search engine optimization

I follow stories on ESPN.com via the site's RSS feeds. Lately I kept looking and wondering what was different about the items -- my copy editor sense was tingling like crazy.

Now I realize: Most of the headlines include full team names, when teams are mentioned, and full names of people.

A headline that, written for a newspaper, might read, "Jones mum on TO's release," now reads like the highlighted headline in the screen shot accompanying this post:

"Dallas Cowboys owner Jerry Jones rebuffs ESPN report on Terrell Owens release discussions"