Book
Search engine optimisation in online journalism: a case study of the Grupo Joly media company ; El SEO en la empresa periodística: estudio de caso del Grupo Joly
| العنوان: | Search engine optimisation in online journalism: a case study of the Grupo Joly media company ; El SEO en la empresa periodística: estudio de caso del Grupo Joly |
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| المؤلفون: | Lopezosa, Carlos, Trillo Domínguez, Magdalena, Cabrera, Marga, Codina, Lluís |
| بيانات النشر: | Universitat Pompeu Fabra EPI (El Profesional de la Información) |
| سنة النشر: | 2022 |
| المجموعة: | UPF Digital Repository (Universitat Pompeu Fabra, Barcelona) |
| مصطلحات موضوعية: | Digital news media, SEO, search engine optimization, online journalism, website visibility, Cibermedios, posicionamiento en buscadores, periodismo online, visibilidad web |
| الوصف: | Given the confirmation of the fundamental role of the application of Search Engine Optimization (SEO) in digital news media as part of the media's commitment to its readers, this chapter proposes to analyze the process of implementing SEO to the productive routines of Diario de Sevilla and its consequent transfer to the rest of digital news media that make up the Joly Group and collect the quantitative results of web visibility resulting from said implementation, specifically from 2018 to 2021. To carry out this research, first of all, the case study was used, specifically of the editorial team of Diario de Sevilla. For an adequate triangulation, a participant observation, a battery of semi-structured interviews, and a qualitative analysis of the content of the internal manual on SEO of Joly Group, a media group to which Diario de Sevilla belongs, have been carried out. All this has been complemented in turn, with a quantitative study, where, thanks to Google Analytics, the web traffic obtained from the group from the year of implementation to the present (2018 - 2021) is collected. The results confirm that in order to comprehensively implement the SEO of a newsroom, it is necessary to clearly separate the work of the journalists/editors and that of the SEO experts or managers at the level of the entire medium. In this sense, the SEO department has a strategic function of analysis and generation of guidelines for editors. While it is up to the newsroom to apply the SEO optimization recommendations without affecting the journalistic quality of the news. ; Ante la confirmación del papel fundamental de la aplicación del SEO en los cibermedios como una parte del compromiso del medio con sus lectores, este capítulo plantea analizar el proceso de implementación del SEO a las rutinas productivas del Diario de Sevilla y su consiguiente transferencia al resto de cibermedios que integran el Grupo Joly y recoger los resultados cuantitativos de la visibilidad web resultante de dicha implementación, concretamente desde 2018 ... |
| نوع الوثيقة: | book part |
| وصف الملف: | application/pdf |
| اللغة: | English |
| ردمك: | 978-84-12-02399-2 84-12-02399-4 |
| Relation: | Freixa P, Codina L, Pérez-Montoro M, Guallar J, editors. Visualisations and narratives in digital media: methods and current trends. Barcelona: Universitat Pompeu Fabra, Ediciones Profesionales de la Información; 2022. p. 67-80.; info:eu-repo/grantAgreement/ES/2PE/RTI2018-095714-B-C21; http://hdl.handle.net/10230/52862; http://doi.org/10.3145/indocs.2022.5 |
| DOI: | 10.3145/indocs.2022.5 |
| الاتاحة: | http://hdl.handle.net/10230/52862 https://doi.org/10.3145/indocs.2022.5 |
| Rights: | © DigiDoc research group, Communication Department, Universitat Pompeu Fabra - Ediciones Profesionales de la Información SL ; https://creativecommons.org/licenses/by-nc-nd/4.0 ; info:eu-repo/semantics/openAccess |
| رقم الانضمام: | edsbas.6591CF40 |
| قاعدة البيانات: | BASE |
| ردمك: | 9788412023992 8412023994 |
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| DOI: | 10.3145/indocs.2022.5 |