university, internet marketing, web analytics, traffic, ranking
Abstract
In the modern information world, the success of universities is determined by their online presence, as well as the quality and content of their websites. The use of Webometrics ranking and web analytics tools allows for the evaluation of universities' competitiveness and opportunities for building their advantages.Based on the Webometrics ranking and web analytics tools, a detailed analysis of nine universities in the Polissіa region of Ukraine was conducted in the first quarter of 2023. The results of the ranking show that the selected universities lag significantly behind not only neighboring state universities but also the leading universities in Ukraine, indicating their insignificant competitive advantages in the global and regional scientific and educational space.The results of the technical analysis of the websites indicate that Ukrainian universities have low indexing of their sites, even compared to universities in close proximity. The leader among Ukrainian universities is the Igor Sikorsky Kyiv Polytechnic Institute, whose website indexing exceeds the indexing of the researched universities by tens of times. It has been proven that it is important to evaluate the time users spend on websites and the number of website refusals. To increase competitive advantages, universities should increase the depth of website browsing, improve convenience and ease of use, place interesting content, optimize pages, and add interactive elements. An analysis of traffic sources shows that to ensure its growth, Ukrainian universities need to increase website visibility for key search terms. This requires collecting a broad semantic core, optimizing existing pages and creating new ones, adding quality and unique articles. The importance of links not only from other websites but also from social media users is noted. Universities are advised to qualitatively fill their websites to expand search traffic. It has been determined that this can be a key indicator in assessing the work of employee.
Author Biographies
Volodymyr Vasyliv, National University of Water and Environmental Engineering, Rivne
Candidate of Engineering (Ph.D.), Associate Professor
Andriy Omelіanіuk, National University of Water and Environmental Engineering, Rivne
