Le développement rapide du World Wide Web depuis les années 1990 a entraîné l'accroissement dunombre de sites web et l'intensification de la concurrence. Parallèlement, les moteurs de recherche ontjoué un rôle majeur en facilitant la recherche d'informations sur le web, au point de devenir une sourceinépuisable de trafic dont les propriétaires de sites web souhaitent profiter. Afin de capter un maximumde trafic qualifié, il est devenu nécessaire de se démarquer pour améliorer la visibilité d'un site web surles moteurs de recherche. Pour cela les propriétaires de sites web peuvent faire appel à des entreprisespratiquant le référencement web, et plus particulièrement le référencement naturel qui regroupel'ensemble des techniques d'optimisation permettant d'indexer et de positionner les pages d'un site webau plus haut niveau dans les résultats de recherche. L'activité de référencement web est conduite par leréférenceur qui, en optimisant un certain nombre de critères au sein du site web, améliore sonpositionnement. Mais les résultats obtenus sont incertains, car les algorithmes de classement desmoteurs de recherche sont en perpétuelle mutation. Dès lors, il est devenu nécessaire pour le référenceurd'avoir une meilleure maîtrise du processus de référencement web et d'être aidé dans ses prises dedécisions afin de satisfaire ses clients. Nos travaux de recherche ont permis d'apporter troiscontributions :- Établissement d'un cadre efficace pour l'activité de référencement à partir de la définition desdifférentes étapes du processus de référencement web en s'inspirant d'un méta-modèle d'ingénierie ;- Modélisation du processus de référencement web à partir d'un modèle d'agents afin de permettreune meilleure compréhension de son fonctionnement et de contrôler efficacement les différentesinteractions ;- Conception d'un système d'aide à la décision à partir de notre modèle d'agents servant desupport à l'activité de référencement web.Ces trois contributions majeures nous ont permis de répondre à notre problématique de recherche qui seproposait de répondre à la question suivante : « Comment concevoir le processus de référencement webpour améliorer sa maîtrise par le couple référenceur / client ? ». / The World Wide Web has quickly grown since the 90s, and it has led to an increase in the number ofwebsites and the intensification of the competition. In parallel, search engines have played a major roleby facilitating the research of information on the web, to the point of being an infinite source of traffic ofwhich websites' owners would like to take advantage. In order to capture the maximum of qualifiedtraffic, it has become necessary to stand out from the competitors to improve the visibility of a websiteon search engines. To do that, websites' owners can resort to firms which practice Search EngineOptimization (SEO). The latter gathers all the optimization techniques which make it possible to improvethe ranking of web pages at the highest rank in the search results. The activity of search engineoptimization is done by a SEO practitioner who, by optimizing some technical criteria, improves theranking of the website. But the obtained results are uncertain, because of the ever-changing rankingalgorithms of search engines. Consequently, it has become necessary for the SEO practitioner to have abetter mastery of the SEO process and to be helped in its decision makings in order to satisfy its clients.Our research works have allowed us to make three contributions:- Creation of an efficient structure for the SEO activity from the definition of the different steps ofthe SEO process and the use of an engineering meta-model;- Modeling of the SEO process by using a multi-agent system in order to enable a betterunderstanding of its functioning and to efficiently master its different interactions;- Design of a decision support system thanks to our agent-based model to support the SEOa c t i v i t y .These three main contributions enabled us to answer our research question which was: "How to designthe search engine optimization process in order to improve its mastery by the SEO practitioner and theclient ?"

Le cycle de l‟information, de la collecte à la dissémination, est central en intelligence économique. D‟autre part, depuis quelques années, le web 2.0, le web inscriptible a modifié la face d‟internet. Nos travaux ont pour sujet l‟étude de l‟impact que ce fameux web 2.0 a sur le cycle en question et nous proposons des méthodes et outils afin de tirer parti de ce nouveau paradigme, et ce, pour chaque étape du cycle

Background: The use of digital marketing channels during the last years has increased significantly, especially the use of marketing on the Internet. Hence the communication chart of marketing has been redrawn. The technological development has had a major impact on the marketing discipline. The integration of information technology and marketing has resulted in the emergence of a new field, namely e-marketing. Hence the need for further research is desirable. Purpose: The purpose of this study is to examine alternative marketing procedures that a company can apply to increase the digital awareness and manage their customer relationships. Theoretical framework: Theories regarding digital marketing cycle, SEO and customer relationship. Method: This research is based on data collected through a primary semi-structured interview with a company active in the corporate information industry which also provides a RFQ service. We have also conducted ten structured interviews with companies who have used the services provided by the primary company. Furthermore a content analysis regarding SEO has been completed. Conclusions: We have identified several alternative marketing procedures that can increase a company´s digital awareness and enable a successful managing of their customer relationships. These alternative marketing procedures have been concluded by use of the theoretical framework and then adapted toward our empiricism. Furthermore we have constructed distinct guidelines that create favorable conditions for the initiation and completion of the model digital marketing cycle.

The significance of search engine optimization is clearly highlighted sin- ce over 90 % of internet usage starts with a search engine according to contemporary studies, whilst the internet also has contributed to increa- sed competition between companies operating from different geographic markets. Guidelines from search engines and theory from studies descri- be several internal influencing factors, on-site factors, but ambiguous in the studies is how much these factors affect the ranking. For this reason, a study was conducted regarding the e-commerce platform Sparket.se and its ranking on Google through iterative testing and measurement of each on-site factor. The result and conclusion of the study suggest that key- words and structure are of greatest importance in on-site optimization. The largest improvement was observed when keywords were placed in the HTML code and accounted for 2-5 % of the total content, without duplication. A clear hierarchical structure of even width and depth also resulted in an advancement. Implementation of breadcrumbs again pro- vided limited improvement, likely because of Sparket’s small size, and sitemap, as well as robots.txt, yielded unchanged ranking. The overall effect of the on-site factors in search engine optimization was significant for the e-commerce platform. / Vikten av sökmotoroptimering belyses tydligt eftersom över 90 % av in- ternetanvändningen inleds med en sökmotor enligt nutida studier, sam- tidigt som internet har bidragit till ökad konkurrens mellan företag som verkar från olika geografiska marknader. Riktlinjer från sökmotorer och teori från studier beskriver flera interna påverkande faktorer, on-site- faktorer, men tvetydigt i studierna är hur mycket dessa faktorer påver- kar rangordningen. Med anledning av detta genomfördes en studie an- gående e-handelsplattformen Sparket.se och dess rangordning på Goog- le genom iterativ testning och mätning för varje on-site-faktor. Resulta- tet och slutsatsen av arbetet gör gällande att nyckelord och struktur har störst betydelse vid on-site-optimering. Störst förbättring observerades när nyckelord placerades i HTML-koden och utgjorde 2-5 % av det tota- la innehållet, utan duplicering. En tydlig hierarkisk struktur med jämn bredd och djup resulterade likaså i avancemang. Implementation av bre- adcrumbs gav också en marginell förbättring, troligtvis på grund av Spar- kets ringa storlek, och sitemap samt robots.txt gav oförändrad rangord- ning. Den sammanlagda effekten av on-site-faktorerna vid sökmotorop- timering var signifikant för e-handelsplattformen.

Background: There is a knowledge gap in the B2B-businesses adoption of inbound marketing strategies. The B2B sector has a substantial economic impact on the society and their marketing activities need to adapt towards the digital era. In the Swedish market, this has not yet been sufficiently researched up until this point. Purpose: This study serves to provide insight in key issues and problems when B2B businesses incorporate inbound marketing strategies. The maturity in the Swedish B2B market aims to be investigated and implementation problems to be highlighted. This information could aid Swedish B2B businesses in the future by becoming aware of issues beforehand. Also, this can give B2B businesses beneficial insights when the sector is increasingly adopting inbound marketing in the future. Method: In order to achieve in-depth understanding on the subject, a qualitative study with an exploratory design was conducted. By judgemental sampling methods, the research incorporates insights by knowledgeable industry professionals. Empirical findings were conducted through semi-structured interviews in which participants were encouraged to discuss inbound marketing in a B2B context in both detailed and broader terms. Conclusion: This study show that digital marketing is widely adopted in a B2B context, but inbound marketing strategy maturity is difficult to measure on a scale from this type of research. Key issues to implementation are organisational issues within a business, difficulty to determine goals, lack of knowledge in management about digital channels and possibilities, in addition to changing behaviour by B2B sales representatives. The future is looking bright for inbound marketing strategies even after the GDPR takes effect in May 2018, this study has shown.

Hašková, G., Trenz, O., Using internet marketing tools in the online shop. Diploma thesis. Brno: Mendel University, 2015. This diploma thesis deals with internet marketing and practical using internet marketing tools. It includes keyword analysis, PPC advertising, e-mailing and Facebook marketing. The aim of this thesis is increasing sales of the specific online shop.

This thesis is focussed on detailed processing of the optimization of web pages for web search engines (SEO). It describes the functionality of full text search engines considering the order of search results. The thesis also presents the most often myths and problems from the field of optimization which are supplemented by the right procedures according to the currently used methods and processes. Further on, the thesis is supplemented by the general outline of the process of optimization which is furthermore used and explained in detail in a practical case study. There is also mentioned the point on the issue of scoring the rate of return in optimiza-tion.

The subject of my diploma thesis is internet marketing. Due to its complexity, the thesis focus mainly on online advertisement, primarily to PPC campaigns. The thesis provides summary of PPC advertisement itself, their rules and also the whole structure of campaigns, keywords etc. The same concept is used for social network Facebook and its advertisement. The target is to point out the importance of both approaches and also to show the main differences between them. These findings are used for practical part, where the real PPC and Facebook campaigns are put into practice for selected institution. The target of this work is to use the findings from literatury research in the real case scenario. Based on the campaigns result, find out what are the positives and negatives of such campaigns and to show how important the internet marketing is.

The thesis Analysis and optimization of a functioning e-shop in the theoretical part describes the general prerequisites for successful internet marketing and possible ways to analyze important data. The practical part is an analysis of e-shop Company Oxalis dessous. The analysis is performed after the marketing, operational and in terms of the method of providing information. On the basis of the chosen strategy, this aims to improve important parameters of internet commerce. Specifically are traffic, conversions, keyword positions in the search engines and breadth of link portfolio. The chosen strategy is its realization is subjected to analysis using analytical and measuring tools to examine its effectiveness. From the theoretical foundations verified in practical part is based on the draft final recommendations, which can be used for online stores selling the goods

This thesis deals with the decline in decrease of traffic to the website at their redesign or significant intervention into their content, in terms of optimizing websites for search engines. This issue is known acronym for SEO - Search Engine Optimization. The search part focuses on the functioning of the search engine algorithms, factors affecting traffic to sites and their success in the search results. It also describes the appropriate procedures for the planned redesign, a significant interference with the content of sites that always leads to a decrease traffic from organic search. These procedures should eliminate a decrease in traffic to a minimum. The practical part shows the functionality of the procedures described in the theoretical part of the work on real cases of websites of various sectors and the difficulties of those sites that have ignored these recommendations or not incorporated them correctly.