![]() In this context, this paper represents an exploratory study on the use of search engine optimization (SEO) in news websites. Journalists are writing to be read, and that means ensuring that their news content is found, also, by search engines. A number of studies have shown that search engines are an important source of the traffic to news websites around the world, identifying the significance of high rankings in search results. Concurrently, journalists and media professionals need to be aware and possess a new set of skills connected to web technologies, as well as respond to new reading tendencies and information consumption habits. The journalism profession has changed dramatically in the digital age as the internet, and new technologies, in general, have created new working conditions in the media environment. Anderson, 2011 Usher, 2013), Van Dijck, Poell, and de Waal (2018) recall that "due to the many different paths through which today's audiences consume news and leave a data trail, a wealth of audience metrics have become available, spawning a number of measurement and data services", as it has become "essential for news organizations to trace how each piece of separate content circulates online", even if, in terms of public value, "a fully data-driven news production and distribution process potentially conflicts with journalistic independence and comprehensive news coverage, putting additional commercial pressure on journalists to produce content that triggers user engagement", creating path dependencies through which the data infrastructures of the larger platforms can eventually "shape the scope of editorial decisionmaking in terms of topics to focus on and reconfiguring the presentation of content" -for example, helping professional journalists to "surface relevant trends, photos, videos and posts from Facebook and Instagram" (Van Dijck et al., 2018, pp.
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