It’s no secret, search engine optimization (SEO) and UX are important when it comes to designing for the web. SEO can be complicated and at times hard to follow — filled with jargon, constantly evolving algorithms, and metrics best left for a math major to decipher. The good news is that designing for user needs and goals ultimately leads to solid SEO out of the gate. Card sorts, taxonomies, site maps, content audits, and ontologies — or some combination of them, all help inform and lay the groundwork for a good user experience and ultimately good SEO.