Newsrooms are preoccupied with online search engine optimization. In our case, roughly half of our traffic arrives through personal searches, essentially a new form of journalism that shops for content on topics, names, places and things.
What everyone notices, though, is that the existing search engines are only so great. They don't find everything and they don't really think beyond a few simple concepts.
The New York Times has a look at the advent of engines for the so-called deep Web, services like Kosmix and DeepPeep. Our business needs to understand them, in part because they'll be drawing eyes to our content, but also because we will need to channel our content most effectively to them.