Strategies of Egyptian news portals for optimizing search engines (SEO) and its relationship to standards for publishing press contents

Author

Associate professor, Marketing and International business College of Management and Technology, Arab Academy for Science, Technology & Maritime Transport, Egypt

Abstract

The study sought to determine the strategies of Egyptian news portals to apply search engine optimization standards (SEO), the advantages and disadvantages achieved by (SEO) for news portals, and how to employ SEO rules to prepare the site internally and externally, and the relationship of these procedures with standards for the production and publication of journalistic content. The study is descriptive and it relied on the survey method. A questionnaire was applied to a sample of (150) individual journalists working in Egyptian press institutions. The results concluded:

Journalists have benefited from the technologies provided by Google to improve search engines (SEO), where journalists use the “Google trends” technology in the first place, then “Google AdWords”, then the keyword-planner.png. 
Search engine optimization (SEO) techniques for news portals achieve several advantages, including “helping them in increasing number of followers and attract more audience,” and work to achieve spread and reach a larger number of readers.
The study concluded with the importance of the editorial steps to create the site internally "On-page SEO", including writing strong content that is not transferred from other sites, supporting pages with images and writing the alternative text for images.
The study revealed a set of editorial steps to configure the site externally, including making use of the Hyperlinks "backlinks", with a collaborative relationship between the website and social networking sites, in addition to including the site in Google tools such as the google search console.

Keywords

References

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