There has been a lot of research and studies done about the positive effects of inbound marketing and previous research clearly states that engaging customers is crucial when developing a successful inbound marketing strategy. However, a gap in connecting inbound marketing to a B2B-perspective is evident. Little information can be found about this specific field of practice when using inbound marketing strategy. Therefore, the aim of this study is to increase the understanding of in what way business to business companies use inbound marketing and the reasons they have for applying this strategy. This study was constructed by a qualitative method with an abductive approach where six companies were interviewed. The interviews were then compared with each other and the collected data from the Frame of Reference in order to gain a deeper understanding of the companies work with inbound marketing. The result of the study gives an insight into how companies can implement inbound marketing in their marketing strategy and the benefits it will lead to if executed correctly. Furthermore, a model has been created to help companies implement inbound marketing and shows which inbound marketing tools that can be used in the different stages of the sales and marketing process.

This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet. Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results ¡V market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement. During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion. The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website¡¦s content and recommendation for next marketing activities were summarized with aim to help company for future project development.

The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.

ABSTRACT Context: With growing number of online businesses, Search Engine Optimization (SEO) has become vital to capitalize a business because SEO is key factor for marketing an online business. SEO is the process to optimize a website so that it ranks well on Search Engine Result Pages (SERPs). Dynamic websites are commonly used for e-commerce because they are easier to update and expand; however they are subjected to indexing related problems. Objectives: This research aims to examine and address dynamic websites indexing related issues. To achieve aims and objectives of this research I intend to explore dynamic websites indexing considerations, investigate SEO tools to carry SEO campaign in three major search engines (Google, Yahoo and Bing), experiment SEO techniques, and determine to what extent dynamic websites can be made search engine friendly on these major search engines. Methods: In this research, detailed literature survey is performed to evaluate existing knowledge for SEO for dynamic websites. Further empirical experiments are conducted to address dynamic websites indexing problems; and to evaluate SEO techniques used in empirical experiments. Results: It is found that all major search engines, including Google, cannot fully index dynamic websites. I used some SEO techniques which I explored during this study to help dynamic webpage(s) get indexed in major search engines. The experiment results reflect the effectiveness of SEO techniques including URL encoding /friendly URLs on major search engines. Conclusions: I conclude that, dynamic websites are subjected to indexing related problems and require additional SEO efforts to appear in SERPs. Not all SEO techniques are equally effective on all search engines to improve indexing of dynamic webpage(s). Each implemented SEO technique has different impression on major search engines (Google, Yahoo, Bing, Ask, and AOL). As, the encoded URLs technique is effective on all major search engines. However, Yahoo and Bing prefer friendly URLs over typical URLs with parameters. Therefore, presentation of dynamic URL could be quite paying if it is needed to index dynamic website on search engines other than Google.

A single-page application is a website that retrieves all needed components in one single page load. The intention is to get a user experience that reminds more of a native appli- cation rather than a website. Single-page applications written in Javascript are becoming more and more popular, but when the size of the applications grows the complexity is also increased. A good architecture or a suitable framework is therefore needed. The thesis begins by analyzing a number of design patterns suitable for applications containing a graphical user interface. Based on a composition of these design patterns, an architecture that targets single-page applications was designed. The architecture was designed to make applications easy to develop, test and maintain. Initial loading time, data synchronization and search engine optimizations were also important aspects that were considered. A framework based on the architecture was implemented, tested and compared against other frameworks available on the market. The framework that was implemented was designed to be modular, supports routing and templates as well as a number of different drivers for communicating with a server-side database. The modules were designed with a variant of the pattern Model-View-Controller (MVC), where a presentation model was introduced between the controller and the view. This allows unit tests to bypass the user interface and instead communicate directly with the core of the application. After minification and compression, the size of the framework is only 14.7 kB including all its dependencies. This results in a low initial loading time. Finally, a solution that allows a Javascript application to be indexed by a search engine is presented. It is based on PhantomJS in order to produce a static snapshot that can be served to the search engines. The solution is fast, scalable and easy to maintain.

Syfte - Detta examensarbete utreder vad som påverkar vilken länk studenterna på Jönköping University väljer att klicka på i Googles sökresultat vid en produktsökning. För vissa e- handelsföretag kan det vara avgörande att användarna klickar på deras länk i sökresultatet. Men vad väljer studenter att klicka på? Väljer de en länk i det organiska sökresultatet eller väljer de att klicka på en annons? Arbetet har utförts med syftet att hjälpa e-handelsföretag som säljer produkter med målgruppen studenter. Under arbetes gång besvarades följande frågeställningen: • Vad påverkar vilken länk Jönköping Universitys studenter väljer att klicka på i Googles sökresultat? Metod - För att kunna besvara frågeställning har tre olika metoder används för att samla in data. Metoderna som används är tre intervjuer med experter inom SEO-branschen, 114 observationer med studenter och i samband med observationerna fick studenterna också genomföra en digital enkät. Resultat - Utifrån den insamlade datan från intervjuer, observationer, digitala enkäter och sekundärdata har ett resultat tagits fram gällande vad som påverkar studenters val av länkar på sökmotorn Google. I resultatet framkommer det att sökmotoroptimering är viktigt för att ett e- handelsföretag skall synas på Google, finns du inte med på förstasidan finns du inte. Även att igenkänningsfaktorn spelar störst roll i valet av vilken länk studenter klickar på. Där framkommer det två olika typer av beteenden båda med igenkänningsfaktorn i baktanke. Antingen klickar studenterna på första länken de känner igen eller så väljer de medvetet bort annonserna och klickar på första vanliga länken de känner igen. Implikationer - Arbetet är endast genomfört på studenter från Jönköping University. Ett representativt urval gjordes från den teoretiska populationen för ett generaliserbart resultat. Men för att kunna generalisera resultatet på studenter i en större utsträckning krävs det att samma undersökningen görs på olika högskolor/universitet i Sverige. Begränsningar - Fokus och mest tid lades på att genomföra observationerna vilket gav mindre tid till att genomföra flera intervjuer. Detta är en avgörande faktor som påverkade studiens omfång och resultat. Om det funnit mer tid hade även en undersökning på andra sökmotorer varit genomförbar. Alla sökningar gjordes på Google som är den största och den ledande sökmotorn i världen. Om Google skulle förändra något väsentligt i deras sökmotor kan resultatet bli oanvändbart. / Purpose - This examination paper examines what affects which link students at Jönköping University choose to click on the Google search results when they do a product search. For some e-commerce companies, it may be crucial that users click on their link in the search results. But which link do students choose to click on? Are they choosing to click on a link in the organic search results or are they choosing to click on an ad? This examination has been carried out with the aim to help e-commerce companies that sells products that target students. During this paper has following question has been answered: • What affects the link Jönköping University students choose to click on the Google search results? Method - To answer the question three different methods has been implemented to collect data. The methods conducted three interviews with experts in the SEO industry, 114 observations with students and in connection with the observations did the students answer a digital survey. These three methods gave a good and comparable results that ultimately strengthen each other. Results - Based on data collected from interviews, observations, digital surveys and secondary data have a result been developed shrill guessed what affects students' choice of the links on the search engine Google. The result shows that search engine optimization is important for an e- commerce business that must appear on Google, if you are not on the front page you are not existing. Although the recognition factor plays the most important role in the choice of which link students click. Where it appears two different kinds of behaviour both with the recognition factor of ulterior motive. Either the students click on the first link they recognize or choose them consciously remove the ads and click on the first common link them recognize. Implications - This work is only carried out on students from Jönköping University. A representative selection was made from the theoretical population of a generalizable results. But to generalize the results of the students to a greater extent it is required that the same survey conducted at various colleges / universities in Sweden. Limitations - Focus and most time was spent on implementing the observations which gave less time to conduct more than three interviews. This is a crucial factor that affected the study's scope and results. If there were more time had an investigation on other search engines would have been feasible. All searches were made on Google, which is the largest and the leading search engine in the world. If they are doing any big changes or updates our results may be unusable.

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.

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.

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.