A stream of research also links web visibility with web traffic ( Drèze and Zufryden, 2004). Past literature on online visibility suggests that the better the visibility greater the shareholder value ( Wang and Vaughan, 2014). For example, Wang and Xu (2016) investigated the role of web visibility in improving firm performance in the form of improvement in asset efficiency and the form of improvement in market value. firm performance) ( Wang and Vaughan, 2014) and has been silent on what leads to increment into online visibility. Literature on online visibility has been vocal on its influence on enhancing economic value (i.e. Online visibility may help to bridge the gap between blood bank service providers and blood seekers. For example, poor visibility of blood banks in online queries may cause a mismatch in the demand-supply of blood or may result in wastage of blood. In the case of decentralized collection of blood, blood banks need to try actions for improving online visibility. Locating a blood bank would be easy for donors and seekers only if the activities related to blood collection are centralized. The blood banks' goal is to maintain an optimal level of collected blood within a range that prevents both shortages and excess ( Aravindakshan et al., 2015, p. Blood shortages may increase costs whilst excess can lead to financial losses for service providers due to the costs related to blood disposal ( Aravindakshan et al., 2015). Neither a shortage nor excess of blood is efficient. The blood bank context offers a unique perspective for understanding determinants of online visibilities for several reasons. Moreover, developing countries have on average 15 times lower donation rates than developed countries ( Abbasi et al., 2018). For example, World Health Organization (WHO) assesses that approximately 1% of the world population needs to donate blood to level up the demand ( World Health Organization, 2010). The advancement of the online visibility of blood banks holds importance for healthcare practitioners. The present study focuses on understanding the factors that lead to the improvement of online visibility in healthcare specifically in the blood bank context. 292), whereby search engine optimization (SEO) may help organizations to improve online visibility. Online visibility is a function of digital marketing, which refers to “the extent to which a user is likely to encounter a reference to a website in his or her online environment” ( Wang and Vaughan, 2014, p. Individuals' shift to digital has forced organizations to focus more on improving their online visibility ( Neirotti and Raguseo, 2021) and the healthcare sector is also not an exception. According to Drees (2019), daily around 1 billion questions are being asked about healthcare on Google and The Telegraph reports that healthcare-related queries account for 7% of Google's total searches ( Murphy, 2019). coronavirus updates, healthcare providers near me. It is being utilized for answering a range of questions, i.e. Online search technology is an essential part of one's daily life ( Zineddine, 2016) and has been a major disruption in the digital era. #ONLINE VISIBILITY FULL#The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. #ONLINE VISIBILITY LICENSE#Copyright © 2022, Dušan Mladenović, Anida Rajapakse, Nikola Kožuljević and Yupal Shukla License
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