Företaget Rebtel ville ha en ny landningssida som riktade sig till internationella studenter. Denna sida skulle vara optimerad för målgruppen både gällande design och innehåll. En förundersökningen bestående av bland annat intervjuer med målgruppen, målgruppsanalyser och research gjordes därför. Förundersökningen bestod också av intervjuer med olika roller på företaget Rebtel för att få en inblick i olika arbetsrollers perspektiv och uppgifter under en sådan process. Med hjälp av förundersökningens fynd togs skisser fram och en landningssida utvecklades bland annat genom programmeringsspråken HTML5, CSS3, LESS, JavaScript, .NET och C#. Resultatet blev en landningssida på tre språk: Engelska, Franska och Spanska. En särskild rapport med resultat från intervjuer, utveckling med mera levererades även till Rebtel. / The company Rebtel wanted a new landing page that was aimed at international students. This page would be optimized for the target group in terms of both design and content. An investigation including interviews with the target audience, target user analysis and research were made. The investigation also consisted of interviews with various roles at the company Rebtel, to get an insight into their perspectives and tasks during this kind of process. Using the findings from these investigations sketches were made and a landing page was developed through the programming languages HTML5, CSS3, LESS, JavaScript, .NET and C#. The result was a landing page in three languages: English, French and Spanish. A special report with results from interviews and development was also delivered to Rebtel.

Principal aim of this thesis is the design of new website development process model and the design and implementation of its automated support by information technologies instruments. Process design itself will be build on identified best practices of available methodics for web applications development and this process will also respect and apply SEO (Search Engine Optimization) principles Biggest contribution of this thesis is designed web application development process model which is based on web application development methodics best practices and also contains additional activities which have to be done but they aren't part of these methodics. Mapping of the optimization process and designed process activities and implementation of automated support for these activities via desktop application are next important contributions of this thesis. This thesis is divided into five main chapters (except introduction and conclusion). First chapter is focused on definition of application development basic concepts and mainly on analysis of web application development methodics. Second chapter takes up analysis outputs and it forms the basis of this thesis. Design and description of web development process model generate the content of this chapter. Third chapter deals with SEO problems, in the concrete, it deals with definition of SEO, presentation of optimization process and especially with presentation of optimization recommendations. Fourth and fifth chapters are focused on automated support for web development process model with emphasis on SEO. Within the scope of fourth chapter, process model activities which can be supported by application are identified and user requirements are defined for these activities. Last fifth chapter is focused on presentation of implemented application for web development with emphasis on SEO support.

Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.

Motivée par l'annonce d'une société de l'information, l'école entreprend sa modernisation par l'informatisation et la diffusion des techniques d'information et de communication, les (TIC). Elle installe les bases de nouveaux comportements d'apprentissage, de nouveaux modes de transmission du savoir qui privilégient l'accès à l'information comme sources de connaissances sans tenir compte de la manière de faire des élèves. Dans ce cadre nouveau, l'activité de recherche d'information est conçue comme une activité rationnelle, guidée par l'intention de répondre à un besoin d'information en faisant l'usage d'outils de recherche considérés comme « boite noire ». La question de l'appropriation de l'outil et de sa technique auprès du jeune public pose problème.Dans une perspective exploratoire, notre étude interroge ce que font les élèves de collège des moteurs de recherche. A partir du cadre théorique de l'activité instrumentée de Rabardel nous montrons par une étude qualitative que les collégiens détournent le moteur de recherche pour gérer leur activité de recherche avec les situations qu'ils rencontrent, investissant alors les outils de recherche de propriétés symboliques tout en développant des schèmes nouveaux d'interaction avec les interfaces, de nouvelles littéracies. Cette étude permet de mieux comprendre la signification de l'usage des moteurs chez les jeunes collégiens, rappelant que l'usage impose une nouvelle organisation. Les collégiens développent trois types de stratégies, aménageant des territoires d'habileté distincts qui peuvent faire l'objet d'apprentissages spécifiques. / Motivated by the announcement of an information society, schools begin their modernization through computerization and through the dissemination of innovative technics.Access to information is becoming a new way of learning. In this new framework, information retrieval is conceived as a planned activity, guided by the intention of fulfilling a need for information by the use of search engines without technical explanations.The question of the « Cognitive dimensions of artefacts information » is not addressed. The problem of human versus machine communication is set aside as well. From the perspective of Rabardel's instrumented activity theory, we show through a qualitative study that young students divert the search engine to manage their activity : they use what the machine gives them as a new situation. Secondary school students build new patterns of interaction with interfaces, new literacies.This study provides a better understanding on the meaning of students' research behavior with the search engine. Young students develop three types of strategies, landscaping distinct skill areas which may help the development of specific learnings.

L'objet de notre étude est la requête adressée à un moteur de recherche Web par un usager dans le cadre d'une recherche d'information. Nous souhaitons mieux comprendre l'étape de la recherche d'information située entre le besoin d'information et la formulation / reformulation de la requête. Notre thèse est articulée autour de deux hypothèses de recherche. D'abord, nous avons émis l'hypothèse qu'une requête adressée à un moteur de recherche Web peut receler de l'implicite. Ensuite, nous avons considéré que ce contenu implicite peut être utilisé par les usagers dans des tactiques de formulation / reformulation de la requête. Nous avons notamment analysé le discours de 61 étudiants que nous avons interrogés sur leur intention de recherche. Ce discours était principalement constitué d'un niveau sémantique (qui décrit le thème de la recherche) et d'un niveau pragmatique (composé d'un but seul ou d'un but ou plusieurs sous-but(s)). Les termes représentant le niveau sémantique pouvaient être complètement ou partiellement formulés dans la requête, mais ceux représentant le niveau pragmatique n'étaient généralement pas formulés. Cette situation de communication s'apparente à une négociation entre le moteur de recherche et l'usager. Le moteur de recherche tente de disposer d'éléments sur le besoin d'information de l'usager et ce dernier tente d'obtenir à partir d'un contenu explicitement formulé dans sa requête, un ensemble d'information afin de progresser sur la résolution de son problème / The object of our study is the query, sent to a Web search engine, by an Internet user. We aim to reach a better understanding of the phase of information seeking located between the information need and the query formulation. Our thesis is based on two core hypotheses, all related to the query. Firstly, we considered that the query expressed partially the user’s information need and therefore contain an implicit part. Secondly, we also considered that the implicit part can be used by the users in their query formulation tactics. We notably analyzed 61 students’ speech about their search intent. The speech was based mainly on a semantic level (the terms representing the topic of the research) and a pragmatic level (composed of an only purpose or purpose and of many under purposes). The terms representing the semantic level could be rather completely or partially formulated in the query but those representing the pragmatic level weren’t formulated. This situation of communication is similar to a negotiation between the Web search engine and the user. The search engine Web tries to have elements on user’s information need and the user tries to obtain, from a contents explicitly formulated in his query, a set of information in order to progress on his resolution of its problem

This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising, relevant information about our services and help them choose the right type of promotion for your website. According to predefined criteria to verify the suitability of advertising and advertising system on the guesthouse accommodation in Spindleruv Mlyn. The performance is selected advertising system, its functions, a detailed procedure for creating the campaign and its optimization. The results presented show that the ad was chosen correctly. In addition, there are suggested ways to improve an existing campaign.

The purpose of my Diploma Thesis is to lay out the philosophy of the internet and searching in fulltext locators and apply it to analysed environment of the insurance which is presented on the internet. Search Engine Optimization is nowadays the one faced with the activities of online marketing. Many of the views, opinions and qualitative contrasts meet and reach still bigger or smaller achievements in relation to developing locators. Diploma Thesis suggests at the fact, that conditions according to the locator decides, are changing, but the philosophy is still left. In this case and reason, the work proves efficiency of the activities by various case studies, which follow the philosophy and do not look just at the technical side of SEO.

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.

The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.

In current business affairs, most executive professions require one or several kinds of data consultation in their practice. Nowadays, the majority of data either is or has been digitalized and digital data is defined as information represented in a discrete and discontinuous manner. For accessibility purposes, data are often stored in databases that organize information via design and modeling techniques to facilitate querying. Data retrieval is crucial and if this process lacks efficacy, users either are presented incomplete information or are forced to perform repetitive queries. Intellectual property (IP) lawyers in Brazil are among that group and must regularly access a private database for trademark information. While it contains all the data they require, the database’s querying mechanisms are not tailored for IP law practice. The existing filters and lack of replacement algorithms often yield incomplete results, increasing time and resources dispended. With millions of dollars in potential lawsuits and work-hours, the purpose of this study is to investigate whether an IP-focused querying system could help mitigate this resource waste, facilitating the trademark comparison work of IP lawyers. For this, a new orthographic and phonetically focused querying logic was implemented. ANOVA tests and a questionnaire were used to compare the existing querying mechanism with the new one in terms of time, work satisfaction and querying accuracy. Results indicate the new querying system significantly decreased the amount of searches needed to execute a complete trademark analysis, while lawyers averaged the same amount of time to complete their work. Lawyers also reported higher work satisfaction levels and perceived increase in work efficiency.