Search engine optimisation can ensure content attracts maximum web hits. And it doesn't mean conning readers, says an online editor The communities editor of Telegraph.co.uk advocates the writing of articles and headlines with search criteria as a guide. But search engines will not end up dictating our news agenda as well as the way we format our stories, he argues: “Giving readers what they want is a sensible strategy, even though the overall mix of stories within a publication has to be balanced. Different editors will make different choices, but they are editorial choices, not SEO choices. SEO is value neutral. It doesn’t require you to dumb down, to fill your stories with the names of celebrities or to write 500 articles about Viagra every month. Even if you write about badgers, thermal dynamics or parachuting you will want your article to be seen by people who care about those topics. SEO techniques will give your article a better chance of being found.”