Little sympathy for Google’s office fire from Mirror.co.uk associate editor Matt Kelly…

Kelly, who recently launched MirrorFootball.co.uk and 3am.co.uk, told us in an interview and answered critics in our comments section who said the latter site lacked any search engine optimisation (SEO) savvy.

In a bid to recapture the advertising flag from Google (NSDQ: GOOG), Kelly said Mirror Group Newspapers is “blatantly disregarding the ABC of good SEO”.

While Google burned, some wags coined the acronym FEO (fire engine optimisation).

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