Here's an older but very fun article from NY Times about how newspapers are now writing their headlines with search engines in mind.
"So news organizations large and small have begun experimenting with tweaking their Web sites for better search engine results. But software bots are not your ordinary readers: They are blazingly fast yet numbingly literal-minded. There are no algorithms for wit, irony, humor or stylish writing. The software is a logical, sequential, left-brain reader, while humans are often right brain. "Part of the craft of journalism for more than a century has been to think up clever titles and headlines, and Google comes along and says, 'The heck with that.' "
-- via Copyblogger