Search engines and audience behaviours are changing so quickly that what worked yesterday might be completely useless today.

Speaking at the Emerging Tech Network event, Carly Steven, global head of SEO at MailOnline said that in two decades she worked in the industry, online publishing has never felt this volatile and disrupted. People are finding and reading news in fundamentally different ways, thanks to artificial intelligence, chatbots, and new search engine features that often prevent readers from clicking through to full articles.

Steven said that Google’s updates to spam policies have been devastating to how publishers generate revenue. SEO strategies like headline writing or linking, which used to help an article rank higher in the search, do not work anymore. On the flip side, this is forcing publishers to be "brutally honest" with themselves about what really is high quality content and what matters to audiences, not just algorithms.

News organisations are not just sitting back and hoping things will improve. They are getting creative and rethinking everything about........

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