Mediarun Search Marketing News

Yahoo launches news blog using search engine marketing techniques

July 6th 2010

Search Engine Optimisation News

Search engine giant Yahoo has launched a news blog which takes its lead from the world of search engine optimisation. The firm is going to create news content based on what its users are searching for by using common search engine marketing tools - such as search analytics software.

Called Upshot, the news blog will use common search terms to set the company's news agenda. The team behind Upshot will consist of six bloggers and two editors. They will be supported by Yahoo's huge team of search engine optimisation experts.

The move signals a shift towards search-generated content as a means of boosting website optimisation strategies for Yahoo.

In an exclusive interview with The New York Times, Upshot editor Andrw Golis said that while the search information provided by Yahoo's search engine marketing team would be a useful tool, it would not necessarily dictate the project's whole news agenda.

"The information is valuable because editors can integrate it into their decision making. It's an asset. It's a totally amazing and useful tool that we have at Yahoo," he added.

Meanwhile, James A. Pitaro, vice-president of Yahoo Media, told the news provider: "This idea of creating content in response to audience insight and audience needs is one component of the strategy, but it's a big component."

So it seems Yahoo has finally cottoned on to what every SEO Company has been doing since time immemorial, which is thoroughly researching what end users are looking for when they head to their favourite search engine, and hitting them with relevant content that incorporates a number of search terms they are likely to use to track that information down. Another word for this strategy is search engine marketing.

It seems that while writing content based on SEO information is new to Yahoo, it is something that everyone with a basic knowledge of search engine marketing has been doing for a long while.

Yahoo appears to be a little behind the times with this one, much like it was with its search engine optimisation style guide, which was published earlier this year and came 15 years after it began working in the search engine sector.

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