Improvement of company marketing strategy based on Google search results analysis

Google is now probably the most widely used Internet searching tool. Most companies that sell their goods or services electronically try to reach that customers will be able to find their offer through Google search. The person or company who searches for a product or service through Google enters keywords into the search. Then the customer chooses from the first few offers most frequently. It is therefore in the interest of every company that sells some products to be placed in a leading position of this search. However, how to achieve this goal? The paper deals with the analysis and quantification of some characteristics of companies that may affect their ranking in local search results using the search domain Google. In the paper we try to experimentally determine which factors affect ranking in Google search. Of course, it is necessary to quantify the impact of these factors. To select these factors and to determine their impact, we use exact methods of mathematical statistics, hypothesis testing, correlation and regression analysis. Confirmation and quantification of the impact of some qualitative and quantitative characteristics of the firm can be used to formulate recommendations for improving corporate strategy of the firm for acquiring new customers. (C) 2015 The Authors. Published by Elsevier B.V.