COMPREHENSIVE APPROACH TO SMALL BUSINESS WEB SITE OPTIMIZATION

Optimizacija spletnih strani omogoča podjetjem, da izboljšajo svojo prepoznavnost in posledično prodajo, tako da povečuje njihovo vidljivost na spletnih iskalnikih. Namen diplomskega dela je obširno raziskati področje optimizacije ter optimizacijo izvesti in testirati na realnem primeru. Spletno stran smo preuredili vsebinsko, tehnično in oblikovno ter jo naredili prijazno spletnim iskalnikom. Izboljšali smo njeno vidljivost na spletu z ustvarjanjem novih povratnih povezav in interakcijo na družabnih medijih. Ti postopki so pozitivno vplivali na rangiranje ključnih besed, posledično pa pomagali pri povečevanju prometa spletne strani. Zaradi nizke in neodzivne konkurence smo v treh mesecih dosegli večino zadanih ciljev. Možne so še nadaljnje izboljšave, zato se, predvsem zaradi hitro spreminjajočih se trendov na tem področju, priporoča optimizacija spletne strani na dolgi rok.Search engine optimization allows businesses to improve recognisability and sales by increasing their visibility on search engines. Undergraduate degree’s purpose is to do an extensive research of SEO field and to perform an optimization process and testing on realistic case. Content, design and technical properties of website were changed and made search engine friendly. Recognisabilty was improved by creating new backlinks and interacting on social media. These procedures had positive effect on keyword rankings and consequently helped increasing website traffic. Because of low and inactive competition, we managed to achieve almost all set goals in three months. Further improvements of website are possible which means that long-term optimization is recommended, mainly because of fast changing trends in SEO field