| Sumario: | While site designers, content managers and information architects each frame the effectiveness of a website very differently, the end user's primary need is a successful search experience. Searchers want information that is personally relevant, factual and trustworthy. Yet search and retrieval systems rank results based on arbitrary factors such as numbers of links, the age of a site and frequency of content changes or unknowable indicators of presumed quality. Information architects (IAs) and user experience specialists should assert their understanding of the search experience, expanding their focus from navigation and design to serving peoples' goals in search. IAs should design sites with search engine optimization in mind, incorporating and maximizing the search value of end users' typical terminology.
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