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Pippa Middleton’s arse: how newspapers optimise for the phrase without showing it to their readers

May 12, 2011 14 Comments

Interesting use of different headlines on the Daily Mail today to solve the problem of how to optimise for the high-volume search term "Pippa Middleton's arse".

They have one version of their headline in their HTML title (what Google shows in its web results) and news sitemap - this includes "Pippa Middleton arse" at the front: "Pippa Middleton arse: Motorist paid price for bum comments to girlfriend". This is also the URL they use:

But the version of the headline on their page just says "'Is Pippa's bum still better than mine???' How motorist with Middleton envy paid the price for comments to girlfriend".

Here's how their story looks in Google.

The Pippa Middleton arse story in Google


And here's how it looks when you get to the Mail.

No arse

No arse in the on-page version

Cheeky, one might say. They haven't gone as far as optimising for Pippa's underwear yet (and they need to do a bit more as the caption on the last picture says "write caption here").

Update: They've removed the word arse! New screenshot:

Bottom not arse



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