With some studies suggesting search engine optimisation is more important than social for driving traffic, having skills in this field is more important than ever, as it can attract new readers or even paid subscribers.
But given constant changes to the algorithms of the major tech platforms, what should you be doing to make sure your content gets seen?
For instance, Mark Rofe of digital PR and technical SEO agency Rise at Seven explained that making headlines 'search friendly' is fundamental.
"A headline should incorporate words that people are likely to search for to find your article. This will typically include nouns, like the name of a person, place or thing."