Summary: Today there is no “right place” to put information that will ensure that readers find it. Instead, we have to focus on making sure our content gets filtered in to the reader’s search. Every Page is Page One information design and bottom-up information architectures are key to achieving this.
The “right place” for content
Traditionally, one of the key concerns for both the writer and the information seeker was to determine the “right place” to put content and to look for content. The reader had to look in the “right place” if they expected to find relevant content. The writer had to put their content in the “right place” if they expected content to be found. And, of course, much frustration and disappointment occurred if the reader’s idea of the “right place” was not the same as the writer’s idea of the “right place”.