SEO Optimization of Client Websites in WordPress and Shoptet

This bachelor thesis deals with Search Engine Optimization (SEO), focusing on technical and content on-page factors. The main objective of the thesis is to create, apply, and technically verify a repeatable methodological process of SEO for two distinct web platforms: the open-source Content Management System WordPress and the closed SaaS solution Shoptet. The thesis is divided into theoretical and practical parts. The theoretical part defines all key search engine ranking signals, SEO needs, and the impact of artificial intelligence on modern search. The practical part subsequently demonstrates the application of the proposed strategy on two real commercial projects – the XFitness fitness center network and the MS AESTHETICS e-shop. The implementation for each project includes an analysis of the initial state, keyword analysis, optimization strategy design, and the actual execution of modifications, including the effective integration of generative artificial intelligence tools for content and metadata creation. The results demonstrate that the systematic correction of technical debt and semantic optimization lead to a provable increase in technical standards and better indexability of both websites. The thesis also confirms the significant contribution of artificial intelligence in streamlining repetitive SEO processes and defines the technological differences between the analyzed platforms.