their eyes glazed over when Nisenholtz explained crucial tools such as search engine optimization. SEO was what Peretti and the tech team at Huffington Post were using to make sure their articles ranked first when people searched for topics on Google. The items and stories at the top of Google’s results always got the most eyeballs, and eyeballs produced ad dollars. By crafting snappy or intriguing headlines, one could game the system, a phenomenon later known as clickbait. But at the Times, editors clung to their notion that the website would be a simulacrum of the print paper. They insisted
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