Why is this book needed?

In the United States alone, users submit more than 10 billion searches a month on commercial search engines such as Google, Yahoo, and MSN. Many of these searches leave users frustrated because what they find on search engine results pages and on resulting websites doesn’t meet the expectations of their search queries. This means a poor experience for users and lost revenue for website owners.

So, what’s the problem? The problem isn’t the users or their queries. It’s not the commercial search engines either. We are the problem—search engine optimizers, web usability professionals, web designers and developers, information architects and copywriters and other web professionals whose work either helps users ...

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