IMPROVEMENT OF COMPANY MARKETING STRATEGY BASED ON ANALYSIS OF GOOGLE SEARCH RESULTS
AbstractNowadays, Internet plays a major role in people's lives. It is usually used for entertainment, as a source of information, and also for electronic commerce. Electronic commerce (e-commerce) is gradually replacing traditional shopping, especially in the past years. It is a quick and easy form of marketing, which provides convenience for the customers, and, therefore, more and more users are using this form of shopping on the Internet. E-commerce also provides new opportunities for companies, which force them to begin dealing with the Internet. Many customers who are shopping on the Internet look for the best product or service close to their home. Most of the space in the search results in Google is occupied by local results. If a company offers some goods or services and they do not show up on the local search results, the company may be losing a lot of profits from these potential customers. That is why companies have to focus on best ranking in the local search results. In this article, we try to experimentally determine which factors affect ranking in Google search. Of course, it is necessary to quantify the impact of these factors. To select these factors and to determine their impact, we use exact methods of mathematical statistics, hypothesis testing, correlation, and regression analysis. Confirmation and quantification of the impact of some qualitative and quantitative characteristics of the company can be used to formulate recommendations for improving corporate strategy in acquiring new customers.
AIMmonitor - IAB Slovakia, Gemius & Mediaresearch. (Ed.). (2015). Slovak Internet population is close to 3.5 million the number of users. (in Slovak). Retrieved from http://www.itnews.sk/spravy/biznis/2015-01-27/c167455-internetova-populacia-sr-sa-blizi-k-poctu-35-miliona-pouzivatelov
Dorčák, P. (Ed.). (2012). eMarketing, How to reach customers on the Internet. (in Slovak). Prešov: Grafotlač Prešov, s.r.o.
Ďurica, M., & Švábová, L. (Ed.). (2014). Improvement of corporate strategy based on an analysis of local search results in Google. (in Slovak). Retrieved from http://ks.utc.sk/casopis/pdf/II2014/II-2014.pdf
Duriš, D. (Ed.). (2014). Local search results. Retrieved from http://blog.pizzaseo.com/sk/lokalne-vysledky-vo-vyhladavani-preco-na-nich-zalezi/
Janouch, V. (Ed.). (2014). Internet marketing. (in Slovak). Brno: Computer Press.
Káčerová, L. (Ed.). (2015). How does the state of Slovak e-commerce market in 2013 looks like? (in Slovak). Retrieved from http://www.pricemaniaacademy.sk/2013/11/5/ako-vyzera-stav-slovenskeho-e-commerce-trhu-v-roku-2013>
Madleňák, R. (Ed.). (2010). Electronic trading. (in Slovak). Žilina: Žilinská univerzita v Žiline.
Novák, P. (2015). eCommerce – It is already later than you think. (in Czech). Retrieved from http://pcworld.cz/internet/ecommerce-je-uz-pozdeji-nez-si-myslite-15782
Makulová, S. (Ed.). (2011). Local search as a key factor that influenced the SEO optimization. (in Slovak). Retrieved from http://www.elet.sk/?seo-optimalizacia-1&sprava=lokalne-vyhladavanie-ako-klucovy-faktor-ktory-ovplyvnil-seo-optimalizaciu-v-roku-2011>
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
email@example.com, www.iseic.cz, ojs.journals.cz