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Webpage Optimization

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 website planning.

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 search engine promotion services.

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