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.

The thesis deals with SEO problems (Search Engine Optimization). The part of the thesis is creation of tool which analyzes web pages in multilanguage versions and results provides with appropriate educational effect for user. According the analyzing that can be also used in the regular interval it's possible to show optimization history. The tool uses Microsoft technologies, especially ASP.NET, SQL Server 2008 or Microsoft Server 2008 and is developed by Visual Studio 2010.

Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society & Engineering, Mälardalen University Authors: Belinda Sundqvist         Jerar Ohanisian                 Shaafi Osman Ali                        00/09/08                        97/09/03                               99/02/05 Title: Utilization & impact of AI in digital marketing Examinator: Magnus Linderström  Supervisor: Stylianos Papaioannou Keywords: Artificial intelligence (AI), Digital marketing, Search engine optimization (SEO), Customer relationship management (CRM), Gathered data, Ethics, Effectiveness, Regulation Research question: How do businesses utilize AI and how does it impact digital marketing? Purpose: The purpose of this study is to examine how organizations use artificial intelligence (AI) technology in their digital marketing, and how this affects their efforts to communicate digitally. This in conjunction with any repercussions regarding ethical and legal concerns, that may occur through the utilization of AI. Method: Qualitative method  Conclusion: AI tools, especially text generators like ChatGPT, are being widely used in digital marketing, especially by small to medium-sized enterprises (SMEs). Larger businesses consider ethical and legal aspects like GDPR in AI implementation. The utilization and choice of AI tools depend on a business's needs and resources. While AI helps improve margins, reduce costs, and enhance quality, it also includes challenges like potential skill gaps. Business size matters: large businesses can invest more but struggle with implementation, whereas SMEs adapt quicker and can achieve growth through AI. The study confirms AI's profitability in business, specifically in digital marketing.

Магистерская диссертация «Разработка проекта сайта о горном туризме» состоит из введения, двух глав – теоретической и практической, заключения, библиографического списка, включающего 73 наименования, и пяти приложений. Цель исследования – разработать проект информационного сайта о горном туризме, основываясь на данных, собранных в ходе анализа информационных сайтов о горном туризме и в результате работы с научными источниками. Объект исследования – информационные сайты о горном туризме. Предмет – структурно-содержательные и визуальные особенности информационных сайтов о горном туризме. Подобрано доменное имя ресурса. Сформирована концепция дизайна сайта. Подобран шрифт и цветовая палитра ресурса, разработан логотип. Обосновано решение использовать для реализации проекта CMS (WordPress) в качестве основной и конструктор Tilda Publishing для работы в разделе «Отчеты». Разработан прототип и два варианта макета стартовой страницы. При помощи конструктора сайтов разработана цифровая история. Отдельные положения проведенного исследования были представлены на VI Международной научно-практической интернет-конференции «Книжное дело: достижения, проблемы, перспективы» (Екатеринбург, 2017) и Международной научно-практической интернет-конференции «Язык. Текст. Книга» (Екатеринбург, 2018). / The Master's thesis "Web-Site Project Development on Mountain Tourism" consists of an introduction, two chapters - theoretical and practical, conclusion, reference comprising of 73 titles, and five annexes. The study purpose is to develop a draft information web-site on mountain tourism based on data collected during the analysis of information web-sites on mountain tourism and as a result of working with the scientific sources. The study object is the information web-sites on mountain tourism. The study subject is the structural and visual features of the information web-sites on mountain tourism. The domain name of the resource is chosen. The concept of the web-site design is formed. The font and color palette are chosen, and a logo for the resource is developed. The decision to use the CMS (WordPress) as the main for the project implementation and the Tilda Publishing designer to work in the "Reports" section is justified. A prototype and two versions of the layout of the start page are developed. A digital story with the help of the web-site designer is developed. Separate provisions of the study made were presented at the VI International Scientific and Practical Internet Conference "Book Business: Achievements, Problems, Prospects" (Yekaterinburg, 2017) and the International Scientific and Practical Internet Conference "Language. Text. Book" (Yekaterinburg, 2018).