Diploma thesis deals with extending the scope of search engine optimization (SEO) into integrated digital marketing model. A developed model is based on the use of modern web technologies to improve recognition and direct or indirect visibility of the website or web pages in both the search engines as well as digital media with natural or unpaid (organic or algorithmic) search results.
The model is designed as a result of indetified shortcomings of a comprehensive approach to the presentation of micro, small and medium-sized businesses on the web and goes beyond the general SEO, which is presented as one of its components. Setting up a quality set of technical and creative elements to optimize the model is crucial to raise a website traffic. To display the concept of the model some practical steps are carried out and measured on the active webpage of a micro-enterprise. First, options and modes for technical, structural, design and content website optimization are presented, followed by analysis of the results, which allows identification of further improvement opportunities and determination of necessary steps. The result of diploma thesis is proven and scalable integrated digital marketing model based on the classical SEO approach. Semantic web, search engine advertising (SEA) and search engine marketing (SEM), which would more fully determine the scope of digital marketing, represent the opportunity for further discussions.
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