Effects of Web Accessibility on Search Engines and Webometrics Ranking

Ayu, Media Anugerah; Elgharabawy, Mohamed Ahmed

doi:10.4018/jmcmc.2013010106

Cited by 3 publications

(3 citation statements)

References 16 publications

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“…The importance and effects of marketing in search engines for universities and educational institutions were confirmed by studies conducted in academic marketing. Ayu and Elgharabawy (2013) investigated the relationship between the accessibility of websites and positioning in the search results of institutions providing higher education [1]. The study conducted by Xu and Gao (2012) confirmed that the performance of the website of universities in placement in search results lags far behind expectations of students [22].…”

Section: Changing Consumer Behaviour Determining Marketing Activitiesmentioning

confidence: 92%

Search-centric approach to sustainability of academic marketing

Miklošík¹

2016

EA-XXI

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Abstract. Organisations are looking for the way of optimising the effects of marketing with respect to their sustainability. Three of the most important characteristics of sustainability concept include friendliness to the environment, long-term positive economic effects and respect to the customer by means of non-aggressive marketing based on principles of social responsibility. In this article, the author aims at introducing the concept of search-centric marketing as the marketing approach reflecting changes in consumer behaviour on one hand and the desire for sustainability on the other hand. A cyclic induced effect of sustainability of marketing activities is introduced showing the mutual dependence of addressing a higher number of potential students, higher quality of students and increased level of brand recognition and awareness of a university. The evidence is provided regarding the importance of reaching top results in search engines for relevant keywords to increase effects of marketing activities, improve conversion rate and avoid wasting of resources. Keywords: Academic Marketing; Marketing Communication; Search-centric Marketing; Search Engine Marketing; Search Engine Optimisation; Sustainable Marketing JEL Classification: I23; M31; Q01 DOI: http://dx.doi.org/10.21003/ea.V156-0021Андрей Міклошик кандидат економічних наук, доцент, кафедра маркетингу, Економічний університет у Братиславі, Словацька Республіка Пошук-орієнтований підхід до сталого розвитку академічного маркетингу Анотація. З огляду на перспективи сталого розвитку, організації шукають шляхи оптимізації маркетингового впливу. Трьома найважливішими характеристиками концепції сталого розвитку є дружнє ставлення до навколишнього середовища, наявність довгострокових позитивних економічних ефектів та повага до клієнта, яка проявляється через реалізацію політики неагресивного маркетингу, заснованому на принципах соціальної відповідальності. У даній статті представлено концепцію пошук-орієнтованого маркетингу як підходу, що, з одного боку, відображає зміни в поведінці споживача, а з іншого -прагнення до сталого розвитку. Циклічний індуктивний ефект сталого розвитку маркетингової діяльності підтверджує наявність взаємозалежності між більшою кількістю потенційних студентів, вищою якістю підготовки студентів, пізнаваністю бренду та обізнаністю про університет. Наведено докази щодо важливості використання ключових слів у пошукових системах для підвищення ефективності маркетингової діяльності, а також для того, щоб уникнути марної трати ресурсів. Ключові слова: академічний маркетинг; маркетингові комунікації; пошук-орієнтований маркетинг; пошуковий маркетинг; пошукова оптимізація; сталий маркетинг. Андрей Миклошик кандидат экономических наук, доцент, кафедра маркетинга, Экономический университет в Братиславе, Словацкая Республика Поиск-ориентированный подход к устойчивому развитию академического маркетинга Аннотация. С точки зрения устойчивости, организации ищут пути оптимизации влияния маркетинга. Тремя наиболее важными составляющими концепции устой...

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Section: Changing Consumer Behaviour Determining Marketing Activitiesmentioning

confidence: 92%

Search-centric approach to sustainability of academic marketing

Miklošík¹

2016

EA-XXI

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“…To collect necessary data different sources are used such as: search engines (Ayu & Elgharabawy, 2013;Halibas et al, 2020), various scientific and commercial webometric databases.…”

Section: Methodsmentioning

confidence: 99%

Webometrics Ranking And Regional Universities: Analysing Results Of Bunin Yelets State University

Puzatykh¹

2021

European Proceedings of Social and Behavioural Sciences

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This study analyses the results of Bunin Yelets State University (BYSU) in the Webometrics Ranking of World Universities. The university is among three leading educational institutions in the Lipetsk region but ranks number 3. So, taking into account these results, the research question can be formulated as follows: what can BYSU do to improve positions in Webometrics ranking both on regional and national levels? Many institutions of higher education in different countries acknowledge the important role that various world rankings play nowadays. Webometrics ranking is studied in this work as it ranks not only top universities but also gives a chance to regional and local institutions to present themselves to the world. It analyses more than 30 000 higher educational institutions from different countries. In this work we give recommendations on what can be exactly done in each of key indicator (Visibility, Transparency and Excellence) to rank higher. The results of the study are significant not only for Bunin Yelets State University but also for any regional institution as if implemented, they will help to improve ranking positions and this way the university will become more attractive to potential entrants. As this ranking is carried out twice a year and it is very dynamic, it is necessary to monitor the results on a regular basis and adjust taken steps.

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“…However none of the aforementioned renowned university ranking systems consider the web presence of the universities as a ranking factor. On the other hand several existing studies have shown the usefulness of ranking the universities based on their web presence (Aguillo et al 2008;Ayu and Elgharabawy 2013;Patel and Parmar 2018;Dastani et al 2019). A Spanish research group known as Cybermetrics Lab 1 initiated the webometrics university ranking.…”

Section: Introductionmentioning

confidence: 99%

Webometrics: evolution of social media presence of universities

et al. 2021

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This paper aims at an important task of computing the webometrics university ranking and investigating if there exists a correlation between webometrics university ranking and the rankings provided by the world prominent university rankers such as QS world university ranking, for the time period of 2005-2016. However, the webometrics portal provides the required data for the recent years only, starting from 2012, which is insufficient for such an investigation. The rest of the required data can be obtained from the internet archive. However, the existing data extraction tools are incapable of extracting the required data from internet archive, due to unusual link structure that consists of web archive link, year, date, and target links. We developed an internet archive scrapper and extract the required data, for the time period of 2012-2016. After extracting the data, the webometrics indicators were quantified, and the universities were ranked accordingly. We used correlation coefficient to identify the relationship between webometrics university ranking computed by us and the original webometrics university ranking, using the spearman and pearson correlation measures. Our findings indicate a strong correlation between ours and the webometrics university rankings, which proves that the applied methodology can be used to compute the webometrics university ranking of those years for which the ranking is not available, i.e., from 2005 to 2011. We compute the webometrics ranking of the top 30 universities of North America, Europe and Asia for the time period of 2005-2016. Our findings indicate a positive correlation for North American and European universities, but weak correlation for Asian universities. This can be explained by the fact that Asian universities did not pay much attention to their websites as compared to the North American and European universities. The overall results reveal the fact that North American and European universities are higher in rank as compared to Asian universities. To the best of our knowledge, such an investigation has been executed for the very first time by us and no recorded work resembling this has been done before.

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Effects of Web Accessibility on Search Engines and Webometrics Ranking

Cited by 3 publications

References 16 publications

Search-centric approach to sustainability of academic marketing

Search-centric approach to sustainability of academic marketing

Webometrics Ranking And Regional Universities: Analysing Results Of Bunin Yelets State University

Webometrics: evolution of social media presence of universities

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