Serwisy biblioteczne w perspektywie search engine optimization

Abstract

This article attempts to answer the question whether the websites of large Polish libraries apply principles of SEO (Search Engine Optimization). The study was conducted in four areas, including as follows: 1. study of key words (key word research, key word usage & key word density); 2. analysis of the on-page factors (content & technology); 3. analysis of off-page factors (backlinks & social media); 4. analysis of metrics reputation (brand & confidence metrics). The first area of research is based on the data generated from Google Adwords for the year 2014 (7.411.387 queries, 801 phrases); for subsequent areas material was provided by technical analysis of 13 most visited websites of libraries located in four major academic cities (Warsaw, Krakow, Poznan, Wroclaw). In the article the author examined in detail key words/ phrases, by which users search for local academic libraries, and also examined how the selected libraries’ websites implement SEO guidelines. The point of reference in the diagnosis of current factors were correlation reports of companies: Searchmetrics (SEO Ranking Factors and Rank Correlations 2014, 2015) and MOZ (Search Engine Ranking Factor 2015). Empirical research was based on data as of February 2015.