What municipal websites supply and citizens demand: a search engine optimisation approach

Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Purpose

Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.

Design/methodology/approach

To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.

Findings

Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.

Practical implications

The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.

Social implications

The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.

Originality/value

This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.

From Bureaucracy to Citizen-Centricity

Organisations, including public service organisations, are increasingly adopting a digital transformation strategy, and deploying digital capabilities to enhance customer experience. However, digital initiatives in public services often focus more on the technology with relatively less regard to the citizen for whom the services are designed. To address this lacuna, this study contextualises the digital transformation of public services by focusing on the citizen. This study is based on data collected in the conduct of two projects involving public services within an EU member state. Based on the analysis of the citizen-journey in availing of public services, five common pain-points are identified – information inconsistencies, intricate website navigation, bureaucratic jargon, disconnected multichannel touchpoints, and a lack of real-time online support. To alleviate the pain-points, we offer five insights based on academic insights and international benchmarking.

Fatores influenciadores da divulgação de informação e do acesso à informação dos municípios

Resumo A transparência e o acesso à informação são importantes para o escrutínio público, a participação e a responsabilidade, contribuindo para a confiança dos cidadãos no governo. Para aumentar o acesso à informação pública, os governos locais têm recorrido à transparência ativa através da divulgação de informação pública nos seus websites, com acesso livre e aberto. Este estudo analisa a influência de fatores socioeconômicos e políticos na gestão das políticas públicas de transparência ativa nos municípios portugueses. O estudo utiliza a metodologia de dados de painel, que ainda não foi empregada para examinar a transparência municipal ativa em Portugal, testando empiricamente os fatores que impactam a divulgação da informação pública, valendo-se do índice de transparência como um proxy. Foram encontradas evidências empíricas em relação aos fatores políticos e socioeconômicos que influenciaram o nível de transparência municipal. Uma vez que os estudos sobre o caso português são escassos, esta pesquisa contribui para a compreensão das respostas dos municípios às pressões da sociedade por mais transparência.