The diploma thesis focuses on optimization of e-shop and strategy of selling. Main spheres of interest are full text search, on-page, off-page factors of SEO and channels of digital media. These theoretical examples are demonstrated on the example of pocess SEO and SEM. It also includes economic point of view and strategic concept of optimization.

Master thesis covers methods for creating marketing strategy proposal for internet agency that provides online marketing solutions – Freya creative s r.o. Thesis analyzes agency’s actual condition and competition. Result of this thesis is strategy proposal that covers target groups, product portfolio and agency promotion using modern online marketing tools such as social networks and blogs.

Diploma’s thesis presents usage of marketing and subcategory online marketing to create basic steps or tutorial to start and to rise popularity of mobile applications developed by Programatori s.r.o. and publicity of company as well. In this thesis will be used especially tools of online marketing like social networks, and SEO optimization. These tools will be used during whole life cycle of mobile application.

Research questions: 1. In what ways do SMEs embrace sökmotormarknadsföring that digital development has made possible? 2. What are the obstacles for SMEs to adopt sökmotormarknadsföring? Purpose: The purpose of the study is to find out how small to medium-sized companies adopt sökmotormarknadsföring to their marketing strategy. This also creates a better understanding of the obstacles that are experienced in connection with sökmotormarknadsföring. This is to identify the obstacles and help companies with knowledge to get past them. The study also aims to create an understanding of why companies choose not to work with this, despite the fact that it has been proven that it helps companies to be seen and increases brand awareness. Method: The essay is based on a qualitative study with interviews. A deductive approach is also applied. The target group is based on the selected respondents who through interviews lead to the purpose of the study. Conclusion: There are several similarities between how companies work with SEM and what obstacles there are to absorbing it. The prominent answer is that the companies would hire an external service that would handle the work for them, or have a combination of internal and external work, but get help with the expertise on the subject. Companies must be open to SEM in order to benefit from it and see the benefits of the strategy compared to a normal traditional marketing. The two most common factors why SMFs do not currently work with SEM are a lack of competence and financial resources. / Forskningsfrågor: 1. På vilka sätt tar SMF:s till sig sökmotormarknadsföringsom den digitala utvecklingenmöjliggjort? 2. Vad finns det för hinder för SMF:s att ta tillsig sökmotormarknadsföring? Syfte:Syftet med studien är att ta reda på vilkasätt som små- och medelstora företag tar tillsig sökmotormarknadsföring som den digitala utvecklingenmöjliggör. På så sätt skapas ävenbättre förståelse för vilka hinder som upplevs i sambandmed sökmotormarknadsföring. Dettaför att identifiera hinder samt hjälpa företag medkunskap för att ta sig förbi dem. Studienämnar även att skapa en förståelse för varför företagväljer att inte arbeta med detta, trots attdet är bevisat att det hjälper företag att synas samtökar varumärkeskännedomen. Metod:Uppsatsen grundas på en kvalitativ studie medintervjuer. Det tillämpas även endeduktiv ansats. Målgruppen baseras på de valda respondenternasom genom intervjuer lederfram till studiens syfte. Slutsats:Det finns flera likheter mellan hur företagenarbetar med SEM och vilka hinder somfinns för att ta till sig det. Det framträdande svaretär att företaget vill anlita en extern tjänstsom sköter arbetet åt dem eller ha en kombinationav internt och externt arbete. Slutligen gårdet att konstatera att företag måste vara öppna förta till sig SEM för att få nytta av det och sefördelarna med strategin jämfört med en vanlig traditionellmarknadsföring. Det tvåvanligaste faktorerna till att SMF:s inte arbetarmed SEM i dagsläget beror på bristen avkompetens och finansiella resurser.

In the summer of 2015, Google revealed that the number of searches conducted through mobile phones, for the first time had exceeded the number of searches conducted via computers. Last year (2018) Google announced that they had begun to both index and rank websites according to the principle of mobile-first. This means that Google now considers the mobile phone, rather than the computer, as the primary device. The aim of this bachelor thesis is to examine what consequences this paradigm shift has for the process of search engine optimizing a website  through the lens of, in this case Swedish, SEO companies. A qualitative approach, using semi-structured interviews was applied with the purpose of gathering insights from the SEO companies on the subject. The findings of this study identify mobile-friendliness as a vital part of the SEO-process, in order to achieve high ranking in search results. Further findings also suggests that core principles of SEO are more likely to clash with core principles of UX-design in a mobile-first context, than when desktop reigned supreme.

Šmaková, K. Use of online marketing for e-shops with interior furnishings. Diplo-ma thesis. Brno: Mendel University, 2018. The diploma thesis is focused on e-shops with interior furnishings, especially on the use of individual forms of online marketing by these e-shops. Literary re-search is devoted primarily to web site analysis, SEO, Search Engine Optimization and individual forms of online marketing communication. In this diploma thesis results of analysis of on-page and off-page factors of selected e-shops are inter-preted and further analysed. Based on the results obtained through the services offered by online marketing agency HPR recommendation was created on how to distribute the budget within the online forms of online marketing.

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Introduction: With the help of digital marketing, small businesses have been given greateropportunities to compete at a higher level than they previously could, which gives credence tothe term "if a small business can't be found on the internet, it doesn't exist". For small businessesto be competitive and grow, digital marketing is a must.Purpose: The purpose of this work is to investigate how a selection of small businesses utilizedigital marketing with an emphasis on SEM and SEO.Method: The present study is based on the use of qualitative methods to collect data and toprocess it. The qualitative interview approach is used to collect data, and these are conductedwith respondents at a sample of small businesses who have knowledge and insight into thecompany's marketing strategies.Results: The different companies and the respondents who represent them have a largelysimilar view of how digital marketing can be used to create growth. The clearest differencesappear in relation to the companies' financial conditions, where these largely control how muchthey can invest in the various types of marketing alternatives that are available. What is clear,however, is that all the companies work with both SEO and SEM, where it is above all thekeyword analysis that is given great importance to create growth in different ways - eitherthrough pure lead generation or a focus on increased brand awareness.Conclusion: The result in this work is not limited to small businesses. As small businesses ona general level have similar types of constraints, which this work highlighted in terms ofresources - both financial and personnel, insights from the study can highlight examples ofpractical implementations around digital marketing activities that contribute to growth thatother small businesses in other industries can benefit from.

Introduction: With the help of digital marketing, small businesses have been given greater opportunities to compete at a higher level than they previously could, which gives credence to the term "if a small business can't be found on the internet, it doesn't exist". For small businesses to be competitive and grow, digital marketing is a must. Purpose: The purpose of this work is to investigate how a selection of small businesses utilize digital marketing with an emphasis on SEM and SEO. Method: The present study is based on the use of qualitative methods to collect data and to process it. The qualitative interview approach is used to collect data, and these are conducted with respondents at a sample of small businesses who have knowledge and insight into the company's marketing strategies. Results: The different companies and the respondents who represent them have a largely similar view of how digital marketing can be used to create growth. The clearest differences appear in relation to the companies' financial conditions, where these largely control how much they can invest in the various types of marketing alternatives that are available. What is clear, however, is that all the companies work with both SEO and SEM, where it is above all the keyword analysis that is given great importance to create growth in different ways - either through pure lead generation or a focus on increased brand awareness. Conclusion: The result in this work is not limited to small businesses. As small businesses on a general level have similar types of constraints, which this work highlighted in terms of resources - both financial and personnel, insights from the study can highlight examples of practical implementations around digital marketing activities that contribute to growth that other small businesses in other industries can benefit from. Keywords: Digital Marketing, Growth, Brand Growth, SEO, SEM, Relationship Marketing.

Web visibility is the appearance of web sites in search engines. Web visibility in search engine is an important factor to improve the e-commerce on the web. If the web site gets high ranking in search engines it will attract more web traffic. Semantic markup is a technique to structure a web site, so it can be understandable by humans and computers. This allows the crawler or spider to understand the content of the web site during the search engine process. Semantically structured web sites increase the web visibility in search engines. RDFa is a semantic markup and supported by the W3C. In this thesis we have focused on the RDFa as a semantic markup technique. This study shows two aspects of RDFa i.e. what are the benefits and barriers of using RDFa in structuring and enhancing the web visibility of web sites in search engines, and how web developers implement RDFa. This study is based on the data that has been collected through literature review and interviewing different web developers from different companies. First result of this study shows the benefits and barriers of using RDFa according to the web developers. Second result is a guideline for helping the companies that are planning to implement the RDFa in structuring their web sites. The guideline is based on the technical steps and the requirements for implementing RDFa that web developers have described during the interviews.