“Pippa Middleton’s arse” was a search phrase that was massively popular after the Royal Wedding. The Mail Online had used the word "bum" in its on-page headline but used the word "arse" in its news sitemap headline (and HTML title). So if you had searched for Pippa'sarse in Google, you would have found the news story top of the news results using the word "arse".
The Daily Mail is the leading online newspaper, reaching 45.3 million people in December 2011.It knows how to use web furniture to its advantage and knows its online readership. It’s not politic or sports news that drive the Mail online traffic – it’s celebs, gossip and people like Samantha Brick. The Telegraph ranks the third most visited UK news website. 8% of the Telegraph's traffic comes from social media sites, much more than for any other site. Part of this is down to its success with the Digg widget.
While engaging in third-party networks and including search-friendly terms is a sensible strategy for increasing readers and revenue,
Reading relevant literature on the changing relationship between journalists and readers brought on by new media:I will interview a range of social media editors and reporters who work for mainstream news organisations about how they use SEO and social media marketing and their opinions about its impact on editorial values. It will also be useful to gain insight from attending news conferences at newspaper offices, if possible.
1. Emma Piercy
2. The readers are the new dictators. The tyranny of analytics of searchengine optimisation and social media marketing are distorting the news agenda.
3. • More and more users contribute to the news process via social media.• Ignore Twitter/social “The media, and a witnesses mainstream news network loses its are taking voice in a global over the conversation. news”• Journalists are – New York devoting academic and investments on blogger Jeff Jarvis engaging in third- party networks to drive traffic and to pick up on what people are talking about.
4. SEARCH ENGINEOPTIMISATION (SEO) “ Todays online publishers, editors and reporters need a new style that most effectively allows their words to reach their intended audiences. ”
5. SOCIAL MEDIA MARKETING (SEO)Facebook has risen over the last six months to challenge Googles place as the mostimportant source of traffic to online publishers, according to data from BuzzFeeds web referrals to about 200 publishing sites. http://www.buzzfeed.com/bensmith/one-chart-that-explains-the-transformation-of-medi
6. RESEARCH QUESTIONS1. According to SEO analytics, what type of content does “writing for the readers” include?2. How much news value do SEO-trending keywords have?3. Once news executives know what people are searching for should they write stories to meet that demand?4. What are the implications of a news agenda customised for SEO and its “idea triage” of keywords which serves to attract traffic to websites?5. Will SEO news tailored for today’s 24/7 news format and for entertainment value end up superseding editorial values such as those of analysis and accuracy that traditional newspapers are struggling to save?
7. RESEARCH METHODSReadingWe the Media by Dan Gilmour SurveysHere Comes Everybody by Clay I will conduct surveys amongstShirky readers to determine how manyThe Cult of Amateur by Andrew access news stories via searchKeen. engines and social media.I will also evaluate the constant Interviewsstream of updates about SEO and Social media editors andSMM and its impact on journalismonline. reporters who work for mainstream news organisations Patrick Smith – KU journalism graduate Luke Lewis – editor of NME.com Roo Reynolds – social media expert at BBC
8. PRACTICAL PROJECTBLOG• My practical project will be an experiment in the form of a blog to test and analyse what I learn throughout my research about SEO and SMM for journalism.• I will do this by engaging in third-party networks and with readers with a “social” strategy.• I will try my hand at SEO and SMM to see what the results are.• I have a particular interest in visual journalism and I’m a freelance graphic designer so I will produce infographics and multimedia content for my blog based on statistics I gather and include pictures and videos of interviews.