“The role of the journalist in SEO is changing,” said Eric Olander, former Digital Editor-in-Chief for France 24, an international news network based in Paris.
Today’s digital newsrooms are acutely aware that search engine optimisation (SEO), a term that encompasses a range of tactics for getting web content noticed and listed high up in search results by Google and its competitors, is not a magical gloss that in-house tech experts can merely apply to news articles after they have been written. Rather, it is a skill set that all journalists whose work appears online need to possess, and use to their advantage, in order to remain competitive in the digital age.
“Optimisation should be baked in as you’re creating the story,” said Olander; “it has to be done on the content creation level because if you do it on a secondary level you’re changing the editorial structure of the story.”
“Now, when we run newsrooms we expect that the journalist has an understanding of SEO,” he continued, “so that their headlines are optimised, their ledes are optimised, and their first paragraphs of text are optimised.”
Optimised how, exactly?
Here are 5 very basic rules for boosting your article's rank on Google's podium: