Abstract
In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web. In this respect, big data analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization. In this paper, a novel methodology is implemented in order to increase organic search engine visits based on the impact of multiple SEO factors. In order to achieve this purpose, the authors examined 171 cultural heritage websites and their retrieved data analytics about their performance and user experience inside them. Massive amounts of Web-based collections are included and presented by cultural heritage organizations through their websites. Subsequently, users interact with these collections, producing behavioral analytics in a variety of different data types that come from multiple devices, with high velocity, in large volumes. Nevertheless, prior research efforts indicate that these massive cultural collections are difficult to browse while expressing low visibility and findability in the semantic Web era. Against this backdrop, this paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites. One step further, the statistical results of the study are integrated into a predictive model that is composed of two stages. First, a fuzzy cognitive mapping process is generated as an aggregated macro-level descriptive model. Secondly, a micro-level data-driven agent-based model follows up. The purpose of the model is to predict the most effective combinations of factors that achieve enhanced visibility and organic traffic on cultural heritage organizations’ websites. To this end, the study contributes to the knowledge expansion of researchers and practitioners in the big cultural analytics sector with the purpose to implement potential strategies for greater visibility and findability of cultural collections on the Web.
Highlights
Over the last 10 years, big data analytics has been called “the oil” for optimizing the digital ecosystem and, subsequently, the World Wide Web sphere
In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web
This paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites
Summary
Over the last 10 years, big data analytics has been called “the oil” for optimizing the digital ecosystem and, subsequently, the World Wide Web sphere. Another difficult point is the absence of methodological mechanisms that articulate validity, reliability, and consistency regarding the variables that are taken into consideration, with the purpose to optimize visibility of websites Against this backdrop, this paper presents a novel methodological approach for utilizing big data analytics related to website performance and how they contribute to the SEO goal, which is an increase in organic search engine traffic percentage. The nature of cultural heritage websites means that they deal with massive amounts of datasets, such as a high volume of internal webpages, links, images, and depth in user exploration and experience This raises difficulties for managers to handle large-scale collections, increasing uncertainty about the level of visibility that cultural websites have on the Web. This raises difficulties for managers to handle large-scale collections, increasing uncertainty about the level of visibility that cultural websites have on the Web In this respect, it is a necessity to propose a SEO framework that utilizes generated big data analytics about CHI websites and their performance. The discussion and conclusions are presented, suggesting practical managerial implications for the optimization of CHI websites in terms of performance, visibility, and findability on the Web
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