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SEO kot model integriranega digitalnega trženja z uporabo sodobnih spletnih tehnologij
ERENDA, DANIJELA (Author), Trebar, Mira (Mentor) More about this mentor... This link opens in a new window

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Abstract
Diplomsko delo obravnava razširitev področja optimizacije spletnih strani (angl. search engine optimization, SEO) v model integriranega digitalnega trženja. Razviti model temelji na uporabi sodobnih spletnih tehnologij za izboljšanje prepoznavnosti ter neposredne ali posredne vidljivosti spletišča ali spletne strani tako v iskalnikih kot tudi drugih digitalnih medijih z naravnimi oziroma neplačanimi (organskimi ali algoritemskimi) iskalnimi rezultati. Model je oblikovan kot posledica ugotovljenih pomanjkljivosti celovitega pristopa k predstavitvi mikro, majhnih in srednje velikih podjetij na spletu ter presega zgolj SEO, ki je predstavljen kot eden izmed njegovih gradnikov. Postavitev kakovostnega nabora tehničnih in kreativnih elementov za optimizacijo modela je ključna za povečanje prometa spletišča. Za prikaz koncepta modela so nekateri koraki izvedeni praktično in merjeni na aktivni spletni strani mikropodjetja. Najprej so predstavljene možnosti in načini za tehnično, strukturno, oblikovno in vsebinsko optimizacijo spletišča, v nadaljevanju pa sledi analiza rezultatov, ki omogoča ugotavljanje nadaljnjih možnosti za izboljšave in določanje potrebnih korakov. Rezultat diplomskega dela je preverjen in razširljiv model integriranega digitalnega trženja na podlagi klasičnega pristopa SEO. Priložnost za nadaljnjo obravnavo predstavljajo semantični splet, plačano oglaševanje spletišča (SEA) in iskalni marketing (SEM), kar bi bolj celovito opredelilo področje digitalnega trženja.

Language:Slovenian
Keywords:SEO, spletne tehnologije, optimizacija spletišča, digitalno trženje, model, tržna strategija
Work type:Undergraduate thesis (m5)
Organization:FRI - Faculty of computer and information science
Year:2016
Views:430
Downloads:343
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Secondary language

Language:English
Title:SEO as a model of integrated digital marketing by using modern web technologies
Abstract:
Diploma thesis deals with extending the scope of search engine optimization (SEO) into integrated digital marketing model. A developed model is based on the use of modern web technologies to improve recognition and direct or indirect visibility of the website or web pages in both the search engines as well as digital media with natural or unpaid (organic or algorithmic) search results. The model is designed as a result of indetified shortcomings of a comprehensive approach to the presentation of micro, small and medium-sized businesses on the web and goes beyond the general SEO, which is presented as one of its components. Setting up a quality set of technical and creative elements to optimize the model is crucial to raise a website traffic. To display the concept of the model some practical steps are carried out and measured on the active webpage of a micro-enterprise. First, options and modes for technical, structural, design and content website optimization are presented, followed by analysis of the results, which allows identification of further improvement opportunities and determination of necessary steps. The result of diploma thesis is proven and scalable integrated digital marketing model based on the classical SEO approach. Semantic web, search engine advertising (SEA) and search engine marketing (SEM), which would more fully determine the scope of digital marketing, represent the opportunity for further discussions.

Keywords:SEO, web technologies, website optimization, digital marketing, model, marketing strategy

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