Carrs on Buzzfeed
[Peretti] is a career-long SEO guy whose entire news sense is based on what people are already searching for, or what they might be sharing on Facebook tomorrow tomorrow. The first half of that equation -- the SEO half -- is inherently opposed to breaking news. If something hasn't yet been reported, then no-one is searching for it.
That's not true, and the best example of which is Kottke's subtle parody of HuffPo on Superbowl Sunday.