Izvorni znanstveni članak
https://doi.org/10.21857/y54jofk0dm
USAGE OF OPTIMIZATION IN ONLINE TRADING – EXAMPLE OF COMPANIES IN NORTHERN CROATIA
KARLA GAŠPARIĆ
orcid.org/0000-0003-0874-7611
; Varaždin
IVA GREGUREC
orcid.org/0000-0002-2429-0335
; Fakultet organizacije i informatike, Varaždin
DAMIR DOBRINIĆ
orcid.org/0000-0002-8489-2688
; Fakultet organizacije i informatike, Varaždin
Sažetak
In the earlier stages of its creation, the Internet was used for specific purposes
such as the exchange of information within large companies or government
institutions. By expanding the availability to end users, the amount of information
that could be found on the Internet also increased. In order for users to be
able to quickly and easily find relevant information for them, they use search
engines. By using search engines, website owners prioritize search engine optimization,
which is the focus of this paper.
By collecting secondary data, the theoretical basis of the concept and role of
optimization was created, as well as the basic parts and types of optimization.
As part of the empirical research, a survey questionnaire was created with the
help of which a quantitative research was conducted on micro and small companies
in northern Croatia. The questionnaire was sent to the e-mail of experts
(digital marketing or marketing experts in general) of 52 companies, of which 10
experts fully answered all questions and their answers were subjected to statistical
analysis presented in the paper. The aim of this paper was to get acquainted
with the level of use of optimization by companies operating in the northern
Croatia, including familiarity with the concept of optimization.
Based on the obtained results, it can be concluded that companies are
mostly familiar with the concept of optimization, which is used in their companies.
However, although they use a number of factors that are important for
increasing search engine rankings, yet the awareness of the benefits and role of
optimization in business is still not fully formed.
Ključne riječi
digital marketing; online trading; SEM; PPC; SEO; SEO; Northern Croatia.
Hrčak ID:
269151
URI
Datum izdavanja:
27.12.2021.
Posjeta: 1.051 *