Search engine optimisation (SEO) is a way of tailoring web content to make it more visible to search engines and findable to users. It involves understanding how search engines work and what words people are likely to search for.
For web journalists, this means writing headlines that make stories easier to find on search engines.
The aim is to make stories appear at the top of the list of links found by the search engine, making it more likely people will see it, increasing hits and drawing new users to your site.
So you need to understand how search engines work and how people search.
As Martin Asser explains, there are a few basic rules to identifying the ‘key words’ most people would enter to search for information your story contains.