In my thesis, I focused on optimalization web sites for full-text search engines and other forms of promotion in the context of the Internet. The goal of my work is to apply various means of optimizing and promotion website to its life cycle and the ongoing processes in this life cycle. To achieve the goals I set out as follows thesis divided into three relatively independent parts. The first part is devoted to describing the life cycle of web and selected processes taking place in this life cycle. The second part is devoted to descriptions of individual resources optimization and promotion web. In the final section, I described the means to apply optimization and promotion web site life cycle and processes associated with it, which I have described and illustrated in the first part of the work.

This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.

The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.

The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase.   In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology.   In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list.   Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.

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.

The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.

The focus of this study was to evaluate different search engines on Swedish text. Information retrieval is widely used by both people and organizations, and it is important to be able to efficiently retrieve needed information at the right time. The study determined that relevance and speed are the most important factors in search engines. The evaluation measures the precision and recall which are relevance measurements, and speed of two search engines, Elastic search and MarkLogic. The evaluation has determined that there is no significant difference in the relevance of the retrieved results between the engines. The evaluation has also determined that there is a statistically significant difference in speed between the engines, with Elastic search outperforming MarkLogic. Both search engines performed very well in terms of successful searches, meaning to return a relevant document in the first 20 results. Both engines succeeded in fulfilling the information need 96% of the time. / Fokus för denna studie var att utvärdera olika sökmotorer på svensk text. Informationshämtning används i stor utsträckning av både människor och organisationer, och det är viktigt att effektivt kunna hämta nödvändig information vid rätt tidpunkt. Studien fastställde att relevans och hastighet är de viktigaste faktorerna för sökmotorer. Utvärderingen mäter precision och recall som är relevansmätvärden och responstid som hastighetmätvärde för två sökmotorer, Elasticsearch och MarkLogic. Utvärderingen har visat att det inte finns någon signifikant skillnad i relevansen av de hämtade resultaten mellan motorerna. Utvärderingen har också visat att det finns en statistiskt signifikant skillnad i hastighet mellan motorerna, där Elasticsearch överträffar MarkLogic. Båda sökmotorerna presterade väldigt bra när det gäller lyckade sökningar, vilket innebär att returnera ett relevant dokument i de första 20 resultaten. Båda motorerna lyckas uppfylla informationsbehovet 96% av tiden.

Tikslas Išanalizavus internetinių puslapių antraštės struktūrą ištirti juose naudojamų metaduomenų įtaką indeksavimui. Tyrimo objektas Internetiniame puslapyje aprašoma antraštė, jos metaduomenys. Problema Randama daug literatūros ir straipsnių apie metaduomenų panaudojimą bei reikšmę internetinių puslapių kūrimui bei žiniatinklio indeksavimui, tačiau sutinkama skirtingų nuomonių šiuo klausimu, vieni teigia, kad mataduomenys turi mažai įtakos žiniatinklio indeksavimui, kiti teigia priešingai. Deja, visa medžiaga apie metaduomenų įtaką pateikiama tik teorinė, o realių pavyzdžių beveik nėra, todėl atlikus tyrimą įsitikinama metažymių naudingumu ir suformuluojamas taisyklingas antraštės aprašymas. Tyrimo metodologija Teoriniai tyrimo metodai: paieškos variklio veikimo apžvalga, paieškos variklių optimizavimą įtakojančių faktorių apžvalga, metažymių aprašymo ir panaudojimo analizė. Praktiniai tyrimo metodai: internetinio puslapio antraštės analizavimas, antraštėje talpinamų duomenų apie metažymes surinkimas, metažymėse aprašomų raktažodžių reikšmių surinkimas, paieškos rezultatų pagal raktažodžius ir puslapio pavadinimą stebėjimas. Naudotos priemonės „Mozila Firefox“ 3.5.9 – žiniatinklio naršyklė „Macromedia Dreamweaver“ 8.0 – internetinių puslapių kūrimo programa. Tyrimo apimtis Indeksavimo našumas palygintas taikant paieškos užklausų pateikimą keliems paieškos varikliams tuo pačiu metu. Tyrimo eksperimentas apima šiuos realizacijos atvejus: paieškos užklausos pagal raktažodžių... [toliau žr. visą tekstą] / The purpose of this bachelor’s paper is to carry out deep research on web indexing which depends from headings. The reason why have been decided to do this research were the numerous information about methods, which increases the better way of web indexing, however, there is no information on practical examples. Very important is high page rank in search engine, because it is main way to the success and popularity. There is possibility to increase page rank by integration of metatags into the page’s headings, however, literature sources gives different articles about metatags operation and their influence to the web indexing, this is the reason which stimulated to research, its proves how the search engine assess heading’s metadata. The research has been made by three search’s engines. The main research object is described in internet’s page headings and its metadata. The theoretical part which has been analysed includes information about operations in search engine, and about the main search engine’s optimization factors, in the internet’s pages heading have been used metatags structure and the value. The research have been done by analysing heading structure and in the heading have been used metadata, where had been investigated the keyword use of metatag and title tag’s influence to the web indexing. The work produced rightful example of headings how should be filled, and recommendations to improve the web indexing. The research which has been... [to full text]