Off-page SEO and link building: general strategies and authority transfer in the digital news media

In recent years, a number of digital news media outlets have begun to include paid links in their content. This study seeks to identify and analyse this content whose sole purpose is to improve the website authority of the advertisers and their search engine rankings. To do so, it employs two basic...

Descripción completa

Detalles Bibliográficos
Autores: Lopezosa, Carlos, Codina, Lluís, Gonzalo Penela, Carlos
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2019
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/46814
Acceso en línea:http://hdl.handle.net/10230/46814
https://doi.org/10.3145/epi.2019.ene.07
Access Level:acceso abierto
Palabra clave:Digital news media
Online journalism
Digital journalism
SEO
Off-page SEO
Web positioning
Link building
Native advertising
Journalism ethics
id ES_112dbed46f362229fdfd1c3e55c64aae
oai_identifier_str oai:recercat.cat:10230/46814
network_acronym_str ES
network_name_str España
repository_id_str
spelling Off-page SEO and link building: general strategies and authority transfer in the digital news mediaLopezosa, CarlosCodina, LluísGonzalo Penela, CarlosDigital news mediaOnline journalismDigital journalismSEOOff-page SEOWeb positioningLink buildingNative advertisingJournalism ethicsIn recent years, a number of digital news media outlets have begun to include paid links in their content. This study seeks to identify and analyse this content whose sole purpose is to improve the website authority of the advertisers and their search engine rankings. To do so, it employs two basic methodologies: first, it undertakes a systematic review of off-page SEO practices, the digital press and native advertising; and, second, it reports a case study based on the identification and analysis of 150 news items that contain specially commissioned links resulting from a commercial transaction. The study provides evidence of a new revenue stream for the digital news media, one that is not clearly disclosed and which is based on the sale of links. The article includes a discussion of the case study findings, and presents future guidelines for the use of paid links based on the emerging concept of ‘native advertising’.EPI (El Profesional de la Información)202120212019info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/46814https://doi.org/10.3145/epi.2019.ene.07reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésEl profesional de la información. 2019;28(1):e280107© EPI - El Profesional de la información http://www.elprofesionaldelainformacion.cominfo:eu-repo/semantics/openAccessoai:recercat.cat:10230/468142026-05-29T05:05:01Z
dc.title.none.fl_str_mv Off-page SEO and link building: general strategies and authority transfer in the digital news media
title Off-page SEO and link building: general strategies and authority transfer in the digital news media
spellingShingle Off-page SEO and link building: general strategies and authority transfer in the digital news media
Lopezosa, Carlos
Digital news media
Online journalism
Digital journalism
SEO
Off-page SEO
Web positioning
Link building
Native advertising
Journalism ethics
title_short Off-page SEO and link building: general strategies and authority transfer in the digital news media
title_full Off-page SEO and link building: general strategies and authority transfer in the digital news media
title_fullStr Off-page SEO and link building: general strategies and authority transfer in the digital news media
title_full_unstemmed Off-page SEO and link building: general strategies and authority transfer in the digital news media
title_sort Off-page SEO and link building: general strategies and authority transfer in the digital news media
dc.creator.none.fl_str_mv Lopezosa, Carlos
Codina, Lluís
Gonzalo Penela, Carlos
author Lopezosa, Carlos
author_facet Lopezosa, Carlos
Codina, Lluís
Gonzalo Penela, Carlos
author_role author
author2 Codina, Lluís
Gonzalo Penela, Carlos
author2_role author
author
dc.subject.none.fl_str_mv Digital news media
Online journalism
Digital journalism
SEO
Off-page SEO
Web positioning
Link building
Native advertising
Journalism ethics
topic Digital news media
Online journalism
Digital journalism
SEO
Off-page SEO
Web positioning
Link building
Native advertising
Journalism ethics
description In recent years, a number of digital news media outlets have begun to include paid links in their content. This study seeks to identify and analyse this content whose sole purpose is to improve the website authority of the advertisers and their search engine rankings. To do so, it employs two basic methodologies: first, it undertakes a systematic review of off-page SEO practices, the digital press and native advertising; and, second, it reports a case study based on the identification and analysis of 150 news items that contain specially commissioned links resulting from a commercial transaction. The study provides evidence of a new revenue stream for the digital news media, one that is not clearly disclosed and which is based on the sale of links. The article includes a discussion of the case study findings, and presents future guidelines for the use of paid links based on the emerging concept of ‘native advertising’.
publishDate 2019
dc.date.none.fl_str_mv 2019
2021
2021
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/46814
https://doi.org/10.3145/epi.2019.ene.07
url http://hdl.handle.net/10230/46814
https://doi.org/10.3145/epi.2019.ene.07
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv El profesional de la información. 2019;28(1):e280107
dc.rights.none.fl_str_mv © EPI - El Profesional de la información http://www.elprofesionaldelainformacion.com
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © EPI - El Profesional de la información http://www.elprofesionaldelainformacion.com
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv EPI (El Profesional de la Información)
publisher.none.fl_str_mv EPI (El Profesional de la Información)
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869403550867521536
score 15.811543

Similares en LA Referencia