El SEO en la empresa periodística: percepciones y elementos clave para su adopción en las redacciones

Carlos Lopezosa; Magdalena Trillo-Domínguez; Lluís Codina; Marga Cabrera Méndez

doi:10.4185/RLCS-2020-1487

Authors

Carlos Lopezosa Pompeu Fabra University https://orcid.org/0000-0001-8619-2194
Magdalena Trillo-Domínguez University of Granada http://orcid.org/0000-0001-9505-1203
Lluís Codina Pompeu Fabra University https://orcid.org/0000-0001-7020-1631
Marga Cabrera Méndez Polytechnic University of Valencia https://orcid.org/0000-0001-7164-1815

DOI:

https://doi.org/10.4185/RLCS-2020-1487

Keywords:

Digital news media, SEO, Search Engine Optimization, Online journalism, website visibility

Abstract

Introduction. The importance that media professionals give to search engine positioning in journalistic writing and its different dimensions is analyzed. Specifically, the perception of journalism professionals is studied after the recent application of Search Engine Optimization (SEO) strategies in the Diario de Sevilla, a Joly Group cybermedia, with a tradition on paper and that, as of May 2018, created a specific web positioning department that would be its pilot project for the gradual transformation of the rest of its headers. Methodology. For the development of this research, participant observation, semi-structured interviews, and frequency analysis of terms from the company's internal manual on search engine positioning strategies have been applied. Conclusions. All this has made it possible to know the perception that professionals in this sector have of SEO, identify the possibilities of its application in news production, and propose a framework for the location of SEO in a digital newspaper.

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Author Biographies

Carlos Lopezosa, Pompeu Fabra University

Carlos Lopezosa is an associate professor at the Pompeu Fabra University of Barcelona. He teaches at the Faculty of Communication, in the Degrees of Journalism and Audiovisual Communication. He is coordinator and professor of the Online Master in Search Engines and SEO/SEM at the Barcelona School of Management (UPF). He has a Ph.D. in Information Sciences and is a specialist in SEO and monetization systems based on quality content strategies. He is currently part of the DigiDoc Research Group at the Pompeu Fabra University.

Magdalena Trillo-Domínguez, University of Granada

Magdalena Trillo-Domínguez is the director of Granada Hoy, Deputy Director of Joly Group, and associate professor of Journalistic Communication in the Audiovisual Communication degree and the Master in New interactive media and multimedia journalism, both from the UGR.

With a degree in journalism from the University of Malaga and a Ph.D. in communication from the University of Granada, she has specialized in digital journalism and cultural management from the UOC and is part of the Nar-Trans research group on transmedia narratives and communication, and regularly collaborates in the RTVA's news analysis and debate spaces.

Lluís Codina, Pompeu Fabra University

Lluís Codina is a professor at the Pompeu Fabra University of Barcelona. He teaches at the Faculty of Communication, in the Degrees of Journalism and Audiovisual Communication. He is the coordinator of the Master's Degree in Social Communication (MUCS) of the Department of Communication.

He is part of the academic staff and also teaches in the Online University Masters in Digital Documentation and Search Engines, of the Institute of Continuing Education. He is a sponsor member of the Research Group on Digital Documentation and Interactive Communication (DigiDoc), and coordinator of its Research Seminar.

Marga Cabrera Méndez, Polytechnic University of Valencia

Marga Cabrera has a Ph.D. in Audiovisual Communication from the Polytechnic University of Valencia and is an associate professor of subjects related to digital communication since 2003, both in undergraduate and graduate degrees.

She is the director of the master's degree in social media, master CALSI. She is the founder and co-director of the Comunica2 International congress on social networks. She is the coordinator of the Fundéu BBVA book "Writing for the Internet: a guide for new media and social networks". She is the author of the UOC book “Entrepreneurship in journalism, tools for the new online professional”. Editor of the book "Digital Tools for Academic Branding and Self-Promotion".

She is currently immersed in her project "Observatory of new media in Spanish: www.nuevosmedios.es" funded by the BBVA Foundation, now Leonardo scholarships. Since 2016, she has been a member of the Board of Directors of SembraMedia, a non-profit organization based in Los Angeles (USA) dedicated to promoting entrepreneurship in digital native Spanish-language media.

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