Digital marketing and SEO in scientific communication. Case report in Communication area

Abstract

Internet is a big self-service library, open 24×7, where you have to know how to describe yourself to be retrieval in this OPAC. There is a symbiosis between scientific production, academic profile or personal branding, and visible science. Based on the results of a previous investigation of 2257 Spanish researchers in the area of Communication, where the need to be present on the Internet is confirmed, a second investigation is designed. In this second work to study the positive influence of designing and applying digital marketing strategies to a junior researcher. Triangulation of results: for the quantitative analysis the flows of visits registered in ORCID, Google Scholar, Publons, ReaserchGate, Academia.edu, Exit Directory and Mendeley; for qualitative analysis, is planned an interview with the subject of the study. The research hypothesis is verified and interesting results are obtained with SEO program, SemRush.

Keywords:
Open science; Communication; Digital identity; Marketing; SEO; ICT