Search engine optimisation is increasingly becoming one of the most important issues for BBC journalists to get their heads around.
The need to get stories and content to the top of any online search can mean having to write headlines in an entirely different way. Puns and plays on words are out; clear, simple and concise information is in.
Mark Flashman and Natalio Cosoy, from BBC World Service Future Media, gave a masterclass on what's good and what's bad as part of the Journalism Programme Fit for the Future season.
