Divide and conquer: Does NCAA division membership or sector predict website popularity and spending?

Childs, Joshua; Taylor, ZW; Ortega, Guillermo; Kugiya, Jase

doi:10.1080/19357397.2021.2013100

Cited by 1 publication

(3 citation statements)

References 18 publications

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“…As a result, SEMrush can measure a website’s size and popularity on the Internet, along with how much money is spent on hosting website traffic and whether the website pays for prioritized search results placement in Google’s search engine. Other studies focused on higher education have used SEMrush to analyze how web metrics may influence U.S. News and World Report rankings (Alsmadi & Taylor, 2019; Taylor et al, 2019), how NCAA programs invest in their websites and online advertising (Childs et al, 2022), the competitiveness of historically Black colleges and universities (Taylor, 2018), and how website popularity compares to institutional size (Alsmadi & Taylor, 2019; Taylor & Childs, 2022).…”

Section: Methodsmentioning

confidence: 99%

Section: Empirical Backgroundmentioning

confidence: 99%

“…COVID-19 has brought unprecedented stress on school districts due to forced school closures, transitions to online and remote learning, and creating pathways towards safe re-openings for students and staff (Childs et al, 2022). Also, school districts have been important conduits for communicating COVID-19 information related to safety measures, testing distribution, and vaccination availability (Childs et al, 2022). One reason is due to many state requirements related to vaccination requirements for school enrollment; therefore, school districts have regularly used their websites to provide critical information to students and their families related to vaccination protocols.…”

Section: Empirical Backgroundmentioning

confidence: 99%

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(Digitally) Connecting Students, Schools, and Districts: Measuring the Size and Popularity of K-12 Public and Charter School District Websites

Childs

Taylor

2022

Journal of Education

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As open enrollment charter districts have continued to grow in Texas, researchers and policymakers have continued to investigate how charter districts market themselves to the public in an effort to recruit students, teachers, and finances. Although a wealth of research has examined how charter districts recruit students, teachers, and finances through traditional methods, recent developments in computer science now allows researchers to measure the size and visibility of district websites on the Internet. As a result, this study uses the Texas Education Agency and SEMrush data from the 2018–2019 school year to compare the website size and popularity of charter school district and traditional public school district websites to understand how these districts invest in their robustness of their web presence. Results suggest that when compared to traditional public school districts in Texas, charter school districts publish smaller websites ( p < 0.001) and are less popular on the Internet ( p < 0.001) than traditional public peers. Implications for research, policy, and competition between open enrollment charter districts and traditional public school districts are addressed.

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