In today's society, almost all companies, associations and even individuals have websites, blogs or social media to appear in on the internet, and the competition to succeed appearing on search engines' first pages, which most users only look at, is big. The purpose of this study is to develop proposals for improvement to increase the website traffic for a bed-selling company website, using web analytics and search engine optimization, and to create a deeper understanding of user behavior. This study is based on theories in the field of interaction design with a focus on design principles and cognition. The study uses the methods literature review, web analytics, contextual inquiry sessions and search engine optimization-evaluation in order to generate results. The results gave information about how the user is drawn to the website, and how search engine optimization currently is used for the website. Developing proposals for improvement have been generated based on the results to boost website traffic to the company website. Conclusions in which the study resulted in is, for example, that the study only examines how users find the site starting from a search engine and not why the user uses a search engine, which in a broader study could have been studied for a more in-depth result. Proposals for future research are for example to see how the increase in website traffic is affecting sales both regarding the web shop and in stores.

Arbetet handlar om sökmotoroptimering med hjälp av microdata. Hamnar webbsidor som använder sig av det högre upp i det organiska sökresultatet? Eller kan det ge mindre önskvärda konsekvenser? Från början åtogs arbetet att skapa en sökmotoroptimerad sida åt företaget Hårmakarna i Motala och som en naturlig del i arbetet dök användandet av microdataupp. Det tycks vara allmänt vedertaget att tekniker som microdata är gynnsamma vid sökmotoroptimering och frågeställningen kring huruvida ett sådant användande kunde ge en bättre placering i det organiska sökresultatet eller ej tog form. Det var särskilt intressant eftersom det inte verkade finnas några studier som bekräftade frågeställningen. Arbetet blev därför sedan uteslutet inriktat på frågeställningen. Undersökningen genomfördes genom att två webbsidor publicerades. Förutom att den ena sidan innehöll microdata var webbsidorna identiska. Direkt efter publicering genomfördes frekventa undersökningar av Googles sökmotor tills webbsidorna indexerats. Efter det utfördes sökningar på utvalda sökord med målet att få en uppfattning om webbsidornas placering över tid. Resultatet blev oväntat då webbsidan utan microdata visade sig få en sämre placering. Antagligen berodde det på det som Google kallar ”duplicate content”. / This study is dealing with the subject of search engine optimization with the usage of microdata. Do websites that use it obtain a higher placement in the organic searchresult? Or can it bring less desirable consequences? From the beginning the work consisted of creating a search engine optimized website for the Motala-based company Hårmakarna and as a natural part in the work the topicof microdata surfaced. It seems like it is common knowledge that techniques like microdata are beneficial for search engine optimization and the question whether that kind of technique could wield a better placement in the organic searchresult or not took shape. It was particulary interesting since it did not seem to exist any studies that could confirm the question. The study was performed by publishing two websites. Except that one of the websites was using microdata the were identical. When the websites were published examinations of Google's searchengine were performed until both websites were indexed. After that searches were made with selected searchwords and the aim was to get a notion of the websites' placement over time. The result was unexpected as the website with no microdata got an inferior placement probably due to what Google calls ”duplicate content”.

With the statistical numbers that shows how companies year after year moves more and more money from traditional marketing budgets to inbound marketing budgets as a result of a past success within the field of inbound marketing, the purpose of this study is to examine what can be derive from their use of the Web 2.0 technology as a marketing tool. The target-group for this study is mainly organizations that are interested in the use of Web 2.0 technologies and an academic audience as students and researchers.This study have used it selves of a Hermeneutics scientific approach and an abductive approach towards the relationship between theory and research. Semi-structured interviews have been conducted as the method for collection of data for the empirical study. The selections of the respondents to the empirical study have been selected through different criterias were the organizations use and frequency of use of Web 2.0 technology were a primary criteria.The conclusion of this study shows that there are some major advantages that can be derived from the use of Web 2.0 technology in organizations marketing communication, the interactions with consumer and the use of the interaction to improve organizations processes. The drawbacks that were discovered are mainly the organizational changes that an organization has to go through when implementing Web 2.0 technologies in their marketing communication and the risk of negative viral spread. The future opportunity for using Web 2.0 in marketing communication is that it can lead to new creative ways to interact with the customers.

Idag finns omkring 625 miljoner webbsidor på internet. Rapporten betonar vikten av att synas bland dessa samt hur man gör för att bli sedd, detta samlingsnamn kallas sökmotoroptimering. I den här studien behandlar vi ämnet sökmotoroptimering med inriktning mot Google, vad det är och hur det används i praktiken. Vårt syfte är att fördjupa oss i detta ämne och bilda oss en uppfattning om vad det handlar om. I resultatet har vi utifrån Googles riktlinjer listat flera begrepp som hjälper dig att optimera din webbsida. Vi har även i resultatet intervjuat flera verksamheter eftersom vi vill veta hur sökmotoroptimering används hos dem. I analysen har vi sedan jämfört Googles riktlinjer med teori och resultat för att ta reda på vad som utmärker sig mest. Vi har kommit fram till att en lättillgänglig sida med bra innehåll är det som utmärker sökmotoroptimering och det som gör att webbsidan blir synligare i träfflistan. Vi kom även fram till att det är tre specifika delar som Google tar upp som utmärker optimering hos verksamheter. Dessa delar är: ”optimera för besökaren”,” förutse sökbeteende” och ”webbplatsanseende”.

Diploma thesis „Using e-marketing to promote luxury brand WLINIE on the Czech and Slovak market “ deals with possibilities of propagation of luxury brand WLINIE on the internet. The thesis describes how to increase visitors of the web pages and build luxury image. The work discusses possibility of SEO optimization, social media marketing and PPC campaign.

A topic of this master thesis is designing and implementing a Content Management System that would contain SEO optimization options in the basis. The objective of this thesis is to improve quality of produced websites and to increase awareness about SEO optimization. According to the defined problem the thesis first analyzes existing CMS systems. Afterwards the solution is suggested which consists of a combination of the existing CMS system OctoberCMS and a plugin that extends the system with the necessary functionality. The last part of the thesis is devoted to designing the implementation and testing the final solution.

The aim of this thesis is to describe in detail the current ways of optimizing websites for search engines (SEO) and to apply them in a broader marketing strategy of italian restaurant La Casa Degli Amici. The thesis presents evidence about the importance of SEO for marketing and can be used as a template for optimizing you own website. This thesis is divided into two main parts - theoretical and practical. The theoretical part explains the concepts used in the design and implementation of the practical part. The theoretical part considers 3 main subjects - search engine, users and SEO which represents website creation and optimization. This thesis describes the history of search engines and the way search engines analyze and evaluate a website. It also describes user search strategies and the way users read the search results. In the SEO section we show its advantages, brief history, SEO strategies and description of techniques and tools that can be used for SEO. In the practical part we put together a marketing strategy which consists of website creation, implementation of selected SEO techniques and social network marketing. Implementation of the marketing strategy is evaluated on data obtained during the period between 1. 8. 2016 and 31. 11. 2016. Owner of the restaurant has provided data on sales which were used for overall evaluation of implemented marketing strategy.

This Master´s Thesis characterizes and compares three tools of the performance marketing on the internet - Search Engine Optimization (SEO), Pay-per-click advertising (PPC) and Facebook Ads. The theoretical part analyses specific advantages and limitations of each tool and current trends in the development of these tools. The application part compares SEO, PPC and Facebook in terms of the price and quality of visits. The comparison is performed on the data of 74 clients of the Fresh Services digital agency, gathered from 2014 to 2016. It identifies significant differences in prices for the visit among instruments, while the revealed differences in conversion rates have not been proven to be statistically significant. The conclusion provides recommendations for applying these tools to a marketing of small and medium enterprises.

Internet je fenoménem současnosti, v tržní realitě dnešní doby stále více platí ono rčení ? ?Kdo není na internetu, jako by nebyl?. Internetový marketing je dnes nedílnou součástí marketingu většiny firem. Dynamicky se rozvíjející tržní prostředí dneška však klade o to vyšší nároky na orientaci v této oblasti. Cílem diplomové práce je analyzovat moderní teoretické přístupy v marketnigu ? zejména v oblasti využití internetu jako reklamního média a demonstrovat praktické využití technologie Flash na konkrétních příkladech. Předpokladem pro dosažení cíle této práce je má několikaletá zkušenost v oblasti internetového marketingu, prezentace a vizuální komunikace firem a především technologie Flash. Proto jsem se kromě nezbytných teoretických východisek zaměřil i na praktické ukázky a doporučení v této oblasti. Přínos této práce spočívá v teoretickém popisu východisek internetového marketingu a technologie Flash a v její následné demonstraci na multimediální flashové aplikaci.

In the time of recent economic crisis is more than ever difficult to keep old and find new customers. Along with the growth of sales on the Internet there are also a growing number of competitors, which want their share of the market pie. The aim of this thesis is to use technologies and processes of Business Intelligence with web analysis of an electronic store in order to get new information and knowledge that should later on help with overcoming the two mentioned problems most companies running an internet business are today dealing with. In the first, theoretical part of this thesis there are described basic principles and processes of search engine optimization in term of both users and search engines. Next chapter follows the theory of web analysis. There are also described general as well as own selection criteria of the web analysis tool. Upon these criteria there are these tools described and evaluated. Last theoretical chapter deals with Business Intelligence, in particular with a data warehouse theory and with a process of a BI project. Introduction to the practical part is formed by a description of a current e-shop situation. In this part there is also mentioned current architecture solution, standing of the firm and its future vision. On the basis of selected web analysis tool and theoretical knowledge described in previous chapters there is than designed concrete solution and described process of its implementation, some of its outputs and also its costs. The main contribution of this thesis I see in gaining new and otherwise hardly accessible reports about the visit rate, which should ease and improve the process of website optimization and therefore help the company to strengthen its market position. Another contribution would be in demonstration of the BI implementation on a small business scale also with its cost accounting.