Universidades en Google: hacia un modelo de análisis multinivel del posicionamiento web académico

[EN] We propose a model of analysis of the web positioning of universities based on a vocabulary of keywords categorized according to the different university mission; it is applied to a university (Universitat Politècnica de València) to check its suitability. From a vocabulary of 164 keywords, 290 web queries were built and executed on Google, collecting the first 20 results obtained for each query. The results confirm that the universities obtain a variable web positioning according to the dimension linked to the web query and that the web pages related to teaching (especially Degrees) obtain the best ranks, even when executing web queries oriented to research. However, a low position is observed not only for the UPV, but also for all the Spanish on-site public universities (only a 27% of the Top 20 ranks correspond to these universities). It is concluded that a multilevel analysis is necessary to study the web positioning of the universities and that the proposed model is both viable and scalable. However certain limitations must be taken into account, as the dependence of the vocabulary used and the high variability of data, that must be considered in the design of this type of analysis models[ES] Se propone un modelo de análisis del posicionamiento web de universidades basado en un vocabulario de palabras clave categorizadas según las distintas misiones universitarias, que se aplica a una universidad (Universitat Politècnica de València) para comprobar su idoneidad. A partir de un vocabulario de 164 palabras clave se construyeron 290 consultas web que fueron ejecutadas en Google, recopilando los 20 primeros resultados obtenidos para cada consulta. Los resultados confirman que las universidades obtienen un posicionamiento web variable en función de la dimensión vinculada a la consulta web y que las páginas web vinculadas a la docencia (especialmente Grados) son las que mejor posicionan, incluso para consultas web orientadas a investigación. Con todo, se observa un posicionamiento bajo no sólo para la UPV sino para las universidades públicas presenciales españolas (sólo el 27% del total de resultados en el Top 20 corresponde a alguna de estas universidades). Se concluye que el análisis multinivel es necesario para estudiar el posicionamiento web de las universidades y que el modelo propuesto es viable y escalable. No obstante, se han identificado ciertas limitaciones (dependencia del vocabulario utilizado y alta variabilidad de datos) que deben tenerse en cuenta en el diseño de este tipo de modelos de análisis.Gonzalez-Llinares, J.; Font-Julian, CI.; Orduña-Malea, E. (2020). 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