Optimizing news search with New York Times SEO, Matthew Brown at SES New York 2010

Greg Jarboe, SEO-PR, interviews Matthew Brown, New York Times, about the news search optimization panel at SES New York, 2010. Matthew says news search is a lot different than a mere Google Web search. The guidelines are different when you conduct a news search via Google, Yahoo and other news search engines and you need to pay attention to such things as sitemaps, how often youre publishing, which help determine how successful you will become in getting featured in a news search engine. Greg alludes to a previous New York Times article that explored the gap between how people search and how literal a publisher may want to make a headline as opposed to speaking using an editorial voice. Matthew says people search in a more sophisticated way now and are more comfortable using search engines such as Yahoo, Bing and Google and stringing together search queries and are no longer limited to one or two word queries. The way people search now has caught up to the way journalists and editors want to write their headlines. You have to be accurate in how you report a story online in order for your story to be found, says Matthew, while at the same time you want to be using language that matches up with the key terms being used by people who are searching for those news stories. Google, Yahoo and Bing remain great traffic sources for the New York Times, according to Matthew, but you cant publish in a vacuum. You are creating content not just for the search engines but for your print
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