The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to retrieve the imperfections and to optimize the communication mix of this company.

This thesis deals with trucking companies' websites auditing. The first chapter of a theoretical part deals with up to date market condition of this branch of business, together with possibilities of the future development. The theoretical part of this thesis acquaints reader with technological basis of web design and its current trends. There is a methodology of auditing designed and websites sample introduced in the conclusion. A practical part contains one detailed audit example and the rest of the other websites is audited more briefly. There is a results interpretation in the conclusion. Also there are steps that can lead to the elimination of founded imperfections. The aim of this thesis is to test quality of some sample websites of trucking companies that leads to recognition of how important these websites are for their owners. A main method used is a comparison of every website's state and designed methodic. Results of this research are statistically evaluated. The main contribution of this thesis is introduction of the most frequent imperfections, together with deciding how important these websites are for their owners.

The aim of the diploma thesis is the analysis of set inbound marketing components and suggestion of a strategical concept with the option of real processing of this web within the bounds of possibility of the set marketing components. In the theoretical part of the thesis, the whole strategy of inbound marketing and its general inbound marketing components are presented. In the practical part of the thesis, the analysis of the website magazine in connection with user behaviour is presented, including visit rate specification towards the specific content, setting up partial SEO factors and organic marketing on social media. In the end of the diploma thesis, the analysed metrics and specific recommendations of the plan are described.

Identification of commonly known information about search engine optimization (SEO) on Czech Internet market. Real test the impact of "off page" factors, which may include links pointing to a live web or articles such as PR, but even more. Likewise, the evaluation of "on page" factors, which include "description", "title" or "key words". Subsequent mapping the effects of changes in both the economic and the turnover in a particular shop Trenýrkárna.cz. The main objective of this work is an attempt to identify functional SEO techniques that have real impact on the position of the shop in search engine. An important parameter for evaluating the functionality will change while profitability and sales shop. Therefore, great emphasis will be placed on percentage of visitors turned in customers and time burden. The theoretical part I used mainly books published due to clarify the issue of SEO, as well as various Internet blogs and discussion. Output will then evaluate the results of specific adjustments to the SEO shop Trenýrkárna.cz.

Tidigare studier visar på att när en resa planeras används oftast sökmotorer som verktyg för att tillfredsställa de informationsbehov som existerar hos en användare. Det är också bevisat att det upplevs vara problematiskt för användarna att särskilja på vad som är relevant information. Den här studien undersöker användarens upplevelser samt attityder till informationssökning online. Är dagens användare nöjda med hur sökresultaten presenteras i dagsläget i dess semesterplanering? I studien genomförs en enkätundersökning på Arlanda flygplats med 121 respondenter samt intervjuer. Vidare deltog även fem informanter som beskriver sina upplevelser och sökbeteenden. Resultatet visar på att majoriteten av respondenterna är nöjda med sökresultatet från sin informationssökning där deras upplevelser av användningen av sökmotorer riktar sig mot det positivare hållet. / Research has shown that when a travel is being planned, users tend to use search engines in order to satisfy their need for information. It has also been proven that problems occur when users must distinguish which information that is relevant. This study examines users’ attitudes to searching of information with the use of search engines prior to an outbound trip. In this study, a survey is conducted at Arlanda Airport with 121 respondents participating. Furthermore, five informants partook in an interview where they would elaborate their experiences as well as search behaviors. The results indicate that the majority of our participants are satisfied with the search results presented today. The participants also showed a positive attitude towards the user experience.

En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos nacionales a nivel mundial, y de negocios transversales han crecido exponencialmente, muchas veces obteniendo márgenes en mercados donde no se esperaba una penetración. En el 2010 el número de peruanos con acceso a información digital era de 34.8%, para el 2017 este número ya era del 48.8% con un crecimiento promedio de 2% por año; esto coloca a los medios de comunicación tradicional en una encrucijada; pero también nos brinda una gran oportunidad. Bajo esta oportunidad presentamos nuestro proyecto: Una plataforma digital de comunicación deportiva, la cual gracias a tecnologías de información (Big Data) dirigiría sus contenidos a los mercados que mejor paguen por los espacios de publicidad. Los contenidos se ajustarán en tiempo real según la información que obtengamos vía SEM y serán trabajados en tiempo real por redactores especializados en generar contenido deportivo polémico y divertido. Esto permitiría captar visitas que sean fieles y regresen, y además rentabilizaría por la venta de espacios vía publicidad programática, gracias a la cual venderemos nuestros espacios a los mejores postores en tiempo real. / In the last three decades the so-called .COM culture has caused a revolution as big as the printing press in its time, a revolution that enhanced communications and therefore the way we trade and consume. With a continuous and organic worldwide growth, it has managed to migrate the consumers' habits, forcing traditional media to reinvent themselves or disappear. Our country is no stranger to this change, registering a significant increase in the last 15 years and although the web is still considered as the support of the original business, the exposure of national products worldwide, and transversal businesses have grown exponentially, often obtaining margins in markets where penetration was not expected. In 2010 the number of Peruvians with access to digital information was 34.8%, by 2017 this number was already 48.8% with an average growth of 2% per year; this places the traditional media at a crossroads; but also gives us a great opportunity. Under this opportunity we present our project: a digital platform for sports communication, which thanks to information technologies (Big Data) would direct its contents to the markets that best pay for advertising spaces. The contents will be adjusted in real time according to the information we obtain via SEM and will be worked on in real time by writers specialized in generating controversial and entertaining sports content. This would allow us to capture visits that are loyal and return, and would also be profitable through the sale of spaces via programmatic advertising, thanks to which we will sell our spaces to the best bidders in real time. / Trabajo de investigación

Tématem této práce je sémantické vyhledávání ve velkých textových datech. Cílem je navrhnout a implementovat vyhledávač, který se bude efektivně dotazovat nad sémanticky obohacenými dokumenty a prezentovat výsledky uživatelsky přívětivým způsobem. V práci jsou nejdříve analyzovány současné sémantické vyhledávače, spolu s jejich silnými a slabými stránkami. Poté je přednesen návrh nového vyhledávače s vlastním dotazovacím jazykem. Tento systém se skládá z komponent pro indexaci a dotazování se nad dokumenty, management serveru, překladače pro dotazovací jazyk a dvou klientských aplikací, webové a konzolové. Vyhledávač byl úspěšně navržen, implementován i nasazen a je veřejně dostupný na Internetu. Výsledky práce umožňují široké veřejnosti využívat sémantického vyhledávání.

The purpose of this survey has been to investigate whether there are contradictions between user experience (UX) and search engine optimization (SEO), also called Google versus users. Professionals, in UX and SEO, have been asked to respond to a questionnaire regarding text and images within these two aspects. In addition to the professionals, users have also been asked to answer questionnaires and taken part in two different websites to investigate how text and images related to the previously mentioned aspects. The content on the sites has been the same but the design itself has been different, one has focused on UX - user experience and the other has been towards SEO - search engine optimization. The results of the study have not been distinctwhether there are contradictions between Google and users among professionals. Even in the relationship with users, how they experienced the different sites, there were contradictions between these two aspects. The conclusion is thus that it depends a lot on who views the website and his or her personal preferences. / Syftet med denna undersökning har varit att undersöka om det finns motsättningar mellan användarupplevelse (UX) och sökmotoroptimering (SEO), även kallat Google mot användare. Yrkesverksamma, inom UX och SEO, har fått svara på en enkät angående text och bild inom dessa två aspekter. Förutom yrkesverksamma har även användare fått svara på enkätfrågor och tagit del av två olika sajter för att undersöka hur text och bild förhåller sig mot tidigare nämnda aspekter. Innehållet på sajterna har varit detsamma men själva utförande har varit olika, den ena har fokuserat på UX –användarupplevelse och den andra har varit mot SEO – sökmotoroptimering. Resultatet av studien har inte varit entydigt om det finns motsättningar mellan Google och användare hos yrkesverksamma. Även i förhållandet med användare hur de upplevde de olika sajterna fanns det motsättningar mellan dessa två aspekter. Slutsatsen blir således att det beror mycket på vem som betraktar webbplatsen och dennes personliga preferenser

The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

Background: Search engine result pages (SERPs) act as an information channel between businesses and consumers. There is no way of denying search engines massive success in marketing for companies. SERP allows companies to be seen, communicate, and promote their products and services in an environment sorted by relevance for the consumer. The search engine is one way of building a solid brand online; therefore, it is crucial to investigate how to catch the user's attention and understand their attitudes in the first step of the decision-making process.  Purpose: The purpose of this research is to explore the generated attitudes towards the content that is displayed in each listing in the search engine result pages (SERPs).  Methodology: This research undertook an inductive qualitative approach with an exploratory research design. A pre-study with three cases was developed and eight semi-structured interviews were conducted. The eight participants were based on non-probability judgemental sampling. The respondents were equally diverse between men and women between the ages of 24-29.  Conclusion: This study concludes that the main explored positive attitudes that were generated towards the content of the listings in the SERPs were primarily the relevance of the search term throughout the listing, as well as brand familiarity. Other positive influences of favorable attitudes were short and concise but informative listings as well as displaying pictures. Furthermore, negative attitudes were found to be generated towards poor relevance and paid search in the listings, where organic results generated only positive attitudes towards it.