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Impact on the Sustainable Development Goals (SDGs)

Analysis of institutional authors

López AfCorresponding Author
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Seo through the e-costumer journey

Publicated to:Big Data Marketing Strategies For Superior Customer Experience. 165-193 - 2023-01-01 (), DOI: 10.4018/978-1-6684-6454-0.ch007

Authors: López AF

Affiliations

Rey Juan Carlos University, Spain - Author

Abstract

In a paradigm governed by information and communication technologies, consumers reach online businesses and e-commerces thanks to search engines. SEO techniques play a fundamental role in the success of businesses as these techniques improve the appearance on first positions on search engines. Through a systematic literature review following the PRISMA method, the authors have identified the different factors that affect organic positioning in the Google search engine and their relevance to the algorithm. Afterwards, the factors analyzed were linked to the customer journey. For this purpose, the SEO factors to be implemented throughout the phases of the customer journey were determined, taking into account their optimization for the Google algorithm and the customer experience (UX). The results serve as a guide for both web developers and online store owners in the design of their SEO strategies taking into consideration the client's needs. © 2023, IGI Global.

Keywords
Industry, innovation and infrastructure

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

Esta aportación ha sido publicada por la editorial Igi Global according to the SPI Ranking, it has become a reference in its field. In the year of publication of the work, 2023-01-01, es considerada como de las mejores posicionadas, concretamente el Q1.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-05-20:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 7 (PlumX).
Continuing with the social impact of the work, it is important to emphasize that, due to its content, it can be assigned to the area of interest of ODS 9 - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation, with a probability of 55% according to the mBERT algorithm developed by Aurora University.
Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (López Sánchez, Antonio Francisco) and Last Author (López Sánchez, Antonio Francisco).

the author responsible for correspondence tasks has been López Sánchez, Antonio Francisco.