The essential benefit of hNews is that by identifying content more clearly and making more of its key information machine-readable it therefore becomes easier to search for. It also could lead to the development of different ways to search via different applications. Kasi was enthusiastic about the advantages of this for the AP. "AP clearly believes that being able to better identify each piece of content for better search discovery, better linking, better aggregation allows ultimately for the customer to see more content, more trusted content, from editorial sources," he said. "Microformats are a very simple, elegant way to do that on a pretty large scale basis," he added, allowing the AP to "prime the content better for search purposes even before it gets to the publisher."