Yahoo News is testing a new system called “infinite browse” that suggests search queries based on the news story you’ve just read.  Snip via TechCrunch:

“For example, news about Al Qaida will show links to searches for “Al-Qaida Camp” or “Al-Qaida Flags.” The idea is to allow readers to access related content they would search for without having to go to a separate search portal and type in the query.”

Given that the feature “results in twice the amount of user engagement” this capability is sure to be incorporated on news sites of all types. 

On the plus side for B2B PR, stories you’ve secured for a new product launch would automatically include search suggestions that lead deeper into your marketing funnel.  On the other hand, what if the algorithm calculates that the reader would be interested in a recent lawsuit?  Accounting scandal?  An activist shareholder proxy battle?

All of which means that PR pros must not only deepen their understanding of SEO, but learn the ins and outs of algorithms like these.

Remember the old days when PR meant pitching a reporter instead of pitching a formula that’s in turn pitching your audiences?

In any case, Yahoo says it will be “rolling this out to all users as soon as it is ready.” Are you?

Here’s the piece from TechCrunch, and a blog post from Yahoo that has screen shots of the new feature.