A modern paradox: As information becomes more abundant and easier to access, it's often more difficult to find what we're really looking for. That needn't be the case, writes respected information architecture guru Peter Morville in a new book.

Those of us who spend a lot of time in the search space tend to focus on our own needs, without giving much thought to other players and what's important to them. People who spend a lot of time searching, for example, tend to focus on learning the ins and outs of their favorite information finding tools, rarely considering their search results are heavily influenced by search engine marketers.

Similarly, search marketers tend to be so obsessed with optimization techniques or methods for improving conversion rates or other metrics that they lose sight of the actual people who interact with their Web sites. To them, the forest is important, not the individual trees.

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