<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392023000200003</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.12922</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Posicionamiento orgánico en motores de búsqueda, su relevancia científica y tendencias de investigación]]></article-title>
<article-title xml:lang="en"><![CDATA[Organic Search Engine Ranking: Its Scientific Relevance and Research Trends]]></article-title>
<article-title xml:lang="pt"><![CDATA[Posicionamento orgânico nos mecanismos de busca, sua relevância científica e tendências de pesquisa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Orejuela]]></surname>
<given-names><![CDATA[Héctor Augusto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Osorio Andrade]]></surname>
<given-names><![CDATA[Carlos Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arango Espinal]]></surname>
<given-names><![CDATA[Edwin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>25</volume>
<numero>45</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392023000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392023000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392023000200003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con el crecimiento del mercado digital en los últimos años y el impulso -generado por el confinamiento a causa de la pandemia- a las negociaciones en ecosistemas digitales, el posicionamiento orgánico en motores de búsqueda se convierte en un elemento relevante de estudio, tanto para la comunidad científica como para el sector empresarial mundial, pues ya no basta con tener un espacio en la red, sino que se note en el momento de búsqueda por parte de un usuario digital. El objetivo de esta investigación es reconocer la tendencia científica del posicionamiento orgánico en motores de búsqueda, en los últimos años. Para ello, se realizó un análisis bibliométrico de 286 artículos científicos indexados en Scopus, identificando indicadores de producción académica, corrientes de investigación, palabras frecuentes y futuras líneas de investigación en este campo. Los hallazgos demuestran un crecimiento exponencial en la producción científica sobre el tema, identificando ocho corrientes de relevancia académica y seis futuras líneas de investigación, con grandes posibilidades de estudios contextuales en Latinoamérica, donde su estudio ha sido escaso. La mayoría de los documentos analizados indican la importancia de esta técnica en el posicionamiento de los sitios web y el rendimiento financiero de las organizaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract With the growth of the digital market in recent years and the boost generated by the lockdown due to the pandemic for negotiations in digital ecosystems, organic search engine ranking becomes a relevant subject of study for the scientific community and the global business sector. It is no longer sufficient to have an online presence; rather, it is essential to have prominence when a digital user conducts a search. This research aims to recognize the scientific trend of organic search engine ranking in recent years. To achieve this, a bibliometric analysis of 286 scientific articles indexed in Scopus was performed, identifying indicators of academic production, research trends, frequent keywords, and future lines of investigation in this field. The findings demonstrate exponential growth in scientific production on the subject, identifying eight relevant academic trends and six future lines of research, with significant possibilities for contextual studies in Latin America where research has been limited. Most of the analyzed documents underline the importance of this technique in website ranking and the financial performance of organizations.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Com o crescimento do mercado digital nos últimos anos, e o impulso gerado pelo confinamiento devido à pandemia às negociações nos ecossistemas digitais, o posicionamento orgânico nos mecanismos de busca torna-se um elemento de estudo relevante, tanto para a comunidade científica como para o setor empresarial global, já que não basta mais ter um espaço na internet, mas ter notoriedade no momento da busca por um usuário digital. O objetivo desta pesquisa é reconhecer a tendência científica do posicionamento orgânico nos mecanismos de busca, nos últimos anos. Para isso, foi realizada uma análise bibliométrica de 286 artigos científicos indexados no Scopus, identificando indicadores de produção acadêmica, correntes de pesquisa, palavras frequentes e futuras linhas de pesquisa neste campo. Os achados demonstram um crescimento exponencial da produção científica sobre o tema, identificando oito correntes de relevância acadêmica e seis futuras linhas de pesquisa, com grande potencial para estudos contextuais na América Latina onde seu estudo tem sido escasso. A maioria dos documentos analisados indica a importância dessa técnica no posicionamento de sites e no desempenho financeiro das organizações.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[posicionamiento orgánico en motores de búsqueda]]></kwd>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[producción académica]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="en"><![CDATA[Organic search engine ranking]]></kwd>
<kwd lng="en"><![CDATA[bibliometric analysis]]></kwd>
<kwd lng="en"><![CDATA[academic production]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="pt"><![CDATA[posicionamento orgânico em mecanismos de busca]]></kwd>
<kwd lng="pt"><![CDATA[análise bibliométrica]]></kwd>
<kwd lng="pt"><![CDATA[produção acadêmica]]></kwd>
<kwd lng="pt"><![CDATA[marketing digital]]></kwd>
</kwd-group>
</article-meta>
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