Aims to Improve Search Rankings

NEW YORK said it has hired a specialist to help it appear higher in search results, a sign of the growing importance of search engines to news publishers.

360i, a search engine optimization firm based in New York, will adjust the code and makeup of the site to make sure search engine spiders catch the pages.

In a poll of 2,000 Internet users released this week by Outsell, the top two sources of news and information were Google and Yahoo, followed by The Wall Street Journal. does not run search ads, according to a representative. With search engines increasingly the front door for Web users’ navigation of the Internet, some publishers have hired search-advertising agencies to appear at the top of results. and both have advertising links that appear on news-related searches.