The relationship between website management and search engine optimisation

Abstract

The main aim of the article is to explore if there is a synergy between proactive website management and better organic visibility of websites on Google, evidenced through their search engine optimisation (SEO) score. The analysis was conducted using 63 responses to an electronic survey completed in summer 2017 by Serbian cultural institutions of national importance. The dependent variable was the SEO score, whereas the independent variables were the existence of Google Analytics, the state of content freshness and social media activity. To examine the differences between the SEO score with respect to each independent variable, a t- test for independent samples was used. Higher SEO scores were recorded for websites that use web analytics, perform a weekly content update and use more than one social network, which combined contribute to the efforts to attract more online users, increase awareness of the institutional activities and strengthen its online brand visibility. Instead of using disparate online tools and channels in website management, the goal should be achieving synergy between web analytics, social media, content generation and SEO, which is contributing to the online value creation. The research findings can contribute to website managers for making betterinformed decisions regarding their online strategies and resource allocation. (English) [ABSTRACT FROM AUTHOR]