Tag Clouds, Categories, and the Myth of Discovery

Refined, Not Reduced – Navigation Series, Part 6

There’s a persistent idea that if you just tag everything enough or offer a massive list of categories visitors will stumble into the perfect piece of content.

In practice, it’s more like walking into a library with no map, no signage, and a helpful announcement saying, “Good luck out there.”

The Problem with Overchoice

When you give someone 50 ways to filter but no idea where to begin, you’re not creating discovery you’re creating friction.

Discovery works best when it feels guided, not random.

When Tags and Categories Work

• Each tag has a clear purpose – Not just keywords, but topics someone would actually browse
• Categories are limited and intentional – 5–7 top-level groupings is usually plenty
• They’re placed where they matter – Not stuffed in a sidebar just because the widget was there

When It Becomes a Maze

• “Tag clouds” with dozens of one-off topics
• Category lists that mix services, years, topics, and post formats
• Archived links that go nowhere or return stale content

At that point, it’s not discovery. It’s clutter with a CSS outline.

So What’s the Alternative?

Try structured, guided paths instead:

• Create content series (like this one)
• Use internal linking with intent not just for SEO
• Add “Start Here” pages or curated post menus

Help your readers feel like they’re being shown around – not dropped off at a storage unit and handed a flashlight.

What You Can Do Today

1. Look at your current categories and tags – do they overlap, confuse, or sprawl?
2. Pick your top 5–7 most useful ones and focus your content strategy around those
3. Retire the rest. Or at least stop giving them top billing

Need help cleaning up your content structure?
I help site owners simplify their navigation systems—starting with their categories, menus, and content paths—without deleting what makes their work unique.

Book a Strategy Session or Explore Service Packages »

Recommended Reading

Range – David Epstein
A great book on why generalists succeed and a reminder that offering range doesn’t mean offering chaos.

Final Thought

Some journeys start with a map. Some with a single sign. The worst ones start with a wall of options and no context.

Thanks for riding along with the series.

The next leg of the journey is up to you but I’m here if you need a conductor, a mapmaker, or just someone to check the brakes.