Prethodno priopćenje

SEO EVALUATION WITH AI AND CONVENTIONAL TOOLS: CASE STUDY OF HIGHER EDUCATION WEBSITES IN CROATIA

Matija Novak orcid.org/0000-0002-9501-7299 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Marija Maček orcid.org/0009-0001-2177-4553 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Sažetak

This study evaluates the SEO performance of three Croatian higher education websites by comparing conventional SEO auditing tools with generative AI-based analysis. The research identifies key technical and on-page deficiencies such as missing meta descriptions, poor heading structures, and a lack of schema markup and XML sitemaps. While AI tools like ChatGPT and ClaudeAI offer valuable strategic and content-level suggestions, they fall short in technical precision compared to traditional tools like RankMath and SpeedTest Insights. The study also highlights the effectiveness of open-source and free SEO tools in low-resource environments. Results suggest that a hybrid approach, combining AI and conventional tools, provides the most comprehensive SEO evaluation. The paper concludes with suggestions for future research to explore long-term SEO improvements and broader institutional comparisons.

Ključne riječi

SEO; generative AI; higher education; Croatia; case study

Hrčak ID:

345732

URI

https://hrcak.srce.hr/345732

Datum izdavanja:

23.3.2026.

Posjeta: 209 *