Who does SEO in Spain? A cybermetric methodology for the construction of company universes Raquel Escandell-Poveda; Mar Iglesias-García; Natalia Papí-Gálvez Nota: Este artículo se puede leer en español en: http://www.profesionaldelainformacion.com/contenidos/2021/may/escandell-iglesias-papi_es.pdf Cómo citar este artículo: Escandell-Poveda, Raquel; Iglesias-García, Mar; Papí-Gálvez, Natalia (2021). “Who does SEO in Spain? A cybermetric methodology for the construction of company universes”. Profesional de la información, v. 30, n. 4, e300419. https://doi.org/10.3145/epi.2021.jul.19 Manuscript received on January 10th 2021 Approved on February 26th 2021 Raquel Escandell-Poveda * Mar Iglesias-García https://orcid.org/0000-0002-8398-1873 https://orcid.org/0000-0001-7926-5746 Universidad de Alicante Universidad de Alicante Campus Sant Vicent del Raspeig, Ap. 99. Campus Sant Vicent del Raspeig, Ap. 99. 03080 Alicante, Spain 03080 Alicante, Spain
[email protected] [email protected] Natalia Papí-Gálvez https://orcid.org/0000-0002-4871-1691 Universidad de Alicante Campus Sant Vicent del Raspeig, Ap. 99. 03080 Alicante, Spain
[email protected] Abstract Due to their widespread use, search engines, and specificallyGoogle , are extremely important to attract qualified traffic and thereby achieve the commercial objectives of corporations. Search engine optimization (SEO) allows enhanced con- nection of corporate websites with their audiences through search engines, using certain keywords. This study describes a methodology to determine the most important Spanish companies offering SEO services to third parties, representing an exploratory study of applied cybermetrics for the construction of a universe of companies. One of the relevant re- sults of this work is the design of an information retrieval strategy based on a statistical analysis of search terms and the performance of geolocated searches in all the provincial capitals and Spanish cities with more than 100,000 inhabitants.