The SEO effect. Mapping the optimized landscape around controversial policy issues in Italy.

ABSTRACT: This research investigates the use of search engine optimization (SEO) by political and non-political actors to amplify the visibility of search engine results. While there has been much theoretical speculation around the role of SEO techniques in boosting the ranking appearance of a website, few empirical studies have been undertaken to understand the extent to which SEO techniques are used to promote visibility online. This study takes Italy as a case study to map the information landscape around nine highly controversial issues during the Italian electoral campaign of 2022. Using a combination of digital methods and a tool detecting optimization in websites, our article aims at examining which actors employ SEO techniques to foster the circulation of their ideas and agendas around hot t

SUBMITTER: Caroleo L 

PROVIDER: S-EPMC9996319 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature