Off-page SEO and link building: General strategies and authority transfer in the digital news media // SEO off page y construcción de enlaces: estrategias generales y transmisión de autoridad en cibermedios

Lopezosa, Carlos, Codina, Lluís and Gonzalo-Penela, Carlos Off-page SEO and link building: General strategies and authority transfer in the digital news media // SEO off page y construcción de enlaces: estrategias generales y transmisión de autoridad en cibermedios. El profesional de la información, 2019, vol. 28, n. 1. [Journal article (Unpaginated)]

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English abstract

In recent years, some media have included links in their contents in exchange for an economic consideration. This paper identifies and analyzes such content whose sole purpose is to improve web authority and search engine rankings of advertisers. The methodologies used are a systematic review of SEO Off Page, digital newspapers and native advertising and a case study based on the identification and analysis of 150 news items containing this kind of links resulting from a buy/sell operation. The study evidences a new revenue line for the media that is not openly declared and that is based on the sale of links. This has allowed us to present a discussion of the results obtained, together with recommendations based on the concept of so-called native advertising.

Spanish abstract

En los últimos años algunos medios de comunicación incluyen enlaces en sus contenidos a cambio de una contraprestación económica. Este trabajo identifica y analiza tales contenidos cuya única finalidad es la de mejorar la autoridad web y las posiciones en los motores de búsqueda de los anunciantes. Las metodologías empleadas son una revisión sistematizada sobre SEO off page, periódicos digitales y publicidad nativa y un estudio de caso basado en la identificación y análisis de 150 noticias que contienen esta clase de enlaces resultado de una operación de venta. El estudio evidencia una nueva línea de ingresos para los medios de comunicación que no se declara abiertamente y que está basada en la venta de enlaces. Esto ha permitido presentar una discusión de los resultados obtenidos, junto con unas recomendaciones basadas en el concepto de la así llamad native advertising.

Item type: Journal article (Unpaginated)
Keywords: Cibermedios; Medios de comunicación; Periodismo digital; Posicionamiento web; Construcción de enlaces; Publicidad nativa; Ética periodística; Digital news media; Online journalism; SEO; SEO off page; Web positioning; Link building; Native advertising; Journalistic ethics.
Subjects: B. Information use and sociology of information > BJ. Communication
E. Publishing and legal issues.
E. Publishing and legal issues. > EA. Mass media.
F. Management. > FB. Marketing.
H. Information sources, supports, channels. > HQ. Web pages.
H. Information sources, supports, channels. > HT. Web 2.0, Social networks
Depositing user: Tomàs Baiget
Date deposited: 24 Mar 2019 08:23
Last modified: 24 Mar 2019 08:23
URI: http://hdl.handle.net/10760/34241

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