"Syns du inte - finns du inte. SEO best-practices och utvärdering." handlar om sökmotoroptimering. Arbetet har som sitt mål att undersöka i fall det finns några rekommenderade best-practices för att lyckas med sökmotoroptimering. Arbetet tar också upp olika metoder för utvärdering av SEO-ansträngningar.Som webbutvecklare jobbar man med att ta fram webbsidor och vill att dessa ska bli hittade av målgruppen därför kändes det valda ämnet relevant och intressant.Resultatet innefattar en sammanställning av rekommendationer/best-practices från tre olika källor. En del rekommendationer har testats för att verifiera deras effektivitet samt för att undersöka i fall sökmotoroptimering är svår att tillämpa i praktiken. Diskussionen innehåller en reflektion över resultatet och ett försök att återknyta till frågeställningarna. / “You don't exist if you are invisible. SEO best-practices and evaluation“ is about Search Engine Optimization. The aim is to examine if there are best practices for successful search engine optimization. The project is also to discuss various methods for the evaluation of SEO and its effects.The function of web developers is all about finding their web-pages by target group and therefore the topics found were relevant and extremely interesting. The conclusions made are formed by recommendations from three different sources. Some of the recommendations have been tested in order to verify the effectiveness and investigate whether SEO is difficult to apply in practice and the discussions include a reflection on the results and answers to the questions they have been included in the project.

The aim of this master thesis is to analyze the current state of the companys marketing activities on the Internet (using the SEO PPC advertising social networks activities web traffic) and evaluate effectiveness of online marketing strategy. Thesis includes analysis of online communication of competitors companies on the Czech market. Basing on these analyzes recommendations and suggestions for improving the effectiveness of online marketing tools were presented.

The aim of this thesis is to propose improvements to the web presentation of selected company according to the theory relating to internet marketing with a focus on marketing in search engines. The theoretical part deals with basic information about the marketing mix and the internet and then the communications mix online. Most of the theoretical part is devoted to basic aspects of search marketing, respectively optimizing websites for search engines. Practical part summarizes some of the theoretical knowledge, which was during the writing of the thesis directly realized in the creation of the new website of the selected company. The main contribution of this thesis is to improve the web presentation of the selected company in terms of internet marketing with the intention of search engines and other recommendations.

The diploma thesis presents a proposal for improving the field of marketing of the internet auction system Aukce-Auction.cz, especially with focus on electronic marketing.

This diploma thesis deals with e-business in general and specializes in the production of e-shop, which uses the model of dropshipping to operation. The paper covers the entire process of creating e-shop. The analytical part focuses on finding a suitable partner and analysis of open source platforms that are used in the development of e-shops. The practical part describes the selection of a partner from the analytical part as well as the entire process of creating e-shop.

Date: 2021-01-20 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alexander Bäckström Rebecca Haddad Morgan Lindblom Title: In Search of the Right Content. Tutor: Aswo SafariKeywords: SMO, Marketing, Consumers, Companies Research: A qualitative research with alignment on semi structured interviews.The target group is the chosen companies and their representatives thatgets interviewed in order to examine the purpose of this study. Questions: How does the companies work to improve their accuracy amongtheir users in order to end higher up in the results within the searchengine? How does the companies work with balancing theirorganic and bought SMM? How can the companies work to strengthen their SMO within thedifferent parts of the consumers buy process? Purpose: The purpose of this study is to find out how the relevant companieswork with their SMO in order to end higher up in the search results insearch engines like Google. This to generate more traffic to theirwebsites. Beyond this the study also wants to research how the four companieswork with their organic and bought links within their SMM. The authors hope to be able to give advice to similar companies on how to work with their SMO in the future based on the results of this paper. Method: Qualitative research method with semi-structured interview/ focusgroups. Our target group is the people working with SMO within thefour companies this study analyses.Conclusion: The study concludes that the companies works a lot with analyzing how traffic gets into the website and where it comes from.There are lots of similarities in how the companies work with analyzing their target groups and planning. But they differ in some aspects between having a product or a service, otherwise they work similarly between the PPC teams and SEO teams. Concluding, the fourcompanies suggests that other companies implement SEO from an early stage and not as a final solution or use PPC as a quick fix for more traffic.

The purpose of this study has been to find out how SMEs in Sweden perceive SEO as a marketing tool. In order to answer the purpose of the study, we have selected five small and medium enterprises to take part in their stories and perceptions of SEO. As a method, we have used interviews to be able to answer the purpose of the essay. We have chosen not to focus on a specific industry because the purpose has been SMEs as it is the majority of Sweden's companies. In the thesis, coding has been used as an analysis tool to interpret our collected material. The results show that there are varied opinions about SEO. However, The majority of informants perceive SEO as a complex system. The essay shows that IP1 and IP5 informants use SEO as a marketing tool but still do not understand SEO completely. The informants use social media as a marketing strategy to reach out to potential new customers and to focus on the word of mouth model. The study also shows that the informants who use SEO see it as an opportunity to grow and make a name for themselves in the industry in which they operate.  Because SEO ensures that companies can be at the top of the list on Google among their competitors and thus easier for potential customers to find the company's website, the company gains a more extensive customer base and grows its business.

La investigación se centra en el uso del inbound marketing en el sector turístico, específicamente en los alojamientos turísticos, con el objetivo de mejorar su visibilidad orgánica. El trabajo se estructura en varios capítulos que abordan temas como la importancia del turismo en la economía española, el comportamiento del consumidor online, las nuevas tecnologías de la comunicación y su impacto en el turismo, y el desarrollo de estrategias de marketing digital como el SEO y el inbound marketing. La tesis también incluye un análisis comparativo sobre el impacto del SEO en grandes cadenas hoteleras y un estudio de caso aplicado a Monte Holiday Ecoturismo. La investigación destaca la relevancia del contenido generado por los usuarios y la necesidad de adaptar las estrategias de marketing a las nuevas dinámicas sociales y tecnológicas para atraer y retener a los consumidores. Se subraya la importancia de conocer al cliente a través del concepto de "buyer persona" y de utilizar este conocimiento para diseñar contenidos y experiencias personalizadas que mejoren la satisfacción y fidelización del cliente.

Visuomenė, internetas ir jame esanti informacija dabar turi vieną didžiausių įtakų mūsų asmeniniame gyvenime. Be interneto daugelis dabar, net nebeįsivaizduotų savo kasdienybės, nes jis mums ir padeda atlikti daugelį darbų. Tačiau vis augant duomenų kiekiams internete, informacijos paieška tampa vienu svarbiausių internete naudojamų funkcijų.Paieškos sistemos – tai sistemos, ieškančios dokumentų žiniatinklyje, naujienų grupių archyvuose, FTP saugyklose, kuriuos rado paieškos serveris ir įtraukė į savo duomenų bazes. Ieškant informacijos, vartotojai naudojasi šiomis sistemomis, todėl internetinių svetainių kūrėjai yra suinteresuoti, kad jų internetiniai puslapiai būti kuo dažniau randami paieškos sistemų. Todėl besiplečiant paieškos sistemoms išsiplėtojo SEO (Search Engine Optimization, lietuviškai „Optimizavimas paieškos sistemoms“). / Expansion of the Internet and the information contained therein formed such an organization which aims to help the internet users to quickly and efficiently find what he needs. One of them is the Google search engine. It is one of the largest search engine companies in the world. In this paper we will analyse the Google search engine, and its proposed content optimization methods, which it claims to helps achieve better search results positions. The paper will discuss techniques such as HTML meta tags, content headers, site maps, robots.txt file, canonical and Paging functions. These methods will be compared with each other, and we will decide which method is most useful for site optimization.

The thesis deals with a topic of SEO onpage signals, which are important for search engines because of sorting pages in a search engine result page. It focuses on importance of these signals for mobile SERP. Main goals of this study are to describe current recommendations for SEO on-page factors for mobile web and experimentally test real importance of these signals. Based on the results I composed an optimal set of factors with the most benefit for SEO. Theoretical part of the study summarizes basic facts about mobile searching, describes specific mobile users behaviour and describes current recommendations for mobile web onpage optimizing from Google and Seznam.cz. In practical part there is a comparative study of chosen on-page signals. For its needs I had to create few one page static websites. Each one has been optimized for on factor. All websites focused on the same very specific topic to ensure the same initial conditions. By keywords rank tracking in a SERP I was able to determine which signal is more important than others for search engines. The study results contribute to actual evaluation of each on-page signals importance for mobile website. The study could be beneficial for smaller companys websites, which need to get more visible on the net. They are able to optimize their costs by choosing the right set of on-page factors.