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This article investigates the emerging culture of Search Engine Optimisation (SEO) in UK online newsrooms and assesses its impact on online news production. The analysis is based on a short-term participant observation case study at a UK online news publisher and a series of semi-structured interviews with SEO professionals in three more UK media organisations. The findings suggest that the use of SEO is becoming normalised in online newsrooms and has a significant influence on the way that news is produced.