• citations in SCIndeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[]
  • visits in previous 30 days:22
  • full-text downloads in 30 days:16


article: 10 from 104  
Back back to result list
2019, vol. 48, iss. 1, pp. 12-43
Organic search visibility of Serbian banks: Common ailments and lost opportunities
University Singidunum, Faculty of Media and Communications, Belgrade,
Keywords: banks; search engines; Search Engine Optimization (SEO; Google; Serbia
This paper aims to analyze the organic search engine visibility applied on the case of Serbian banks, employing an exploratory approach to the use of search engines as one of the major information, sales and interaction channels in the banking sector. In the methodology, Web crawling and SEO software tools have been used as a source for collecting the website performance data. The generated data was intersected with some of the finance industry ranking factors, aiming to determine how the Serbian banks are performing on Google and what are their common ailments and lost opportunities in organic search visibility. The research findings showed that the country's largest banks are using search engine optimization as an online marketing strategy, but it still lacks strategic orientation in the areas of content relevance, mobile site speed, Web traffic from referrals, social and email marketing, backlinking quality and social signals.
*** Google trends. (pristupljeno 30. jula 2018
Andrés, D.J., Lorca, P., Martínez, A.B. (2009) Economic and financial factors for the adoption and visibility effects of Web accessibility: The case of European banks. Journal of the American Society for Information Science and Technology, 60(9): 1769-1780
Askey, D., Arlitsch, K. (2014) Heeding the Signals: Applying Web best Practices when Google recommends. Journal of Library Administration, 55(1): 49-59
Consumer Barometer, Google The Online and Multiscreen World (RS). insights/?countryCode=RS (pristupljeno 19. septembra 2018
Costello, R. (2018) Deep Crawl's Ultimate Guide to Google's Mobile-First Index.
Danas (2018) Deca u Srbiji najvise koriste Instagram a ne Fejsbuk. BBC News, 11. April, (pristupljeno 21. septembra 2018
Dickinson, Z., Smit, M. (2015) Being where the people are: the challenges and benefits of search engine visibility for public libraries. Library Hi Tech News, 32(10): 11-15
Dootson, P., Beatson, A., Drennan, J. (2016) Financial institutions using social media: To consumers perceive value?. International Journal of Bank Marketing, 34(1): 9-36
Econsultancy (2017) Digital Intelligence Briefing 2017: Digital Trends in Financial Services and Insurance. Ltd, https:// (pristupljeno 27. avgusta 2018
Edelman (2015) Edelman Trust Barometer. Sage Publications, (pristupljeno 7. avgusta 2018
Egri, G., Bayrak, C. (2014) The Role of Search Engine Optimization on Keeping the User on the Site. Procedia Computer Science, Special issue: Complex Adaptive Systems Philadelphia, PA, 3-5 November 2014, Vol. 36, 335-342
Enge, E., Spencer, S., Stricchiola, J. (2015) The Art of SEO: Mastering Search Engine Optimization. California, United States: O'Reilly Media, 3rd edition
Faktor Plus (2015) NCSI research: Serbian banking sector. index.php/aktuelno-2/82-windows-8/84full-responsive (pristupljeno 17. januara 2019
Gill, C. (2008) Restoring consumer confidence in financial services. International Journal of Bank Marketing, 26(2): 148-152
Google Search Console (2018) Secure Your Site with HTTPS, Protect Your Site and Your Users. (pristupljeno 1. avgusta 2018
Haider, J. (2016) The structuring of information through search: Sorting waste with Google. Aslib Journal of Information Management, 68(4): 390-406
Hariri, N. (2011) Relevance rRanking on Google: Are Top Ranked Results Really Considered More Relevant by the Users?. Online Information Review, 35(4): 598-610
Hubspot (2016) Average Traffic Sources for Websites: Benchmarks from 15K HubSpot Customers. https://research.hubspot.COM/average-traffic-sources-for-websitesbenchmarks-from-15k-hubspot-customers (pristupljeno 5. septembra 2018
Hyken, S. (2016) How to Use Twitter for Customer Service. Forbes blog, 30. April, (pristupljeno 20. septembra 2018
Kamatica (2015) Promena banke? - evo čiji klijenti bi najradije otišli. https://www. (pristupljeno 18. januara 2019
Kaushik, a. (2009) Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. New Jersey, United States: Wiley
Kritzinger, W.T., Weideman, M. (2015) Comparative case study on website traffic generated by search engine optimisation and a pay-per-click campaign, versus marketing expenditure. SA Journal of Information Management, Vol. 17 (1), Art. #651, 1-12
Krzysztof, J. (2016) A Global Approach to the Spatial Diversity and Dynamics of Internet Domains. Geographical Review, 106(4): 567-587
Luh, C.J., Yang, S.a., Huang, T.D.L.D. (2016) Estimating Google's search engine ranking function from a search engine optimization perspective. Online Information Review, 40(2): 239-255
Mavridis, T., Symeonidis, A.L. (2015) Identifying valid search engine ranking factors in a Web 2.0 and Web 3.0 context for building efficient SEO mechanisms. Engineering Applications of Artificial Intelligence, 41, 75-91
Moreno, L., Martinez, P. (2013) Overlapping factors in search engine optimization and Web accessibility. Online Information Review, 37(4): 564-580
Narodna Banka Srbije (2018) Finansijski izveštaji. 19. jul 2018, (pristupljeno 31. jula 2018
Net Market Share (2017) Market Share Statistics for Internet Technologies, Search Engine Market Share. (pristupljeno 29. jula 2018) 29
Pérez-Montoro, M., Codina, L. The Essentials of Search Engine Optimization. in: Navigation Design and SEO for Content-Intensive Websites, a Guide for an Efficient Digital Communication, New York: Elsevier, Chapter 5, 109-124
Phan, D. (2016) Mobile-First Indexing. Google Webmaster Central Blog, 4 November, https://webmasters. (pristupljeno 23. avgusta 2018
Pilcher, J. (2016) Banks and Credit Unions Struggling with Website and Mobile Traffic. The Financial Brand, https:// (pristupljeno 5. septembra 2018
Registar Nacionalnih Internet Domena Srbije Nacionalni domeni. en/domains/national-domains (pristupljeno 29. jula 2018
Rey, B. (2014) Your Tweet Half-Life is 1 Billion Times Shorter Than Carbon-14's. Wiselytics blog, 5 March 2014, http:// (pristupljeno 1. septembra 2018
Robbins, M. (2018) Effective July 2018, Google's Chrome Browser Will Mark Non-HTTPS Sites as Not Secure. Search Engine Land blog, 8 February 2018, (pristupljeno 6. septembra 2018
Savezni Zavod Za Statistiku Republike Srbije (2018) Procene stanovništva, 2017. 29.06.2018). (pristupljeno 5. septembra 2018
Schubert, D. (2016) Influence of Mobile-friendly Design to Search Results on Google Search. Procedia - Social and Behavioral Sciences, 220: 424-433, 19 th International Conference Enterprise and Competitive Environment 2016, ECE 2016, Brno, Czech Republic
Schwartz, B. (2018) The Google Speed Update: Page Speed Will Become a Ranking Factor in Mobile Search. Search Engine Land blog, 17 January, (pristupljeno 1. septembra 2018
Scott, D. (2015) White Hat Search Engine Optimization (SEO): Structured Web Data for Libraries. Partnership: The Canadian Journal of Library and Information Practice and Research, 10(1): 1-22
Scott, W.H.Y. (2016) Speed Matters: Performance Enhancements for Library Websites. Weave: Journal of Library User Experience, Vol. 1 (4). Directory of Open Access Journals, EBSCOhost, 001.401?view=text;rgn=main (pristupljeno 6. septembra, 2018
Search Engine Land (2018) The Search Engine Land Guide to SEO. (pristupljeno 10. jula 2018
Searchmetrics (2016) Rebooting Ranking Factors: (pristupljeno 6. jula 2018
Searchmetrics (2017) Finance Ranking Factors: Data Insights for Performing on Google, Searchmetrics Industry Ranking Factors Study. in: Searchmetrics Industry Ranking Factors Study, (pristupljeno 5. jula 2018
Singhal, a., Cutts, M. (2010) Using Site Speed in Web Search Ranking. Google Webmaster Central Blog, 9 April 2010, (pristupljeno 5. septembra 2018
Sitespect (2015) Website and Mobile Optimization for Financial Services Companies: Enhancing the Online Customer Experience. (pristupljeno 15. avgusta 2018
Skiera, B., Eckert, J., Hinz, O. (2010) An analysis of the importance of the long tail in search engine marketing. Electronic Commerce Research and Applications, 9(6): 488-494
Statcounter Globalstats (2018) Social Media Stats in Serbia. August, (pristupljeno 5. avgusta 2018
Su, A.J., Hu, Y., Kuzmanović, A., Koh, C.K. (2014) How to Improve Your Search Engine Ranking: Myths and Reality. ACM Transactions on the Web (TWEB), 8(2): 1-25
Sullivan, D. (2014) Google Is Experimenting with Special Ranking for Mobile-Friendly Sites. Search Engine Land blog, 18 November, (pristupljeno 9. septembra 2018
Weideman, M. (2009) Website Visibility: The Theory and Practice of Improving Rankings. Oxford: Chandos Publishing, 1 st edition
Wenyu, D., Kai, H.L., Chenting, S., Nan, Z., Nan, C. (2010) Brand Positioning Strategy Using Search Engine Marketing. MIS Quarterly, 34(2): 261-279
Willson, a. (2017) 10 Reasons Your Website Can Have a High Bounce Rate. Search Engine Journal blog, 3 January, (pristupljeno 6. septembra 2018
Zand, J., Cohen, P. (2016) U.S. Banks' Digital Engagement. SimilarWeb, May, (pristupljeno 20. avgusta 2018
Zhang, J., Dimitroff, A. (2005) The Impact of Metadata Implementation on Webpage Visibility in Search Engine Results (Part II), Cross-Language Information Retrieval. Information Processing & Management, 41(3): 691-715


article language: Serbian, English
document type: Original Paper
DOI: 10.5937/bankarstvo1901012K
published in SCIndeks: 31/05/2019
Creative Commons License 4.0

Related records