Information architecture is increasingly important in all aspects of business. Search engines and users are placing the burden of information organization and structure on website owners and rewarding or penalizing brands according to their accessibility. From domain structure to sitemap hierarchy to page layout, content architecture can directly affect lead generation, website engagement and conversion rates. Not understanding best practices or performing diligent testing can quickly impede search engine rankings and user experience. Jackie Burhans, Director of Research and Marketing at Milwaukee-based interactive agency Ascedia will outline the necessary steps required to properly architect your website’s content and data.