In most newsroom, content is still the king while the digital reach of a story often doesn’t get enough attention. In this article, Emily Roseman, research coordinator for the Single Subject News Project at the Shorenstein Center on Media, Politics and Public Policy, brings a few handy tips on building search engine optimisation (SEO) best practices, like keyword identification and tracking, and adding them into the workflow.
Roseman explains that SEO work is particularly important when a publisher’s content solely exists online. “The way we see it,” she says, “optimising for SEO for a digital-only news site is like placing the newspaper on the front row of the newsstand, face up.”
She adds: “SEO can be a daunting challenge for large and small newsrooms alike. As we’re learning, seemingly minor details related to the formatting and structure of digital news can build up to penalise the search authority of a news site.”