Chris Silver Smith says he's struck by how many newspapers still don't employ the technology of search engine optimization (SEO) at this stage of development.
"The newspapers probably feel highly conflicted in regards to search—the nostalgic desire for successes experienced in the past have made them grow unhappy with the internet paradigm, and they’ve worked each other up into a frenzy to hold Google responsible for their troubles," he writes.
But there are opportunities in SEO, particularly in archived content that continues to draw.
Smith identifies a few tips to get started:
1. Optimize headlines and titles.
2. Link to all content.
3. Maintain site maps.
4. Create evergreen URLs or 301 redirects.
5. Offer a first-click-free option.
6. Create a subscription designation with Google.