Senior execs from Google and Yahoo attending the American Magazine Conference this week assured magazine publishers that the search engines had no intention of competing with magazines in creating content. Rather, they said magazines weren't doing enough to leverage search for their own benefit and offered tips on how to do so.

Because much of a magazine's web presence is inaccessible to search, traffic remains low, said Tim Armstrong, VP of advertising sales for Google, pointing out that many publishers don't realize that much of their content is inaccessible to Google spiders, reports MediaPost (via MediaBuyerPlanner).

He added that Google is working on a certification program for content from publishers that would help boost their search rankings.