## 2 News Websites, Users' Comments, and SEO  
In the contemporary world, a large number of news websites globally rely heavily on social media platforms in order to promote their news stories. The social media platforms, as was mentioned above, are crucial for the participation of the public and the social influence. Moreover, some social media platforms, such as Facebook, are embedded in the news websites at the end of the article, so the users can exploit their social media account and comment on the webpage of the published article. Thus, that has become the most common practice for the public to express its opinion regarding the examined issue. Therefore, it is no surprise that most news stories have been commented on by at least one user on a comment section. In this aspect of user participation, one study from the Pew Research Center arose, which proved that 25% of the grown-up population of the United States of America have commented at least one time in their lifetime on an online news story. Additionally, 37% of the study participants recognized the importance of the comments feature of a news website [38]. Furthermore, according to [PERSON] and his colleagues [38], studies have shown that a large proportion of the comments section is associated with replies to other users' comments on the related section of the news article. These discussions have led to dynamic changes in the content published journalistic content and shaped a participatory culture. Nevertheless, the users' comments can be often misleading and irrelevant to the content of the article. Moreover, there are comments that use harmful rhetoric and aim towards promoting polarization. At this point, it should be mentioned that there are even more traditional ways, such as the letter to the Editor, for the readers to express their opinions in relation to a discussed issue of the news organization. However, this practice is not considered to be common in the contemporary media world, as new innovative technology-based functions are preferred, so that there is not so much of a workload for the professionals of the news outlets for editing the opinions of the readers, and the interaction with the public is more diverse and dynamic. The users, via their participation, spend more time on the website and provide raw content, which sometimes can be characterized as \"strong.\" The engagement and the more prolonged presence of a user on a website are linked with the bounce rate, which in turn is an element associated with SEO [39]. Additionally, according to [PERSON] and [PERSON] [40] the \"strong\" content is supposed to be one of the most important SEO tactics. Despite more freedom of expression via the online platforms or features, there is a debate about the regulation of the comments when they contain inappropriate sentences, promote harm or hate, etc. Thus, the trend for some of the news websites is to use social platforms, such as Facebook, as the only way for the users to comment on the news articles. In this way, the news websites are not forced to use employees for regulating the comment section. The social media platform is held responsible for the inappropriate content. In addition, there were public statements that supported the use of Facebook for commenting, as it is believed to support and promote more insightful comments for the discussed issues [41]. This argument is associated also with the recent findings by [PERSON] and his colleagues [42] (p. 1) who proved that \"people with high interest in hard news are more likely to comment on news on both news sites and social media and share stores via social media (and people with high interest in any kind of news (hard or soft) are more likely to share stories via email).\"  
The visibility of a website is crucial for its existence throughout time. Therefore, news websites try to find new ways of gaining visibility to promote their content.