????你已經(jīng)不再關(guān)心搜索了，是嗎？

????我們沒有花那么多時間去考慮搜索。

????搜索引擎優(yōu)化(SEO)不是你的重要工作之一，這是不是太不可思議了？

????這是一件難以捉摸的事情。我的意思是，我認為在將來某個時點，搜索必須要追趕上社交網(wǎng)絡(luò)，以了解如何索引和呈現(xiàn)正在高速共享的內(nèi)容。我覺得，谷歌公司(Google)現(xiàn)在面臨的一個問題是，它并沒有大量的社交數(shù)據(jù)。人們輸入關(guān)鍵詞，做搜索引擎優(yōu)化，改寫故事時，聚合器可充分發(fā)揮搜索功能。但在社交網(wǎng)絡(luò)上，人們想分享權(quán)威性故事——經(jīng)常在Twitter上被轉(zhuǎn)發(fā)多次的是BuzzFeed主編本?史密斯的獨家新聞，而不是這些新聞的改寫版本。但改寫版本會在谷歌上獲得很多流量。這是谷歌在未來幾年必須設(shè)法解決的問題。

????有意思的是，谷歌現(xiàn)在的日子似乎并不是特別難熬。我一度以為，社交網(wǎng)絡(luò)將扼殺搜索平臺。這兩塊餡餅?zāi)軌蛲瑫r成長嗎？

????是啊。這種事情是很難預(yù)測的。就在黑莓手機即將開始土崩瓦解之前，它還獲得了創(chuàng)紀錄的利潤呢。憑借無人駕駛轎車，左右我們的思維模式，以及谷歌眼鏡，谷歌或許還能夠經(jīng)歷另一個10年的迅速發(fā)展和成功，也可能他們會碰上真正的麻煩。就讓我們拭目以待吧。

????在BuzzFeed上，你們自身的原創(chuàng)內(nèi)容占多大比重？

????我們有4種類型的內(nèi)容。BuzzFeed有我們的記者團隊創(chuàng)作的新聞內(nèi)容。這個團隊的工作重心真的不是聚合新聞；他們給人們打電話，聯(lián)系消息源，做原創(chuàng)的東西。我們也做娛樂內(nèi)容，經(jīng)常發(fā)布一些很有特色的榜單。盡管它們經(jīng)常使用美聯(lián)社(AP)、路透社(Reuters)、蓋蒂照片社(Getty )、圖像庫和其他來源的材料，但這些榜單都是原創(chuàng)作品。此外，我們還制作品牌內(nèi)容，這是我們維持生計的方式，我們的收入源泉。在100個頂級品牌中，有50個使用BuzzFeed的平臺發(fā)布品牌內(nèi)容。最后，我們也有社區(qū)內(nèi)容。大家可以去BuzzFeed的社區(qū)轉(zhuǎn)轉(zhuǎn)，創(chuàng)作自己的內(nèi)容，發(fā)布出來。這4種不同類型的內(nèi)容，都是在我們開發(fā)的技術(shù)平臺上發(fā)布的。

????請談一談接受品牌贊助的內(nèi)容。就優(yōu)化社會化內(nèi)容構(gòu)成這個意義而言，對于這些品牌內(nèi)容和社論，你是一視同仁的，對嗎？

????是的。幾年前，我們的流量已開始增長。董事們在董事會上詢問我們有沒有收益。我說沒有。

????Do you care about search at all anymore?

????We don't spend that much time thinking about search.

????Isn't that amazing, that SEO is not an important part of what you do?

????It's a tricky thing. I mean, I think that search will at some point have to catch up to social, you know, to understanding how to index and present content that is getting shared at a high rate. I think there's a problem now where Google doesn't have a lot of that social data. The aggregators win on search where people cram in key words and do SEO and rewrite stories. But on social, you want to share the authoritative story—the Ben Smith scoop is going to get re-tweeted a bunch of times, not the rewrite of the Ben Smith scoop. But the rewrite is going to be what ends up getting a lot of the traffic in Google. That's the thing that Google is going to have to figure out how to fix over the next years.

????Interestingly, it's not like Google's suffering right now particularly. At one point, I thought that search was going to kill search. Can both pies grow?

????Yeah. It's always hard to predict. BlackBerry had record profits right before it all started to fall apart. Google could have another ten years of rapid growth and success and drive us around in cars and tell us what to think and look at with glasses, or they could have real problems. It will be interesting to see.

????What percentage of BuzzFeed content originates from BuzzFeed?

????We have four types of content. We have news content created by our team of journalists and reporters. They really are not focused on aggregation; they are calling people, working sources, doing original stuff. We have entertainment, often characterized by our lists. And those lists are all original creations, although they often use material from, you know, AP and Reuters and Getty and image libraries and other sources. Then we have branded content, which is how we make our living, where our revenue comes from. Fifty of the top 100 brands used BuzzFeed's platform to launch branded content. And we also have community content, which is where you can go to BuzzFeed, go to the community section and create your own content and launch it. Four different types of content, all on top of the same technology platform that we developed.

????Let's talk about that branded, sponsored content. You treat that the same way you treat editorial in terms of optimizing the social component, right?

????Yeah. A few years ago, our traffic was starting to grow, and we had a board meeting, and my board asked me whether we had any revenue. And I said no.