SEO and Digital News Media: Visibility of Cultural Information in Spain's Leading Newspapers

This paper undertakes a comparative analysis of the visibility, and of other SEO indicators, of the culture sections of Spain's leading digital newspapers-specifically, elmundo. es, elpais. com, lavanguardia. com, abc. es, el-confidencial. com and 20minutos. es-based on data collected by the media analytics company, comScore, and the web traffic metric, Alexa Rank. The analysis employs a set of positioning indicators: namely, a visibility index, keywords, social signals, keyword profiles, URLs, SERP-Snippets, reference domains and best anchor texts, as made available by SISTRIX, an SEO analytics audit toolbox. Thus, we were able to determine which of the digital newspapers' culture sections has the best visibility. Likewise, we were able to identify which of these media are best positioned on Google, presumably as a result of more effective positioning strategies. We conclude with a discussion of our results and, on the basis of these findings, recommend ways in which the visibility of journalistic information can be optimised in search engines.