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Introducción a los conceptos de SEO semántico y de búsquedas semánticas. En qué consiste y cómo se pueden configurar los elementos de optimización web para implementarlo en sitios intensivos en contenidos, como es el caso de los sitios de medios de comunicación. Se presenta un procedimiento de trabajo capaz de ayudar a posicionar contenido web en los buscadores a través de los resultados enriquecidos. Este informe primero revisa de forma teórica los principales elementos que caracterizan el SEO semántico y los resultados de búsqueda enriquecidos, y después ofrece una propuesta para optimizar contenido semántico en un sitio web intensivo en contenidos, de modo que es especialmente útil para sitios de medios de comunicación y noticias. Introduction to the concepts of semantic SEO and semantic searches. What is it and how can web optimization elements be configured to implement it on content-intensive sites, such as media sites. A work procedure capable of helping to position web content in search engines through enriched results is presented. This report first theoretically reviews the main elements that characterize semantic SEO and rich search results, and then offers a proposal to optimize semantic content in a content-intensive website, so it is especially useful for media sites. communication and news.

The availability of network softwarization and virtualization technology in the field of telecommunications has opened the door to a radical review of the applications, protocols, and deployment models. In this evolving framework, old assumptions and constraints specific to satellite communications must be carefully re-assessed. To this aim, we revisit the role of the performance enhancing proxy (PEP), replaced by a chain of custom virtual network functions properly enabled to optimize common web traffic performance over a backhaul dynamically enabled with a supplementary satellite link. The resulting virtual PEP (vPEP) is compliant with the breakthrough virtualization and slicing paradigms and can fruitfully exploit the advanced features of the most recent IETF technologies such as QUIC and MPTCP.

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A presente investigação tem como principal objetivo perceber o impacto da atividade de Search Engine Optimization no tráfego do website de uma organização. Sendo este um processo de otimização para os motores de pesquisa, está naturalmente envolvida a necessidade de entender o modo como estes funcionam, incluindo o seu algoritmo de rastreio, indexação e classificação das páginas web. A composição do algoritmo é propriedade das empresas dos motores de pesquisa, contudo estes não disponibilizam a lista dos fatores que influenciam a classificação das páginas web e por isso é importante acompanhar os blogs direcionados para webmasters, como por exemplo o Google Webmaster Central Blog, blog onde são disponibilizadas as maiores alterações do algoritmo do motor de pesquisa da Google. Neste contexto, para se obter um conhecimento mais rigoroso sobre SEO e o seu impacto, recorreu-se à metodologia de estudo de caso, suportado na revisão da literatura mais significativa sobre os principais temas em análise. Este estudo de caso incluiu a definição e implementação de um plano de SEO no website de uma organização, assim como uma entrevista a um consultor de marketing digital, que permitiu recolher proposições da experiência do entrevistado que complementam a base da investigação. Os dados de tráfego dos dezoito meses monitorizados foram divididos em nove períodos de dois meses, que por sua vez foram distribuídos por 3 fases: “antes”, “durante” e “depois” da execução do plano de SEO. Estes dados possibilitaram a identificação das alterações ocorridas através de comparações entre as fases, onde foi possível perceber que existiu um aumento no tráfego considerável na fase “durante” em comparação com as outras duas, contudo é preciso ter em consideração que o objeto de estudo é específico e que as conclusões correspondem a este caso. This research aims to understand the impact of search engine optimization activity on an organization's website traffic. As this is an optimization process for search engines, it is of course involved the need to understand how they work, including their web page crawling, indexing and ranking algorithm. The composition of the algorithm is property of search engine companies, but they don’t provide the list of factors that influence the ranking of web pages and therefore it is important to follow blogs directed to webmasters, such as the Google Webmaster Central Blog, blog where the biggest changes to algorithm of Google search engine are available. In this context, to obtain a more accurate knowledge about SEO and its impact, we resorted to the case study methodology, supported by a review of the most significant literature on the main themes under analysis. This case study included the definition and implementation of an SEO plan on an organization's website, as well as an interview with a digital marketing consultant, which made it possible to gather propositions from the interviewee's experience that complement the research base. The traffic data from the eighteen months monitored was divided into nine two-month periods, which in turn were divided into 3 phases: “before”, “during” and “after” the execution of the SEO plan. These data allowed the identification of the changes that occurred through comparisons between the phases, where it was possible to realize that there was a considerable increase in traffic of the “during” phase compared to the others, however it must be taken into consideration that the object of study is a specific case.

V času razvoja tehnologije in povečanju obsega uporabe spleta za iskanje informacij, komuniciranje, nakupovanje in druge možnosti, ki jih ponuja svetovni splet, tudi spletni marketing pridobiva na svoji veljavi. V to kategorijo uvrščamo tudi spletne strani podjetij, s katerimi se podjetja želijo približati potencialnim strankam oziroma v primeru naše naloge naročnikom storitev zasebnega varovanja. Primerno optimizirana spletna stran je v tem smislu izjemno pomembna. Na začetku naloge smo opredelili nekaj pomembnih pojmov, ki so ključnega pomena za razumevanje naloge v nadaljevanju. Jedro naloge sestoji iz analize spletnih strani ponudnikov storitev zasebnega varovanja v Sloveniji z vidika spletne optimizacije. Za podrobnejšo analizo smo izbrali deset spletnih strani podjetij z največjim kapitalom na podlagi podatkov, dostopnih na AJPES (2017). S pomočjo analize, opravljene na spletnih straneh Alexa (2017), Seomastering (2017), Searchmetrics (2017) in Seositecheckup (2017), smo preverjali dvanajst značilnosti spletnih strani. Pridobljene rezultate smo s pomočjo večparametrskega odločitvenega modela ovrednotili z metodo Kepner-Tregoe (1981) ter spletne strani razvrstili od najbolje do najslabše optimizirane spletne strani. Za vsako od analiziranih spletnih strani smo predstavili nekaj predlogov izboljšav, ki bi povečale vidnost spletnih strani na spletnih iskalnikih ter s tem ugodno vplivali na poslovno uspešnost podjetij. Izpostavili smo predloge, kot so povezovanje spletne strani z enim od socialnih omrežij, gradnja povezav na spletni strani brez uporabe podčrtajev in vrsto drugih. Naša splošna ocena spletnih strani z vidika spletne optimizacije z izjemo najbolje ocenjene ni najboljša, saj med vsemi spletnimi stranmi podjetij, ki nudijo storitve zasebnega varovanja, ki smo jih s pomočjo desetih ključnih besed poiskali na svetovnem spletu s pomočjo uporabe spletnega iskalnika Google, kar 27 odstotkov spletnih strani ne deluje oziroma podjetja spletnih strani v namen promocije svojih storitev sploh nimajo. With the development of technology and the increase of web usage for searching for information, communication, shopping and other possibilities offered by the World Wide Web, internet marketing also increases its importance. This category also includes websites of companies which the companies want to approach potential clients with or, in the case of our thesis, to clients of private security services. A properly optimized website is extremely important for this purpose. At the beginning of the master’s thesis, we identified some important concepts that are of key importance for understanding the thesis below. The core of the thesis consists of analyzing the websites of providers of private security services in Slovenia from the web optimization point of view. For a more detailed analysis, we selected ten websites of companies with the largest capital based on data available on AJPES (2017). We analyzed twelve web page features using the analysis carried out on Alexa (2017), Seomastering (2017), Searchmetrics (2017) and Seositecheckup (2017). The obtained results were evaluated using a number of parametric decision models with the Kepner-Tregoe (1981) method, and the websites were ranged from the best to the worst optimized website. For each of the analyzed websites, we presented some suggestions for improvements that would increase the visibility of web pages on search engines, and thus favorably affect the business success of the companies. We outlined suggestions, such as linking a website to one of the social networks, building links on a site without using underscores and a number of others. Our overall assessment of web pages from the web optimization point of view, with the exception of the best ranked website, is not the best, since among all the websites, companies providing private security services that we searched on the world wide web with the help of ten keywords using Google's search engine, 27 percent of websites do not operate or companies do not even have websites for the purpose of promoting their services.

Surfing the web has moved from the stationary computers to mobile devices such as smartphones and tablets. As the technology moves further and more devices comes out on the market this is a trend that will continue. This makes it more important for web developers to adapt and make their websites fit not only for one device. The website needs to fit all devices. Since many of these devices are using wireless connections, the website performance has also become even more important in order to give the users a good experience. Responsive web design is an approach for designing and developing web pages. By using the three techniques of flexible grid layout, flexible images and media, and media queries, websites can get a design that fits all devices. Responsive web techniques will also make the web page perform better on each device since it makes the web page adapt to its environment. There are several performance techniques that can be applied to a website in order to increase performance and loading time. Responsive web design including performance techniques can together make a great impact on a website's loading speed and user experience. This thesis embraces this approach for web development. By developing a design theory, a website emerges where these approaches of web development have been implemented. During the development of the website the experiences implementing this approach and techniques is discussed. The website developed for this thesis was able to finish loading below 4 seconds on a mobile device using a 3G connection. We argue that responsive web design and performance techniques can help a website immensely to increase its user experience and performance.

This thesis covers main aspects of web analytics and use of qualitative data in better decision making processes. It describes the importance of web analytics, alternative tools for data collection and their utilization. The problem to be solved is the low number of online orders on the website. Selected problem is being solved by implementation of analytical program Zeerat and subsequent analysis of traffic drop-off at each step of ordering process, click heatmap of the problematic page and responses from the online survey. Based on the results of analysis, an alternative version is suggested. The introduction of a new version resulted in increasing bookings by 107 %. The main goal of this thesis is the introduction and comparison of feedback gathering methods and subsequent application of selected approaches in practice to specific project in order to increase website's business performance.

The thesis summarizes the findings concerning the website Mx4life.cz. The introductory theoretical part focuses on the summary of the basic findings about the Internet and e-commerce. Marketing mix and Google Analytics are included in this part too. The following practical part consists an analysis of basic information about the content and technical features of the website, individual tools of the marketing mix and the data measured in the web application Google Analytics. Moreover, the thesis looks into the competition from both e-shop's and brick-and-mortar businesses'points of view. The main aim of the present thesis is to assess the current situation with regard to the analyses already mentioned and suggest possible changes in order to increase the web site traffic and thus increase the company's competitive ability.

This thesis is focused on detailed description of the Web analytics tool Google Analytics and its use in improving attendance and competitiveness of Dobra vína company's e-shop. The aim is to propose measures that will increase sales of offered products. The measures were designed combining the analysis of web content, technical analysis of the web and the data obtained using Google Analytics. The thesis provides updated information on setting up Google Analytics: important changes that had taken place recently among which the transition to asynchronous syntax. These haven't been yet summarized in any other similar work. It also brings its own perspective on the use of information from Google Analytics to improve the performance of Internet business. The thesis presents the web analytics and the tool Google Analytics in general; it describes the setup and customization of the tracking code and finally it provides a short guide on how to read the visualized data. In the practical part it explores the web content of the Dobra vína's site and its technical aspects, after this it presents the specific settings of Google Analytics for the site and the final chapters analyze the data obtained from Google Analytics and propose adequate measures to take.

The bachelor thesis focuses on online marketing and its connection with 4Ps of traditional marketing and SEO optimization. Thesis consists of two parts. Theoretical part defines and explains basic facts about online marketing. The 4Ps of marketing are analyzed and compared in virtual and physical environment. There are pros and cons mentioned for each environment. Practical part is dealing with the optimization of the internet website owned by hotel S.E.N. The optimization reflects the marketing needs of the hotels marketing concept. The optimization uses techniques of the online marketing which were explained in the theoretical part. The obtained results are summarized and evaluated at the end of the thesis.