.
• Key concepts like classification systems, structured content, schema and faceted search.
• Most importantly, how good IA sets the stage for success in an AI-driven, automated digital landscape.

Who this talk is for

Whether you're just starting to explore information architecture or you're leading complex digital initiatives, this session is for anyone working on:

• Website redesigns, navigation cleanups or content audits.
• Creating or updating academic program pages, templates or catalogs.
• Preparing for AI tools, smarter search or personalization features.
• Planning or supporting CRM, SIS or guided pathways implementations.
• Building scalable content strategies across departments/li>
• Improving SEO, analytics or user experience across your digital ecosystem.