Analysis and optimization of the online shop traffic

V tem diplomskem delu smo na kratko opisali spletno trgovino SWAN Slovenija. Podrobno smo analizirali dosedanji promet (položaj rezultatov iskanja, število obiskovalcev, demografijo uporabnikov) in opravili vse potrebne posodobitve strani po katerih spletni iskalniki kategorizirajo in razvrščajo rezultate iskanj. Najpomembneje je izbrati ustrezno vsebino in pravilno vključiti ključne besede, po katerih si želimo, da bi nas uporabniki našli. Pomembno je, da je čas nalaganja naše spletne strani zelo kratek. Na to vplivajo velikosti podatkov (največkrat slik in videoposnetkov) in število povezav. Za tem smo še enkrat analizirali promet in položaj spletne trgovine, primerjali s kontrolno analizo in ugotovili, da se je promet na strani dvakrat povečal ter položaj strani pri poizvedbah dvignil za 25 %. Dokazali smo, da optimiziranje strani pozitivno vpliva na promet in položaj pri poizvedbah.In this thesis we have briefly described the online shop SWAN Slovenija. In detail, we have analyzed the traffic so far (the position of search results, the number of visitors, user demography) and have completed all the necessary updates to the website according to which search engines rank and score the results of searches. The most important thing is to choose the right content and correctly include the keywords through which we want users to find us. It is important that the loading time of our website is very short. This affects the size of the data (most pictures and videos) and number of server calls. After the update of the online shop we once again analyzed the traffic and its ranking in search engines. We found that the page traffic doubled and that page rank increased by 25 %. We\u27ve demonstrated that page optimization has a positive effect on site traffic and search rank