Lettori, algoritmi e altri vincoli (o opportunità): il giornalismo online nel rapporto con i motori di ricerca

The present paper analyzes the impact of the web technologies, for instance the Searching Engine Optimization and, in general, of the requirements needed by the contents to be optimized for the Internet searching engines, on journalism. Throughout a semiotic approach, the essay will offer an overview of the main peculiarities on which Google and the SEO system rely, trying to highlight the influence of the algorithms on the journalistic texts and on the platforms that host them, from the classical website, to the Google Search Result Page or the pages on the main social networks, such as Facebook, Twitter and Instagram. The work of the people employed into an online or paper journal (provided with a website) is altered by this technological features, and the contribution of the case study 'Toro.it' - the sport online newspaper that is consistently analyzed in these pages ¿ is crucial, in this light, to observe their concrete action. An action that is possible to track down both on the text surface or on the website structure and on the relationship built between the enunciation instance and the reader. It involves all the levels of the sense, not excepting the pathemic dimension.