А New Theatre Experience: Page Experience Signals


  • Nataša Krstić




user experience, website, theatre, search engine optimization, Page Experience Signals


In the digital age struggling with the pandemic, theatres strive to gain new and retain old audiences by providing user experiences online. Information about events, electronic ticket purchasing, and live streaming require improved website functionality, where Page Experience Signals, the latest practice recommended by Google, have been gaining importance. As part of this research, five experiential signals were analyzed on a sample consisting of 18 Belgrade theatres’ homepages: Core Web Vitals, Mobile-friendliness, Safe browsing, Secure connection, and the absence of intrusive interstitials. All analyzed websites were found to provide safe internet search and generally did not contain disruptive content on their homepages. Given that an increasing number of visitors are using mobile devices to search for and purchase tickets, several theatres should pay attention to the need to optimize their website for mobile visits, and to secure the data transfer protocol. In addition, common weaknesses in the theatres’ Page Experience Signals were highlighted – the slow homepage loading performance and achieving their visual stability; the webmasters were also given proposals on overcoming them during the transition period after the algorithm change. The recommendation for future research is to assess at the end of 2021 whether the Page Experience Signals of the Belgrade theatres have contributed positively or negatively to their organic search performance on Google.

Article received: June 3, 2021; Article accepted: June 23, 2021; Published online: October 15; Original scholarly article

How to cite this article: Krstić, Nataša. "А New Theatre Experience: Page Experience Signals." AM Journal of Art and Media Studies 26 (October 2021): 129-141. doi: 10.25038/am.v0i26.476

Author Biography

Nataša Krstić

Nataša Krstić
Singidunum University, Faculty of Media and Communications, Belgrade

Nataša Krstić (1972) is the Associate Professor at the Faculty of Media and Communications, Singidunum University and regional UNICEF consultant for child rights in business. She graduated and received her master's degree from the Faculty of Economics, University of Belgrade and obtained her PhD in Management Sciences in 2014 at the Singidunum University. In 2015, she received the “Professional Diploma in Digital Marketing” awarded by the renowned UK Institute of Direct and Digital Marketing (IDM). In 2016, Nataša also specialized in Search Engine Optimization (SEO) at the University of California – UC Davis. She is the author of the textbooks “Digital Marketing: A Glossary” and “SEO: from Theory to Practice” published by the FMK Books (FMK knjige). Her areas of research are digital marketing, search engine optimisation and child rights.


AEA Consulting for Arts Council England, and UK Theatre and Society of London Theatre. “From Live-To-Digital, Understanding the Impact of Digital Developments in Theatre on Audiences, Production and Distribution.” October 2016. https://www.artscouncil.org.uk/sites/default/files/download-file/From_Live_to_Digital_OCT2016.pdf. Accessed on April 17, 2021.

Arts and Business, Arts Council England and MLA. “Digital audiences: engagement with arts and culture online.” November 2010. https://www.aandbscotland.org.uk/documents/2012-05-28-13-11-39-10-Digital-audiences-for-arts-and-culture-november2010.pdf. Accessed on April 10, 2021.

Askey Dale, and Arlitsch Kenning. “Heeding the signals: applying web best practices when Google recommends.” Journal of Library Administration 55 (2014): 49–59. doi: 10.1080/01930826.2014.978685. DOI: https://doi.org/10.1080/01930826.2014.978685

Barysevich, Аleh. “What Counts as an Intrusive Interstitial?” Search Engine Journal (blog). Last modified December 6, 2016. https://www.searchenginejournal.com/counts-intrusive-interstitial/180023/. Accessed on March 20, 2021.

Card K. Stuart, Thomas P. Moran, and Allen Newell. The Psychology of Human-Computer Interaction. USA: L. Erlbaum Associates Inc., 1983.

De la Vega Pablo, Sara Suarez-Fernández, David Boto-García, and Juan Prieto-Rodríguez. “Playing a play: online and live performing arts consumers profiles and the role of supply constraints.” Journal of Cultural Economics 44, 3 (2020): 425–50. doi: 10.1007/s10824-019-09367-y. DOI: https://doi.org/10.1007/s10824-019-09367-y

“Digital theatre.” https://www.digitaltheatre.com. Accessed on March 21, 2021.

Google Search Central. “Search Engine Optimization (SEO) Starter Guide.” Last modified on May 5, 2021, https://developers.google.com/search/docs/beginner/seo-starter-guide. Accessed on March 25, 2021.

Google Search Central. “Secure your site with HTTPS.” https://developers.google.com/search/docs/advanced/security/https/. Accessed on May 25, 2021.

Grad Beograd. “Pozorišta”. http://www.beograd.rs/lat/upoznajte-beograd/1289-pozorista/. Accessed on April 12, 2021.

Harrington, Kelly Hope. “More Safe Browsing Help for Webmasters.” Google Search Central (blog). Last modified September 7, 2016. https://developers.google.com/search/blog/2016/09/more-safe-browsing-help-for-webmasters. Accessed on May 2, 2021.

Hausmann Аndrea, and Lorenz Poellmann. “eWOM in the performing arts: exploratory insights for the marketing of theaters.” Arts and the Market 6, 1 (2016): 111–23. DOI: https://doi.org/10.1108/AAM-08-2013-0013

Hoxmeier A. John, and Chis DiCesare. “System Response Time and User Satisfaction: An Experimental Study of Browser-based Applications.” Article presented at the AMCIS 2000 Conference Proceedings 347 (2000): 140–45.

Jeffrey, Јоse. “Timing for bringing page experience to Google Search.” Google Search Central (blog). Last modified November 10, 2020. https://developers.google.com/search/blog/2020/11/timing-for-page-experience. Accessed on March 25, 2021.

Krstić, Nataša, Milan Milan. SEO: od teorije do prakse. Optimizacija veb-sajta za pretraživače. Beograd: Fakultet za medije i komunikacije, 2020.

Krstić Nataša and Dejan Masliković. “Pain points of cultural institutions in search visibility: the case of Serbia.” Library Hi Tech 37, 3 (2019): 496–512. doi: 10.1108/LHT-12-2017-0264. DOI: https://doi.org/10.1108/LHT-12-2017-0264

Leko-Šimić Mirna, and Antun Biloš. “Theatre Marketing: Using Websites to Attract Young Target Audience.” Irish Business Journal 10, 1 (2017): 32–49.

Luh, Cheng-Jye, Sheng-An Yang, and Dean Huang Ting-Li. “Estimating Google’s search engine ranking function from a search engine optimization perspective.” Online Information Review 40, 2 (2016): 239–55. doi: 10.1108/OIR-04-2015-0112. DOI: https://doi.org/10.1108/OIR-04-2015-0112

Mahlke, Sascha. “Factors influencing the experience of website usage.” Article presented at the Conference on Human Factors in Computing Systems – Proceedings, CHI 2002. Minneapolis: Association for Computing Machinery, April 20–25, 2002: 846–47. DOI: https://doi.org/10.1145/506443.506628

Mascioni, Michael. “Expanding Transmedia Theatre.” Stage Directions 27, 10 (2014): 20–23.

Narodno pozorište. “Izvinjenje publici zbog problema u vezi sa emitovanjem snimka predstave Bela kafa.” https://www.narodnopozoriste.rs/sr/vesti/izvinjenje-publici-zbog-problema-u-vezi-sa-emitovanjem-snimka-predstave-bela-kafa. Accessed on April 17, 2021.

“Onlajn predstave Narodnog pozorišta do sada imale više od 77.000 pregleda.” N1, last modified March 26, 2020. http://rs.n1info.com/Kultura/a582399/Onlajn-predstave-Narodnog-pozorista-do-sada-imale-vise-od-77.000-pregleda.html. Accessed on April 1, 2021).

Pérez Lagos, Camila. “The place of the public within the websites of the French National Theaters. A semiodiscursive analysis.” Études de Communication 52, 1 (2019): 169–90. doi: 10.4000/edc.8846. DOI: https://doi.org/10.4000/edc.8846

Philip Robyn, and Jennifer Nicholls. “Theatre Online: The Design and Drama of E-Learning,” Distance Education 28, 3 (November 2007): 261–79. DOI: https://doi.org/10.1080/01587910701611310

Sagoo Amar, Annie Sullivan, and Vivek Sekhar. “The Science Behind Web Vitals.” Chromium (blog), May 21, 2020. https://blog.chromium.org/2020/05/the-science-behind-web-vitals.html. Accessed December 30, 2020.

Schubert, David. “Influence of mobile-friendly design to search results on Google search.” Article presented at the 19th International Conference Enterprise and Competitive Environment, Brno: Procedia – Social and Behavioral Sciences, 220 (May 2014): 424–33. DOI: https://doi.org/10.1016/j.sbspro.2016.05.517

Southern, Matt. “Google: Core Web Vitals Becoming Ranking Signals in May 2021.” Search Engine Journal (blog). Last modified November 10, 2020. https://www.searchenginejournal.com/google-core-web-vitals-ranking-signals/387142/. Accessed on April 2, 2021.

Sterling, Greg. “It’s Official: Google Says More Searches Now On Mobile Than On Desktop.” Search Engine Land (blog). Last modified May 5, 2015. https://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369 Accessed April 2, 2021.

Stojaković, Dušan. “Srpsko pozorište na društvenoj mreži Fejsbuk.” Kultura 136 (2012): 292–311. DOI: https://doi.org/10.5937/kultura1236292S

Šuvaković, Miško. “Postajati mašinom; od teorije preko filozofije digitalne umetnosti, teatra i performansa... i natrag.” ткХ 7 (2004): 3–15.

Uzelac, Аna. “Digitalno pozorište – predstava ‘Bit0, Simbioza virtuelnog i stvarnog sveta u pozorišnoj umetnosti.” PhD dissertation, University of Arts in Belgrade, 2016.

Ćirić, Sonja. “Pare i muzika.” Vreme 1052, March 3, 2011. https://www.vreme.com/cms/view.php?id=979072. Accessed April 2, 2021.

Viscomi, Rick. “Experimenting with First Input Delay in the Chrome UX Report.” Web (blog). Google. Last modified July 2018. https://developers.google.com/web/updates/2018/07/first-input-delay-in-crux/. Accessed on March 10, 2021.

Walton, Philip. “First Input Delay (FID).” Web.de. Last modified June 19, 2020. https://web.dev/fid/ Accessed May 24, 2021.

Walton, Philip. “Web Vitals.” Web.de. Last modified April 30, 2020. https://web.dev/vitals/. Accessed March 20, 2021.

DOI: http://dx.doi.org/10.25038/am.v0i26.476 DOI: https://doi.org/10.25038/am.v0i26.476




How to Cite

Krstić, N. (2021). А New Theatre Experience: Page Experience Signals. AM Journal of Art and Media Studies, (26), 129–141. https://doi.org/10.25038/am.v0i26.476