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Data-driven SEO
Koutný, Jiří ; Žamberský, Martin (advisor) ; Kováčik, Petr (referee)
The Search Engine Optimization (SEO) industry has recently undergone major changes. Many new analytics tools have been put on the market enabling marketing consultants to be finally able to measure and evaluate the results of their work in SEO effectively. The theoretical part of this diploma thesis therefore aims to describe and compare selected SEO tools including practical examples of their use. The paper is focused on backlink databases (MajesticSEO, SEOmoz OpenSiteExplorer and Ahrefs) and keyword suggestion tools from Google (AdWords), Seznam (Sklik), Wordtracker and SEMRush. The final chapter provides an overview of search engine positions tracking tools and techniques. The practical part describes the method of selection, preparation and processing of data obtained from tools mentioned above. The data are used to compute correlation analysis of Seznam.cz search engine results in relation with the best known SEO factors. The results of the analysis will help marketing consultants to clarify which factors are the most important to focus on to obtain more traffic from search engines.
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Link profile analysis
Hlaváčová, Linda ; Mittner, Jan (advisor) ; Vidim, Jaroslav (referee)
Complying of basic SEO principles and methods has belonged to main pillars of on-line propagation for several years. These days the biggest competition takes place in the sphere of off-page factors - mainly the quality and amount of backlinks is important. The purpose of this work is to suggest methodology of basic analysis of link profile. With this mothodology one can explore what links lead to a page, their amount, characteristics and their quality. This methodology can be used to analyse the competitors SEO activities. To introduce the problem, the teoretical part of work is dedicated to SEO, linkbuilding methods and the links characteristics and link profiles. Practical part describes the most used tools od link profile analysis, work with Majestic SEO tool and suggestion of methodology of link profile analysis. The methodology is demonstrated on two websites.
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Analysis of linkbuilding techniques in terms of their efficiency
Slavík, Petr ; Mittner, Jan (advisor) ; Gála, Libor (referee)
The purpose of this thesis is to explain linkbuilding techniques and their efficiency. In the first part of the thesis, important terminology about SEO, search engines and backlinks is introduced to the reader. After that, various linkbuilding techniques are described and divided into two categories -- the techniques using social services as a tool for creating and sharing backlinks and the other, traditional ones. The efficiency of these techniques in the terms of their ability to attract new visitors and affect search engine result page position is verified in the next coming practical part. In the final part of the thesis the advantages and disadvantages of individual techniques are presented to the reader. The added value of this thesis is in providing verified information about efficiency of individual linkbuilding techniques. It will help SEO specialists and webmasters to perform their tasks with higher precision and lower costs.
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Analysis of web regarding off-page factors
Potužáková, Karolína ; Burkoň, Lukáš (advisor) ; Vidim, Jaroslav (referee)
The purpose of the thesis is to explain off-page optimization. In the introduction, the reader learns important terminology. Ways of improving off-page factors are divided into two main categories. Active linkbuilding, i.e. active acquisition of backlinks, and passive linkbuilding, when people link to the web themselves e.g. on the basis of good contents. The next part mentions a tool suitable for administration of SEO activities. The theoretical part is used in the subsequent web analysis, where off-page factors of the web are evaluated and their quality is compared with competitors. The final part of the thesis contains recommendations for a particular web regarding off-page factors. The reader who has read this thesis should be able to distinguish good off-page optimization and to understand how the web visit rates can be improved by means of backlinks.
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PR articles as a part of unpaid linkbuilding
Kuděla, Ondřej ; Nemrava, Jan (advisor) ; Fidler, Petr (referee)
The aim of this bachelor thesis is to define PR (Public Relations) articles in light of Search Engine Optimization (SEO) and describe the possibilities of publishing PR articles on Internet servers in the Czech republic. In the preamble of the thesis, I introduce the theory of linkbuilding, which improves the position of the website in the search engine results for given key words. Thesis is focused on unpaid linkbuilding and even presents other possible types of activities, besides publishing PR articles. The next part of the thesis is focused on the value of PR articles mainly for SEO purpouses, but also for general marketing. In the last part of this thesis, the publication of PR articles on chosen PR servers is practicly demonstrated, and also some useful tools are mentioned.
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Enterprise SaaS application market launch
Koutný, Jiří ; Burkoň, Lukáš (advisor) ; Feuerlicht, Jiří (referee)
The goal of this work is to describe the model for providing software as a service from the perspective of enterprises, compare it with other models of providing software and present potential benefits and risks of this interesting concept. The practical part of this work includes a comprehensive guide of launching the specific SaaS application into the market. At the beginning of the work I try to define the concept of SaaS and describe its historical background. In the main chapter of the theoretical part I compare the key features of SaaS compared to traditional software in the perspective of enterprises and describe its use for specific types of applications. Theoretical part conclusion is a reflection on the future of the SaaS model, including potential problems and impacts on the ICT market. The practical part of my work describes the strategy of launching my own SaaS application called Collabim into the market. The application is used for administration and analyzing activities associated with search engine optimization (SEO). Introduction of the practical part shows the most important functions and tools of Collabim and the environment in which it has been created. Furthermore, it describes the target group, competition analysis, SWOT analysis, marketing strategy, the analysis of costs and revenues and defines the main objectives of the project. Finally I summarize current status of the project, describe the mistakes I made, and schedule all activities that must be done before Collabim market lunch. The full conclusion is devoted to the reflection on the future of the entire project.
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