PRIMJENA OPTIMIZACIJE U ONLINE TRGOVANJU - PRIMJER PODUZEĆA U SJEVERNOJ HRVATSKOJ
USAGE OF OPTIMIZATION IN ONLINE TRADING – EXAMPLE OF COMPANIES IN NORTHERN CROATIA

Summary/Abstract: In the earlier stages of its creation, the Internet was used for specific purposes such as the exchange of information within large companies or government institutions. By expanding the availability to end users, the amount of information that could be found on the Internet also increased. In order for users to be able to quickly and easily find relevant information for them, they use search engines. By using search engines, website owners prioritize search engine optimization, which is the focus of this paper. By collecting secondary data, the theoretical basis of the concept and role of optimization was created, as well as the basic parts and types of optimization. As part of the empirical research, a survey questionnaire was created with the help of which a quantitative research was conducted on micro and small companies in northern Croatia. The questionnaire was sent to the e-mail of experts (digital marketing or marketing experts in general) of 52 companies, of which 10 experts fully answered all questions and their answers were subjected to statistical analysis presented in the paper. The aim of this paper was to get acquainted with the level of use of optimization by companies operating in the northern Croatia, including familiarity with the concept of optimization. Based on the obtained results, it can be concluded that companies are mostly familiar with the concept of optimization, which is used in their companies. However, although they use a number of factors that are important for increasing search engine rankings, yet the awareness of the benefits and role of optimization in business is still not fully formed.

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