Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico
[EN] We propose a model of analysis of the web positioning of universities based on a vocabulary of keywords categorized according to the different university mission; it is applied to a university (Universitat Politècnica de València) to check its suitability. From a vocabulary of 164 keywords, 290...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | español |
| OAI Identifier: | oai:riunet.upv.es:10251/171700 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/171700 |
| Access Level: | acceso abierto |
| Palabra clave: | Motores de búsqueda Optimización en motores de búsqueda SEO SEO académico Cibermetría Universidades Visibilidad web Posicionamiento web Modelo de evaluación Search Engines Search engine optimization Academic SEO Webometrics Universities Web visibility Web positioning Evaluation model BIBLIOTECONOMIA Y DOCUMENTACION |
| Sumario: | [EN] We propose a model of analysis of the web positioning of universities based on a vocabulary of keywords categorized according to the different university mission; it is applied to a university (Universitat Politècnica de València) to check its suitability. From a vocabulary of 164 keywords, 290 web queries were built and executed on Google, collecting the first 20 results obtained for each query. The results confirm that the universities obtain a variable web positioning according to the dimension linked to the web query and that the web pages related to teaching (especially Degrees) obtain the best ranks, even when executing web queries oriented to research. However, a low position is observed not only for the UPV, but also for all the Spanish on-site public universities (only a 27% of the Top 20 ranks correspond to these universities). It is concluded that a multilevel analysis is necessary to study the web positioning of the universities and that the proposed model is both viable and scalable. However certain limitations must be taken into account, as the dependence of the vocabulary used and the high variability of data, that must be considered in the design of this type of analysis models |
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