Originally published at Now Is A Long Time Too. You can comment here or there.
As I write, a page on The Wizard of Duke Street is coming up as the number one result for searches on “doctor who doomsday” on google. Being as this is currently the hottest rumour in the Doctor Who world, this pleases me immensely. That link is spoilerific, mind.
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"doctor who doomsday" is about as uninformative as "spoilers" get, particularly considering there's no knowing if it refers to the Biblical doomsday (considering recent episodes, that's possible), the Doomsday Book (time travel being a theme), Doctor Doomsday (comic character), or something else entirely. The rumour has nothing to do with the word "doomsday", as it happens - that's just the label it has.
Promoting speculation: that's how the world works. Gotta live with it. :)
As to how it happens, Search Engine Optimisation is a black art, at which I'm becoming better over time. It involves page titles, headers, incoming links, outgoing links, how often you update a site, and quite possibly the exact colour of the pigeon running around in google.
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