Nine months of planning to increase website traffic has seen the Mirror newspaper unveil its latest new look website format, Mirror.co.uk.

Following in the footsteps of the Telegraph, which announced the overhaul of its website earlier this month, the new web design will be focused on search engine optimisation (SEO).

There has also been an improvement in site navigation and usability, reports the Media Guardian.

Mirror.co.uk currently outpaces competitor online newspapers including the Sun Online and Mail Online for UK traffic, claiming a 53 per cent share.

However, it has yet to capitalise on its potential to attract users from other online quarters with SEO.

Mail Online seems to be the one to beat for online UK media, drawing in 18.7 million unique hits, more than any other website, in May, according to ABCe figures.

The newspaper also recently appointed Simon Schnieiders as SEO manager, who was previously responsible for improving Yell.com's search engine rankings.

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