Оптимізація сайта закладу вищої освіти як інструменту інтернет-маркетингу

Abstract

Запропоновано методичний інструментарій аудиту, оптимізації та просування сайта ЗВО в інтернет-середовищі, використання якого дозволить системно та регулярно управляти ним, своєчасно вносити корективи, вирішувати оперативні та стратегічні завдання комунікаційної діяльності. Застосування розробленого інструментарію дозволило виявити недоліки та проблеми сайта ХДУХТ, розробити практичні рекомендації з його вдосконалення як засобу інтернет-маркетингу, реалізація яких сприятиме покращенню присутності на інтернет-ресурсах, підвищенню комунікаційної та комерційної ефективності ресурсу, вирішенню комплексу завдань функціонування університету на ринку послуг вищої освіти.

The article analyzes the trends in the field of higher education and indicates that one of the key factors of competitive advantage in globalized environment for a higher education institution is its presence level on the Internet. The image and reputation of a higher education institution, its services accessibility, research results prevalence, and target audience adherence, depend significantly on the use of Internet marketing. The issue relevance of using the website as Internet marketing tool by higher education institutions is substantiated based on modern practice experience of using websites by higher education institutions. The purpose of the article is to develop a methodological tool for audit, optimization and promotion of the HEI website and to develop practical recommendations for improving it as a means of Internet communications. Based on Webometrics rating, it is found that domestic HEIs, even the best ones, are inferior among universities in the world in terms of Internet presence. Whereas when determining the presence rank of a higher education institution by the Webometrics method, number of pages of the HEI website found by search engines is taken into account; number of external links to the university’s website; number of files downloaded (in different formats); number of publications, citation index by Google Scholar, the need to optimize and promote the website of higher education was proved t. In order to make decisions regarding optimization of the higher education institution website, a system of comprehensive evaluation is offered, including technical, search, marketing analysis, website usability analysis, competitors, commercial, audit design, trend-watching and content analysis. There was developed a structural and logical scheme of optimization and promotion process of the HEI website, consisting of three successive stages: information and analytical support preparation; target audience identification and study; management decisions development and making. For the purpose of operational management of the HEI website, a set of express audit parameters was offered, including analysis of the number of pages on Google, the time for pages opening, search results on the website by the most popular query according to Google, the website design modernity, content relevance, content publications regularity, content relevance to target audience interests, social networking pages, and mobile adaptability. According to the results of express audit of KSUFTT website, problems and shortcomings were identified, practical recommendations for its optimization were developed. The elimination of the identified shortcomings of KSUFTT website will allow improving its presence on the Internet resources, increasing communication and commercial efficiency of the resource, solving strategic tasks of the university functioning in the market of higher education services.