The number of online news media in Indonesia is growing rapidly yet media research, it is focused on its function as a tool of democracy. Like other businesses on the Internet, online news media needs to be open to innovation in the newsroom and know how to market their product through search engine optimization (SEO). This article adopts a constructivist innovation approach in the newsroom to understand the online news media production process that utilizes Search Engine Optimization (SEO). The research was conducted by ethnography method in three major online news media in Indonesia namely liputan6.com, detik.com and metrotvnews.com during January-March 2017. The research data was obtained from interviews with more than 30 journalists and observations in the newsroom. Results show that structure of an organization, work practice, and attitude influences the adoption of SEO in the newsroom.