The Editor's Weblog has a short, but interesting, piece on the push of UK newspapers to in effect retrain their journalists to write articles "the Google way".  Editors are teaching the writers and reporters for the paper some of the basics in content generation - keyword density and titling - to help boost the ranking of newspaper articles in Google's search results.

The article also talks about the practice of newspapers buying keywords in the AdWords program to make their sites show up for newsworthy results.  For example, one paper mentioned in the article bough the phrase "North Korea nuclear test" in October to capitalize on the traffic generated by people searching for the current event.

The Telegraph says that, other than direct entry of the site's URL, Google is the most important driving factor for traffic to the site.  That's why it's become so important for the newspapers to throw out parts of the traditional news print style guide in favor of the Google style guide.

But the lesson to the journalists is an staple of SEO:  keywords and phrases… make sure they appear in the content and titles.  That's a good lesson for anyone with a website of any kind!