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Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico

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Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico

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dc.contributor.author Gonzalez-Llinares, Javier es_ES
dc.contributor.author Font-Julian, Cristina I. es_ES
dc.contributor.author Orduña-Malea, Enrique es_ES
dc.date.accessioned 2021-09-09T03:36:09Z
dc.date.available 2021-09-09T03:36:09Z
dc.date.issued 2020-06-30 es_ES
dc.identifier.issn 0210-0614 es_ES
dc.identifier.uri http://hdl.handle.net/10251/171700
dc.description.abstract [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 es_ES
dc.description.abstract [ES] Se propone un modelo de análisis del posicionamiento web de universidades basado en un vocabulario de palabras clave categorizadas según las distintas misiones universitarias, que se aplica a una universidad (Universitat Politècnica de València) para comprobar su idoneidad. A partir de un vocabulario de 164 palabras clave se construyeron 290 consultas web que fueron ejecutadas en Google, recopilando los 20 primeros resultados obtenidos para cada consulta. Los resultados confirman que las universidades obtienen un posicionamiento web variable en función de la dimensión vinculada a la consulta web y que las páginas web vinculadas a la docencia (especialmente Grados) son las que mejor posicionan, incluso para consultas web orientadas a investigación. Con todo, se observa un posicionamiento bajo no sólo para la UPV sino para las universidades públicas presenciales españolas (sólo el 27% del total de resultados en el Top 20 corresponde a alguna de estas universidades). Se concluye que el análisis multinivel es necesario para estudiar el posicionamiento web de las universidades y que el modelo propuesto es viable y escalable. No obstante, se han identificado ciertas limitaciones (dependencia del vocabulario utilizado y alta variabilidad de datos) que deben tenerse en cuenta en el diseño de este tipo de modelos de análisis. es_ES
dc.language Español es_ES
dc.publisher Departmento de Publicaciones del CSIC es_ES
dc.relation.ispartof Revista española de Documentación Científica es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Motores de búsqueda es_ES
dc.subject Optimización en motores de búsqueda es_ES
dc.subject SEO es_ES
dc.subject SEO académico es_ES
dc.subject Cibermetría es_ES
dc.subject Universidades es_ES
dc.subject Visibilidad web es_ES
dc.subject Posicionamiento web es_ES
dc.subject Google es_ES
dc.subject Modelo de evaluación es_ES
dc.subject Search Engines es_ES
dc.subject Search engine optimization es_ES
dc.subject Academic SEO es_ES
dc.subject Webometrics es_ES
dc.subject Universities es_ES
dc.subject Web visibility es_ES
dc.subject Web positioning es_ES
dc.subject Evaluation model es_ES
dc.subject.classification BIBLIOTECONOMIA Y DOCUMENTACION es_ES
dc.title Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.3989/redc.2020.2.1691 es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Comunicación Audiovisual, Documentación e Historia del Arte - Departament de Comunicació Audiovisual, Documentació i Història de l'Art es_ES
dc.contributor.affiliation Universitat Politècnica de València. Instituto de Diseño para la Fabricación y Producción Automatizada - Institut de Disseny per a la Fabricació i Producció Automatitzada es_ES
dc.description.bibliographicCitation Gonzalez-Llinares, J.; Font-Julian, CI.; Orduña-Malea, E. (2020). Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico. Revista española de Documentación Científica. 43(2):1-18. https://doi.org/10.3989/redc.2020.2.1691 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.3989/redc.2020.2.1691 es_ES
dc.description.upvformatpinicio 1 es_ES
dc.description.upvformatpfin 18 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 43 es_ES
dc.description.issue 2 es_ES
dc.relation.pasarela S\413835 es_ES
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