Gaining Ground: Search Engine Optimization and Its Implementation on an Indie Book Press

Umenhofer, Lance

doi:10.1007/s12109-019-09651-x

Cited by 6 publications

(6 citation statements)

References 7 publications

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“…In that context, Google’s visibility is undoubtedly a great opportunity; STM publishers that appear first at Google searching have the advantage to proceed to the next steps of information trust, searching, sharing, evaluating, etc., and certainly developing “loyal” audiences and further encouraging readers’ participation. Scholars due to the time pressure and other situational constraints tend to visit the first publishers that appear in a search machine; according to Umenhofer (2019, p. 259):…”

Section: Discussionmentioning

confidence: 99%

“…Search engine optimization and implementation is undeniably one of the STM publishers’ challenges. After a historical SEO (Search Engine Optimization) research, Umenhofer (2019) has showed that the three most important SEO elements include keywords, title tags and meta tag descriptions. Large STM publishing companies (such as Elsevier, Emerald Publishing, Springer, Taylor & Francis, John Wiley & Sons) have the advantage (in comparison to small, independent publishers) of specific ad hoc departments, of highly qualified staff, marketing opportunities and experience.…”

Section: Background Knowledgementioning

confidence: 99%

“…Search engines provide a rather holistic view of the ever increasing online scholarly information resources and information sharing platforms (Case and Given, 2016). The adoption of search engines by scholars to satisfy a wide range of their information needs is gaining popularity (Luh et al , 2016; Umenhofer, 2019). Publishers, on the other hand, have realized that high visibility in search engines brings about readers and customers; inevitably, they develop strategies to gain visibility and discoverability (Lee et al , 2016).…”

Section: Introductionmentioning

confidence: 99%

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The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google

Κωσταγιόλας

Strzelecki

Banou

et al. 2020

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Purpose The purpose of this paper is to discuss Google visibility of five large STM publishers (Elsevier, Emerald Publishing, Springer, Taylor & Francis and John Wiley & Sons) with the aim to focus on and investigate various upcoming current issues and challenges of the publishing industry regarding discoverability, promotion strategies, competition, information-seeking behavior and the impact of new information technologies on scholarly information. Design/methodology/approach The study is based on data retrieved through two commercial online tools specialized in retrieving and saving the data of the domain's visibility in search engines: SEMrush (“SEMrush – Online Visibility Management Platform”) and Ahrefs (“Ahrefs – SEO Tools & Resources To Grow Your Search Traffic”). All data gathering took place between April 15 and the May 29, 2019. Findings The study exhibits the significance of Google visibility in the STM publishing industry taking into consideration current issues and challenges of the publishing activity. Originality/value This is a “new” trend, certainly of great significance in the publishing industry. The research is conducted in this paper and the theoretical background will be offered to the study of this issue.

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Section: Discussionmentioning

confidence: 99%

Section: Background Knowledgementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google

Κωσταγιόλας

Strzelecki

Banou

et al. 2020

View full text Add to dashboard Cite

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“…Notable among the studies of SEO positioning techniques and factors is the research by Shahzad et al (2020) and Mittal et al (2018) focusing on the three most widely used SEO techniques ("white hat", "grey hat" and "black hat"), which reveal that applying ethical ("white hat") positioning techniques is the safest and most enduring strategy. Umenhofer (2019), who studies SEO from the perspective of increasing a website's traffic, points out that the use of HTML title tags and metatags together with a keyword identification strategy can have a bigger impact than other SEO techniques. Windia et al (2018) find that the best SEO techniques are optimising the meta-description, using unique focus keywords and applying alt attributes, especially to images.…”

Section: Literature Reviewmentioning

confidence: 99%

A study of the Web visibility of the SDGs and the 2030 Agenda on university websites

Vállez

Lopezosa

Pedraza-Jiménez

2022

IJSHE

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Purpose Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology. Design/methodology/approach The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified. Findings The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results. Originality/value Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

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“…Given the enormous amount of money invested in search engine optimization and its huge potential to influence knowledge acquisition through search engines, it is surprising that little research has been conducted on the effects of SEO. The literature primarily focuses on practical strategies for optimizing websites (e.g., Enge et al, 2015;Moran & Hunt, 2015;Thurow, 2007) and attempts to identify ranking factors used by commercial search engines and exploit this knowledge to boost rankings (Barbar & Ismail, 2019;Drivas et al, 2020;Evans, 2007;Giomelakis & Veglis, 2016;Hoyos et al, 2019;Su et al, 2014;Umenhofer, 2019;Ziakis et al, 2019). Also, some research has investigated the role of SEO professionals (Schultheiß & Lewandowski, 2020;Ziewitz, 2019;Zuze & Weideman, 2013) and SEO in professional contexts such as news production (Giomelakis et al, 2019).…”

Section: Search Engine Optimizationmentioning

confidence: 99%

Public awareness and attitudes towards search engine optimization

Lewandowski

Schultheiß

2022

Behaviour & Information Technology

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This research focuses on what users know about search engine optimization (SEO) and how well they can identify results that have potentially been influenced by SEO. We conducted an online survey with a sample representative of the German online population (N = 2,012). We found that 43% of users assume a better ranking can be achieved without paying money to Google. This is in stark contrast to the possibility of influence through paid advertisements, which 79% of internet users are aware of. However, only 29.2% know how ads differ from organic results. The term "search engine optimization" is known to 8.9% of users but 14.5% can correctly name at least one SEO tactic. Success in labelling results that can be influenced through SEO varies by search engine result page (SERP) complexity and devices: participants achieved higher success rates on SERPs with simple structures than on the more complex SERPs. SEO results were identified better on the small screen than on the large screen. 59.2% assumed that SEO has a (very) strong impact on rankings. SEO is more often perceived as positive (75.2%) than negative (68.4%). The insights from this study have implications for search engine providers, regulators, and information literacy.

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Gaining Ground: Search Engine Optimization and Its Implementation on an Indie Book Press

Cited by 6 publications

References 7 publications

The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google

The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google

A study of the Web visibility of the SDGs and the 2030 Agenda on university websites

Public awareness and attitudes towards search engine optimization

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