Optimizely Graph has emerged as a game-changing solution that is redefining the way businesses create, manage and deliver their content. Originally the technology was launched in summer 2023 with a heavy focus on content, however, Opticon 2023 unveiled further updates for the new technology. It will soon be able to synchronise data from external sources so that everything that technical teams need can be managed in a single hub. This cutting-edge cloud service leverages the power of GraphQL, a sophisticated yet user-friendly API driven query language, to create an on-demand content library that promises to redefine the content delivery landscape.
Optimizely Graph is a powerful component of the Optimizely Digital Experience Platform (DXP) Cloud service. It’s there to improve the way marketing teams use their content management system (CMS) by transforming content into a format that is easily queryable. What sets this new innovation apart is its ability to aggregate content from various sources, providing marketers with a centralised hub to efficiently manage content. Once organised, it enables busy marketing teams to effortlessly deliver this content to any channel, application, or device, enhancing the reach and impact of digital experiences.
In essence, it empowers organisations to take control of content and optimise its delivery in a dynamic and efficient manner. This transformation is achieved through the use of the GraphQL standard, for seamless search and manipulation of content. GraphQL is a query language for APIs that is renowned for its ability to provide a complete and understandable description of the data in your API, simplify data fetching while providing unparalleled flexibility and efficiency. This makes it an invaluable tool for businesses looking to enhance their content delivery strategies.
One of the standout features of is the ability to facilitate the efficient and dynamic delivery of digital content across multiple marketing channels, devices, and platforms. It offers a streamlined approach to accessing content, allowing Optimizely customers to deliver compelling digital experiences at blazing-fast speeds.
It takes a unique approach to content delivery by being served via a global Content Delivery Network (CDN). A CDN, is a collection of servers distributed across different geographic locations, aimed at accelerating the delivery of web content by bringing it closer to the end-users. It basically makes it quicker and easier to access content on a global scale. This strategic choice ensures that content is globally available, and it significantly enhances performance, making it a preferred option for businesses with a global audience.
But that’s not all. This software goes a step further by offering full-text indexing and search capabilities. This means that developer teams can use it to power the website’s search function, providing an enriched user experience and streamlining content discovery. Another new feature announced at Opticon was Optimizely’s SaaS based CMS. Optimizely Graph will go hand in hand with this and be available on both the PaaS and SaaS based CMS.
How Does It Work?
It is essentially a cloud based content library, offering a streamlined solution for content access at an exceptional speed. Key features include:
Content Search Reinvented
The software takes content search to the next level by allowing users to create custom search tools. These tools enable the transformation of user input into GraphQL queries, which, in turn, produce results presented on a search results page. The real magic here is in the customisation. Developers can extend the logic behind these queries to craft unique and personalised search experiences for website users.
Imagine a scenario where you’re running an online news portal. With this new technology, organisations can create a custom search tool that goes beyond simple keyword matching. Developers can set it up to filter articles based on not only keywords but also tags, content type, publication date, and any other attributes and properties associated with content items. This results in a far more refined and accurate search experience for website users.
Efficiency is a crucial factor in content search, and this new software excels in this aspect. Given that it runs on the edge through the CDN, it outperforms traditional Elasticsearch-based searches, delivering results faster and more accurately. When users query content, they don’t have to wait endlessly for results. This speed and accuracy contribute to an enhanced user experience, keeping the audience engaged and satisfied.
Dynamic Content Delivery
Apart from enhancing content search, it also plays a pivotal role in dynamic content delivery. It exposes content in Optimizely CMS site as a graph that can be queried. This means that developer teams can construct dynamic content blocks by querying data and shaping it as needed. For instance, a developer could create a “Related Articles” content block that automatically fetches and displays the five most recent articles with the same tag or content type. This block can include titles, links, and associated image assets, which can be individually presented across various devices and channels in the desired format.
Headless Content Delivery
A noteworthy feature is that it facilitates headless content delivery. This opens the door to cross-application and cross-framework delivery of content. For instance, an organisation could develop a mobile app that pulls content from the CMS and renders it in a mobile friendly format. The beauty of this approach is that the developer team can create custom mobile apps with the same content as traditional websites, ensuring a consistent and seamless experience across platforms.
Optimizely Graph vs Search & Navigation
It’s worth mentioning that Optimizely Graph and Optimizely Search & Navigation offer similar functionalities, although they are technically distinct. It is not intended to replace Search & Navigation but serves as a separate product that provides similar capabilities. It does, however, offer faster performance and additional features. So, the choice between the two products largely depends on the specific organisational needs and the level of performance required.
Coupled vs Uncoupled
The battle between headless and coupled has raged on for quite some time. Both approaches have their unique advantages and disadvantages, leaving organisations torn between the need for flexibility and ease of use.
The benefit of using a headless CMS is that marketing teams can repurpose content across multiple channels. However the con is marketers will often have to rely on developers for this content to be delivered and displayed. In contrast a coupled CMS makes it easy for editors and marketers to publish this content, however it limits the capacity for content repurposing across platforms.
Now organisations don’t need to choose between the two as Optimizely offers a hybrid content management model which is extended through Optimizely Graph. It provides marketers with the tools they love, such as on-page editing, drag-and-drop components, and content previews, making content creation and editing a breeze. At the same time, harnessing the power of headless APIs and services that developers appreciate, enabling seamless content delivery across various channels.
In terms of improving day to day business operations, there are lots of ways it can help organisations across different sectors achieve digital excellence:
- E-commerce: Online retailers can use it to personalise product recommendations and optimise the checkout process, resulting in increased conversion rates and customer satisfaction.
- Media and content: Media companies can use it to publish more content across multiple channels, personalise content recommendations, improve user engagement, and increase ad revenue.
- Travel and hospitality: Organisations in this sector can use it to optimise the booking process and personalise travel recommendations, and provide FAQ’s enhancing the customer experience.
- SaaS: Software as a Service providers can optimise their user onboarding process by delivering useful content to users across multiple channels.
The Potential Of Optimizely Graph:
This new innovation is the key to efficient, dynamic, and globally available content delivery. It’s a game-changer for businesses looking to stay ahead in the world of digital marketing. Benefits include:
- Quick search results.
- Enhanced error management.
- Greater versatility over search logic.
- Versatile cross-application and cross-platform search functionality.
This software is now readily accessible to all CMS 12 users and will also be compatible with Optimizely One. Opening up a world of possibilities for businesses looking to take their content delivery to the next level.
Optimizely Graph And Your Organisation
Optimizely Graph is the key to efficient, dynamic, and globally available content delivery. It’s a game-changer for businesses seeking to excel in the world of digital marketing. Ultimedia stands as the premier Optimizely partner in the UK and Middle East, with an impressive track record of over 100 successful projects spanning 16 languages and diverse industry sectors. Our dedicated team of Optimizely experts and digital marketing professionals possesses a wealth of experience, having adeptly revitalised brands and organisations through the platform, drawing upon more than two decades of digital expertise. We would love to help your organisation on its journey to digital excellence. Contact us for your Optimizely demo today.