Search engine optimisation (SEO) is not part of a journalist’s traditional skill set.
In fact, there are probably some journalists who don’t know what it is. And those that do know what it is probably think it has to do with the dark arts of marketing.
They would be right – there’s a lot of marketing thinking in SEO. But there are also good reasons for journalists to establish a nodding acquaintance with some basic SEO techniques. Stories written by journalists (or bloggers, or marketers) live online, and you want people to be able to find them – if only for reasons of ego.