Projekt SEO kampaně vybraného e-shopu

The diploma thesis deals with SEO analysis and optimization of the selected e-shop. In the introduction of the diploma thesis, the term online marketing and its types are analyzed, including the importance of search engines in online marketing. The following chapter deals with the concept of SEO, its history, development and influencing factors. These are, for example, the content of the website, the architecture of the website, HTML including examples of correct semantics, which is compared with the current state of the e-shop, the trust and security of the website, its links and emphasis on the user. Finally, optimization is introduced as a process that technical SEO (site speed, mobile functionality, code quality, site security), content SEO (meta titles, content, internal linking, topicality, outbound links) and backlinks (inbound links, anchor texts , relevance, decision authority). SEO methods are briefly presented. The third chapter deals with web analytics and its metrics and dimensions. The fourth chapter is dedicated to Google Analytics, its development, data collection and reliability, its dimensions and metrics. The fifth chapter already analyzes the e-shop itself. The current state of the e-shop is described and an analysis based on the factors described in the theoretical part of this work and an SEO campaign created, from which a cost, time and risk analysis is subsequently carried out.