Keywords
university
Webometrics rating
web analytics
traffic
How to Cite
Abstract
In today's information world, the activities of universities are demonstrated on websites, and the evaluation of indicators of their work and content allows to determine the competitive advantages and ways of their formation. Based on Webometrics rating and web analytics tools, a detailed analysis of the sites of selected Ukrainian and foreign universities for the first quarter of 2020 was conducted. 10 universities were selected for the study, including 5 foreign ones based on the principle of territorial proximity to Ukraine and national leadership, and five Ukrainian ones, four of which are leaders. According to the results of the rating, domestic universities are far behind not only the world leader but also the neighboring countries, which shows the insignificant competitive advantages of them in the global and regional scientific and educational space.
The results of the technical analysis of the sites showed that at the Ukrainian universities there is too low indexation of the sites, even in comparison with the foreign ones, which are territorially close, the gap is several times, and with the world leader - Harvard University – in thousand times. Among Ukrainian universities the leader is Igor Sikorsky Kyiv Polytechnic Institute, whose indexation of the site is 1.5-3 times more than others.
An external audit of the sites showed that the total visits to the sites of the ten selected universities are smaller than the world leader. It has been proven that it is important to evaluate the amount of time users spend on sites and the number of site bounce times. To increase the competitive edge, universities need to increase the depth of site browsing, improve user-friendliness and ease of use, post interesting content, optimize pages and add interactive features.
An analysis of traffic sources showed that, to ensure its growth, Ukrainian universities need to increase the visibility of the site in search keywords. This requires building a broad semantic core , optimizing existing pages and creating new ones, adding quality and unique articles. The importance of links not only from other sites but also from social network users is pointed out. Universities have been suggested to fill sites with high quality search traffic. Determined that this can be a key indicator in evaluating the performance of marketing staff. Conducted demographic analysis of users that allow a deeper understanding of the audience and develop effective marketing and remarketing activities.
References
Х. Ортега-и-Гассет, Миссия университета. Минск, Білорусь: БГУ, 2005.
О. С. Гринькевич, Управління конкурентоспроможністю вищої освіти в Україні: інституційний аналіз і моніторинг. Львів, Україна: ЛНУ ім. Івана Франка, 2018.
Дж. Салми, Создание университетов мирового класса. Москва, Россия: Издательство “Весь Мир”, 2009.
P. G. Altbach, “The past, present, and future of the research university”, Economic and Political weekly, pp. 65–73, 2011.
A. H. Teich, “Research competitiveness and national science policy”, Strategies for competitiveness in academic research, 2000.
S. Marginson, “Dynamics of national and global competition in higher education”, Higher education, т. 52, №. 1, pp. 1–39, 2006.
О. В. Жегус, та К. С. Олініченко “Оптимізація сайта закладу вищої освіти як інструменту інтернет-маркетингу”, Економічна стратегія і перспективи розвитку сфери торгівлі та послуг, вип. 2 (30), с. 160-175, 2019.
С. М. Ілляшенко, “Інтернет-маркетинг науково-освітніх послуг”, Наукові праці Донецького національного технічного університету. Економіка, № 4, с. 271-278, 2014.
О. В. Мельникова, “Основні напрями просування освітніх послуг українськими ВНЗ у мережі Інтернет”, Збірник наукових праць Харківського національного педагогічного університету ім. Г. С. Сковороди. Економіка, вип. 15, с. 25–35, 2015.
Е. М. Забарна, та Е. Ю. Соловьева, “Система та критерії маркетингового аналізу вищих навчальних закладів”, Ефективна економіка, № 1, 2013. [Електронний ресурс]. Доступно: http://www.economy.nayka.com.ua/?op=1&z=1748.
В. Г. Попова, “Інтернет-маркетинг освітніх послуг університету в сучасних умовах”, Економiка i органiзацiя управлiння, № 3 (23), c. 262–271, 2016.
B. Nikolov, “Is personalization the key to high customer conversion for university websites?”, BS thesis, University of Twente, 2019.
S. Kvitka, G. Starushenko, V. Koval, H. Deforzh and O. Prokopenko, “Marketing of Ukrainian higher educational institutions representation based on modeling of Webometrics Ranking”, Marketing and Management of Innovations, issue 3, pp. 60-72, 2019. doi: 10.21272/mmi.2019.3-05.
L. Santiworarak and S. Tawatchai, Assessment of Website Content Based on Webometrics Ranking: Case Study of Thailand University, 2018.
P. Acosta-Vargas, T. Acosta and S. Luján-Mora, “Challenges to Assess Accessibility in Higher Education Websites: A Comparative Study of Latin America Universities”, IEEE Access, vol. 6, pp. 36500-36508, 2018. doi: 10.1109/ACCESS.2018.2848978.
D. Tothova and T. Galovičová, “Websites of Slovak Universities”, International Scientific Days 2018. Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems. Proceedings, pp. 2231-2243, 2018. doi: 10.15414/isd2018.s10.13.
Webometrics Ranking of World's Universities. [Електронний ресурс]. Доступно: http://www.webometrics.info/.
А. В. Тютюнник та Б. І. Грицеляк, “Основні критерії і показники вебометричного рейтингу університетів світу”, Інформаційні технології і засоби навчання, т. 38, № 6, с. 234-244, 2013.
Н. С. Ілляшенко та О. С. Савченко, “SEO-оптимізація як сучасний інструмент інтернет-маркетингу”, Маркетинг і менеджмент інновацій, №. 3, c. 63-74, 2012.
Т. Меркулова, С. Лубенець та А. Янголенко, “Комплексна оцінка ефективності інтернет-магазинів в електронній комерції”, Вісник Харківського національного університету імені В. Н. Каразіна. Економіка, № 96, с. 43-54, 2019.
GTMetrix,[Електронний ресурс]. Доступно: https://gtmetrix.com/.
Інтернет Асоціація України, [Електронний ресурс]. Доступно: https://inau.ua/.
SimilarWeb, [Електронний ресурс]. Доступно: https://www. similarweb. com.
Majestic, [Електронний ресурс]. Доступно: https://www. Majestic.com.
REFERENCES (TRANSLATED AND TRANSLITERATED)
H. Ortega y Gasset, University Mission. Minsk, Belarus: BSU, 2005. (in Russian)
О.С. Hrynkevych, Management of Higher Education Competitiveness in Ukraine: Institutional Analysis and Monitoring. Lviv, Ukraine: LNU named after Ivan Franko, 2018.(in Ukrainian)
J. Salmi, Building World-Class Universities. Moscow, Russia: Publishing house "Ves Mir", 2009. (in Russian)
P. G. Altbach, “The past, present, and future of the research university”, Economic and Political weekly, pp. 65–73, 2011.(in English)
A. H. Teich, “Research competitiveness and national science policy”, Strategies for competitiveness in academic research, 2000.(in English)
S. Marginson, “Dynamics of national and global competition in higher education”, Higher education, т. 52, no. 1, pp. 1–39, 2006.(in English)
О.В. Jegus, and K.S. Olinichenko "Optimization of the site of a higher education institution as a tool of Internet marketing", Economic strategy and prospects for the development of trade and services, vol. 2 (30), pp. 160-175, 2019. (in Ukrainian)
S.M. Ilyashenko, “Internet marketing of scientific and educational services”, Scientific works of Donetsk National Technical University. Economics, no. 4, pp. 271-278, 2014. (in Ukrainian)
О.В. Melnikov, "The main directions of promotion of educational services by Ukrainian universities on the Internet", Collection of scientific works of Kharkiv National Pedagogical University. GS Frying pans. Economics, vol. 15, pp. 25–35, 2015. (in Ukrainian)
E.M. Zabarna, and E.Yu. Solovyova, “System and criteria of marketing analysis of higher educational institutions”, Effective economics, no. 1, 2013. [Online]. Available: http://www.economy.nayka.com.ua/?op=1&z=1748. (in Ukrainian)
V.G. Popova, “Internet marketing of university educational services in modern conditions”, Economics and organization of management, no. 3 (23), pp. 262–271, 2016. (in Ukrainian)
B. Nikolov, “Is personalization the key to high customer conversion for university websites?”, BS thesis, University of Twente, 2019. (in English)
S. Kvitka, G. Starushenko, V. Koval, H. Deforzh and O. Prokopenko, “Marketing of Ukrainian higher educational institutions representation based on modeling of Webometrics Ranking”, Marketing and Management of Innovations, issue 3, pp. 60-72, 2019. doi: 10.21272/mmi.2019.3-05. (in English)
L. Santiworarak and S. Tawatchai, Assessment of Website Content Based on Webometrics Ranking: Case Study of Thailand University, 2018. (in English)
P. Acosta-Vargas, T. Acosta and S. Luján-Mora, “Challenges to Assess Accessibility in Higher Education Websites: A Comparative Study of Latin America Universities”, IEEE Access, vol. 6, pp. 36500-36508, 2018. doi: 10.1109/ACCESS.2018.2848978. (in English)
D. Tothova and T. Galovičová, “Websites of Slovak Universities”, International Scientific Days 2018. Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems. Proceedings, pp. 2231-2243, 2018. doi: 10.15414/isd2018.s10.13. (in English)
Webometrics Ranking of World's Universities. [Online]. Available: http://www.webometrics.info/.(in English)
A.V. Tyutyunnyk and B.I. Hrytselyak, “Basic criteria and indicators of webometric rating of world universities”, Information technologies and teaching aids, vol. 38, no. 6, pp. 234-244, 2013. (in Ukrainian)
N.S. Ilyashenko and O.S. Savchenko, “SEO-optimization as a modern tool of Internet marketing”, Marketing and innovation management, “. no.3, pp. 63-74, 2012. (in Ukrainian)
T. Merkulova, S. Lubenets and A. Yangolenko, "Comprehensive assessment of the effectiveness of online stores in e-commerce", Bulletin of Kharkiv National University named after V.N. Karazin. Economics, no. 96, pp. 43-54, 2019. (in Ukrainian)
GTMetrix, [Online]. Available: https://gtmetrix.com/.(in English)
Internet Association of Ukraine, [Online]. Available: https://inau.ua/.(in Ukrainian)
SimilarWeb, [Online]. Available: https://www. similarweb. com. (in English)
Majestic, [Online]. Available: https://www. Majestic.com. (in English)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright (c) 2021 Володимир Василів