The upside of search engines is that your content is discoverable by a global audience. The downside is that being discovered hinges on the selection of words the audience chooses to punch into the Google search bar.
Adriana Lacy, senior news assistant, New York Times, argues that optimising your digital content for search engines is crucial.
In her newsletter The Social Status, she offers these three pointers to get you started, noting that keeping one eye on Google Trends will help newsrooms understand which talking points are spreading like wildfire.
"What I love most about Trends is its versatility. You can see what people are searching for during a particular event," she writes. "Or you can see what search trends exist around a recurring event.
"Oh, and did I mention all of this is free?"
Want to reach more digital readers? Find out how to kickstart an effective digital strategy at Newsrewired on 6 March at Reuters, London.