Addressing the concept of web visibility: What it is, where it comes from, and where it's heading

In this tribune, the authors delve into the concept of web visibility, aiming to understand its origins and evolution over time. They emphasize the importance of being visible on the Internet among the vast amount of available content in order to appear in top positions in search engine results page. The Anglo-Saxon term used is "Search Engine Optimization" (SEO), referring to the actions taken to optimize a website to appear prominently in search engine results pages. In Spanish, this concept is translated as "Posicionamiento Web." Thus, in the Hispanic context, this term was chosen, linked to marketing and specifying its application to the online environment. A more generic term was used compared to the English option, which was much more precise and unambiguous. Additionally, a bibliographic review on web visibility is conducted, revealing it as a research field studied for approximately 20 years. Academic articles published from 2005 to mid-2024, totaling 27 articles, are analyzed.