The subject of this thesis is search engine optimization in digital journalism.

The thesis was not commissioned by a client; instead it is an independent project. The subject arose from the author’s personal interests and experiences involving digital journalism.

The aim of the thesis was to find out how online journalism can optimized for search engines and how a web journalist can affect story and webpage visibility on search engines. In addition, how search engine optimization might change journalism is examined.

This thesis also deals with the changing media and the digitalization of journalism. This is because these two things have made search engine optimization an essential part of journalists’ work and one of the professional skills now required of them.

The information in the thesis is based mainly on written sources. In addition, three different digital media representatives were interviewed, in order to add a practical point of view from the working life perspective.

Based on the interviews it can be stated that search engine optimization is nowadays a critical part of a journalist’s work, the importance of which will likely continue to grow in the future.

Based on the research, some directions, tips and viewpoints have been given – ones which web journalists can take advantage of in their work.