SEO for journalists: new professional profile and publication strategies from de newsroom

Abstract

The SEO culture begins to penetrate newsrooms, showing that it is no longer enough to incorporate experts in content optimization (not even the creation of specialized departments) and it is necessary going one step forward. The impact of the algorithms is transforming the profile of the digital journalists, forcing them to learn SEO production, editing and publication skills, and modifying the media's own agenda setting, giving trends and topics of interest to audiences. In this article, an approach is made to Search Engine Optimization techniques with the aim of exploring, from journalism practice in the core of newsrooms, the opportunities that this emerging profile represents professionally and academically. This work is carried out in a constructive sense, the viability of journalistic companies depends largely on the traffic branch that comes from SEO, but it is also a critical warning of the consequences that these work guidelines can entail in the exercise of Journalism. In this time of disinformation and saturation, the role of media intermediaries appears more necessary than ever and, paradoxically, it is also more disputed than ever by algorithms.