How Are Higher Education Institutions Defining Their Meta-Description Tags?

Autor/in	Taneja, Girish
Titel	How Are Higher Education Institutions Defining Their Meta-Description Tags?
Quelle	In: International Journal of Educational Management, 32 (2018) 7, S.1293-1306 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Taneja, Girish)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/IJEM-08-2017-0201
Schlagwörter	College Students; Universities; Web Sites; Metadata; Information Retrieval; Hypermedia; Marketing; Student Recruitment; Higher Education; Search Engines; Decision Making; College Choice; Internet; Reputation + Suchen Sie Ihr Suchwort? Collegestudent; University; Universität; Web-Design; Metadaten; Hochschulbildung; Hochschulsystem; Hochschulwesen; Suchmaschine; Decision-making; Entscheidungsfindung; Studienortwahl
Abstract	Purpose: The purpose of this paper is to investigate the use of meta-tags by the leading higher educational institutions (HEIs). It explores the various kinds of messages conveyed by HEIs in the meta-description tags of their website homepage. It further examines that whether the messages conveyed by HEIs are in accordance with the prospective students' perspective. Design/methodology/approach: A list of leading 200 universities was procured from the website of "The Times Higher Education". Meta-keywords and meta-description tags of the HEIs websites' homepage were drawn using online software. Descriptive analysis of the meta-tags was conducted to analyze their use by HEIs. Quantitative content analysis tool was applied to understand the messages conveyed by HEIs. Findings: Meta-description tags are defined by more than half (58.79 percent), whereas meta-keywords are written by approximately a quarter (27.47 percent) of HEIs on their homepage. While defining their meta-description tags, HEIs frequently used words related to the themes such as institution, focus area, academic programs, image building, geography, student group and environment. Practical implications: It will help the HEIs to understand the importance of meta-tags. Moreover, HEIs will be able to define their meta-description tags better. Originality/value: This is the first research paper to explore and analyze the meta-tags of the HEIs websites. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01