Off-page SEO and link buildingGeneral strategies and authority transfer in the digital news media

  1. Carlos Lopezosa 1
  2. Lluís Codina 1
  3. Carlos Gonzalo-Penela 1
  1. 1 Universitat Pompeu Fabra
    info

    Universitat Pompeu Fabra

    Barcelona, España

    ROR https://ror.org/04n0g0b29

Revue:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Année de publication: 2019

Titre de la publication: Número multidisciplinar de Información y Comunicación

Volumen: 28

Número: 1

Type: Article

DOI: 10.3145/EPI.2019.ENE.07 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: El profesional de la información

Résumé

In recent years, some media have included links in their contents in exchange for an economic consideration. This paper identifies and analyzes such content whose sole purpose is to improve web authority and search engine rankings of advertisers. The methodologies used are a systematic review of SEO Off Page, digital newspapers and native advertising and a case study based on the identification and analysis of 150 news items containing this kind of links resulting from a buy/sell operation. The study evidences a new revenue line for the media that is not openly declared and that is based on the sale of links. This has allowed us to present a discussion of the results obtained, together with recommendations based on the concept of socalled native advertising.

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La source de données: Dialnet