"It looks like information architecture and the "black art of SEO" are going to become more intertwined in future. [...] End users can only win when some attention is paid to a quality navigational experience. Commonly-searched items shouldn't be unfindable. Arbitrary navigation needs to be rethought with your visitors' most common informational needs in mind. Unfortunately you may never know those needs unless you pay attention to the whole gamut of customer contacts - in emails, phone calls, and in (possibly futile) internal site search queries."