Posicionamiento en Google: análisis SEO de los sitios web de Agencias de Comunicación en España

Abstract

Purpose: By means of an analysis of search engine optimisation (SEO), this study will attempt to answer the following question: when we search in Google.es for “communications agency”, why is it that none of the most important companies in the sector appear on the first page of results (the top ten positions)? The aim of this study is to analyse and compare the level of SEO of the main communications agencies which operate in Spain and the highest ranked web pages resulting from the search. Design / Methodology / Approach: An empirical study has been carried out which collates quantitative and qualitative data, realising a comparative analysis of eight variables taken into account by Google for its organic positioning in ten web pages of communication services companies. Results: It is confirmed that the specific SEO variables of a page (on page factors) are determining factors to achieve the top positions on Google.es. The webpages of the principal communications agencies which have been analysed have a good structure and potential for SEO. However, no page is optimised for the search “communications agency”, which is why other companies occupy the leading positions for this term. Limitations / Implications: The main limitations are the number of searches to study, the number of factors for the positioning as well as the number of web pages to analyse. A study which could expand these variables would provide more data to the sector. Originality / Contribution: The present study aims to serve as a base for posterior analyses of organic positioning in this sector or in others; and can carry this type of research —more frequent in the professional field— over to the academic world.