Everyone in the world of journalism, whether print or online, should have an idea about Search Engine Optimization (SEO), and if they don’t, they are far behind the curve. SEO is the process of acquiring volume or quality of traffic to a web site or web page from search engines. This volume then attributes to the placement of the web site on the search page (whether the site appears above the fold); the higher the placement, the better likelihood Internet users will visit.
SEO is extremely important in the news world when it comes to giving headlines to stories and photographs, tagging story content and also for developing story ideas. This allows for the news stories to appear first on searches whether users search directly for the subject or if they search key words that appear in the story.
Many initially believe SEO to be confusing and all about HTML coding and adding key words into the web site development, but actually, SEO can be very easy.
SEO expert, Vanessa Fox, said in a lecture at ASU that SEO is all about studying the evolution of audience behavior.
“You want to make it as easy as possible for people,” she said.
Fox also add that you can do this by putting hot topic keywords into your story title and/or headings, and using links from other sites.
“If there are a lot of links from authoritative sites, the higher up on the SEO ladder you’ll be,” Fox said.
Different ways to find out what the trending and hot topic keywords of the moment include: