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information architecture is a crucial part of achieving high organic search engine optimization rankings.
1. Usability - Achieving high search engine rankings can drive voluminous amounts of targeted traffic to your website, but making the site user-friendly is also important. You need to create a logical information architecture that will make sense to users.
2. Rankings - In addition to users, it's also necessary to consider search engines in creating an intelligent content structure. You want to ensure you're giving the right pages the right amount of emphasis.