In the thesis, we discuss search engine optimization. We are trying to answer the question of how to achieve the best possible position in search engine results for a given website for selected keywords. In the theoretical part, we give a general overview of the issue, especially ways of optimizing websites, the differences between organic and paid hits, and on-site optimization (activities that are performed on the website itself) and off-site optimization (activities that are performed outside of our website). In the context of off-site optimization, we address the approach of building external links (link building), which is based on establishing external links that are directed to the desired website. In the empirical part, we present a case study in which a selected transport company used a specific service of the iPromocija.si portal to build links for its website. The service of this portal is based on inclusion of the corresponding website in the directory of the portal, where the link to the website is equipped with appropriate text and/or keywords, which improves the position of the website among hits in the search engine. The results suggest that this type of link building can potentially contribute to the increased visibility of a website in search engines.
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