Abstract

RODRIGUEZ OREJUELA, Héctor Augusto; OSORIO ANDRADE, Carlos Fernando  and  ARANGO ESPINAL, Edwin. Organic Search Engine Ranking: Its Scientific Relevance and Research Trends. rev.univ.empresa [online]. 2023, vol.25, n.45, e3.  Epub Mar 02, 2024. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.12922.

With the growth of the digital market in recent years and the boost generated by the lockdown due to the pandemic for negotiations in digital ecosystems, organic search engine ranking becomes a relevant subject of study for the scientific community and the global business sector. It is no longer sufficient to have an online presence; rather, it is essential to have prominence when a digital user conducts a search. This research aims to recognize the scientific trend of organic search engine ranking in recent years. To achieve this, a bibliometric analysis of 286 scientific articles indexed in Scopus was performed, identifying indicators of academic production, research trends, frequent keywords, and future lines of investigation in this field. The findings demonstrate exponential growth in scientific production on the subject, identifying eight relevant academic trends and six future lines of research, with significant possibilities for contextual studies in Latin America where research has been limited. Most of the analyzed documents underline the importance of this technique in website ranking and the financial performance of organizations.

Keywords : Organic search engine ranking; bibliometric analysis; academic production; digital marketing.

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