Tools should not be left alone to make important decisions about how your audiences and search technology should be able to find your content.

Taxonomies should be developed for the organization and audiences they're meant to serve. There is no one-size-fits-all taxonomy, just as there is no one website navigation menu that fits every company's website and makes their content findable to every audience.

Many of our clients say they want their sites to be like Apple or Amazon. But why?