British Newspaper Finds Readers Flocking Online
For daily, or even hourly, updates on the life of Cheryl Cole, a British television talent-show judge and sometime pop singer who used to be married to a soccer star, there may be no better resource than the Web site of The Daily Mail.Is the comely Ms. Cole headed to America to join the U.S. version of “The X Factor”? Is she scouting around for real estate in Los Angeles? Will a seven-year-old assault conviction deny her a U.S. visa? Mail Online is on the case.
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Online, the emphasis has been on celebrity news, featuring Ms. Cole and other A-, B- and C-list figures whose every facial wrinkle or fashion choice is scoured for the possibility of extracting a headline. According to comScore, the site’s show business and television coverage drew 15.3 million visitors in October, compared with 14.9 million for the news sections.
Analysts say Mail Online’s traffic growth has been fueled by particularly adept use of the art of crafting headlines so that the Web page on which they appear secures a high ranking from Google. Google’s methodology was written by engineers rather than poets, so a straightforward approach to such search engine optimization of headlines generally works best.
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