Websites analysis and optimization on the example of website x

Optimizacija spletnih strani (angl. Search Engine Optimization) je še pred nekaj leti veljala za pristranski pojem, kateremu se ni namenjalo veliko pozornosti. Informacijska revolucija in z njo širjenje informacijske kulture je dojemanje pojma temeljito spremenila. Dejstvo je, da se družbeno in poslovno življenje seli na splet. Posamezniki se z marsikaterim vprašanjem obrnemo raje na spletni iskalnik kot na sočloveka. Težimo k hitremu iskanju kakovostnih informacij, zato pričakujemo, da bomo med prvimi rezultati iskanja našli točno to, kar smo iskali. Vedeti moramo, da se v ozadju odvija velik boj med lastniki spletnih mest za prva mesta med zadetki v iskalniku. Optimizacija spletnih strani je proces, katerega cilj je, da se spletne strani uvrstijo čim višje med organskimi rezultati iskanja z namenom povečanja obiska, prodaje, pridobivanja novih strank, prepoznavnosti blagovne znamke … Je proces, ki je zahteven, kompleksen in dolgoročen. Odvisen je od mnogih dejavnikov, najbolj pa nanj vplivajo algoritmi za razvrščanje, ki so vezani na posamezni iskalnik. V diplomski nalogi se bomo posvetili procesu optimizacije spletnih strani in opredelili elemente, ki ga sestavljajo in kateri imajo nanj največji vpliv. Še prej bomo pojasnili ključne pojme, kot so: spletne strani, spletni iskalniki, spletni pajki in uporabniška izkušnja. Ti so namreč temelj za razumevanje posameznih korakov procesa optimizacije spletnih strani. Nato se bomo osredotočili na elemente notranje optimizacije in nadaljevali z elementi zunanje optimizacije spletnega mesta. Povzeli bomo tudi nekatera orodja, ki služijo k dobremu usmerjanju v procesu optimizacije spletnih strani in s katerimi lahko učinkovito spremljamo rezultate našega dela ter ostalo analitiko, ki je vezana na spletno mesto. V drugem delu diplomske naloge bomo proces optimizacije utemeljili na primeru spletnega mesta x. V praksi bomo predstavili, kako s postopkom analize sedanjega stanja spletnega mesta pridemo do rešitev, ki bodo nagradile spletno mesto x in izboljšale njegovo uvrstitev med rezultati iskanja.Only years ago, search engine optimization was considered an irrelevant concept to which, not much attention was paid. The information revolution and the spread of information culture has fundamentally changed the perception of the concept. It is a fact that social and business life are moving online. Individuals prefer to ask a question to a search engine rather than a fellow human being. We strive to quickly find quality information, so we expect to find exactly what we are looking for among the first search results. We need to know that there is a big fight going on in the background between website owners for the first places among search engine results. Website optimization is a process that aims to a achieve higher rankings of websites in search engines’ organic results in order to increase traffic, sales, brand awareness, gain new customers … This is a demanding, complex and long-term process. It depends on many factors, but is most affected by the search engine specific sorting algorithms. The diploma thesis will focus on the process of website optimization and define the elements which have the greatest impact on it. Beforehand, we will explain key concepts such as: websites, search engines, web spiders and user experience. These are the basis for understanding the individual steps of the website optimization process. The focus will then turn to the elements of on-site optimization and continue with the elements of off-site optimization. A summarization on some tools that serve as a good guide in the process of website optimization and with which the result of the work done and other analytics related to the website can be effectively monitored, will be done. In the second part of the thesis, the optimization process on the example of the website x will be based. The process of analysing the current state of the site, which leads to solutions that will upgrade the website x and improve its ranking among search results will be presented in practice