Why Optimization is Catching On in Journalism and Beyond
How webpage optimization and journalism relate. Ever since
Google came about the face of news stories changed. As stated in a recently-
published New York Times article entitled “This
Boring Headline is written for Google”, the author discusses how journalists
are now being trained in basic search engine optimization (SEO)
methods to increase the visibility of their news stories.
Those interested in internet marketing strategy know
that a properly optimized website is an important tactic in one’s integrated
communications plan. To this point, the above article states that with the rise
of news results shown in search engines, “search-engine
bots that crawl the Web are increasingly
influential, delivering 30 percent or more of the traffic on some newspaper,
magazine or television news Web sites. And traffic means readers and
advertisers, at a time when the mainstream media is desperately trying to make a
living on the Web.”
Further to the reality that mass communications are changing, many journalists
are torn because a new target audience has been introduced to an already complex
equation. Prior to the web’s explosive influence, writers had two main audiences
in mind when crafting the perfect headline and body copy: their readers and
their editor. Now, there are three main audiences vying for a writers’
attention: web exposure, readers and their editor. Consequently, many writers
are conducting keyword research prior to publishing their articles to satisfy
the balance between these competing audiences.
Not only is this trend interesting as it relates to the changing face of the
media, but it’s also intriguing as it relates to SEO. The fact that media
outlets are integrating keyword research into their news story development is a
testament to the fact that optimizing webpages is not a process to ignore, but
one to embrace and leverage within one’s overall
Therefore, if one were to take cues from the direction of popular media, here’s
the logical take-away: mainstream media is moving in the direction of web
optimization to increase visibility, broaden reach and maintain relevancy; as
such, it would be wise to look at incorporating keyword-based SEO strategies
into one's site to
mirror the aforementioned objectives.
By Trish McCloy, writing for Stand Marketing, a Vancouver Internet Marketing Company.
For more information on website marketing strategies, check out our list of
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