Search engine optimization and online journalism: the SEO-WCP framework

Codina, Lluís; Iglesias García, Mar; Pedraza, Rafael; García-Carretero, Lucía

Search engine optimization and online journalism: the SEO-WCP framework

License

Citation

Codina L, Iglesias-García M, Pedraza R, García-Carretero L. Search engine optimization and online journalism: the SEO-WCP framework. Barcelona : Universitat Pompeu Fabra. Departament de Comunicació, 2016. 21 p. (Serie Editorial DigiDoc. Active audiences and journalism).

Abstract

The dissemination of news stories today takes place via various platforms, among which news media websites are just one. In other words, the audience for journalistic content, that is, those people who wish to be informed about the world around them, access news stories via the results pages of search engines as well as via social networks, and not solely via the websites of the news media./nThis means the news media today have to implement an effective search engine optimization (SEO) policy to ensure their success, otherwise, these platforms (the results page and social networks) will not provide the percentage of visibility and visits that these online news sites should be obtaining./nThis document presents a framework for optimizing journalistic content, both from the perspective of web optimization or SEO and from the perspective of visibility on social networks. The framework can be characterized as being:/n• A methodology for training and for the acquisition of skills in the field of SEO and Communication./n• A proposal for independent work, but one that is at the same time adaptable and compatible with the style books of different news media./n• A proposal for new cyber media that need to adopt a methodology to begin their professional activities./n• A proposal for comparing standards and procedures that any researcher or firm can adopt as part of their comparative analyses and benchmarking studies to improve procedures.