Investigating SEO from social sciences : scoping review

Introduction: SEO (search engine optimization) is the set of strategies that apply to content and websites so that they appear in relevant positions in search results. Given its importance in broad sectors of human activity, SEO has not gone unnoticed by academia, which has led to the development of different studies on this discipline.

Objectives: under this premise, in this work, we aim to learn the academy's vision of SEO. In particular, we aim to explore the main characteristics of the corpus of published academic articles on SEO in the field of social sciences. The specific objectives are to determine key ideas, trends and key themes related to search engine positioning, including commonly used methodologies, as well as provide evidence-based input through a scoping review.

Methodology: to carry out this research and determine what is the academia's vision about SEO, an exploratory systematic review has been applied, under a methodology known internationally as scoping review. For the development of the different phases of the systematized review, the SALSA framework has been followed, which has provided a basis of evidence from 56 documents.

Results: the results of this research provide an overall characterization of academic studies in SEO from the social sciences and determine that they have focused, mainly, on knowing how general search engines like Google work, study SEO in relation to libraries and repositories, research positioning techniques in general and in particular business sectors, notably in journalism and the media, analyze the learning and training applied to search engine optimization and demonstrate the relationship between search engine positioning and user experience.