The Search Engine Optimization (SEO) industry has recently undergone major changes. Many new analytics tools have been put on the market enabling marketing consultants to be finally able to measure and evaluate the results of their work in SEO effectively. The theoretical part of this diploma thesis therefore aims to describe and compare selected SEO tools including practical examples of their use. The paper is focused on backlink databases (MajesticSEO, SEOmoz OpenSiteExplorer and Ahrefs) and keyword suggestion tools from Google (AdWords), Seznam (Sklik), Wordtracker and SEMRush. The final chapter provides an overview of search engine positions tracking tools and techniques. The practical part describes the method of selection, preparation and processing of data obtained from tools mentioned above. The data are used to compute correlation analysis of Seznam.cz search engine results in relation with the best known SEO factors. The results of the analysis will help marketing consultants to clarify which factors are the most important to focus on to obtain more traffic from search engines.

Internet trading had became common part of life to many people. Link to that walks also publicity that step by step moves from classical media to on-line formats. Aim of this thesis is chart possibilities of marketing and publicity on the internet and apply these pieces of knowledge practically on already running e-shop.

This master's thesis deals with system integration at web development. It specifically focuses on the sequence of steps required for programming an environment for targeted data presentation, administration system self-development to manage the data as well as a choice and usage of appropriate content management system for articles publishing and ultimately required to integrate these systems into a single functional whole. The introductory part contains theoretical knowledge which together with elaborated analysis has become a fundamental background for system integration including preceding processes.

Title of dissertation: Web Audit Methodology A web site is often the first point of contact between the user and another person or company or organization, so that in the electronic world, a web site is like a calling card. Ideally therefore, a web site should load relatively quickly to prevent the user from looking elsewhere even before the web site has opened. Also, the web site should have a pleasant design to make it user-friendly, it should display helpful content, be widely accessible and, last but not least, fulfil the aims for which it was created. It is the responsibility of web site designers, programmers and creators to ensure that web sites fulfil their function. A web site audit - either during or after its construction - is the best way of checking that all factors relating to access, use, technical processes and other criteria function correctly. There are many audit companies on the market today, each of them offering the customer its own particular perspective, evaluation according to different criteria and audit conducted using various methods. Therefore, the first part of this work contains an overview of different perspectives used to assess the quality of web sites, as well as designers and the specific methodology they apply during web site audits. The second part of this work...

El presente trabajo de investigación académica está basado en el análisis de las acciones de la promoción digital en relación con el proceso de compra de ropa Plus Size en mujeres de 18 a 34 años de NSE B de Lima Metropolitana. En primer lugar, se dan a conocer cuales son las estrategias SEO y SEM, así mismo detalla cuales son las acciones comprendidas dentro de estas estrategias. Además, se investiga sobre la reacción del target a estas acciones y estímulos. En segundo lugar, se tomó muy en cuenta el análisis del proceso de compra de las mujeres del segmento, descubriéndose que el target prefiere realizar compras por internet antes que las tiendas físicas. Finalmente, se contrastaron ambas variables y se evaluó la influencia de las diferentes estrategias de marketing digital en las etapas del proceso de compra del segmento Plus Size. Adicionalmente, se presenta el contraste de los resultados con la hipótesis planteada y conclusiones de la investigación. / This academic research work is based on the analysis of the actions of digital promotion in relation to the process of buying Plus Size clothing in women from 18 to 34 years of age from NSE B of Metropolitan Lima. First of all, they are disclosed which are the SEO and SEM strategies, as well as detailing what are the actions included within these strategies. In addition, the target's reaction to these actions and stimuli is investigated. Secondly, I am very aware of the analysis of the purchasing process of women in the segment, discovering that the objective of making purchases online before physical stores. Finally, both variables were compared and the influence of the different digital marketing strategies in the stages of the Plus Size segment purchasing process was evaluated. In addition, the contrast of the results with the hypotheses and the conclusions of the investigation is presented. / Trabajo de investigación

The aim of this study is to examine whether search engine marketing may influence consumers’ brand awareness in terms of brand recall and brand recognition. The theoretical background derives from the definition and rationale of brand awareness. The study is further based on a theoretical outline of search engine marketing and its components. Furthermore, the Hierarchy of Effects Model is used in order to describe the steps a company may influence consumers in their purchase process. In order to capture consumers’ reasoning and behaviour in the search engine context, a two-way study approach was conducted. Firstly, by letting ten participants conduct a log related to their search engine behaviour, spanning for a period of ten days. Secondly, by conducting semi-structured interviews, using their logs as a base for further discussions. Results from this study show that search engine marketing can have an effect on consumers’ brand awareness by creating initial awareness or by building upon existing awareness. Secondly, in the context of unknown brands, the results show that it had a particular strong effect on brand recognition among the participants. Thirdly, it appeared that SEM can work as a gateway for brands and an enabler for building a brand attitude amongst its potential customers. Lastly, the website experience is a crucial step for brands in order to positively influence consumers in their purchase process.

本研究主要探討公司進行現金增資之決策是否受到市場對公司的股價反 應與公司本身財務彈性所影響。本研究以 1980 年至 2015 年間,美國證券 市場 328 家撤銷現金增資的公司與 11,754 家完成現金增資的公司為樣本, 並進一步探討撤銷現金增資之決策影響因素。實證結果顯示,當市場於現 金增資宣告日給予負向反應時,公司傾向撤銷現金增資。該結果證實公司 會運用其市場擇時能力以進行現金增資之決策。本研究亦針對撤銷現金增 資之決策影響因素進行探討,發現股價現金增資反應較差、成長機會較低 或獲利能力越好的公司會傾向撤銷現金增資。此外,本研究發現當公司因 宣告現金增資而引起股價下跌時,財務彈性較佳的公司將傾向撤銷現金增 資。然而,財務彈性不佳的公司則不受市場狀況所影響,並傾向完成現金 增資。因此,公司除了將市場情形納入現金增資決策外,在市場狀況不佳 時更特別注重公司是否持有足夠的現金以保持財務彈性。 / The main purpose of this study is to examine whether the interaction between market reaction to the announcement and financial flexibility of seasoned equity offering (SEO) will affect the decision of SEO cancellation. This study includes 328 canceled SEOs and 11,754 completed SEOs in U.S. market from 1980 to 2015 and conducts a comprehensive analysis on the decision of SEO cancellation. We find that, consistent with market timing theory, SEO firms tend to cancel their equity offerings if the market reaction to those SEOs are negative. We further investigate determinants of the decision of SEO cancellation. We find that SEO cancellation is negatively associated with stock price reaction and the growth opportunity, and positively associated with the profitability. In addition, we show the evidence that the association between SEO cancellation decision and the market condition depends on the level of financial flexibility for SEO firms. Specifically, we find that firms with more financial flexibility tend to cancel SEOs if their stock prices experience a large decline around the filing date, while firms with less financial flexibility will complete equity issuance regardless of the market conditions.

本研究旨在探討國內發行公司在IPO掛牌後1年內辦理SEO之決策因素。本研究以民國85 年至89 年間新上市（櫃）的公司為樣本進行實證，並歸納實證結果如下： 一、 國內上市（櫃）公司於IPO掛牌後首次辦理SEO之決策實證結果支持市場回饋假說，即IPO掛牌後60、120、180、240個營業日之累積超額報酬率越高（低），發行公司越（不）可能於1年內辦理SEO。惟就股價報酬波動度對之影響而言，對非電子業公司來說，IPO掛牌後60、120、180、240個營業日股價報酬波動度與發行公司辦理SEO間有顯著之負相關，但電子業公司除短天期60個營業日之波動度有顯著負相關外，較長天期之波動度則較不具解釋能力。 二、 公司規模較小、設立年限較短及負債比率較高之發行公司，較有可能在掛牌後1年內辦理SEO。另發行公司是否在IPO公開銷售時採用競價拍賣方式，及內部人持股比例等因素與發行公司是否於掛牌後1年內辦理SEO之決策間較無明顯之關係。 / The purpose of this study is to explore the factors which determine Taiwanese companies’ conducting seasoned equity offerings (SEOs) within one year after their initial public offerings (IPOs). The samples come from firms first listed on the TSEC and OTC market between 1996 with 2000. The empirical findings of this research are as follows: 1、 The factors effecting firms’ decisions on SEO support market feedback hypothesis. That is, the more abcdrmal stock returns within 60, 120, 180, and 240 transaction days after IPOs, the higher the possibility for firms to conduct a SEO. However, although the factor of stock price’s volatilities has a significantly negative relation to hi-tech firms’ SEO decisions, it has less relation to non-hi-tech firms’. 2、 Firms with smaller size, shorter age and higher debt ratio have more chance to SEO. Nevertheless, neither the factor of whether IPO in auction or not, nor the one of the insider holding ratio has a relation to companies’ SEO decisions.

This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.

Title: The Use of online marketing in chosen sports e-shop Objectives: The objective of this thesis is to evaluate the use of online marketing in chosen sports e-shop Kolo-park.cz. The objective is to evaluate the use and settings of individual online marketing channels with emphasis on evaluating settings and structure of PPC campaigns. Then recommend suitable settings and structure of individual online marketing channels on the grounds on data analysis and also suggest new strategy of online marketing channels on the basis of framework See-Think-Do-Care, Methods: Methods used in this thesis: observation of online marketing area, monitoring and synthesis, analysis of PPC campaigns, analysis of e-mailing campaigns, analysis of commodity comparators settings, SEO analysis and analysis of social media. Next used methods were monitoring and synthesis. Results: The result contains recommendation to improve the structure and settings of online marketing channels/tools to achieve better results of Kolo-park.cz online marketing activities. The result is a new created strategy of individual online marketing tools/channels on the basis of framework See-Think-Do-Care. Audience, targeting, relevant content and the way how to measure online marketing activities depending on customer's buying cycle is defined...