Posicionamiento orgánico en motores de búsqueda, su relevancia científica y tendencias de investigación
Barra lateral del artículo
Contenido principal del artículo
Con el crecimiento del mercado digital en los últimos años y el impulso —generado por el confinamiento a causa de la pandemia— a las negociaciones en ecosistemas digitales, el posicionamiento orgánico en motores de búsqueda se convierte en un elemento relevante de estudio, tanto para la comunidad científica como para el sector empresarial mundial, pues ya no basta con tener un espacio en la red, sino que se note en el momento de búsqueda por parte de un usuario digital. El objetivo de esta investigación es reconocer la tendencia científica del posicionamiento orgánico en motores de búsqueda, en los últimos años. Para ello, se realizó un análisis bibliométrico de 286 artículos científicos indexados en Scopus, identificando indicadores de producción académica, corrientes de investigación, palabras frecuentes y futuras líneas de investigación en este campo. Los hallazgos demuestran un crecimiento exponencial en la producción científica sobre el tema, identificando ocho corrientes de relevancia académica y seis futuras líneas de investigación, con grandes posibilidades de estudios contextuales en Latinoamérica, donde su estudio ha sido escaso. La mayoría de los documentos analizados indican la importancia de esta técnica en el posicionamiento de los sitios web y el rendimiento financiero de las organizaciones.
Descargas
Hector Augusto Rodríguez Orejuela, Universidad del Valle
Doctor en Ciencias de Empresa, Universidad de Murcia, España. Profesor Titular y Profesor Distinguido, Director del Grupo de investigación en Marketing, Categoría A por Colciencias, Universidad del Valle. Profesor visitante Extranjero, Universidad de Murcia, España. Investigador Senior. Reconocimientos a mejor Profesor Investigador Ascolfa 2019, mejor ponencia Track de Marketing Cladea 2017, mejor ponencia en Marketing y Management en el Global Conference on Business and Finance. Sus trabajos son publicados en el Journal Business and Industrial Marketing, Asian Pacific Journal of Marketing and Logistics, Journal Business Research, Health Marketing Quarterly, Journal of Electronic Commerce Research, Management Decision, Global Economy Journal
Carlos Fernando Osorio Andrade, Universidad del Valle
PhD (c) en Administración. Magister en Ciencias de la Organización por la Universidad del Valle. Publicista, por la Universidad Autónoma de Occidente. Miembro del grupo de Investigación en Marketing de la Universidad del Valle. Experiencia en la gestión de marketing digital, implementación de negocios electrónicos, posicionamiento en motores de búsqueda (SEO) y despliegue de publicidad online (SEM). Docente en pregrado y posgrado en las áreas del marketing, turismo y los métodos de investigación cuantitativos.
Ahmed, R. R., Streimikiene, D., Berchtold, G., Vveinhardt, J., Channar, Z. A., & Soomro, R. H.
(2019). Effectiveness of online digital media advertising as a strategic tool for building brand sustainability: Evidence from fmcgs and services sectors of Pakistan. Sustainability,
(12). https://doi.org/10.3390/su11123436
Alkahtani, M., Khalid, Q. S., Jalees, M., Omair, M., Hussain, G., & Pruncu, C. I. (2021). E-agricultural supply chain management coupled with blockchain effect and cooperative
strategies. Sustainability, 13(2), 1-30. https://doi.org/10.3390/su13020816
Allen, E. J., & Weber, R. K. (2015). An Exploration of Indexed and Non-Indexed Open Access
Journals: Identifying Metadata Coding Variations. Journal of Web Librarianship, 9(2-3), 65-84. https://doi.org/10.1080/19322909.2015.1020185
Arlitsch, K., & O’Brien, P. S. (2012). Invisible institutional repositories: Addressing the low indexing ratios of IRs in Google. Library Hi Tech, 30(1), 60-81. https://doi.org/10.1108/07378831211213210
Ashton, L. M., Rollo, M. E., Adam, M., Burrows, T., Shrewsbury, V. A., & Collins, C. E. (2021). Process evaluation of the ‘no money no time’ healthy eating website promoted using social
marketing principles. A case study. International Journal of Environmental Research and Public Health, 18(7). https://doi.org/10.3390/ijerph18073589
Askey, D., & Arlitsch, K. (2015). Heeding the Signals: Applying Web best Practices when Google recommends. Journal of Library Administration, 55(1), 49-59. https://doi.org/10.1080/01930826.2014.978685
Aswani, R., Ghrera, S. P., Chandra, S., & Kar, A. K. (2021). A hybrid evolutionary approach for identifying spam websites for search engine marketing. Evolutionary Intelligence, 14(4), 1803-1815. https://doi.org/10.1007/s12065-020-00461-1
Aswani, R., Kar, A. K., Ilavarasan, P. V, & Dwivedi, Y. K. (2018, febrero). Search engine marketing
is not all gold: Insights from Twitter and seoClerks. International Journal of Information
Management, 38(1), 107-116. https://doi.org/10.1016/j.ijinfomgt.2017.07.005
Beel, J., Gipp, B., & Wilde, E. (2010, enero). Academic search engine optimization (aseo). Journal of Scholarly Publishing, 41(2), 176-190. https://doi.org/10.3138/jsp.41.2.176
Beldona, S., Lin, K., & Chen, M. (2012). Hotel trademarks in organic search: A longitudinal cross-national study. Journal of Travel Research, 51(2), 227-238. https://doi.org/10.1177/0047287511400612
Bellucci, M., Cesa Bianchi, D., & Manetti, G. (2022). Blockchain in accounting practice and research: systematic literature review. Meditari Accountancy Research, 30(7), 121-146.
https://doi.org/10.1108/medar-10-2021-1477
Berman, R., & Katona, Z. (2013, julio-agosto). The role of search engine optimization in search
marketing. Marketing Science, 32(4), 644-651. https://doi.org/10.1287/mksc.2013.0783
Cahill, K., & Chalut, R. (2009). Optimal results: What libraries need to know about google
and search engine optimization. The Reference Librarian, 50(3), 234-247. https://doi.
org/10.1080/02763870902961969
Callon, M., Courtial, J.-P., Turner, W. A., & Bauin, S. (1983, marzo). From translations to problematic networks: An introduction to co-word analysis. Social Science Information, 22(2), 191-235. https://doi.org/10.1177/053901883022002003
Castriotta, M., Loi, M., Marku, E., & Naitana, L. (2019). What’s in a name? Exploring the conceptual structure of emerging organizations. Scientometrics, 118(2), 407-437. https://doi.org/10.1007/s11192-018-2977-2
Dash, G., & Chakraborty, D. (2021). Digital transformation of marketing strategies during a
pandemic: Evidence from an emerging economy during covid-19. Sustainability, 13(12).
https://doi.org/10.3390/su13126735
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021, septiembre). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research,
, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021, octubre). Mapping the
electronic word-of-mouth (ewom) research: A systematic review and bibliometric analysis.
Journal of Business Research, 135, 758-773. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.07.015
Dou, W., Lim, K. H., Su, C., Zhou, N., & Cui, N. (2010, junio). Brand positioning strategy using
search engine marketing. mis Quarterly: Management Information Systems, 34(2), 261-279. https://doi.org/10.2307/20721427
Drivas, I. C., Sakas, D. P., Giannakopoulos, G. A., & Kyriaki-Manessi, D. (2020). Big data
analytics for search engine optimization. Big Data and Cognitive Computing, 4(2), 1-22.
https://doi.org/10.3390/bdcc4020005
Drivas, I., Kouis, D., Kyriaki-Manessi, D., & Giannakopoulos, G. (2021). Content management
systems performance and compliance assessment based on a data-driven search engine optimization methodology. Information, 12(7). https://doi.org/10.3390/info12070259
Durieux, V., & Gevenois, P. A. (2010). Bibliometric indicators: quality measurements of scientific publication. Radiology, 255(2), 342-351. https://doi.org/10.1148/radiol.09090626
Elsevier. (2023). Content Coverage Guide. Scopus Your brilliance, connected. https://assets.ctfassets.net/o78em1y1w4i4/EX1iy8VxBeQKf8aN2XzOp/c36f79db25484cb38a5972ad9a5472ec/Scopus_ContentCoverage_Guide_WEB.pdf
Erdmann, A., Arilla, R., & Ponzoa, J. M. (2022, mayo). Search engine optimization: The longterm
strategy of keyword choice. Journal of Business Research, 144, 650-662. https://doi.org/10.1016/j.jbusres.2022.01.065
Erdmann, A., & Ponzoa, J. M. (2021, enero). Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the usa. Technological Forecasting and Social Change, 162. https://doi.org/10.1016/j.techfore.2020.120373
Escandell-Poveda, R., Iglesias-García, M., & Papí-Gálvez, N. (2021). Who does seo in spain? A cybermetric methodology for the construction of company universes. Profesional de la informacion, 30(4). https://doi.org/10.3145/epi.2021.jul.19
Fahimnia, F., & Eltemasi, M. (2021, julio). retracted: Comparative analysis of Iranian medical academic libraries websites the base Google seo component. The Journal of Academic Librarianship, 47(4). https://doi.org/10.1016/j.acalib.2021.102354
Forghani, E., Sheikh, R., Hosseini, S. M. H., & Sana, S. S. (2022). The impact of digital marketing
strategies on customer’s buying behavior in online shopping using the rough set theory. International Journal of System Assurance Engineering and Management, 13(2), 625-640. https://doi.org/10.1007/s13198-021-01315-4
French, R. B., & Fagan, J. C. (2019). The Visibility of Authority Records, Researcher Identifiers,
Academic Social Networking Profiles, and Related Faculty Publications in Search Engine
Results. Journal of Web Librarianship, 13(2), 156-197. https://doi.org/10.1080/19322909.2019.1591324
Gandour, A., & Regolini, A. (2011). Web site search engine optimization: A case study of
Fragfornet. Library Hi Tech News, 28(6), 6-13. https://doi.org/10.1108/07419051111173874
García-Carretero, L., Codina, L., Díaz-Noci, J., & Iglesias-García, M. (2016). seo tools and indicators: Characteristics and application to online media analysis . Profesional de la Informacion, 25(3), 497-504. https://doi.org/10.3145/epi.2016.may.19
Ghadimi, P., Wang, C., & Lim, M. K. (2019, enero). Sustainable supply chain modeling and
analysis: Past debate, present problems and future challenges. Resources, Conservation
and Recycling, 140, 72-84. https://doi.org/https://doi.org/10.1016/j.resconrec.2018.09.005
Giannakoulopoulos, A., Konstantinou, N., Koutsompolis, D., Pergantis, M., & Varlamis, I.
(2019). Academic excellence,website quality, seo performance: Is there a correlation? Future Internet, 11(11). https://doi.org/10.3390/fi11110242
Giomelakis, D., Karypidou, C., & Veglis, A. (2019). seo inside newsrooms: Reports from the
field. Future Internet, 11(12). https://doi.org/10.3390/FI11120261
Giomelakis, D., & Veglis, A. (2016). Investigating Search Engine Optimization Factors in Media
Websites: The case of Greece. Digital Journalism, 4(3), 379-400. https://doi.org/10.1080/21670811.2015.1046992
Gupta, S., Kar, A. K., Baabdullah, A., & Al-Khowaiter, W. A. (2018, octubre). Big data with cognitive computing: A review for the future. International Journal of Information Management, 42, 78-89. https://doi.org/10.1016/j.ijinfomgt.2018.06.005
González de Dios, J., Moya, M., & Hernández, M.A.M. (1997). Indicadores bibliométricos: características y limitaciones en el análisis de la actividad científica. Anales españoles de pediatría, 47(3), 235-244. https://www.aeped.es/sites/default/files/anales/47-3-3.pdf
Iglesias-García, M., & Codina, L. (2016). Online media and the strategic importance of search engine optimization (seo) . Opcion, 32(Special Issue 9), 929-944. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85006374956&partnerID=40&md5=42117cc207b63028dcbb98281ff19c4c
Ištvanić, M., Milić, D. C., & Krpić, Z. (2017). Digital marketing in the business environment. International Journal of Electrical and Computer Engineering Systems, 8(2), 67-75.
https://doi.org/10.32985/ijeces.8.2.4
Jacukowicz, A., & Merecz-Kot, D. (2020). Work-related internet use as a threat to work-life balance - A comparison between the emerging on-line professions and traditional office
work. International Journal of Occupational Medicine and Environmental Health, 33(1), 21-33. https://doi.org/10.13075/ijomeh.1896.01494
Karyotakis, M.-A., Lamprou, E., Kiourexidou, M., & Antonopoulos, N. (2019). seo practices: A study about the way news websites allow the users to comment on their news articles. Future Internet, 11(9). https://doi.org/10.3390/fi11090188
Katta, R. M. R., & Patro, C. S. (2017). Influence of web attributes on consumer purchase intentions. International Journal of Sociotechnology and Knowledge Development, 9(2), 1-16.
https://doi.org/10.4018/IJSKD.2017040101
Kessler, M. M. (1963, enero). Bibliographic coupling between scientific papers. Journal of the Association for Information Science and Tecnolology (jasist), 14(1), 10-25. https://doi.org/10.1002/asi.5090140103
Khan, M. N. A., & Mahmood, A. (2018). A distinctive approach to obtain higher page rank through search engine optimization. Sādhanā - Academy Proceedings in Engineering Sciences, 43(3). https://doi.org/10.1007/s12046-018-0812-3.
Killoran, J. B. (2010). Writing for robots: Search engine optimization of technical communication business web sites. Technical communication, 57(2), 161-181. https://www.ingentaconnect.com/contentone/stc/tc/2010/00000057/00000002/art00003
Killoran, J. B. (2013). How to use search engine optimization techniques to increase website
visibility. ieee Transactions on Professional Communication, 56(1), 50-66. https://doi.org/10.1109/TPC.2012.2237255
Kostagiolas, P., Strzelecki, A., Banou, C., & Lavranos, C. (2021). The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google. Collection
and Curation, 40(1), 1-8. https://doi.org/10.1108/CC-01-2020-0002
Kraus, S., Burtscher, J., Vallaster, C., & Angerer, M. (2018). Sustainable entrepreneurship orientation: A reflection on status-quo research on factors facilitating responsible managerial
practices. Sustainability, 10(2). https://doi.org/10.3390/su10020444
Kritzinger, W. T., & Weideman, M. (2013). Search Engine Optimization and Pay-per-Click Marketing Strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), 273-286. https://doi.org/10.1080/10919392.2013.808124
Lechtenberg, F., Farreres, J., Galvan-Cara, A.-L., Somoza-Tornos, A., Espuña, A., & Graells, M. (2022, agosto). Information retrieval from scientific abstract and citation databases: A query-by-documents approach based on Monte-Carlo sampling. Expert Systems with Applications, 199. https://doi.org/https://doi.org/10.1016/j.eswa.2022.116967
Lee, S., Jang, W., Lee, E., & Oh, S. G. (2016). Search engine optimization: A case study using
the bibliographies of lg Science Land in Korea. Library Hi Tech, 34(2), 197-206. https://doi.org/10.1108/LHT-02-2016-0014
Lopezosa, C., Codina, L., Díaz-Noci, J., & Ontalba-Ruipérez, J.-A. (2020, abril). seo and the digital
news media: From the workplace to the classroom. Comunicar, 28(63), 63-72. https://doi.org/10.3916/C63-2020-06
Lopezosa, C., Codina, L., & Freixa, P. (2021). A protocol for analysis of the evaluation of the search experience in digital news media. Estudios sobre el Mensaje Periodistico, 27(4), 1125-1138. https://doi.org/10.5209/ESMP.72988
Lopezosa, C., Codina, L., & Gonzalo-Penela, C. (2019). Off-page seo and link building: General
strategies and authority transfer in the digital news media. Profesional de la Informacion, 28(1), 1-12. https://doi.org/10.3145/epi.2019.ene.07
Lopezosa, C., Codina, L., López-García, G., & Corbella-Cordomi, J.-M. (2020). Map of the visibility
and search engine positioning of the main spanish media groups. Profesional de la Informacion, 29(2). https://doi.org/10.3145/epi.2020.mar.03
Lopezosa, C., Orduna-Malea, E., & Pérez-Montoro, M. (2020). Making Video News Visible: Identifying the Optimization Strategies of the Cybermedia on YouTube Using Web Metrics. Journalism Practice, 14(4), 465-482. https://doi.org/10.1080/17512786.2019.1628657
Lopezosa, C., Trillo-Domínguez, M., Codina, L., & Cabrera Méndez, M. (2021). seo in the journalistic company: Perceptions and key elements for its adoption in writing. Revista Latina
de Comunicacion Social, (79), 27-45. https://doi.org/10.4185/RLCS-2020-1487
Luh, C.-J., Yang, S.-A., & Huang, T.-L. D. (2016). Estimating Google’s search engine ranking function from a search engine optimization perspective. Online Information Review, 40(2), 239-255. https://doi.org/10.1108/OIR-04-2015-0112
Malaga, R. A. (2008, diciembre). Worst practices in search engine optimization. Communications of the ACM, 51(12), 147-150. https://doi.org/10.1145/1409360.1409388
Matošević, G. (2015). Measuring the utilization of on-page search engine optimization in selected domain. Journal of Information and Organizational Sciences, 39(2), 199-207.
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84954049694&partnerID=40&md5=
af30fd0a1fed25241f8cd8dcc5464
Matošević, G., Dobša, J., & Mladenić, D. (2021). Using machine learning for web page classification in search engine optimization. Future Internet, 13(1), 1-20. https://doi.org/10.3390/fi13010009
Mavridis, T., & Symeonidis, A. L. (2014, octubre). Semantic analysis of web documents for the generation of optimal content. Engineering Applications of Artificial Intelligence, 35, 114-130. https://doi.org/10.1016/j.engappai.2014.06.008
Mavridis, T., & Symeonidis, A. L. (2015, mayo). Identifying valid search engine ranking factors
in a Web 2.0 and Web 3.0 context for building efficient seo mechanisms. Engineering Applications of Artificial Intelligence, 41, 75-91. https://doi.org/10.1016/j.engappai.2015.02.002
Medina, M., Herrero, M., & Portilla, I. (2019). The evolution of the pay TV market and the profile of the subscribers. Revista Latina de Comunicacion Social, 74, 1761-1780. https://dadun.unav.edu/handle/10171/58501
Meneses, G. D., Ojeda, M. E., & Vilkaité-Vaitoné, N. (2021). Online museums segmentation with
structured data: The case of the canary island’s online marketplace. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2750-2767. https://doi.org/10.3390/jtaer16070151
Moody, M., & Bates, E. (2013). pr students’ perceptions and readiness for using search engine
optimization. Journalism and Mass Communication Educator, 68(2), 166-180. https://doi.org/10.1177/1077695813478182
Moreno, L., & Martinez, P. (2013). Overlapping factors in search engine optimization and
web accessibility. Online Information Review, 37(4), 564-580. https://doi.org/10.1108/OIR-04-2012-0063
Nagpal, M., & Petersen, J. A. (2021, diciembre). Keyword Selection Strategies in Search Engine
Optimization: How Relevant is Relevance? Journal of Retailing, 97(4), 746-763. https://doi.org/10.1016/j.jretai.2020.12.002
Nevado-Chiné, N., Alcaraz-Martínez, R., & Navalón, J. Á. (2021). Analysis of the Schema.org Implementation in the roderic Repository and Impact on Search Engine Optimization in Google and Google Scholar. Revista Española de Documentacion Cientifica, 44(3), 1-15.
https://doi.org/10.3989/REDC.2021.3.1797
Nusairat, N. M., Al-Gasawneh, J. A., Aloqool, A., Alzubi, K. N., Akhorshaideh, A. H. O., Joudeh, J. M., & Ibrahim, H. S. (2021). The relationship between internet of things and search engine
optimization in Jordanian telecommunication companies: The mediating role of user behavior. International Journal of Data and Network Science, 5(3), 163-172. https://doi.org/10.5267/j.ijdns.2021.6.016
Onaifo, D., & Rasmussen, D. (2013). Increasing libraries’ content findability on the web with search engine optimization. Library Hi Tech, 31(1), 87-108. https://doi.org/10.1108/07378831311303958
Orduña-Malea, E., & Costas, R. (2021). Link-based approach to study scientific software usage:
The case of VOSviewer. Scientometrics, 126(9), 8153-8186. https://doi.org/10.1007/s11192-021-04082-y
Park, M. (2018). seo for an open access scholarly information system to improve user experience. Information Discovery and Delivery, 46(2), 77-82. https://doi.org/10.1108/IDD-
-2017-0060
Ponzoa, J. M., & Erdmann, A. (2021). E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms. Journal of Promotion Management, 27(5), 697-715. https://doi.org/10.1080/10496491.2021.1880521
Pritchard, A. (1969). Statistical Bibliography or Bibliometrics. Journal of Documentation, 25(4), 348-349. https://cir.nii.ac.jp/crid/1572543025335888640
Rodríguez, A., Osorio, C., & Peláez, J. (2020). Two decades of research in Electronic Word of
Mouth: a bibliometric analysis. Revista Científica Pensamiento y Gestión, (48). https://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/12510/214421444902
Rovira, C., Codina, L., Guerrero-Solé, F., & Lopezosa, C. (2019). Ranking by relevance and citation counts, a comparative study: Google Scholar, Microsoft Academic,WoS and Scopus. Future Internet, 11(9). https://doi.org/10.3390/fi11090202
Rovira, C., Codina, L., & Lopezosa, C. (2021). Language bias in the google scholar ranking algorithm. Future Internet, 13(2), 1-17. https://doi.org/10.3390/fi13020031
Rovira, C., Guerrero-Solé, F., & Codina, L. (2018). Received citations as a main seo factor of google scholar results ranking. Profesional de la Informacion, 27(3), 559-569. https://doi.org/10.3145/epi.2018.may.09
Sakas, D. P., & Giannakopoulos, N. T. (2021a). Big data contribution in desktop and mobile devices comparison, regarding airlines’ digital brand name effect. Big Data and Cognitive Computing, 5(4). https://doi.org/10.3390/bdcc5040048
Sakas, D. P., & Giannakopoulos, N. T. (2021b). Harvesting crowdsourcing platforms’ traffic in
favour of air forwarders’ brand name and sustainability. Sustainability, 13(15). https://doi.org/10.3390/su13158222
Schultheiß, S., & Lewandowski, D. (2021). “Outside the industry, nobody knows what we do”
seo as seen by search engine optimizers and content providers. Journal of Documentation, 77(2), 542-557. https://doi.org/10.1108/JD-07-2020-0127
Sengupta, I. N. (1992). Bibliometrics, Informetrics, Scientometrics and Librametrics An overview. Libri, 42(2), 75-98. https://doi.org/10.1515/libr.1992.42.2.75
Serrano-Cinca, C., Fuertes-Callén, Y., & Gutiérrez-Nieto, B. (2010, mayo-junio). Internet positioning and performance of e-tailers: An empirical analysis. Electronic Commerce Research
and Applications, 9(3), 237-248. https://doi.org/10.1016/j.elerap.2009.09.001
Serrano-Cinca, C., Fuertes-Callén, Y., & Mar-Molinero, C. (2010). A structural model for sales in the e-retailing industry. Journal of the Operational Research Society, 61(9), 1377-1388.
https://doi.org/10.1057/jors.2009.93
Sethuraman, J., Alzubi, J. A., Manikandan, R., Gheisari, M., & Kumar, A. (2019). Eccentric methodology with optimization to unearth hidden facts of search engine result pages. Recent Patents on Computer Science, 12(2), 110-119. https://doi.org/10.2174/2213275911666181115093050
Shahzad, A., Nawi, N. M., Sutoyo, E., Naeem, M., Ullah, A., Naqeeb, S., & Aamir, M. (2018).
Search engine optimization techniques for Malaysian University websites: A comparative
analysis on google and bing search engine. International Journal on Advanced Science, Engineering and Information Technology, 8(4), 1262-1269. https://doi.org/10.18517/ijaseit.8.4.5032
Sharma, D., Gupta, A., Mateen, A., & Pratap, S. (2018). Making sense of the changing face
of Google’s search engine results page: an advertiser’s perspective. Journal of Information, Communication and Ethics in Society, 16(1), 90-107. https://doi.org/10.1108/JICES-06-2017-0035
Sharma, M., & Joshi, S. (2020). Online advertisement using web analytics software: A comparison using ahp method. International Journal of Business Analytics, 7(2), 13-33. https://doi.org/10.4018/IJBAN.2020040102
Shih, B.-Y., Chen, C.-Y., & Chen, Z.-S. (2013, noviembre-diciembre). Retracted: An empirical study of an internet marketing strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing & Services Industries, 23(6), 528-540. https://doi.org/10.1002/hfm.20348
Sismeiro, C., & Mahmood, A. (2018). Competitive vs. complementary effects in online social
networks and news consumption: A natural experiment. Management Science, 64(11), 5014-5037. https://doi.org/10.1287/mnsc.2017.2896
Stenbom, A., Wiggberg, M., & Norlund, T. (2021). Exploring Communicative ai: Reflections from
a Swedish Newsroom. Digital Journalism. https://doi.org/10.1080/21670811.2021.2007781
Su, A.-J., Hu, Y. C., Kuzmanovic, A., & Koh, C.-K. (2014). How to improve your search engine ranking: Myths and reality. acm Transactions on the Web, 8(2), 1-25. https://doi.org/10.1145/2579990
Tomasi, S., & Li, X. (2015). Influences of Search engine optimization on performance of smes:
A qualitative perceptive. Journal of Electronic Commerce in Organizations, 13(1), 27-49. https://doi.org/10.4018/jeco.2015010103
Tsuei, H.-J., Tsai, W.-H., Pan, F.-T., & Tzeng, G.-H. (2020). Improving search engine optimization
(seo) by using hybrid modified mcdm models. Artificial Intelligence Review, 53(1), 1-16. https://doi.org/10.1007/s10462-018-9644-0
Umenhofer, L. (2019). Gaining Ground: Search Engine Optimization and Its Implementation
on an Indie Book Press. Publishing Research Quarterly, 35(2), 258-273. https://doi.org/10.1007/s12109-019-09651-x
Vallez, M., Lopezosa, C., & Pedraza-Jiménez, R. (2022). A study of the Web visibility of the sdgs
and the 2030 Agenda on university websites. International Journal of Sustainability in Higher Education, 23(8), 41-59. https://doi.org/10.1108/IJSHE-09-2021-0361
Vállez, M., & Ventura, A. (2020, julio). Analysis of the SEO visibility of university libraries and how they impact the web visibility of their universities. Journal of Academic Librarianship, 46(4). https://doi.org/10.1016/j.acalib.2020.102171
Voelker, T., Steel, D., & Shervin, E. (2017). Internet presence as a small business capability: The case of mobile optimization. Journal of Small Business Strategy, 27(2), 90-103. https://www.scopus.com/inward/record.uri?eid=2-s2.0-5021962328&partnerID=40&md5=f00b-
d2e9adcbdeecccadeb929a9
Vyas, C. (2019, agosto). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64-70. https://doi.org/10.1016/j.tourman.2019.01.019
Waltman, L., & van Eck, N. J. (2015, octubre). Field-normalized citation impact indicators and the choice of an appropriate counting method. Journal of Informetrics, 9(4), 872-894. https://doi.org/https://doi.org/10.1016/j.joi.2015.08.001
Wang, J., Lo, E., Yiu, M. L., Tong, J., Wang, G., & Liu, X. (2014). Cache design of ssd-based search
engine architectures: An experimental study. acm Transactions on Information Systems, 32(4), 1-26. https://doi.org/10.1145/2661629
Zhang, J., & Dimitroff, A. (2005a, mayo). The impact of metadata implementation on webpage
visibility in search engine results (part II). Information Processing and Management, 41(3), 691-715. https://doi.org/10.1016/j.ipm.2003.12.002
Zhang, J., & Dimitroff, A. (2005b, mayo). The impact of webpage content characteristics on webpage visibility in search engine results (part I). Information Processing and Management,
(3), 665-690. https://doi.org/10.1016/j.ipm.2003.12.001
Zhang, S., & Cabage, N. (2017). Search engine optimization: Comparison of link building and
social sharing. Journal of Computer Information Systems, 57(2), 148-159. https://doi.org/10.1080/08874417.2016.1183447
Ziakis, C., Vlachopoulou, M., Kyrkoudis, T., & Karagkiozidou, M. (2019). Important factors for
improving Google search rank. Future Internet, 11(2). https://doi.org/10.3390/fi11020032
Ziewitz, M. (2019). Rethinking gaming: The ethical work of optimization in web search engines.
Social Studies of Science, 49(5), 707-731. https://doi.org/10.1177/0306312719865607
Zuze, H., & Weideman, M. (2013). Keyword stuffing and the big three search engines. Online Information Review, 37(2), 268-286. https://doi.org/10.1108/OIR-11-2011-0193
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Los autores conservan los derechos de autor y garantizan a la revista el derecho de ser la primera publicación del trabajo al igual que licenciado bajo una Creative Commons Attribution License que permite a otros compartir el trabajo con un reconocimiento de la autoría del trabajo y la publicación inicial en esta revista.
