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Quote:Journalist over the years have assumed they were writing their headlines and articles for two audiences--fickle readers and nitpicking editors. Today, there is a third important arbiter of their work: the software programs that scour the Web, analyzing and ranking online news articles on behalf of Internet search engines like Google, Yahoo and MSN...

Moves to accommodate the technology are tricky. How far can a news organization go without undercutting its editorial judgment concerning the presentation, tone and content of news?...

Mostly, they are making titles and headlines easier for search engines to find and fathom...

Some news sites offer two headlines. One headline, often on the first Web page, is clever, meant to attract human readers. Then, one click to a second Web page, a more quotidian, factual headline appears with the article itself...

Quote:On January 2, The Wall Street Journal Online posted a story with the headline: "Green Beans Comes Marching Home."

It happened to be an article about the Green Beans Coffee Co., which serves overseas U.S. military bases, opening its first cafe in the United States.

Let's say you were interested in the subject but didn't know the Journal had written an article on it. You might type into a search engine some combination of keywords like "Green Beans," "coffee," "U.S. military," "bases" and "soldiers." Various combinations failed to return a link to the article in the first page of results on Google. Using all of the keywords and terms separated like that did find the article, but not on The Wall Street Journal site. Instead, it was on a blog site that had reposted the article word for word...