Google SEO score and accessibility rank on the American University Libraries’ websites: one comparative analysis
| DOI | https://doi.org/10.1108/IDD-08-2021-0088 |
| Published date | 27 October 2022 |
| Date | 27 October 2022 |
| Pages | 241-251 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Maryam Tavosi,Nader Naghshineh |
Google SEO score and accessibility rank on the
American University Libraries’websites: one
comparative analysis
Maryam Tavosi and Nader Naghshineh
Faculty of Management, University of Tehran, Tehran, Iran
Abstract
Purpose –This study aims to present a comparative study of university library websites (in the USA) from the standpoint of “Google SEO”and
“Accessibility”. Furthermore, correlation analysis between these two done.
Design/methodology/approach –By opting for a webometric approach, the present study analyzed university library websites in the USA. The
Lighthouse add-on for the Google Chrome browser has been used as a data collection tool, by writing and implementing a computer program in
Bash language automatically (May 2020). Data analysis tools used were “Libre-Office-Calc”,“SPSS22”and “Excel”.
Findings –In all 81 university library websites in the USA, Google search engine optimization (SEO) scores have been observed the amount
higher than 60 (Total Score = 100). The accessibility rank obtained lay between 0.56 and 1 (Tot al Score = 1). A weak correlation relationship
between “SEO score”and “accessibility rank”(P-value = 0.02, Spearman Correlation Coefficient = 0.345) was observed. This weak
relationship can be explained due to the impact of several components affecting Google’s SEO score, one of them being having a high
“accessibility rank”.
Practical implications –Given the increasing automation of library processes, SEO tools can help libraries in achieving their dig ital marketing
goals.
Originality/value –Accurate measurement of the Google SEO score and accessibility rank for the university library websites (in the USA) were
obtained by Lighthouse add-on for Google Chrome browser. Moreover, data extraction by the imple mentation of one program computer without the
direct observation of human resources is the innovation of this study.
Keywords Search engine optimization, Web visibility, Lighthouse, Academic libraries, USA, Accessibility
Paper type Research paper
1. Introduction
In the age of global interconnectivity, search engineshelp us to
find data on the Web rapidly (Manek et al, 2017). Accordingto
the Google SEO Help page [1], search engine optimization
(SEO) is about helping search engines understand and present
content and any optimization should be gearedtoward making
the user experience better. This issue, i.e. user experience
(UX), has gained attraction as a critical success factor in
libraries. Setiawan et al. (2020) have stated that SEO is a
technique that improves the accessibility of websites on the
Web for users. Accessibility is an important goal for libraries
from the past until now.
Academic libraries can use SEO for their digital marketing [2].
Knowing how library catalogs and search engines work, scholarly
contributions can be further improved and subsequently made
even easier to find [3]. Onaifo and Rasmussen (2013) have
stated that SEO is a mechanism for improving libraries’digital
content findability on the Web. Furthermore, Google is one of
the best search engines (RapidAPI Staff, 2020), and 75% of
users will never scroll past the first page on a Google search
(Patel, 2020). Thus, the university library can use Google SEO
for improving its visibility.
According to a survey of university students located in
Australia, Singapore, India, Canada, the UK and the USA,
84% of information searches begin with a search engine (Rosa
et al, 2005). Thus, if webmasters or managers of university
library websites improve their visibility on the Google search
engine, althoughthe users have started their search on the Web,
from search engines (suchas Google); in this case, libraries still
are retrieved.
When a search giant reveals information about its practices
or makes recommendations Librarians would stand to profitif
they listen (Askey and Arlitsch, 2014). SEO can help
researchers to increase the visibility of their articles [4].
Academic SEO is very important as far as high visibility and
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
51/2 (2023) 241–251
© Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-08-2021-0088]
The authors thank Mohammad Javad Kheyridoost for his help in
implementing the computer program in the Bash language.
Received 16 August 2021
Revised 19 October 2021
7 December 2021
22 February 2022
22 March 2022
29 April 2022
12 June 2022
4 July 2022
Accepted 6 October 2022
241
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