It’s clear that America is obsessed with celebrity gossip, but what might be surprising is that the most popular site for entertainment news is part of a search engine and is attracting a large portion of its traffic through search engine optimization (SEO).

The Associated Press reports that omg, a site owned by search engine Yahoo, tops websites of more established celebrity gossip magazines like People and US Weekly in terms of unique viewers. The site also reportedly outranks TMZ, which recently made headlines for breaking the news of Michael Jackson’s death.

Although the site receives much of its traffic links from Yahoo’s homepage, it reports that an increasing amount of its traffic comes "organically" from people performing searches.

With a growing number of people looking for information on the web through search engines, it appears that a variety of news outlets are using search engine optimization (SEO) to increase their traffic.

Recently CBS announced that its news website had been revamped with search engine optimization (SEO) in mind. In an interview with, Mark Larkin, vice president of programming and operations at, said the organization had "optimized this site for SEO in an attempt to kind of leverage that as a traffic growth mechanism or tool."