The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

The diploma thesis consists of creating marketing strategy for a new e-commerce. Then diploma thesis specifies conditions of foundation of e-commerce and describe single marketing instruments which leads to more efficient selling results of e-commerce.

Background: Search engine result pages (SERPs) act as an information channel between businesses and consumers. There is no way of denying search engines massive success in marketing for companies. SERP allows companies to be seen, communicate, and promote their products and services in an environment sorted by relevance for the consumer. The search engine is one way of building a solid brand online; therefore, it is crucial to investigate how to catch the user's attention and understand their attitudes in the first step of the decision-making process.  Purpose: The purpose of this research is to explore the generated attitudes towards the content that is displayed in each listing in the search engine result pages (SERPs).  Methodology: This research undertook an inductive qualitative approach with an exploratory research design. A pre-study with three cases was developed and eight semi-structured interviews were conducted. The eight participants were based on non-probability judgemental sampling. The respondents were equally diverse between men and women between the ages of 24-29.  Conclusion: This study concludes that the main explored positive attitudes that were generated towards the content of the listings in the SERPs were primarily the relevance of the search term throughout the listing, as well as brand familiarity. Other positive influences of favorable attitudes were short and concise but informative listings as well as displaying pictures. Furthermore, negative attitudes were found to be generated towards poor relevance and paid search in the listings, where organic results generated only positive attitudes towards it.

Purpose – The purpose of this thesis is contributing to the research on the efficacy of backlinks originating from Web 2.0 blogs by designing a costless method for creating controllable backlinks to a website, solely with Web 2.0 blogs as a source of backlinks. The objective is to find out if such links can provide an effect on a website’s positions in the Google SERPs in 2020 and to hopefully contribute with a controllable link strategy that is available for any SEO practitioner regardless of their economic circumstances. The thesis provides answers to the two research questions: 1. What positions in the SERPs can an already existing website claim as a result of creating and implementing a link strategy that utilizes Web 2.0 blogs? 2. In context of implementing a link strategy, what practices must be considered for it to remain unpunished by Google in 2020? Method – The choice of research method, due to the nature of the project is Design Science Research (DSR), in which the designed artefact is observationally evaluated by conducting a field study. The artefact consists of four unique Web 2.0 blogs that each sent a backlink to the target website through qualitative blog posts following Google’s guidelines. Quantitative data was collected using SERPWatcher by Mangools, which tracked 29 keywords for 52 days, and was qualitatively analysed. Conclusions – There is a distinct relation between the improvement in keyword positions and the implementation of the artefact, leaving us with the conclusion that it is reasonable to believe that Web 2.0 blog backlinks can affect a website’s positions in the SERPs in the modern Google Search. More research experimenting with Web 2.0 blogs as the origin of backlinks must be conducted in order to truly affirm or deny this claim, as an evaluation on solely one website is insufficient. It can be concluded that the target website was not punished by Google after implementation. While their search algorithm may be complex and intelligent, it was not intelligent enough to punish our intentions of manipulating another website’s keyword positions via a link scheme. Passing through as legitimate may have been due to following E-A-T practices and acting natural, but this is mere speculation without comparisons with similar strategies that disregard these practices. Limitations – Rigorous testing and evaluation of the designed artefact and its components is very important when conducting research that employs DSR as a method. Due to time constraints, the lack of data points in form of websites the artefact has been tested on, as well as the absence of iterative design, partially denies the validity of the artefact since it does not meet the criteria of being rigorously tested. The data collected would be more impactful if keyword data were gathered many days before executing the artefact, as a pre-implementation period larger than 7 days would act as a reference point when evaluating the effect. It would also be ideal to track the effects post-implementation for a longer time period due to the slow nature of SEO. Keywords – SEO, search engine optimization, off-page optimization, Google Search, Web 2.0, backlinks.

This study investigates the effects of the digital marketing channels Search engine optimization (SEO) and SEM, focusing on Google Ads, in the context of the consumer decision funnel in the Swedish market. This was done through a single-case study with a medium-sized digital marketing bureau in Sweden. Our research was summarized in a conceptual framework that aims to create a foundational understanding of best practices and strategies for companies to establish a robust and profitable online presence. The research shows that SEO and SEM has different main focuses within the digital marketing landscape where SEO has a more holistic approach and covers areas further up in the consumer funnel, and SEM operated more targeted with a high focus on measurable conversions. However, our research also finds how the respective channels both have the capacity to be used in all parts of the funnel. Concepts such as budget, strategy, timeline, and consumer behavior are key concepts within our research. The research highlights the importance of tailoring a digital marketing strategy to a company’s specific goals and circumstances. This research takes such aspects into consideration, and strategies depending on budget constraints and company size are explored separately. This paper thus provides marketers with a foundational understanding of how to approach digital marketing, and how to best tailor a digital marketing strategy to align with company goals. Effectively combining SEO and SEM creates a great opportunity for companies to establish a good online presence, which in today's society serves as a very effective media to reach out to consumers.

This thesis deals with the audit of the board game e-commerce web sites. Nowa-days there is a great number of websites of varying quality, so it is necessary to choose between them. The development of the Internet shifted the emphasis from quantity to quality. With this fact comes the topic of auditing web sites. The first part of the thesis concerns with the theoretical bases of audit of web sites in various sections. The second part includes the representation of the mar-ket of board games and its target group. Based on the first theoretical part the evaluation criteria are created, which are used for the audit of seven selected web sides of board games. This audit is evaluated in the next chapter, which then leads into the conclusion of the work in the form of recommendations for changes in order to increase the competitiveness of each evaluated e-commerce.

This Master thesis is devoted to the local marketing on-line of the small and medium businesses (SMEs). The aim of this thesis is to provide SMEs with suggestions for local marketing on the internet with respect to their limited budget. The outputs of the survey which deals with local search show how users search for services (products) on-line and how they use a location in the search queries. The results appearing on the first page (SERP) were analyzed with special focus on the listings from Google Places. Such listings can significantly influence the businesses visibility and conversion rate on-line.

The diploma thesis focuses on e-commerce in small businesses in connection with marketing and social networks. The first chapter focuses on the marketing processes and the possibility of use of the Internet in small businesses. In the second chapter I deal with the rules of creation of the corporate website, I describe several Internet tools to promote the website (Google Analytics) and deal with search engine optimization (SEO). The third chapter is devoted to social media and a number of case studies describing the use of the social network Facebook in marketing. The final chapter four is the result of the previous chapters, all the theoretical findings are applied to the two real companies AS. ROVI, s.r.o. and METRO FLORENC, s.r.o. In conclusion I am summarizing the facts mentioned above and set out recommendations for both companies and small businesses in general. This thesis was designed as a guide for small businesses -- for them to be thaught how to effectively use modern Internet tools to improve their own promotion and hence profit.

Cette thèse a pour but l'analyse des performances d'une communication radio en présence d'évanouissements et d'effet de masque. Le masquage, du aux obstacles entre l'émetteur et le récepteur, fait varier la probabilité d'erreur moyenne ("Symbole Error Probability" SEP). L'étude de la probabilité de coupure symbole (SEO "Symbol error Outage") définie comme la probabilité que le SEP moyen excède une valeur seuil est donc plus pertinent. La difficulté de son étude réside dans le fait qu'une inversion du SEP moyen par rapport au SNR (Signal to Noise Ratio) est nécessaire. Par la méthode de Laplace nous donnons des approximations précises à tout SNR du SEP dans un canal de Nakagami-m et Rice dans le cas mono-antenne. Nous montrons ensuite que ces approximations sont inversibles par rapport au SNR et permettent d'exprimer analytiquement le SEO en fonction du SEP cible. Nous intégrons ensuite le codage canal et dérivons des expressions analytiques de la probabilité de coupure paquet pour un codage bloc puis un codage convolutif à entrée décidée. Nous étendons l'étude aux systèmes MIMO à codage bloc orthogonaux puis à multiplexage spatial où des formes exactes du SEO sont dérivées. Nous considérons le cas où des interférents sont présents. Nous dérivons une approximation précise et inversible de la probabilité d'erreur lorsque les signaux se propagent à travers un canal à évanouissements rapides de Rayleigh. Enfin parce que la prise en compte de l'interférence est un moyen avéré d'augmenter la capacité des réseaux, nous étudions les performances de la détection multiutilisateurs à maximum de vraisemblance (MUD-MLSE), dans un contexte WLAN à canaux recouvrant.

The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase.   In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology.   In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list.   Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.