FRAMEWORK FOR MEASURING PERFORMANCE OF WEBSITES IN TERMS OF SEARCH ENGINE OPTIMIZATION
FRAMEWORK FOR MEASURING PERFORMANCE OF WEBSITES IN TERMS OF SEARCH ENGINE OPTIMIZATION
Author(s): Andrej MiklošíkSubject(s): Management and complex organizations, Social Informatics, Sociology of the arts, business, education, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: benchmarking; digital marketing; fulltext search; search engine marketing; search engine optimization;
Summary/Abstract: In this digital age, customers and companies are using different approach when selecting their supplier or business partner. One of the criteria is the digital presence of the company or organization. It has to be positioned well in the search engine to attract the attention ofthe potential partner. Moreover, it should fulfil defined standards of usability to persuade the partner that the owner of the website is modern and performing. In this study, search engine ranking factors are examined according to their importance for the performance of the website in positioning in search results. Trends in ranking factors development are analysed and a complex unified framework for conducting search engine optimization performance benchmarking of websites of organizations is introduced applicable in any sector of national economy.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 179-191
- Page Count: 13
- Language: English