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1

Google-Marketing of Selected Online Services of Polish Banks

100%
Kilon A.
Optimum. Studia Ekonomiczne
|
2013
|
issue 5(65)
87-100
EN
In this paper the results of the survey on the Google search engine marketing of selected phrases (keywords) for basic banking products for retail customers and small and medium-sized enterprises in Poland were discussed. The research was done in November 2012, concerning seven phrases covering deposit, savings and loan services. The recent statistics (from the 1st quarter of 2010 up to 2nd quarter of 2012) for online banking in Poland, as well as for Internet marketing market were also presented. In conclusion, the recommendations for the application of Google-marketing in retail banking were formulated.
2

Search Engine Optimisation and Google Answer Box

100%
Miklošík A., Daňo F.
Communication Today
|
2016
|
vol. 7
|
issue 1
82-91
EN
Changing behaviour of users searching online is reflected by search engines that strive to provide best search results to retain the loyalty of their users and increase their market share. Google as the global market leader innovates its services constantly and works on improving the usability of its search results. Introducing Google Answer Boxes has changed the way Google presents information on the one side and the way how users search for the information on the other. For website owners it is vital being included in search results and even more being excerpted in the Google Answer Box. Here, the user can see much more content from the website and thus, the owner can build brand awareness and gain extra conversions as well. In this article, the authors aim at analysing the benefits and dislikes of Google Answer Boxes for three different groups: Users, Google and website owners. The authors analyse one of the Google Answer Box’s form deeper by using a case study. Results of primary research are further presented in the form of pointing out at strengths and weaknesses of this technology in application for different entities/audiences. The main objective of the text is to analyse differences in the frequency of the occurrence of Google Answer Boxes when searching for different phrases beginning with “How to”, “I want to buy” and “I want to do”. The empirical study includes 30 different search phrases in 4 languages, thus analysing 120 search results in total. The authors analyse the status quo regarding the appearance of Google Answer Box in any of its different forms for these types of search queries and identify differences in the frequency of Google Answer Box appearance in the Australian, German, Czech and Slovak version of Google.
3

Development of SEO Performance of Selected Slovak University Web Portals

75%
Miklosik A.
Communication Today
|
2013
|
vol. 4
|
issue 2
80-93
EN
This article deals with the issue of performance of faculties at Slovak universities in the field of marketing implementation in search engines, offering economically oriented studies. We have realized a primary research oriented at determining the situation of the search engine visibilities of the selected 21 faculties. The aim of the article is to determine the overall trends in this area and to find the solutions to improve the performance in the respective criteria. We have prepared a set of recommendations for the leader of the rankings, the Faculty of Management, Comenius University in Bratislava, to move forward and strengthen its positions in this market segment.
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