Business Web site AllBusiness.com is redesigning its Web site, with search at the heart of the makeover. The site will use organic search and cost-per-click advertising to increase relevancy of content and advertisements.
Integrated multivariate testing software will link directly with the site’s content management system, allowing for real-time adjustments and a metrics-based analysis of readers’ preferences.
“The challenge to publications for small businesses is the varying interests,” said Peter Horan, CEO of AllBusiness.com, San Francisco.
Mr. Horan said that various business types led to disparate topics of interest for AllBusiness.com readers. The strategy is to offer a wide variety of content, multivariate testing will allow the publication to understand its users’ interests and adjust content.
To understand the redesign, one must look into the CEO’s roots.
Mr. Horan was CEO of online information guide About.com from 2003 to 2005 until t he New York Times Company in March of 2005 bought About.com for $410 million. He said his strategy with About.com was the same behind redesigning AllBusiness: both were search driven.
Search results will include articles, blogs, videos and other licensed articles. The site’s official re-launch is set for after Labor Day.
“This is where all the momentum is – eBay, Amazon, iPod, all glorified the search engine,” Mr. Horan said. “The new generation of readers is using search to access information.”
