SEO y comunicación audiovisual: visibilidad de canales de medios digitales en YouTube

Lopezosa, Carlos; Codina, Lluís; Pérez-Montoro, Mario

SEO y comunicación audiovisual: visibilidad de canales de medios digitales en YouTube

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Citation

Lopezosa C, Codina L, Pérez-Montoro M. SEO y comunicación audiovisual: visibilidad de canales de medios digitales en YouTube. Barcelona: Universitat Pompeu Fabra, Departament de Comunicació, 2023. [117] p. (Serie Editorial DigiDoc. DigiDoc Reports).

Abstract

Comparative analysis of visibility and other SEO indicators of the YouTube channels of the top ten media outlets in Spain: elmundo.es, elpais.com, lavanguardia.com, abc.es, elconfidencial.com, 20minutos.es, elperiodico.com/es, okdiario.com, elespanol.com, periodistadigital.com. This analysis is based on data from Comscore and Alexa Ranking. The analyses have been carried out using a set of positioning indicators extracted using the VidlQ tool. We wonder which of these digital news media has applied better SEO to their YouTube channels and videos, and therefore, which ones have greater visibility. The study conducted with the selected indicators allows for a comparative analysis of YouTube channels directly linked to media outlets. This has allowed us to study the visibility of journalistic audiovisual content. It has also allowed us to identify which of these outlets achieve better results in both the YouTube search engine and Google, presumably as a result of search engine optimization strategies. We conclude with a discussion of the results along with recommendations to optimize the visibility of journalistic information on YouTube.