ABM Panel Says B2B Publishers Should Partner with Search Engines
Building partnerships with search engines, frequently updating content and using key words can help b-to-b publishers gain more exposure for their Web content, a panel of experts said Wednesday during an American Business Media-sponsored discussion on search optimization and "Partnering to Get the Most Exposure for Your Content."
Held at the Scholastic Building in Manhattan’s SoHo, the panel consisting of representatives from Yahoo, Google, Business.com and About.com, spoke to a group of editors, publishers, information technology professionals and others about how to position their Web sites so that people searching the Web will be able to find them easier and quicker.
Andrew Pancer, chief operating officer of New York Times-owned About.com, said his company continually trains its staff of freelance writers on how to craft articles that will be easily found through a Web Search. "We have over 500 freelancers writing for us that are experts in search optimization for their topics." About.com writers are schooled on how to use key words and also post their stories on the Internet before they’re edited, Pancer says.
Representatives from Google and Yahoo, as well as audience members during a question and answer period encouraged attendees to use descriptive phrases in their writing and RSS feeds to get the attention of the major search engines, which "crawl" the Internet regularly for new content. "The more often you change your content, the better," said one audience member.
Chris Hulse, vice president of business development at Business.com – a vertical search site, said his company works specifically with b-to-b corporations to ensure their content is targeted to the right audience. "We’ve been around for about six years and we’ve created a search ecosystem for which Google and others are partners," he said. Hulse said his company has partnered with BusinessWeek, Forbes, Entrepreneur Times and other publications to bring specialized users to their sites. "For publishers, we’re really just an extension of the content that you want to put out there," he said.
Greg Bartalos, finance editor for Yahoo, said interactive sites also rank higher in searches. "Today’s audience wants interaction," he said. "That’s why blogging is so important. The audience wants to be part of the information."
The panelists also said that free content, as opposed to paid content, is much easier to find of the Web, and said that publishers should invest time and money on search optimization. "If the guys fixing your computers, is the same guy doing your SEO, then it’s time to invest and do it right," Hulse said. For more on search optimization visit Google.com/webmasters.