THE STATE OF SEO OF E-COMMERCE WEBSITES THAT SELL ELECTRONICS IN BOSNIA AND HERZEGOVINA AND THE IMPACT OF SEO FACTORS ON TRAFFIC AND REVENUE

Abstract

Purpose: The research aims to assess the SEO status of electronics e-commerce websites in Bosnia and Herzegovina and analyze the impact of certain SEO factors on website traffic and company revenue.
Methodology: Empirical research was conducted on 47 out of 50 identified e-commerce websites that sell consumer electronics in Bosnia and Herzegovina. Descriptive statistical analysis was used to determine the share and structure of organic search visits, the current state of SEO factors, and their impact on user experience and visitor behavior. Path analysis was used to identify and quantify the relationship between SEO factors and website traffic as well as between website traffic and company revenue.
Results: Organic search visits represent 23.6% of traffic, with branded visits comprising 48.9%. Mobile optimization needs attention, with 6.4% lacking mobile-friendly design and 75.4% exhibiting poor mobile performance. Desktop performance scores are generally low, with only 12.8% rated as good. An average number of pages per visit is 2.67, and the average bounce rate is 61.4%. The authority score, which measures the quantity and quality of backlinks, has a strong positive impact on the number of keywords. In turn, the number of keywords has a strong positive impact on the number of visits. Finally, visits have a strong positive impact on the revenue of e-commerce websites.
Conclusion: Path analysis determined the link between SEO factors, traffic, and revenue. Recommendations of the most critical tactics for attracting web visitors and improving user experience and retention through SEO optimization are given.