A visibilidade e o posicionamento de resultados em mecanismos de busca: um estudo sobre Search Engine Optimization e marcação de dados estruturados
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Data
2022-05-03
Autores
Camossi, Gustavo
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Universidade Estadual Paulista (Unesp)
Resumo
O volume de informações disponibilizadas na Web cresceu de forma exponencial, tornando difícil a recuperação de informações, demandando o uso de mecanismos que auxiliem no processo. Nesta conjuntura os mecanismos de busca se tornaram fundamentais, sendo alvo de estudos, em especial na área da Ciência da Informação, uma vez que as teorias e técnicas da área da Organização e Representação do Conhecimento e Recuperação da Informação auxiliam na modelagem de um domínio e sua representação. Neste sentido, as técnicas de Search engine optimization, advindas do Marketing e as tecnologias da Web semântica podem ser utilizadas em conjunto para aprimorar a organização e a representação da informação nos mecanismos de busca, proporcionando maior precisão nos resultados de busca obtidos. No âmbito da Web semântica percebe-se um novo espaço de relacionamento entre as informações publicadas na Web e o entendimento que as máquinas podem extrair dele para fornecer uma melhor resposta aos usuários em suas buscas. Neste contexto, Search engine optimization tornou-se um fator crucial como método para melhorar a visibilidade de um website ou página web em um mecanismo de busca. No caminho para melhorar a interoperabilidade semântica, os mecanismos de busca como o Google introduziram o Schema.org, um vocabulário criado para tornar o conteúdo web compreensível por rastreadores e máquinas. O uso deste vocabulário torna possível descrever as informações contidas em sites com uma série de propriedades que são inseridas no código HTML, tornando seu conteúdo legível e interpretável por máquinas. Propomos uma pesquisa a fim de investigar como os mecanismos de busca se comportam ao utilizarem as técnicas de Search engine optimization e as tecnologias da Web semântica em termos de conteúdos informacionais. A investigação possui caráter descritivo exploratório com revisão da literatura e caracterização do estado da arte, seguido de aplicação de algumas das técnicas levantadas e análise do desempenho das ferramentas de busca em um site de e-commerce. Nossos resultados mostram que ao adicionar as técnicas de SEO juntamente com o vocabulário Schema.org, as páginas do ambiente informacional estudado se tornaram mais relevantes para os mecanismos de busca e para os usuários, uma vez que passam a ser atraídos pelos elementos informacionais, podendo, assim, receber influência desses elementos na decisão de escolha dos usuários. Assim constatamos que ao adicionar esses elementos enriquecidos, passamos a ofertar recursos e informações extras aos usuários, podendo influenciar a escolha do usuário e como consequência aumentando a taxa de cliques nos resultados de busca orgânica. Tais resultados apoiam a necessidade de que os ambientes informacionais digitais precisariam ser elaborados utilizando o vocabulário Schema.org, para que os ambientes informacionais digitais se tornem semanticamente mais visíveis aos mecanismos de busca, o que poderia influenciar os usuários e a visibilidade das páginas de resultados dos mecanismos de busca.
The volume of information available on the Web has grown exponentially, making information retrieval difficult, demanding the use of mechanisms that assist in the process. At this juncture, search engines have become fundamental, being the subject of studies, especially in the area of Information Science, since the theories and techniques in the area of Organization and Representation of Knowledge and Information Retrieval help in the modeling of a domain and its representation. In this sense, search engine optimization techniques, derived from Marketing, and Semantic Web technologies can be used together to improve the organization and representation of information in search engines, providing greater accuracy in the search results obtained. In the scope of the Semantic Web, a new relationship space is perceived between the information published on the Web and the understanding that machines can extract from it to provide a better response to users in their searches. In this context, search engine optimization has become a crucial factor as a method to improve the visibility of a website or webpage in a search engine. On the way to improving semantic interoperability, search engines like Google have introduced Schema.org, a vocabulary created to make web content understandable by crawlers and machines. The use of this vocabulary makes it possible to describe the information contained in websites with a series of properties that are inserted into the HTML code, making its content readable and interpretable by machines. We propose research in order to investigate how search engines behave when using Search engine optimization techniques and Semantic Web technologies in terms of informational content. The research has a descriptive exploratory character with literature review and characterization of the state of the art, followed by the application of some of the techniques raised and analysis of the performance of search engines in an e-commerce site. Our results show that by adding SEO techniques together with the Schema.org vocabulary, the pages of the informational environment studied have become more relevant for search engines and for users, since they are attracted by the informational elements, and thus can be influenced by these elements in the users' choice decision. Thus, we found that by adding these enriched elements, we begin to offer extra resources and information to users, which can influence user choice and as a consequence increase the click-through rate on organic search results. These results support the need that digital informational environments would need to be designed using the Schema.org vocabulary in order for digital informational environments to become semantically more visible to search engines, which could influence users and the visibility of search engine results pages.
The volume of information available on the Web has grown exponentially, making information retrieval difficult, demanding the use of mechanisms that assist in the process. At this juncture, search engines have become fundamental, being the subject of studies, especially in the area of Information Science, since the theories and techniques in the area of Organization and Representation of Knowledge and Information Retrieval help in the modeling of a domain and its representation. In this sense, search engine optimization techniques, derived from Marketing, and Semantic Web technologies can be used together to improve the organization and representation of information in search engines, providing greater accuracy in the search results obtained. In the scope of the Semantic Web, a new relationship space is perceived between the information published on the Web and the understanding that machines can extract from it to provide a better response to users in their searches. In this context, search engine optimization has become a crucial factor as a method to improve the visibility of a website or webpage in a search engine. On the way to improving semantic interoperability, search engines like Google have introduced Schema.org, a vocabulary created to make web content understandable by crawlers and machines. The use of this vocabulary makes it possible to describe the information contained in websites with a series of properties that are inserted into the HTML code, making its content readable and interpretable by machines. We propose research in order to investigate how search engines behave when using Search engine optimization techniques and Semantic Web technologies in terms of informational content. The research has a descriptive exploratory character with literature review and characterization of the state of the art, followed by the application of some of the techniques raised and analysis of the performance of search engines in an e-commerce site. Our results show that by adding SEO techniques together with the Schema.org vocabulary, the pages of the informational environment studied have become more relevant for search engines and for users, since they are attracted by the informational elements, and thus can be influenced by these elements in the users' choice decision. Thus, we found that by adding these enriched elements, we begin to offer extra resources and information to users, which can influence user choice and as a consequence increase the click-through rate on organic search results. These results support the need that digital informational environments would need to be designed using the Schema.org vocabulary in order for digital informational environments to become semantically more visible to search engines, which could influence users and the visibility of search engine results pages.
Descrição
Palavras-chave
Search Engine Optimization, Web semântica, Recuperação da informação, Ambientes informacionais digitais, Schema.org, Mecanismos de busca, Semantic web, Information retrieval, Digital information environments, Search engines
Como citar
CAMOSSI, Gustavo. A visibilidade e o posicionamento de resultados em mecanismos de busca: um estudo sobre Search Engine Optimization e marcação de dados estruturados. Universidade Estadual Paulista (Unesp), 2022.