SEO and the digital news media: From the workplace to the classroom

Keywords

Digital news media, search engine optimization, online journalism, web visibility, journalism training, University, SEO training, Google

Abstract

The constant struggle to attract new readers has led the digital news media to adopt search engine positioning strategies within their newsrooms. Given that readers are increasingly opting to consume their news via search engines, such as Google or Bing, this study explores perceptions and applications of search engine optimization (SEO) in the online news media and identifies the future training needs of journalists in this sector. To do so, 33 semi-structured interviews were conducted with individuals representative of three professional profiles: professional journalists, SEO consultants, and academics. Based on the data collected, we created five semantic categories – with 25 subcategories – and we correlated the perceptions of the SEO experts employed by the news media with those of the academics. The results highlight varying degrees of convergence and divergence in perceptions across these three professional profiles. Similarly, the results confirm the sector’s pressing need to attract readers by implementing search engine positioning techniques and, hence, its need to ensure future journalists are well trained in technical SEO, on-page SEO, off-page SEO, in the use of SEO analytics and audit tools, and in the ability to identify search trends so that they have the necessary skills to win the struggle for more readers.

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Technical information

Received: 10-07-2019

Revised: 17-10-2019

Accepted: 15-11-2019

Preprint: 15-02-2019

Publication date: 01-04-2020

Article revision time: 99 days | Average time revision issue 63: 48 days

Article acceptance time: 128 days | Average time of acceptance issue 63: 83 days

Preprint editing time: 221 days | Average editing time preprint issue 63: 198 days

Article editing time: 266 days | Average editing time issue 63: 243 days

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Lopezosa, C., Codina, L., Gonzalo Penela, C., & Pont Sorribes, C. (2020). SEO y periodismo: marco de optimización global como parte del emprendimiento en cibermedios.

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Lopezosa, C., Codina, L., Díaz-Noci, J., & Ontalba, J. (2020). SEO and the digital news media: From the workplace to the classroom. [SEO y cibermedios: De la empresa a las aulas]. Comunicar, 63, 65-75. https://doi.org/10.3916/C63-2020-06

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