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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

emailnatasa.krstic@fmk.edu.rs, milan.gajic@fmk.edu.rs
Keywords: banks; search engines; Search Engine Optimization (SEO; Google; Serbia
Abstract
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.
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article language: Serbian, English
document type: Original Paper
DOI: 10.5937/bankarstvo1901012K
published in SCIndeks: 31/05/2019
Creative Commons License 4.0

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