José Antonio Ontalba, our lead researcher, along with Carlos Lopezosa, Lluís Codina and Javier Díaz-Noci, have written the paper «SEO and cyber media: From the company to the classroom» in which they labour two key aspects, namely:
The cyber media battle to attract new readers has motivated the use of positioning strategies in search engines that are the core of newspaper journalism.
And, conversely, the need to continuously pursue optimum convergence between the best journalism and the highest ranking on search engines.
The paper consists of 33 semi-structured interviews with professional journalists, SEO consultants and university lecturers.
The paper was published in Comunicar, a scientific journal on communication and education. In volume XXVIII, Number 63, titled «Equality of gender, media and education: A necessary global alliance».
To read this paper, you can download it free of charge in Spanish or a version in English.