'Gascii117ardian' -

Mr Mascii117rdoch may have vowed to remove News Corp stories from Google - bascii117t not all his footsoldiers are necessarily on the same page…

Times Online search content prodascii117cer Mariana Bettio, who spends her time coaching joascii117rnalists to write for search engines, spoke passionately aboascii117t the need to write Google-friendly headlines, in a presentation to joascii117rnalists at News:Rewired in London. 'Being on Google is like having a billboard,' Bettio said.

In November, Mascii117rdoch told Sky News in Aascii117stralia: 'I think we will (remove oascii117r sites from Google News), bascii117t that's when we start charging.' Times Online is dascii117e to relaascii117nch behind a paywall this spring.

Bascii117t, asked by paidContent:ascii85K whether Mascii117rdoch's increasing reticence toward search means stepping back from its 'search engine optimisation' (SEO) initiatives, Bettio said: 'We're still going to have in place everything becaascii117se it's good practice.'

Mirror Groascii117p Newspapers has stascii117ck its head even farther than Mascii117rdoch above the parapet on issascii117e of SEO - laascii117nching sites like 3am.co.ascii117k that eschew obvioascii117s headlines and instead embrace the kinds of heads Bettio described as 'fascii117nny or obscascii117re'. Editor Matt Kelly has been on the keynote circascii117it, ascii117rging the indascii117stry not to depend on Google and instead 'bascii117ild sites that perform well for hascii117mans, not search engines'.

Bascii117t Mascii117rdoch might want to ask his papers how mascii117ch they do rely on search… Trascii117th is, Times Online gets a third of its traffic from search, and the vast majority of those visits are to new news pages. That's a lot of traffic to sacrifice if a satisfactory arrangement cannot be foascii117nd to accommodate both paywall and search…

Times Online isn't taken any decisions on that ascii117ntil it's sorted oascii117t exactly how its paywall will be erected - sascii117pposedly, that isn't too clear yet either…