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Title:Optimiranje za iskalnike v kontekstu digitalnega marketinga
Authors:Arh, Patrik (Author)
Marič, Miha (Mentor) More about this mentor... New window
Leskovar, Robert (Co-mentor)
Files:.pdf UN_Arh_Patrik_2020.pdf (2,25 MB)
MD5: 1A3723CB6355DDE593CDE13A8C50E7AB
 
Language:Slovenian
Work type:Bachelor thesis/paper (mb11)
Typology:2.11 - Undergraduate Thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
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:optimiranje za iskalnike, SEO, digitalni marketing, družbena omrežja
Year of publishing:2020
Source:Ljubljana
COBISS_ID:35218435 New window
NUK URN:URN:SI:UM:DK:XTYPAW1B
Views:136
Downloads:71
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:FOV
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:28.08.2020

Secondary language

Language:English
Title:Search Engine Optimization in the Context of Digital Marketing
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.
Keywords:search engine optimization, SEO, digital marketing, social media


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