Content and Site Optimization: Guidance from the Field

This month we put aside some time to discuss our favorite 'O' word: Optimization. In addition to advice from experts around the way, we've got some thoughts from a couple of our very own CMSWire kids.

• The Difference Between Usability and User Experience. As long as there’s been an Internet, the discussion between user experience and usability has been explored. Although they are conceptually linked, taken separately, they highlight different elements of the human-computer interaction.

Yet in these days of advanced user interfaces, from mobile devices to e-readers to tablets, has the line between user experience and usability blurred? And if so, what does it mean for web standards and design? We examine their distinctions, roles and implications in an effort to answer these questions.
• Web Optimization: When Search Results Mislead. Large numbers of visitors for a particular search term is not in itself a positive thing. We always have to ask the question why?

One of the most popular search terms within the OECD website is "CEE countries." Which is a bit puzzling because the OECD doesn't have any particular focus or interest in these Central and Eastern European (CEE) countries. Search results are often puzzling; throwing up search terms that don't seem to be relevant.
• Mobile Strategy is Key: More Than 50% of Internet Shoppers Went Mobile in 2009. You're behind the curve if you haven't been working on a mobile strategy. Consider this: the mobile sector is a US$ 850 billion global market and will comprise 62% of the total telecom market in 2010 (IDC study, Worldwide Mobile Trends: Steady Subscriber Growth, the Proliferation of Applications, and the Mobile Internet ). Or this: more than one half of internet users worldwide used a mobile device for part of their shopping activities in December 2009 (Mobile Shopping Takes Hold Worldwide - eMarketer).

But before you circle the strategy and tech wagons, step back and think about how you really need to approach this channel. Need help? Read on.
• Content Optimization – A Best Practice That Few Practice. There’s a term in scientific research called “social desirability bias”. It’s a term that’s used to describe the tendency of a respondent to answer a question in a way that will be viewed favorably by society. Its effect on research is usually an over-reporting of good behavior and/or an under-reporting of “bad” behavior. In short, if you ask people if they are willing donate their organs after death (as one organization did) 72% will say yes. Yet, only 38% actually do so.
• This is Content Intelligence, According to 4 Experts. In this guest article Seth Grimes looks through the eyes of four industry experts, examining the relationships between content analytics, smart content and business intelligence. Do you know what content intelligence means for your organization?
• Content Strategy: It's a Truly Multidisciplinary Practice. A content strategist succeeds only by mastering a number of disciplines and learning to engage across departmental lines. Here's a look at the many parts of a successful execution.
• Emptying the Dishwasher: Making Information Architecture Real for End-Users. Information Architecture (IA) can be confusing and difficult to understand for end-users, but understand it they must. One way to make things less "technical" and more relevant to their daily work experience is to provide an analogy to something everyone knows well, the kitchen.