Optimiranje za iskalnike v kontekstu digitalnega marketinga

diplomsko delo

Patrik Arh (Author), Miha Marič (Mentor), Robert Leskovar (Co-mentor)

Abstract

Digitalni marketing je aktualno in pomembno področje, ki je del skoraj vsakega podjetja, ki želi na spletu pozitivno vplivati na svoj ugled, prepoznavnost in konverzijo, bodisi prek spleta bodisi v fizični obliki. Le-to storijo s prisotnostjo na družbenih omrežjih in lastni spletni strani, za katero je pomembno, da jo odkrije čim več uporabnikov spleta, kar storimo z optimiranostjo za spletne iskalnike. Uporabljali smo metodo kritičnega pregleda sekundarnih virov literature ter na temelju metode sinteze izoblikovali pregled obravnavanih področij in primerjalne analize med dvema spletnima stranema različnih starosti (arhphototeam.com obstaja od leta 2013 in arhvideoteam.com od leta 2019) po Mozlowi hierarhiji potreb pri optimiranju za spletne iskalnike. Raziskava obravnava optimiranje spletnih strani za iskalnike v kontekstu digitalnega marketinga. Za primerjalno analizo smo uporabili orodja Yoast SEO, GTMetrix.com in MozBar. Analiza je pokazala, da sta proučevani spletni strani med seboj podobni na področju optimiranja za spletne iskalnike, razlike je moč zaznati na področju optimiranosti ključnih besed in pri številu povratnih povezav, kjer je imela spletna stran ArhPhotoTeama boljše rezultate. Glavni priporočili za optimiranje proučevanih spletnih strani sta raziskava ključnih besed za spletno stran ArhVideoTeama in pridobitev večjega števila kakovostnih povratnih povezav (za obe spletni strani). Optimiranje spletne strani se v kontekstu digitalnega marketinga nanaša tako na tehnološke lastnosti, vsebino kakor tudi na uporabniško izkušnjo.

Keywords

digitalni marketing;iskalniki;diplomske naloge;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[P. Arh]
UDC:	004.738.5
COBISS:	35218435
Views:	441
Downloads:	105
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Search Engine Optimization in the Context of Digital Marketing
Secondary abstract:	Digital marketing is a relevant and important area that is a part of any business that wants to positively impact its reputation, recognition, and conversion, either online or in physical form. Businesses achieve that with their presence on social media and on their website, which must draw as many users as possible, which is accomplished by optimizing for search engines. The present research began with a critical review of secondary literature sources and proceeded with a comparative analysis between two websites (arhphototeam.com, which has existed since 2013, and arhvideoteam.com, which has existed since 2019) following Mozlow's hierarchy of SEO needs. The research discusses search engine optimization in the context of digital marketing. During the research, the tools Yoast SEO, GTMetrix.com and MozBar were used. The analysis has shown that the websites have a similar level of optimization; differences can only be detected in keyword optimization and in the number of backlinks, where the ArhPhotoTeam website has better results. The main recommendations for optimizing the websites are to research the keywords for the ArhVideoTeam website and get a larger number of backlinks (for both websites). Website optimization in the context of digital marketing refers to technical features and website content, as well as the user experience.
Secondary keywords:	search engine optimization;SEO;digital marketing;social media;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 46 f.
ID:	11982689