Publication: Posicionamiento orgánico en buscadores (SEO): estudio sobre el ranking de resultados en Google.es del sector educativo superior
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2021-03-15
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Universidad Complutense de Madrid
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Abstract
La presente investigación tiene como objeto conocer el comportamiento del buscador Google.es desde la perspectiva del posicionamiento orgánico (SEO o Search Engine Optimization), en el sector educativo español de grado superior, específicamente en titulaciones de posgrado. Se pretende dar respuesta a estas preguntas: ¿Qué variables toma en cuenta Google para realizar su ranking de resultados? ¿Cuáles de estas variables tienen más peso? ¿Cuál es el nivel de optimización que tienen los sitios web de educación superior en España? En cuanto a la metodología, la investigación consta de dos fases. La primera, abordada en el marco teórico, consiste en una exploración bibliográfica que explica el concepto, origen, desarrollo y aplicaciones del posicionamiento orgánico en buscadores. La segunda fase es un estudio exploratorio cualitativo que se fundamenta en el modelo de estudio de casos...
The purpose of this research is to understand how Google.es works, from the perspective of Search Engine Optimization (SEO), through the study of the higher education segment in Spain, specifically masters. It is intended to answer these questions: What factors does Google take into account to establish the order of the results? Which of these factors are more important? What is the level of optimization of Spanish higher education websites? Regarding the methodology, the investigation consists of two consecutive phases. The first, developed in the theoretical framework, consists of a bibliographic exploration, which explains the concept, origin, development and applications of organic Search Engine Optimization. The second phase is a qualitative exploratory study based on the case study model. 87 keywords have been selected from five areas of study: audiovisual, communication, marketing, journalism and advertising...
The purpose of this research is to understand how Google.es works, from the perspective of Search Engine Optimization (SEO), through the study of the higher education segment in Spain, specifically masters. It is intended to answer these questions: What factors does Google take into account to establish the order of the results? Which of these factors are more important? What is the level of optimization of Spanish higher education websites? Regarding the methodology, the investigation consists of two consecutive phases. The first, developed in the theoretical framework, consists of a bibliographic exploration, which explains the concept, origin, development and applications of organic Search Engine Optimization. The second phase is a qualitative exploratory study based on the case study model. 87 keywords have been selected from five areas of study: audiovisual, communication, marketing, journalism and advertising...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 27-01-2021