In Layman's terms search engine optimization is getting your website at the top of the Google rankings. This of course can be simply bought at a price with PPC, pay per click bidding for keywords. But there's also organic or natural search optimization where organisations can employ a number of different methods to increase traffic to their website. Primarily they should check that their site is recognised by the major search engines remembering that Google accounts for over 80% in the UK. Ensure that not only navigation from page to page works but also that all embedded video and moving image clips play and that any links aren't broken.
Keywords make up a large part of the process, so choose wisely. Popular keywords can improve your site visibility but relevance also remains important. Charlie Brooker recently commented on the contrived placing of controversial and celebrated words in titles and subtitles of online content. Which raises the issue of journalists and editors compromising their content to best perform on the web. Although this isn't as much of a problem as some worry warts would have you believe, the important point is the expansion of skills now necessary for all journalists wanting to have a shot at airing a story. Print and online content writing are significantly different styles. Familiarity with the blogosphere, social media sites such as Delicious and general developments in online media are all essential. Without knowledge and practical experience in these areas journalists will struggle to find work.
It's true Google is largely responsible for this shift in the industry, but it was laser set in stone as soon as the internet became a mainstream source of information for much of the public. Plus it's Google who provide the applications to review website's traffic with Analytics and the performance of keywords and adverts with AdWords. It is a complete combination of creativity and data interpretation. The most adept team will have skills and knowledge across the broadband board and will not only keep abreast of advancements but set the trends themselves.
