Web visibility and journalism: SEO tips and best practices

This chapter explores the strategic integration of Search Engine Optimization (SEO) in digital journalism, emphasizing its role in enhancing the visibility, credibility, and economic sustainability of media outlets. It begins by defining SEO and its evolution toward semantic SEO and Search Experience Optimization (SXO), stressing the balance between algorithmic optimization and journalistic integrity. The chapter outlines best practices for keyword research, headline optimization, semantic markup, and user experience improvements, providing actionable recommendations for journalists, editors, and technical teams. Finally, it discusses SEO as a critical component of sustainable business models in media, advocating for an ethical and quality-driven approach to digital content production.