Purpose Computational aesthetics involves the application of computer-based methods to analyse and understand various phenomena. Given the significance of university library websites in the advancement of science and knowledge, it is essential to consider their aesthetic qualities in conjunction with their web visibility, particularly regarding search engine optimisation (SEO). This study aims to investigate the relationship between visual complexity as an important aspect of the aesthetics of a website and its SEO rankings of top university library websites. Design/methodology/approach This study employed an analytical survey research design, analysing 35 library websites affiliated with top universities as ranked by Times Higher Education in 2023. Visual complexity was assessed using Python Athec programming, a tool specifically developed for computational aesthetic analysis in social science research. Additionally, the AIOSEO online smart tool was utilised to extract SEO scores. Data analysis was conducted using SPSS and Excel. Findings The study found no significant correlation between visual complexity and SEO rankings, with a significance level of 0.125 indicated by linear regression and correlation analyses. This suggests that top university library websites may not require extensive SEO optimisation due to their established credibility and branding. Notably, even those with lower SEO rankings continue to attract international users. Originality/value This research is distinguished by its innovative use of Python programming to measure user experience in the context of aesthetics. It offers new insights into the field of computational aesthetics for the managers of libraries.
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