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2014 | OriginalPaper | Buchkapitel
8. Search Engine Ranking: A SEO Strategy
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Abstract
Internet means immediacy. Whatever happens now is almost instantly no longer valid, so being well ranked in the search engines is as ever of paramount importance. This is particularly relevant in the media, as a source of information for the user. If your competitors are better ranked than you are, you lose out on users, visits, pages visited and, consequently, you generate less income. Therefore, big media groups increasingly develop their SEO strategy in the short, medium, and long term, in order to be highly ranked in each and every search engine, which is something that involves different elements in the productive process. Our case study shows how a reputable newspaper improved its SEO strategy for its online edition so as to become more competitive and raise its ranking against its competition.