A taxonomy is a scheme of classification, a vocabulary of
terms grouped into categories and subcategories. It is a way to organize digital
content using clear, logical categories and associated tags so that users
searching a website can more easily find what they’re looking for.
It is also important to note what taxonomy is not. It
is not meta data. It is not navigation. It is not just a big group of tags. A
taxonomy is further defined by the following:
It employs a controlled vocabulary, organized by hierarchy and containing both parent and child tags.
It is aligned with a site’s content,including navigation and attributes, but typically does not duplicate all content. Therefore, the way you choose to organize your taxonomy will likely differ from how content is organized in the navigation.
It is often built and maintained in the website’scontent management system, but can also be managed via dedicated taxonomy management software.
An Example of Taxonomy Hierarchy
The following diagram shows an example of a taxonomy hierarchy, in which there are five levels of tagging within a product line. Some taxonomies will not require going that many levels deep.
Benefits of a Good Taxonomy in B2B Marketing
When done well and with consideration for how your B2B
audience interacts with your digital channels, a good taxonomy allows your
content to be:
Accurate: A standardized vocabulary gives
you consistent labels for all your content and assets across all formats (e.g.
html, pdf, video, audio).
Flexible: Using a tagging system means
that content can be reused more easily—for example, bundles of topical
theme-driven content can be gathered instantly and related content can be
Findable: When a taxonomy is used to standardize copy and tag content, it means that
your site is more likely to have accurate search results and get users what
Easy to manage: When your editorial and
production staff have a clear sense of the content and how to apply a taxonomy,
they’re more likely to maximize its potential.
In addition to enabling relevant filtering within a search engine and
returning accurate results based on assigned tags, a taxonomy can assist with content
display and on-page filtering, personalization and recommendations, and reuse
of content for syndication and for enabling RSS feeds.