I can't count how many times in the past couple years I've heard people talk about how important information architecture (also referred to as IA) is to SEO.  Yet it's almost always presented in a way that calls upon a lot of highly technical lingo.  Taxonomy.  UX.  Contextual browsing.  Mental model.  Ontology.  Semantic web'  Honestly speaking, I don't even know what half the lingo means in the moment I hear some of these words. And my eyes instantly gloss over.