Search engine optimisation strategy of a selected e-shop

This master’s thesis focuses on Search Engine Optimisation (SEO) and its application in the context of small e-shops. The primary objective of the thesis is to revise the Kefin brand's SEO strategy based on a detailed analysis of its current state and a subsequent proposal of corrective measures, with consideration of their economic feasibility. The research is based on a combination of on-page, off-page, and technical factor analyses of the Kefin.cz website, a comparative analysis with selected competitors, and a revision of the keywords used to date. The research is further supplemented by a qualitative study comprising in-depth interviews with SEO experts, offering professional insights into the work. The analyses highlight the need for primary technical optimisation, particularly for mobile accessibility, and for correcting on-page factors based on the revised keywords. The contribution of this thesis is a detailed action plan prioritised by importance, including an estimate of investment costs. The findings confirm that, for small businesses, SEO remains a key tool for increasing traffic and overall market competitiveness, despite higher initial investments.