As you get through a content inventory and audit you might begin to wonder how you can turn these tasks into further action. Beside giving you an idea of how much content you have and the status of that content, an inventory and audit may help you uncover the gaps in your content. A common gap is the lack of structure within and between your content. There is one (of many) common solution to this issue, taxonomies.
If you are unfamiliar with the term, you might have more questions than answers at this point, such as: “What the hell are taxonomies? How do taxonomies work? Why are taxonomies important to effective web design and content?”
This post will tackle these questions and more as an introduction to taxonomies. Let’s begin with where the word “taxonomy” came from.
Origins of the Term Taxonomy
The first use of the word taxonomy dates back to ancient Greece, by none other than Aristotle. He developed the concept as a way to classify organisms (Mantelow, 2017), which later evolved and became known as scientific classification.
Hierarchical taxonomy: Scientific Classification
In the scientific classification system of taxonomy, each species has a set of specific categorizations that are unique to only one species. In other words, each organism has a unique combination of domain, kingdom, phylum, class, order, family, genus, and species that identify it.
Modern definitions of the term taxonomy take the same concept of classification and apply it to different fields. One such definition is the Drupal definition, which explains taxonomy as a way of classifying content. The Drupal definition is the most common in the marketing space, since marketers generally don’t deal with species. However, this definition can be overly broad as there are many ways of classifying content, encompassing everything from hierarchical relationships to faceted classifications. To better grasp the nature and purpose of taxonomies, let’s discuss how marketers and web designers use them.
How to Properly Use a Taxonomy
One of the main purposes of a taxonomy is to dictate a website’s navigation. While the taxonomy is not the only tool for laying out the navigation, it is an essential aspect. If we think of navigation as a map, a taxonomy serves as the instructions and street signs that guide you to your destination. As with routes on a map, there can be multiple ways to navigate a site and get to the same destination, or there may be only one way. Let’s take a look at two examples of taxonomies and how they impact your user experience.
Hierarchical Classification System
Sometimes there is a single route to get from point A to point B on a website (In our map metaphor, these routes are our back-country roads.). A hierarchical classification system is a perfect example. With this type of taxonomy, there is usually a single way to navigate to a specific page/content. A site that contains a food menu dividing up food items by Meats, Fruits, and Vegetables is a hierarchical classification system.
Like in the scientific classification hierarchy, each food item falls under a specific category. A cabbage can’t be a meat, an apple can’t be a vegetable, etc. As you can imagine, a hierarchical classification system works fine for simpler sites like the menu example above. However, if you need to accommodate more complex user journeys, you will need a more flexible type of taxonomy.
Faceted Classification System
A faceted classification is an example of a taxonomy that can direct you to the same content through different paths. This type of taxonomy organizes content on multiple dimensions, or facets. As Merriam-Webster puts it, a facet is “any of the definable aspects that make up a subject or an object.” Unlike Aristotle’s classification taxonomy, a faceted classification does not have to be hierarchical. A good example of a faceted classification system is Zappos’ shoe filtering scheme.
In this case, there are multiple navigation routes (read: filters) to get to the same shoe. For example, a pair of size 8 Nike running shoes can be found on the Zappos site by searching size 8 on the site filter, Nike under the brand filter, or Sneakers and Athletic Shoes under the Category filter. All three filters will bring up the same Nike size 8 running shoes. However, each search will be different because not all size 8 shoes are Nike and not all Nike shoes are sneakers and athletic shoes.
Taxonomies Help Users Find What They Want
Adding proper taxonomies to your site’s content provides your users with digital signposts to find what they are looking for. Without the proper structure from taxonomies, your site navigation can be a pain that can lead to losing users.
There are more types of classifications out there, but the two examples above provide a good understanding of how taxonomies work in web design.
Ernest Frausto is Content Strategist from one of our agency partners guest posting on the Blaze blog