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master's thesis
ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU
Diplomski rad
2022. urn:nbn:hr:145:025072
Zebec, Antun
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Zebec, A. (2022). ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:025072

Zebec, Antun. "ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:025072

Zebec, Antun. "ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:025072

Zebec, A. (2022). 'ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:025072

Zebec A. ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:025072

A. Zebec, "ZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:025072

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Metadata
TitleZNAČAJ TRAŽILICA U INTERNETSKOM INFORMACIJSKOM PROSTORU : Diplomski rad
Title (english)The importance of internet search engines : Final paper
AuthorAntun Zebec
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Internetski informacijski prostor čini mrežu različitih web-sjedišta, poslužitelja i ostalih komponenti, a njegov cilj je pružiti informacije korisniku. Jedan od najvažnijih alata dostupnih u internetskom informacijskom prostoru je tražilica. Tražilica ima vrlo važnu funkciju i ona olakšava pretraživanje internetskog prostora. Glavni dio teme odnosi se na pojam SEM koji predstavlja sve marketinške aktivnosti koje se provode na internetskim tražilicama te obično uključuje dvije tehnike: SEO... More (optimizaciju za tražilice) i SEA (oglašavanje na tražilicama). Obje tehnike imaju značajnu ulogu u kreiranju web-sjedišta i njegovom pozicioniranju kod tražilice. SEO tehnike se odnose na poziciju web-sjedišta u rezultatima pretrage tražilice, dok SEA se odnosi na kreiranje oglasa i njihov uspjeh na tražilici. Fokus rada se stavlja na ove dvije tehnike jer su one vrlo bitne za provođenje marketinških aktivnosti na tražilicama. Cilj SEO metode je postići kvalitetan sadržaj, točno određene ključne riječi i prepoznatljive naslove u sadržaju. Takvim korištenjem SEO tehnike postiže se vrlo visok rezultat u rezultatima pretrage. Svako web-sjedište teži prvoj poziciji u rezultatima pretrage jer ono donosi veći broj klikova te posljedično veću interakciju. Cilj korištenja SEA tehnike je privući korisnike putem oglasa na tražilici i posljedično ostvarivanje ciljeva web-sjedišta. Za potrebe analize koristili su se alati za analizu web-sjedišta. Pomoću tih alata dobiveni su rezultati koji se analiziraju i uspoređuju. Cilj analize je prikazati upotrebu optimizacije na odabrana web-sjedišta i što optimizacija donosi sjedištu. Dodatni cilj analize je prikazati korisnost upotrebe ovakvih alata prilikom kreiranja web-sjedišta. Poduzeća žele znati koliko im se investicija u optimizaciju i oglašavanje isplati, a što je fokus interesa ovog rada. Cilj rada je ilustrirati uporabnu vrijednost korištenja SEM metode kao jedne od najznačajnijih metoda u digitalnim marketinškim aktivnostima. Less
Abstract (english)
The Internet information space consists of a network of different websites, servers and other components, and its goal is to provide information to the user. The search engine is one of the most important tools available in the Internet information space. The search engine has an essential function and it facilitates the search of the Internet space. The main part of the topic refers to the term SEM, which represents all marketing activities carried out on Internet search engines and... More usually includes two techniques: SEO (search engine optimization) and SEA (search engine advertising). Both techniques play a significant role in the creation of a website and its positioning in search engines. SEO techniques refer to the position of the website in the search results of the search engine, while SEA refers to the creation of ads and their success on the search engine. The focus of the paper is placed on these two techniques because they are very important for conducting marketing activities on search engines. The goal of the SEO method is to achieve quality content, precisely defined keywords and recognizable titles in the content. Such use of the SEO technique achieves a very high result in the search results. Every website strives for the first position in the search results because it brings more clicks and, consequently, more interaction. The goal of using the SEA technique is to attract users through search engine ads and consequently achieve the website's goals. Website analysis tools were used for analysis purposes. Using these tools, the results are obtained, which are analyzed and compared. The goal of the analysis is to show the use of optimization on selected websites and what optimization brings to the site. An additional goal of the analysis is to show the usefulness of using such tools when creating a website. Companies want to know how much their investment in optimization and advertising is worth, and that is the focus of interest of this paper. The aim of the paper is to illustrate the utility value of using the SEM method as one of the most significant methods in digital marketing activities. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:025072
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Business informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-06-29 12:01:50
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