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Megatrend revija
2019, vol. 16, br. 2, str. 155-168
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/MegRev1902155K
Creative Commons License 4.0
Osnos između upravljanja veb sajtom i procesa optimizacije na pretraživaču
Univerzitet Singidunum, Fakultet za medije i komunikacije (FMK), Beograd

e-adresa: natasa.krstic@fmk.edu.rs

Sažetak

Osnovni cilj članka je da se istraži da li postiji sinergija između proaktivnog upravljanja veb sajtom i boljoj organskoj vidljivosti veb sajtova na Gugl pretraživaču koja se ogleda kroz ostvareni rezultat u optimizaciji na internet pretraživačima (SEO). Analiza je sprovedena na osnovu 63 odgovora na elektronski upitnik sproveden tokom leta 2017. godine u kojem su učestvovale srpske ustanove kulture nacionalnog značaja. Kao zavisna varijabla koristio se ostvareni rezultat u optimizaciji veb sajta na pretraživaču, dok su nezavisne varijable bile korišćenje Gugl analitike, proaktivan unos novog veb sadržaja i aktivnosti na društvenim mrežama. Da bi se ispitale razlike između ostvarenog rezultata u optimizaciji veb sajta na pretraživaču u odnosu na pojedinačne nezavisne varijable, korišćen je t-test za nezavisne uzorke. Bolje rezultate u optimizaciji zabeležili su veb sajtovi koji koriste Gugl analitiku, nedeljno unose novi veb sadržaj i koriste više od jedne društvene mreže, koji kombinovano doprinose ciljevima privlačenja novih korisnika putem internet kanala, povećavaju svest o aktivnostima ustanove i jačaju vidljivost njenog brenda na internetu. Umesto korišćenja disperitetnih alatki i kanala u upravljanju veb sajtom, cilj treba da bude osvarenje uzajamne sinergije između veb analitike, društvenih mreža, generisanja sadržaja i optimizacije sajta na pretraživaču, koji dovode do stvaranja onlajn vrednosti. Nalazi istraživanja mogu koristiti menadžerima veb sajtova za donošenje bolje informisanih odluka vezano za strategiju nastupa na internetu i alokaciju resursa.

Ključne reči

Veb sajt; optimizacija veb sajta na pretraživaču; veb analitika; društvene mreže; menadžment u kulturi

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