Herramientas e indicadores SEO: características y aplicación para análisis de cibermedios

Orduña-Malea

Pérez–Montoro

2019

Journalism Practice

The main objective of this study is to identify the main SEO strategies implemented by the cybermedia's YouTube channels using a battery of web metrics at the channel and video levels. To this end, a sample comprising the ten cybermedia channels in Spain with the highest web traffic is considered. At the channel level, a significant positive correlation is found between connectivity (number of subscribers), productivity (number of videos published), and audience (number of views). At the video level, the correlation between the most viewed videos of each cybermedia reveals the presence of two families of video-level metrics: on the one hand, those related to the impact of videos (Views, Popularity, Likes, etc.) and, on the other, those related to the implementation of active SEO strategies (primarily, tags and keywords within Description fields). Results seem to confirm that SEO strategies are likely to be more effective when applied to videos that are not high quality publications or which do not address popular subject matters, characteristics that tend to attract most viewers regardless of SEO strategies employed. Finally, a set of best practices for promoting and optimizing videos on YouTube, especially tailored for the cybermedia, is proposed.

Section: Introductionmentioning

confidence: 99%

Making Video News Visible: Identifying the Optimization Strategies of the Cybermedia on YouTube Using Web Metrics

Orduña-Malea

Pérez–Montoro

2019

Journalism Practice

“…The most notable studies to date have focused on the analysis of Web visibility in relation to specific areas such as politics (Mustafaraj et al , 2020), tourism (Rovira et al , 2010) or health (Cano-Orón, 2019), or the application of SEO strategies in different sectors predominantly involving business websites (Schultheiß and Lewandowski, 2021) or online media (Giomelakis and Veglis, 2015; Lopezosa et al , 2020). There have also been studies conducted with search engine positioning tools such as SEMrush (Vyas, 2019), Sistrix (Lopezosa et al , 2019; Vállez and Ventura, 2020) or Majestic (García-Carretero et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

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

Vállez

Pedraza-Jiménez

2022

IJSHE

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.

“…Como es lógico, en su detalle fino, las técnicas o estrategias SEO pueden diferir de un medio de comunicación a otro (Dick, 2011;Giomelakis y Veglis, 2015a;García-Carretero et al 2016), principalmente porque cada medio cuenta con una serie de recursos de tiempo, financieros, técnicos y de apoyos gerenciales diferenciados (Dick, 2011). No obstante, no cabe duda y así lo expresan diversos estudios, de que la convergencia entre los principios periodísticos y los principios SEO han favorecido a las cabeceras (Asser, 2012;Lopezosa, Codina y Pérez-Montoro, 2019).…”

Section: Marco Teóricounclassified

El SEO en la empresa periodística: percepciones y elementos clave para su adopción en las redacciones

Trillo-Domínguez

Codina

et al. 2021

RLCS

Self Cite

Introducción. Se analiza la importancia que dan los profesionales de los medios de comunicación al posicionamiento en buscadores en una redacción periodística y sus diferentes dimensiones. En concreto, se estudia la percepción de los profesionales del sector periodístico tras la reciente aplicación de estrategias de Search Engine Optimization (SEO) en el Diario de Sevilla, cibermedio del Grupo Joly, con tradición en papel y que, a partir de mayo de 2018, creó un departamento específico de posicionamiento web que sería su proyecto piloto para la paulatina transformación del resto de sus cabeceras. Metodología. Para el desarrollo de esta investigación se ha aplicado la observación participante, las entrevistas semiestructuradas y el análisis de frecuencia de términos del manual interno de la empresa sobre estrategias de posicionamiento en buscadores. Conclusiones y discusión. Todo ello ha permitido conocer la percepción que tienen del SEO los profesionales de este sector, identificar las posibilidades de su aplicación en la producción de noticia y proponer un marco para la ubicación del SEO en un diario digital.