Search engine optimization, or S.E.O. covers a wide range of behind-the-scenes tactics for getting search engine users to visit a Web site, like choosing story topics based on popular searches. Because Google is many Internet users’ front door to the Web, S.E.O. has become an obsession for many Web publishers, and successful ones use the strategies to varying degrees.
There is a whole industry of search engine optimization and social media experts, and many of them have found jobs at Web publishers. Their standard strategies include things like filling articles with keywords that people might search for, writing teaser headlines that people cannot help but click on and including copious links to other stories on the same site.
In addition to writing articles based on trending Google searches, The Huffington Post writes headlines like a popular one this week, “Watch: Christina Aguilera Totally Messes Up National Anthem.” It amasses often-searched phrases at the top of articles, like the 18 at the top of the one about Ms. Aguilera, including “Christina Aguilera National Anthem” and “Christina Aguilera Super Bowl.”
Though traditional print journalists might roll their eyes at picking topics based on Google searches, the articles can actually be useful for readers. The problem, analysts say, is when Web sites publish articles just to get clicks, without offering any real payoff for readers.
Read more at New York Times
