Archives for posts with tag: SEO

Robert Andrews drew upon Wired’s debate on whether the web is dead to raise some questions about the future of financing for online journalism.

He argued advertisers are trying to save money when they use Internet and as a result cannot be depended upon for investments.

Whereas tablets like the Ipad with their physical presence and potential for far more focused interaction are a far more appealing prospect for investors.

The potential revenue shift this entails had led to some proclaiming the unfocused, chaotic world of the internet will be increasing replaced by Apps.

Tim Berners-Lee, who first proposed the Internet in 1989, was quick to responded, defending the plurality of information available on the web as an essential facet of modern democracy.

I’d occupy the middle ground of this argument, while the Internet is undoubtedly a confusing, disordered environment.

But this does not take away from its liberating power in terms of both the publication and reception of information.

The rise of sites which help us to navigate the chaos – social media, search engines and RS feeds – shows people want to filter the mass of information.

We as media producers must be mindful of this and operate within these parameters.

This is why it is important for us to use SEO, for us to be accurate, consistent and authoritative.

For quality journalism has it’s role to play in ensuring the continued longevity of the internet.


Blogs should follow the many newspapers and magazines who modify their content to ensure greater traffic from search engines.

Too many bloggers are selling themselves short by failing to understand how to make the internet work for them.

We must consider how every word we write relates to the wider structure of the net and take into account how people navigate cyberspace.

This ties in well with good journalistic writing because text which is short, concise and accurate will almost always be more optimised than that which is not.

The most obvious example of this can be found in the headline as you’ve only got 10 words in which to grab an audience with the essence of the story

…so why go with headlines such as these:

A Tribute to George Costanza

Palavers with a community of ghosts

Last Tango in Hamburg

Do you remember the first time?

As you can see, optimised headlines has not been a strength of mine.
But I’m turning over a new leaf, I can see the error of my ways.

There’s a number of things wrong with these headlines.

  1. they’re practically unsearchable
  2. they’re trying to be something they’re not: funny, clever, cool…
  3. they assume to much from the reader.

That’s not to be patronising, it’s just all four of them are references which may well leave a reader totally cold.

On the internet it is wrong to rely too greatly on a prior knowledge because the potential audience is to large to assume a basis of common understanding.

Instead we pick up a scattered knowledge, based on pieces of information we stumble across or are directed to, often via social networking sites.

I say this not as criticism but rather to share a consideration which I hope will shape my writing in the future.

Because I see the real challenge as trying to draw together scattered knowledge and bridge the gaps in understanding so as to provide a comprehensive and authoritative voice.