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Website optimisation for search engines – concept of website profiling

Król Karol, Zdonek Dariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2020

z. 144

287--298

Purpose: The article presents the concept of profiling a website. Profiling is focused on the quality of the SEO (search engine optimization) audit and the conclusions that flow from it, and its goal is to increase the effectiveness of the review. The primary purpose of the work was to assess the accuracy of the characteristics prepared in this way. Design/methodology/approach: Four websites related to the hotel industry have been profiled and compiled in pairs, whose addresses were obtained from an Internet search engine. The tests were performed using selected testing tools. Findings: It has been shown that based on an analysis of SEO attributes, one can create a technological profile of a site without browsing it first, and the relevance of profiling is determined by two factors: the auditor’s experience and audit scope, including the quality and number of testing tools used. Practical implications: The idea of profiling involves looking at a website only through the prism of an SEO audit, which changes the perspective and forces a more in-depth analysis of SEO tests. This can contribute to better use of information obtained during an inspection. Profiling is often treated as an activity supplementing an SEO audit in the case of a lack of access to testing tools when the test results are incomplete, insufficient, or inaccessible. Originality/value: By analyzing SEO attributes, one can create a technology profile and a specific site characteristic without browsing it first. Two factors determine the relevance of profiling: the auditor’s experience and the quality and scope of the audit performed by the testing application.