SEO for ecommerce retail businesses in Ecuador 2021 Case: Study of the seven finalist companies in the retail category of the eCommerce Awards Ecuador 2021
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Abstract
Search engine optimization (SEO)2 is a set of actions that allow to improve the ranking of a web page in search engines such as Google and as a key component of digital marketing become more relevant to search engines and useful for the user. With the appearance of COVID-19, digital marketing and the e-commerce industry converged and grew vertiginously worldwide and in Ecuador. This research is based on the identification and analysis of key ranking factors in Google. Through a qualitative methodology and in an analytical-synthetic process, SEO and digital marketing tools are applied to each page, and the results were evaluated through a statistical interpretation of the seven most prominent key factors that affect the positioning of the seven finalist companies of the e-commerce contest in the category retail in Ecuador 2021. In conclusion, the results made it possible to identify the key factors that affect the web positioning of e-commerce sites, and the statistical interpretation of the information related to these factors that help determine the current degree of optimization of companies and if they stood out. or not in the top positions of Google. It should be noted that SEO is constantly evolving, and it is recommended to continue with this good practice periodically.
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Victor González-Rodríguez, Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0002-3146-8082
Digital Marketing Professional.
Master’s Degree – Digital Marketing
from Pontificia Universidad Católica del Ecuador - Manabí. Systems Engineer from Escuela Politécnica Nacional (Quito); GIS Specialist (Geographic Information Systems) from Universidad del Azuay (Cuenca).
Alejandro Pacheco-Jaramillo, Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0002-4208-5546
Doctor in Economics, researcher, consultant, economic advisor, information technology advisor and lecturer of Ecuadorian origin. Over the past two decades, I have worked in a wide variety of professional capacities in both the public and private sectors, and academia locally and internationally.
In economics and management, I have worked in the automotive sector, the technology sector, international consultancies, and business management. Within the public sector, I have worked as a director and advisor in different public institutions.
In my academic experience, I have worked as a lecturer of economics at universities and postgraduate courses. Since 2017, I have been a Research Fellow in economics, econometrics and welfare at the National Center for Economic Modeling at the Institute for Governance and Policy Analysis at the University of Canberra/Australia. Currently, I am a professor and researcher of Economics at the ECOTEC University, and I work as a postgraduate associated professor at the Catholic University.
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