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Use of Search Engine Optimization in Czech Companies
Dokoupilová, Eliška ; Koudelková, Petra (advisor) ; Máchová, Eva (referee)
The bachelor thesis is dedicated to search engine optimization, also known as SEO. SEO pursues various aspects of a web page, for instance its structure, design or content, and adjusts them in order to be suitable for processing by fulltext search engines such as Google or Seznam. The purpose of optimization is getting more traffic to a web page by appearing as high as possible on a generated search engine result page. Apart from gaining more leads, thorough SEO activities also have a positive impact on the quality of a web page, its accessibility, user- friendliness and brand image. The aim of the thesis is to introduce SEO as an effective marketing tool and explore its use in Czech businesses. Therefore, the analysis of the primary and secondary sources introduces the issue of SEO and explains the importance of search engine optimization in a marketing strategy. The theoretic knowledge is followed by the practical section which concerns with the keyword analysis of a chosen web page and the research carried out among Czech firms by the method of a questionnaire survey and interviewing. The bachelor thesis is concluded by the chapter presenting the results of the survey and interpreting the data regarding the use of SEO as a digital marketing tool in Czech companies.
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Internet marketing
KARBULKA, Tomáš
This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.
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On-line Communications Strategy Plan for the Cinoherni klub theatre
Šojdelová, Eva ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC advertising systems are used in this strategy. The data from a banner (3 options) concept test research are the main fundament for an appropriate graphic and communication tools selection.
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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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Belief in the Internet and Critical Thinking
Krejčí, Aleš
The present-day young generation routinely use the Internet as readily available source of facts, entertainment and communication. Everyday life creates a belief in the acquired information, its freshness and quality. Comfortable working with keywords and search engines further strengthens this belief, although the information may be outdated and the sources questionable. The blind faith in the Internet infected some university students, even in higher classes, where we should expect and require a significant degree of analytical thinking and critical approach. The more it applies to marketing communication students who need to acquire much deeper insight at the forms and mechanisms of media and information environment. The author shows by the results his research that even among students of this branch the situation is far from ideal. Lecturers need to educate independently and critically thinking graduates, whether the development of information technologies will bring anything.
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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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Digital Asset Optimization
Baxa, Tomáš ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
The aim of this Bachelor thesis is:? to present a theoretical definition of the Digital Asset Optimization and to describe the current state and processes of optimization in individual domains, which deals with Digital Asset Optimization. Bachelor thesis then examines the optimization procedures for search engines especially in the domains of video content, images, maps and other types of documents on the Internet, which could be useful for companies in their marketing activities on the Internet.
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Pay-Per-Click advertising in practice
Menšík, Michal ; Pour, Jan (advisor) ; Hajduček, Vladimír (referee)
Pay per click advertising has been a buzz word for some time now and this type of internet marketing has found an unshakable position in the advertising market. The internet company Google with its AdWords system speaks for all and is clear proof of the success of this advertising model. The biggest advantage of this type of advertising is that you can without problems monitor its results and therefore the return on investment can be easily monitored. Yet many companies, who use this form of promotion, do not actually use this advantage and just spend recklessly money in it. The aim of this work is to describe how to properly make such a campaign and then manage it so it brings the best possible results. This paper is divided into a general entry into this issue and then a practical component. In the chapters of the practical part the reader will learn how to prepare the campaign, measure its success and what conditions must be satisfied for making such campaign.
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