The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.

This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.

The study of the internet marketing tools for a small business. The paper show optimal strategy and options such as SEO, SMO, viral marketing and others, that can be used to improve the sales and visibility of the company.

<p>Rapporten handlar om sökmotoroptimering för en ny webbplats. Rapporten täcker teorier och praktiska utförda experiment på webbplatsen. Syftet med rapporten var att vi skulle få mer kunskap kring sökmotoroptimering speciellt inriktad på Googles sökmotortjänst. Vi ville ta reda på hur man kan rankas så högt upp som möjligt på sökresultatssidan för specifika sökord. Då vi har läst webbprogrammering i nästan tre år utan att utbildningen gett oss några direkta kunskaper kring sökmotoroptimering föll detta som ett lämpligt val att fördjupa oss i. Metoder som täcks i denna rapport är indexering av en webbplats, rankning, PageRank, generell sökmotoroptimering och regionala skillnader på ett sökresultat hos Google. Teorier vi undersökte övergripande var om Googles sökmotor, Sandlåda Effekten, PageRank, Textlänkar, Meta taggar,Domännamn, Webbplatskartor och Webbdokumentet beträffande deras påverkan för sökmotoroptimering. Resultatet blev att webbplatsen vi sökmotoroptimerade rankades både bra och mindre bra på nyckelorden samt att webbplatsen blev generellt sökmotoroptimerad för sökmotorer. Resultatet från de praktiska experimenten blev delvis lyckade och slutsatsen blev att vi fått goda kunskaper om sökmotoroptimering av teoristudierna och det praktiska genomförandet.</p> / <p>The report is about search engine optimization for a new website. The report covers the theories and practical experiments carried out on the website. The aim of the report was that we would end up with more knowledge about SEO focused on the Google search engine service. We wanted to find out how to rank as high as possible on the search results page for each specific keyword. As we have read the web-programming in nearly three years without the studies given us any direct knowledge of SEO, this dropped as an appropriate choice to deepen ourselves in. Methods that covers in this report are the indexing of a website, ranking, PageRank, general search engine optimization and regional differences in a search results in Google. Theories we investigated was whether the overall Google search engine, Sandbox effect, PageRank, Text Links, Meta Tags, Domain Name, Site Maps, Website-document and their impact on SEO. The result was that the site was search engine optimized, we ranked both good and less good on the key words, and the website in general was SEO for search engines. The results from the practical experiments were partially successful and it was concluded that we had got good knowledge about SEO theory-studies and practical implementation.</p>

ABSTRACT TWO ESSAYS ON INVESTOR SENTIMENT AND EQUITY OFFERINGS BY HSIN-HUI CHIU May 2, 2006 Committee Chair: Dr. Jason T. Greene Major Department: Finance Using monthly open-end mutual fund flows as a proxy for investor sentiment, I am able to examine the impact of sentiment on IPO volume and underpricing. I find that issuers’ filing decisions are significantly affected by the predicted future sentiment around the expected IPO dates. Furthermore, sentiment has an impact on the final offer price setting and over-allotment options exercised. While previous research documents IPO cycles with respect to other proxies for investor sentiment, I am able to examine IPO cycles and underpricing with respect to sentiment along with investor risk preferences. I hypothesize that a going public firm will try to issue its IPO when investor risk preferences are favorable to the firm’s own risk characteristics. Empirical results based on 5,661 initial public offerings between 1986 and 2004 are consistent with my hypotheses that issuers not only time the market with sentiment in general, but also attempt to incorporate investor risk preferences into their going public decisions. Furthermore, underpricing is more severe when firms issue equity during months with large inflows into equity mutual funds. In my second essay, I find that SEO firms appear to time market efficiently because of the shorter filing periods compared to the average 2-3 months of the IPOs. Also, sentiment not only affects a SEO offer price setting but also affects the over-allotment options exercised. I examine two subgroups of the SEO samples: shelf registration and non-shelf SEOs. I find that shelf-registered SEOs incorporate investor sentiment into offering price to a greater degree compared to regular SEOs. Lastly I find that investor risk preference plays a role in firms’ decision to file prospectuses with the SEC. In other words, firms rationally decide the timing of filing based on the predicted investor preference and try to match firm characteristics with investor preference around the expected SEO date.

This thesis deals with the issue of using the instruments of electronic marketing. Literature review focuses on the description of the enviroment of internet market-ing in the Czech republic and characterizes its individual instruments in coherent conception. In following part of thesis are applied chosen instruments in the multiple case study and then evaluated using appropriate indicators. On the basis of study are inferred general recommendations for the application and maintance of selected instruments. The main contribution of this work is to sort internet marketing instruments according to their efficiency and create a general procedure for their evaluation.

The thesis deals with important aspects which have to be followed when creating and afterwards promote an e-shop. Therefore, concerning the creation and running an e-shop it is necessary to consider most of mentioned aspects to be very crucial. The thesis consists of two main parts. There are a few chapters in the theoretical part describing the introduction into an e-shop trade topic as well as a domain selection, technical solutions and the promotion of an e-shop. The practical part of the thesis is focused on how to maintain an e-shop. This part contains the analysis of the existing e-shop to provide recommendation related to various proposals and improvements for the existing e-shop. It also describes a comparison to other competitors. Finally, there is a summary of all convenient proposals for the selected e-shop improvement.

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Estimation of SEO and implementing to the concrete internet project "Autopujcovna-online.cz".