Great SEO writing from an unexpected place 

I guess it shouldn’t be unexpected, because ProFootballTalk is probably the number one site for people looking for daily football news.

And that goes for people both in and out of the industry. It’s pretty commonly known that many NFL folks read the site.

Back on topic… their SEO writing is good.

Look at where they place a link to the IndyStar story in this article:
http://profootballtalk.nbcsports.com/2011/08/25/reggie-wayne-calls-kerry-collins-a-step-back/

On the quote, “I think that’s a step back.”

The same quote that is in the headline and in the slug, and subsequently gets put in their tweet.

They could have wrapped the link in any part of that story, but they saved it for the quote.
Well-trained writers / editors there, showing great focus on SEO.