Search engine optimisation can ensure content attracts maximum web hits. And it doesn't mean conning readers, says an online editor
The "Gotcha" headline on a Sun front-page splash about the sinking of the General Belgrano is one of the most famous, or infamous depending on your taste, in the history of British journalism. Yet no web producer with any experience would consider a headline like that today. The reason is search engine optimisation (SEO). SEO has been around almost as long as search engines themselves, but journalists were quite late to cotton on. It didn't really reach newsrooms until a couple of years ago.
The concept is simp