Investigando el SEO desde las ciencias sociales: 'scoping review'

Lopezosa, Carlos, Codina, Lluís and Rovira, Cristòfol Investigando el SEO desde las ciencias sociales: 'scoping review'. BiD: Textos universitaris de biblioteconomia i documentació, 2023, n. 51. [Journal article (Unpaginated)]

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English abstract

Introduction: SEO (search engine optimization) is the set of strategies that apply to content and websites so that they appear in relevant positions in search results. Given its importance in broad sectors of human activity, SEO has not gone unnoticed by academia, which has led to the development of different studies on this discipline. Objectives: under this premise, in this work, we aim to learn the academy's vision of SEO. In particular, we aim to explore the main characteristics of the corpus of published academic articles on SEO in the field of social sciences. The specific objectives are to determine key ideas, trends and key themes related to search engine positioning, including commonly used methodologies, as well as provide evidence-based input through a scoping review. Methodology: to carry out this research and determine what is the academia's vision about SEO, an exploratory systematic review has been applied, under a methodology known internationally as scoping review. For the development of the different phases of the systematized review, the SALSA framework has been followed, which has provided a basis of evidence from 56 documents. Results: the results of this research provide an overall characterization of academic studies in SEO from the social sciences and determine that they have focused, mainly, on knowing how general search engines like Google work, study SEO in relation to libraries and repositories, research positioning techniques in general and in particular business sectors, notably in journalism and the media, analyze the learning and training applied to search engine optimization and demonstrate the relationship between search engine positioning and user experience.

Spanish abstract

Introducción: el SEO (search engine optimization) u optimización en buscadores es el conjunto de estrategias que se aplican a contenidos y sitios web para que aparezcan en posiciones relevantes en los resultados de los buscadores. Dada su importancia en amplios sectores de la actividad humana, el SEO no ha pasado desapercibido por parte de la academia, lo que ha propiciado el desarrollo de diferentes estudios sobre esta disciplina. Objetivos: bajo esta premisa, en este trabajo pretendemos conocer la visión de la academia sobre el SEO. En concreto, nos proponemos explorar las principales características del corpus de artículos académicos publicados sobre SEO en el ámbito de las ciencias sociales. Los objetivos específicos son determinar las ideas clave, las tendencias y los temas principales relacionados con el posicionamiento en buscadores, incluyendo las metodologías más utilizadas, así como ofrecer aportes basados en la evidencia gracias a una scoping review. Metodología: para llevar a cabo esta investigación y determinar cuál es la visión de la academia sobre el SEO, se ha aplicado una revisión sistemática exploratoria, bajo una metodología conocida internacionalmente como scoping review. Para el desarrollo de las diferentes fases de la revisión sistematizada se ha seguido el framework SALSA, lo que ha proporcionado una base de la evidencia a partir de 56 documentos. Resultados: los resultados de esta investigación proporcionan una caracterización general de los estudios académicos sobre el SEO desde el ámbito de las ciencias sociales, y determinan que estos se han centrado, principalmente, en conocer el funcionamiento de los buscadores generalistas como Google, estudiar el SEO en relación con bibliotecas y repositorios, investigar las técnicas de posicionamiento en general y en sectores empresariales en particular, notablemente en el periodismo y en los medios de comunicación, analizar el aprendizaje y la formación aplicada a la search engine optimization y en demostrar la relación existente entre el posicionamiento en buscadores y la experiencia de usuario.

Item type: Journal article (Unpaginated)
Keywords: optimización de motores de búsqueda; revisión sistemática; visibilidad web; SEOe; Search engine optimisation; systematic reviews; web visibility.
Subjects: F. Management.
H. Information sources, supports, channels.
L. Information technology and library technology
L. Information technology and library technology > LS. Search engines.
Depositing user: Carlos Lopezosa
Date deposited: 28 Dec 2023 16:11
Last modified: 28 Dec 2023 16:11
URI: http://hdl.handle.net/10760/45192

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