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Search Engine Marketing of Nonprofit Organizations
Slavík, Michal ; Kliegr, Tomáš (advisor) ; Nemrava, Jan (referee)
The goal of this thesis is to design methodics for Search Engine Marketing (SEM) in nonprofit organizations (NPOs) which takes advantage of their specifics. Other goals include practical evaluation of the methodics and analysis of the current state of NPOs websites. Determined goals are reached by merging theoretical background from relevant literature with the knowledge gained during field research and with author's experience. Designed methodics is built on the following hypotheses: NPOs are able to negotiate better trade terms than trading companies, NPOs can delegate their volunteers to do some SEM activities. Field research confirmed both hypotheses. Hypothesis that NPOs websites are static because NPOs see no profit in regular publishing was disproved. The methodics consists of four phases and also includes recommended tools, metrics, topics for publishing and a list of linkbaiting activities. The thesis consists of five chapters. The first chapter summarizes the necessary theoretical background, while the second chapter defines terms and premises. The main methodics can be found in chapter three. The fourth chapter contains current state analysis based on examination of 31 websites. A comparison of the methodics' hypotheses and activities against the experience of 21 NPOs representatives and 3 experts in the field of SEO is given in the last chapter. Opinions of the both groups of respondents are compared too. Based on the respondents' judgments on costs and utility of the methodics' activities a rank of these activities is finally created. The main contribution of this thesis is a conversion of the universal SEM theory into the specific conditions and language of NPOs practitioners and an analysis of the current state in this field.
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Search Engine Optimization in Practice
Škopek, Karel ; Pour, Jan (advisor) ; Pavlíčková, Jarmila (referee)
Following thesis is meant to explain the main principles of the search engine optimization -- not only in theory, but also in practice. It casts light on the basics of the issue, but it also regards the pitfalls of the optimization and points out the obvious controversy, that is a sideffect of SEO. Next objective of the thesis is to clarify the semantics-driven code-writing of web sites, that is closely tied to the process of optimization. All of this knowledge is then turned into practice by creating a web service which serves as a tool in the act of the web site analysis and its subsequent optimization. A summary of results based on the gathered data resulting from the many analyses is then created. After the process of testing the service, improvements are proposed. The thesis comes with predictions of the forthcoming development of the algoritms used by the search engines and its effect in the area of optimization
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Analysis of Emergency Medical Services web pages
Majer, Patrik ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
This thesis analyses webpages of Emergency Medical Services. Proper analysis in this thesis is divided into three parts. The goal of the first part of the analysis is to find out potential lacks of webpages with regard to rules of accessibility. There is special need to accent the importance of accessibility of webpages of such organi-zations, because potential customers can suffer from different handicaps, which are deeply analyzed in this thesis. In the next part of this thesis, I analyze the Search engine optimization. In this part, I am trying to find out, if webpages are well-structured with regard to browsers and their needs. I also discover a number of backlinks, which points to webpages placed on the specific domain. Last part of the analysis looks deeply into a usability, which is the key factor for the success of every webpages. In the next part of the work, data, which were discovered in my analysis of specific webpages, are represented. In the last short part of thesis, which is called "Effective Webpage", the best parts of solution of specific webpages are highlighted and con-nected into one comprehensive solution, which could be an effective one.
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Market analysis of preparatory courses at universities from the perspective of internet marketing
Prágr, Aleš ; Měsíček, Libor (advisor) ; Šedivá, Zuzana (referee)
This thesis focuses on internet marketing. Its goal is to describe the possibilities of internet marketing, to conduct a survey of preparatory course selection, to describe SEO methods used by organizations which offer these courses. And also to offer suggestions related to the propagation of preparatory courses of the University of Economics. Chapter two focuses on the description of premises related to the emergence of internet marketing. Chapter three is aimed at an introduction to internet marketing and marketing in search engines. Chapter four is dedicated to an introduction to search engine optimization. Chapter five looks more closely into other possibilities and methods of internet marketing and describes their possible uses. Chapter six focuses at the realization of a questionnaire research and interprets its results. In chapter seven websites of organizations offering preparatory courses are analyzed. Chapter eight contains an assessment of web pages and suggestions for improving the propagation of preparatory courses of the University of Economics. In chapter nine conclusions, thesis contributions and assessment of the findings utilizability can be found.
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Current search engine optimization practices
Martinka, Jan ; Smutný, Zdeněk (advisor) ; Čermák, Radim (referee)
The paper summarizes current options of free search engine optimization for websites. Structured into on page and off page factors, they are assessed by their importance for search engine rankings. Outdated factors a contradicted and replace new, modern ones. Most of the practices mentioned in the theoretical part are applied to website of student parties' organization. The aim of this paper is not only to map current practices, but with their help to achieve better search engine results for the mentioned website and to increase the number of visitors on organized parties.
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Internet marketing with focus on accommodations
Válek, Martin ; Smutný, Zdeněk (advisor) ; Řezníček, Václav (referee)
This bachelor thesis deals with use of internet marketing for accommodations. The first part begins with defining basic concepts and presents selected internet marketing tools that can be used just for accommodation. The largest part is primary focused on those, which are then applied in practice. The second part is based on selected tools and tries to apply it in practice. After accomplishing basic analysis, the best marketing tools are selected for practical implementation. In conclusion is evaluated the success of the changes by using analytical tool and are suggested next possible steps.
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Marketing strategy of the e-commerce fotodekorace.cz
Vlčková, Simona ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.
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Optimalization and Promotion of Web Presentation via Internet
Šetek, Martin ; Molnár, Zdeněk (advisor) ; Svoboda, Jiří (referee)
This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.
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The comparison of success of on-page and off-page factors with SEO
Traksl, František ; Sklenák, Vilém (advisor) ; Hazucha, Andrej (referee)
The aim of this study is the comparison of on-page and off-page factors and evaluation which one of these two factors is more important at the beginning of search engine op-timization. To find out, which one is more important, two, one to another independent internet sites were created. The first one was optimized by using on-page factors, the another one by using off-page factors. At the end of the work was identified, which one of these sites was better rated/placed in search engines. The purpose of the study is therefore to discover, what we shall concentrate on during creation and optimization of internet sites. It should examine another part of the fast developing area of web creation that can be useful for better internet sites evaluation in search engine.
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