Jay Rosen has many interesting things to say about the New York Times acquisition of About.com. He also explains the weblog approach to search engine optimization:
And they’re finding themselves without much knowledge of how to show up in search. I’m a blogger, not a company. I couldn’t tell you if this page has the proper meta-data– or any. My search engine optimization method is to get a lot of links by writing something original and useful that people will elect to recommend at their own sites. It works (sometimes.) But only because my links don’t expire.