Found a good article recently about LATimes.com and the role of their SEO chief, Amy Hubbard. Managing editor Jimmy Orr was being interviewed, and he talked about the value of having Hubbard working in-house with the staff on SEO techniques.
Read the article: "The LA Times on the role of its SEO chief – the key is feedback"
Here's one of my favorite lines from the article:
"Orr explained exactly what Hubbard’s role entails, which is overall to ensure journalists’ work gets read."
When we get down to the core of what SEO for newspapers is really about, it is to "ensure journalists' work gets read" –– I can't think of any better way to phrase that. Journalists put a lot of time and work into their articles, but the Internet is a gigantic place. So we must use SEO –– in essence, correct labeling of the story –– to make sure Internet browsers who are looking for information can find the correct article.
Orr also stressed the importance of Hubbard not only catching sub-par headlines and titles, but also working with the copy editors, defining the mistakes and explaining where one can improve, as far as SEO is concerned. Whether a headline is too long or there is no geo-specific term, it is her job to work with the staff so everyone can get a better understanding of how to use SEO to their advantage –– as opposed to her doing all the work and keeping the knowledge to herself.
The article is really interesting, so I hope you read it. It's a quick read, but I think it does a great job stressing the objective of newspaper SEO and the importance of implementing it.