Search

Search engine queries are the starting point for studies in different fields, such as health or political science. These studies usually aim to make statements about social phenomena. However, the queries used in the studies are often created rather unsystematically and do not correspond to actual user behavior. Therefore, the evidential value of the studies must be questioned. We address this problem by developing an approach (query sampler) to sample queries from commercial search engines, using keyword research tools designed to support search engine marketing. This allows us to generate large numbers of queries related to a given topic and derive information on how often each keyword is searched for, that is, the query volume. We empirically test our approach with queries from two published studies, and the results show that the number of queries and total search volume could be considerably expanded. Our approach has a wide range of applications for studies that seek to draw conclusions about social phenomena using search engine queries. The approach can be applied flexibly to different topics and is relatively straightforward to implement, as we provide the code for querying Google Ads API. Limitations are that the approach needs to be tested with a broader range of topics and thoroughly checked for problems with topic drift and the role of close variants provided by keyword research tools.

U ovom radu opisujem osnovne principe optimizacije web stranica za internet tražilice (eng. SEO - Search Engine Optimization). Teorijski dio sadrži objašnjenja bitnih pojmova potrebnih za razumijevanje SEO-a. Principi i pravila objašnjena u teorijskom dijelu primijenjeni su na programski dio koji za cilj ima objediniti više faktora dobijenih preko APIa i izračunati koliko je teško rangirati se za određenu ključnu riječ. Algoritam koji vrši izračun koristi 4 faktora na koje su dodane težine. Konačni cilj je komercijalizacija alata u smislu pretplata i dodavanje funkcija koje će alat razlikovati od trenutno dostupnih alata na tržištu., In this paper, I described the basic principles of website search engine optimization (SEO). First of all, the theoretical part contains a statement of several essential concepts needed to understand SEO such as digital marketing, in other words, SERP. The principles and rules of publication were applied in theory to a programmatic part that uses multiple factors obtained through an API and calculates how difficult it is to rank for a particular keyword. The algorithm that uses the calculation uses 4 basic factors that has a calculated weight. The ultimate goal is to commercialize the tool in terms of subscriptions and to add a features that will differentiate the tool from the tools currently available in the market.