Online marketing a chování uživatelů

Abstract

The purpose of this document is to provide reader an overview, in analytic tools focused on observing user behaviour while visiting a web, and to describe each tool used for online market analysis, to increase company popularity and possibilities of its marketing. This theory will be demonstrated on real campaign for a Scrap Metal Yard, which would stand for practical part of the task. Because of company selection, the campaign will be focused at increasing of company visibility on world wide web and to improving placement in search engines by using Search Engine Optimization. The results of this should be company being in top search results, even without using paid promotion. Because of that, the optimization of search engine will the main topic of this document. We will observe effectiveness of each of the tools and course of action, on daily web traffic and web search results. Knowledge and recommendations in this work, besides from already said campaign for Scrap Metal Yard, comes from experience of administering technical web, on which there was numerous tools used over the course of years for optimization and increasing in web popularity, and tools for providing commercial space and vice versa. There will be campaign results in the end of this document.