{"id":2180,"date":"2020-04-23T14:30:27","date_gmt":"2020-04-23T12:30:27","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=2180"},"modified":"2020-09-21T08:34:48","modified_gmt":"2020-09-21T06:34:48","slug":"co-je-seo","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/","title":{"rendered":"Co je SEO aneb optimalizace pro vyhled\u00e1va\u010de?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d6d2e6b3d4f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d6d2e6b3d4f\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/#Co_je_SEO_Kratke_vysvetleni_definice\" >Co je SEO? Kr\u00e1tk\u00e9 vysv\u011btlen\u00ed definice<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/#Optimalizace_pro_vyhledavace_je_na_internetu_stezejni\" >Optimalizace pro vyhled\u00e1va\u010de je na internetu st\u011b\u017eejn\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/#Jake_SEO_nastroje_se_nejcasteji_pouzivaji\" >Jak\u00e9 SEO n\u00e1stroje se nej\u010dast\u011bji pou\u017e\u00edvaj\u00ed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/#Uspesne_metody_SEO\" >\u00dasp\u011b\u0161n\u00e9 metody SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/#A_na_zaver_je_dobre_si_shrnout_cile_SEO\" >A na z\u00e1v\u011br je dobr\u00e9 si shrnout c\u00edle SEO<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Co_je_SEO_Kratke_vysvetleni_definice\"><\/span>Co je SEO? Kr\u00e1tk\u00e9 vysv\u011btlen\u00ed definice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2684 alignleft\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/seo-896175_1920-460x242.png\" alt=\"V\u00edte co znamen\u00e1 definice SEO?\" width=\"223\" height=\"117\" \/>Co je SEO? Jednodu\u0161e se jedn\u00e1 o <strong>chytr\u00e9 \u00fapravy na webu<\/strong> \u010di e-shopu, kter\u00e9 pom\u00e1haj\u00ed k vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnosti. S pomoc\u00ed SEO prov\u00e1d\u00edme jednotliv\u00e9 \u00fapravy slou\u017e\u00edc\u00ed k tomu, aby mohl jak\u00fdkoliv vyhled\u00e1vac\u00ed n\u00e1stroj (nap\u0159. Google, Seznam a Bing) dan\u00e9 webov\u00e9 str\u00e1nky jednodu\u0161e naj\u00edt, a to s pomoc\u00ed zad\u00e1n\u00ed konkr\u00e9tn\u00edho kl\u00ed\u010dov\u00e9ho slova \u010di souslov\u00ed (longtailu). Proto vznikla optimalizace pro vyhled\u00e1va\u010de, kterou m\u016f\u017eete zn\u00e1t sp\u00ed\u0161e pod zkratkou SEO (Search Engine Optimization). My si nyn\u00ed tento pojem vysv\u011btl\u00edme. \u0158ekneme si, co SEO znamen\u00e1, jak\u00e9 \u010dinnosti zahrnuje, \u010deho jimi dos\u00e1hneme a pop\u00ed\u0161eme si ty nejlep\u0161\u00ed metody.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Optimalizace_pro_vyhledavace_je_na_internetu_stezejni\"><\/span>Optimalizace pro vyhled\u00e1va\u010de je na internetu st\u011b\u017eejn\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Lid\u00e9 ji berou jako samoz\u0159ejmost \u2013 v\u00fdrobky a slu\u017eby nejprve hledaj\u00ed v\u00a0online prost\u0159ed\u00ed.<\/strong> Ne ka\u017ed\u00fd podnikatel v\u0161ak v\u00ed, co je SEO, a jak by m\u011bla vypadat optimalizace pro vyhled\u00e1va\u010de webu \u010di e-shopu, aby p\u0159in\u00e1\u0161ela k\u00fd\u017een\u00e9 v\u00fdsledky.<\/p>\n<p>Mnoho firem za\u010d\u00edn\u00e1 klasickou reklamou na internetu a tou\u017e\u00ed po velk\u00e9m vlivu sv\u00fdch prezentac\u00ed. Bohu\u017eel pro n\u011b neust\u00e1le p\u0159ib\u00fdv\u00e1 u\u017eivatel\u016f, kte\u0159\u00ed funkce a v\u00fdhody online sv\u011bta l\u00e9pe ovl\u00e1daj\u00ed a efektivn\u011bji vyu\u017e\u00edvaj\u00ed pro sv\u016fj prosp\u011bch. Internet je toti\u017e jedn\u00edm z\u00a0nejlep\u0161\u00edch n\u00e1stroj\u016f k\u00a0propagaci a reklam\u011b, mus\u00edte v\u0161ak b\u00fdt p\u0159ed konkurenc\u00ed st\u00e1le <strong>o krok nap\u0159ed<\/strong>.<\/p>\n<p>Jestli\u017ee za\u010d\u00edn\u00e1te <a href=\"https:\/\/orangeacademy.cz\/clanky\/jak-podnikat-tipy-na-nejlepsi-weby\/\" target=\"_blank\" rel=\"noopener noreferrer\">podnikat<\/a> v\u00a0oblasti, kde je siln\u00e1 konkurence, nap\u0159. s\u00a0n\u00e1bytkem, elektronikou \u010di kosmetick\u00fdmi produkty, tak se p\u0159i zad\u00e1n\u00ed kl\u00ed\u010dov\u00e9ho slova ve fulltextov\u00e9m vyhled\u00e1va\u010di stane to, \u017ee se v\u00e1\u0161 web na prvn\u00edch stran\u00e1ch v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed v\u016fbec nezobraz\u00ed. D\u00edky pravideln\u00e9 snaze o vylep\u0161en\u00ed va\u0161\u00ed optimalizace bude, ale va\u0161e <strong>pozice ve vyhled\u00e1va\u010d\u00edch<\/strong> \u010d\u00edm d\u00e1m lep\u0161\u00ed. Poj\u010fme se pod\u00edvat, jak t\u011bchto atraktivn\u00edch v\u00fdsledku v\u016fbec doc\u00edlit.<\/p>\n<p><iframe loading=\"lazy\" title=\"Nau\u010dte se kone\u010dn\u011b, jak se d\u011bl\u00e1 online marketing! | Orange Academy\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/SGIaXrPHkiM?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Jake_SEO_nastroje_se_nejcasteji_pouzivaji\"><\/span>Jak\u00e9 SEO n\u00e1stroje se nej\u010dast\u011bji pou\u017e\u00edvaj\u00ed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>K\u00a0dosa\u017een\u00ed lep\u0161\u00ed viditelnosti webu a zobrazen\u00ed na vy\u0161\u0161\u00edch pozic\u00edch ve vyhled\u00e1va\u010d\u00edch se pou\u017e\u00edvaj\u00ed dv\u011b <strong>z\u00e1kladn\u00ed skupiny<\/strong> faktor\u016f.<\/p>\n<ul>\n<li><strong>On-page faktory<\/strong> &#8211; \u00fapravy se prov\u00e1d\u00ed v\u00a0prost\u0159ed\u00ed samotn\u00e9ho webu, nej\u010dast\u011bji se jedn\u00e1 o \u00fapravu u\u017eivatelsky p\u0159\u00edjemn\u011bj\u0161\u00edho designu, novou p\u0159ehledn\u011bj\u0161\u00ed strukturu str\u00e1nek apod.<\/li>\n<li><strong>Off-page faktory<\/strong> &#8211; jedn\u00e1 se o tzv. linkbuilding, tedy budov\u00e1n\u00ed odkaz\u016f na jin\u00fdch tematicky p\u0159\u00edbuzn\u00fdch webov\u00fdch str\u00e1nk\u00e1ch, kde se mohou u\u017eivatel\u00e9 prokliknout na v\u00e1\u0161 web \u2013 firemn\u00ed prezentaci, nab\u00eddku v\u00fdrobk\u016f a slu\u017eeb. Hojn\u011b jsou pro tyto \u00fa\u010dely vyu\u017e\u00edv\u00e1ny PR \u010dl\u00e1nky, do nich\u017e jsou vkl\u00e1d\u00e1ny odkazy na vhodn\u011b vybran\u00e1 kl\u00ed\u010dov\u00e1 slova.<\/li>\n<\/ul>\n<p>M\u016f\u017ee se zd\u00e1t, \u017ee zp\u016fsob, <strong>jak dos\u00e1hnout lep\u0161\u00edch v\u00fdsledk\u016f<\/strong> pro SEO, je snadn\u00fd, ale cel\u00e1 problematika je mnohem komplexn\u011bj\u0161\u00ed. Proto je lep\u0161\u00ed sv\u011b\u0159it se do rukou odborn\u00edk\u016f, nebo se dovzd\u011blat v\u00a0oboru \u201e<a href=\"https:\/\/orangeacademy.cz\/clanky\/prijdte-se-naucit-online-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">online marketing<\/a>\u201c a pustit se do pr\u00e1ce sami.<\/p>\n<p>V\u00a0kurzu marketingu se nau\u010d\u00edte nejen teoretick\u00e9 znalosti, ale i praktick\u00e9 tipy od zku\u0161en\u00fdch market\u00e9r\u016f v\u00a0oboru. P\u0159ihl\u00e1sit se m\u016f\u017eete na <a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">str\u00e1nk\u00e1ch Orange Academy<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2189 size-large\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-930x618.jpg\" alt=\"seo optimalizace test\" width=\"930\" height=\"618\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-930x618.jpg 930w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-460x306.jpg 460w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-306x203.jpg 306w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-768x510.jpg 768w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2-480x319.jpg 480w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/04\/Co-je-SEO-aneb-optimalizace-pro-vyhled\u00e1va\u010de-2.jpg 960w\" sizes=\"(max-width: 930px) 100vw, 930px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Uspesne_metody_SEO\"><\/span>\u00dasp\u011b\u0161n\u00e9 metody SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Co je SEO u\u017e v\u00edme, ale poj\u010fme se pod\u00edvat na n\u011bkter\u00e9 metody, kter\u00e9 <a href=\"https:\/\/orangeacademy.cz\/clanky\/marketing-pro-obchodniky\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketingov\u00ed<\/a> specialist\u00e9 nej\u010dast\u011bji pou\u017e\u00edvaj\u00ed. Promy\u0161len\u00e1 optimalizace pro vyhled\u00e1va\u010de se t\u00fdk\u00e1 r\u016fzn\u00fdch typ\u016f vyhled\u00e1v\u00e1n\u00ed, nap\u0159. obr\u00e1zk\u016f, vide\u00ed, novinek, odborn\u00fdch informac\u00ed \u010di lok\u00e1ln\u00edho hled\u00e1n\u00ed.<\/p>\n<blockquote><p>Krom\u011b klasick\u00fdch nejzn\u00e1m\u011bj\u0161\u00edch vyhled\u00e1va\u010d\u016f, jako jsou ji\u017e zm\u00edn\u011bn\u00e9 Google, Seznam a Bing m\u00e1me \u0159adu dal\u0161\u00edch. Lid\u00e9 vyhled\u00e1vaj\u00ed <strong>kl\u00ed\u010dov\u00e1 slova (keywords)<\/strong> i na firemn\u00edch webech, rozcestn\u00edc\u00edch firem, Youtube, Facebooku a dal\u0161\u00edch soci\u00e1ln\u00edch s\u00edt\u00edch.<\/p><\/blockquote>\n<ol>\n<li><strong>SEO anal\u00fdza<\/strong> \u2013 zahrnuje po\u010d\u00e1te\u010dn\u00ed anal\u00fdzu, n\u00e1vrh vhodn\u00fdch kl\u00ed\u010dov\u00fdch slov (pozd\u011bji nap\u0159. klasifika\u010dn\u00ed anal\u00fdzu kl\u00ed\u010dov\u00fdch slov), n\u00e1vrh na proveden\u00ed \u00faprav, pl\u00e1n tvorby zp\u011btn\u00fdch odkaz\u016f (linkbuilding) a z\u00e1v\u011bre\u010dn\u00fd SEO test.<\/li>\n<li><strong>PPC reklamy<\/strong> \u2013 p\u0159i realizaci va\u0161\u00ed prezentace na internetu je velmi zaj\u00edmavou mo\u017enost\u00ed vyu\u017e\u00edt i placenou formu reklamy. Nastaven\u00ed PPC reklamy a textov\u00fdch inzerc\u00ed by m\u011blo b\u00fdt rovn\u011b\u017e v\u00a0souladu se SEO. Jen tak m\u016f\u017eete vytvo\u0159it efektivn\u00ed reklamu s\u00a0vysokou n\u00e1vratnost\u00ed.<\/li>\n<li><strong>Copywriting<\/strong> \u2013 texty na web, PR \u010dl\u00e1nky pro budov\u00e1n\u00ed zp\u011btn\u00fdch odkaz\u016f, zaj\u00edmav\u00e9 post\u0159ehy, tipy a n\u00e1vody na firemn\u00ed blog nebo textov\u00e1 inzerce pro reklamu \u010di prodejn\u00ed str\u00e1nky. \u00dasp\u011b\u0161n\u00e9 texty na m\u00edru zahrnuj\u00ed nejen \u010dtiv\u00e9, poutav\u00e9 a smyslupln\u00e9 \u010dten\u00ed, ale mysl\u00ed tak\u00e9 na dostate\u010dn\u00e9 mno\u017estv\u00ed kl\u00ed\u010dov\u00fdch slov v\u00a0p\u0159irozen\u00fdch tvarech.<\/li>\n<li><strong>Podstatn\u00e1 je i struktura textu<\/strong>, kterou b\u011b\u017en\u00fd u\u017eivatel vn\u00edm\u00e1 jako p\u0159ehlednou a dob\u0159e \u010ditelnou. Zpravidla se pou\u017e\u00edvaj\u00ed nadpisy (h1), podnadpisy (h2, h3 atd.), seznamy, citace, popisy obr\u00e1zk\u016f apod.<\/li>\n<li><strong>Tvorba webu<\/strong> \u2013 na SEO je t\u0159eba myslet u\u017e od z\u00e1klad\u016f tvorby webov\u00fdch str\u00e1nek. Tady je t\u0159eba se vr\u00e1tit op\u011bt k\u00a0bodu 1) a anal\u00fdze kl\u00ed\u010dov\u00fdch slov.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"A_na_zaver_je_dobre_si_shrnout_cile_SEO\"><\/span>A na z\u00e1v\u011br je dobr\u00e9 si shrnout c\u00edle SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SEO je jedn\u00edm z n\u00e1stroj\u016f online marketingu, nem\u00e1 tedy jednozna\u010dn\u011b definovan\u00fd c\u00edl. Vyu\u017e\u00edt jej m\u016f\u017eete n\u011bkolika zp\u016fsoby. \u00dasp\u011b\u0161n\u00e9 metody ji\u017e zn\u00e1te.<\/p>\n<p><strong>Jak\u00e9 jsou tedy c\u00edle SEO? <\/strong><\/p>\n<ul>\n<li>P\u0159iv\u00e1d\u011bn\u00ed nov\u00e9 n\u00e1v\u0161t\u011bvnosti se zachov\u00e1n\u00edm st\u00e1vaj\u00edc\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/li>\n<li>Sn\u00ed\u017een\u00ed m\u00edry odchod\u016f ze str\u00e1nek.<\/li>\n<li>Sn\u00ed\u017een\u00ed n\u00e1klad\u016f na z\u00e1kaznickou podporu, tzn. m\u00edt p\u0159ehledn\u00e9 informace na webu.<\/li>\n<li>Zlep\u0161en\u00ed viditelnosti zna\u010dky na internetu a budov\u00e1n\u00ed jej\u00ed d\u016fv\u011bry.<\/li>\n<li>Zv\u00fd\u0161en\u00ed konverz\u00ed (prodeje).<\/li>\n<li>Zvy\u0161ov\u00e1n\u00ed zisku.<\/li>\n<li>Zlep\u0161en\u00ed relevance a d\u016fv\u011bryhodnosti webu \u2013 DR (Domain Rank), AR (Autorithy Rank), PR (Page Rank) a SERP (Search Engine Result Page).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Co je SEO? Kr\u00e1tk\u00e9 vysv\u011btlen\u00ed definice Co je SEO? Jednodu\u0161e se jedn\u00e1 o chytr\u00e9 \u00fapravy na webu \u010di e-shopu, kter\u00e9 pom\u00e1haj\u00ed k vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnosti. S pomoc\u00ed SEO prov\u00e1d\u00edme jednotliv\u00e9 \u00fapravy slou\u017e\u00edc\u00ed k tomu, aby mohl jak\u00fdkoliv vyhled\u00e1vac\u00ed n\u00e1stroj (nap\u0159. Google, Seznam a Bing) dan\u00e9 webov\u00e9 str\u00e1nky jednodu\u0161e naj\u00edt, a to s pomoc\u00ed zad\u00e1n\u00ed konkr\u00e9tn\u00edho kl\u00ed\u010dov\u00e9ho [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[65,66,54],"class_list":["post-2180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-online-marketing","tag-podnikani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co je SEO aneb optimalizace pro vyhled\u00e1va\u010de?<\/title>\n<meta name=\"description\" content=\"Prezentace na internetu je v\u00a0mnoha oblastech podnik\u00e1n\u00ed st\u011b\u017eejn\u00ed. 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