Search Engine Optimisation in UK news production

Abstract

This paper represents an exploratory study into an emerging culture in UK online newsrooms—the practice of Search Engine Optimisation (SEO), which assesses its impact on news production. Comprising a short-term participant observational case study at a national online news publisher, and a series of semi-structured, in-depth interviews with SEO professionals at three further UK media organisations, the author sets out to establish how SEO is operationalised in the newsroom, and what consequences these practices have for online news production. SEO practice is found to be varied and application is not universal. Not all UK news organisations are making the most of SEO even though some publishers take a highly sophisticated approach. Efforts are constrained by time, resources and management support, as well as off-page technical issues. SEO policy is found, in some cases, to inform editorial policy, but there is resistance to the principal of SEO driving decision-making. Several themes are established which call for further research.