SEO parametry
LEKCE 9
Hezky pěkně od začátku - jak fungují vyhledávače
Na začátku této kapitoly se malinko vrátíme k tomu, jak fungují vyhledávače (tedy SEO), které pomáhají vašemu zákazníkovi najít konkrétní zboží nebo službu - a tím pádem mu ukáží váš
e-shop nebo web.
Důležité je si uvědomit, že vyhledávače vyhodnocují tisíce e-shopů než odpoví uživateli na jeho vyhledávací dotaz. Některé e-shopy upřednostní a doporučí je na přední příčky ve vyhledávání a některé naopak upozadí. A tento "výpočet" upřednostnění se děje na základě více jak 200 faktorů.
Některé faktory můžete ovlivnit a některé naopak ovlivňují vaši zákazníci. My malinko odkryjeme pokličku faktorům, které ovlivnit můžete (tedy tzv. on-page faktorům). Ale zároveň upozorňujeme, že problematika je hooodně široká a že další rozuzlení si necháváme pro kurz Marketing pro e-shopy.
Cílem každého e-shopaře je, aby zákazník jeho e-shop snadno našel. Tedy, aby se jeho stránka v hlavních vyhledávačích (Google nebo Seznam) ukázala nejlépe na prvních pozicích. A my si ukážeme jak tomu do začátku pomoci.
Pokud nejste programátor a používáte pronajaté řešení, pak se vám to možná nebude zdát, ale celý váš e-shop je jeden velký zápis dat, který se skládá z elementů (tyto elementy se nazývají HTML tagy) a vy k těmto tagům přiřazujete obsah. Možná pro začínajícího e-shopaře zbytečnost, ale chtěli bychom, abyste si odnesli alespoň to, že si budete pamatovat, že existují 2 základní tagy:
neboli titulek stránky</strong></li> <li><strong> <meta name="description" content="" /> neboli popisek stránky</strong></li> </ol> <p>Tyto dva tagy jsou vlastně vaší vstupenkou k zákazníkovi. Je to něco, co zákazník uvidí, pokud se mu váš e-shop zobrazí ve výsledcích vyhledávání.</p> </div></div></div><div id="element_2_0_1" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>1) Titulek stránky</p> </div></div></div><div id="element_2_0_2" class="element_container text_element_container "><div class="element_content "><div class="in_element_content entry_content ve_content_text element_text_li element_text_size_medium element_text_style_1 element_text_li" ><p><strong>Titulek stránky je</strong> z pohledu SEO to <strong>nejdůležitější</strong>, co na svém e-shopu můžete ovlivnit. Vyhledávače si z něj přebírají tu nejdůležitější informaci (tedy to, zda mají vaši stránku doporučit na daný vyhledávací dotaz) a také předávají titulek jako nadpis odkazu.</p> <p><strong><span style="text-decoration: underline;">Titulek by měl:</span></strong></p> <ul> <li>vypovídat o tom, o čem je daná stránka </li> <li>být unikátní (text se nesmí opakovat na jiných stránkách)</li> <li>být popisný (vystihuje obsah stránky) </li> <li>být zajímavý (dokáže uživatele přesvědčit k tomu, aby se proklikl na váš e-shop)</li> </ul> <p>Představte si titulek jako výlohu maloobchodní prodejny. <span style="text-decoration: underline;">Titulkem byste měli zvládnout dvě základní věci:</span></p> <ol> <li> ukázat vyhledávači (nejlépe pomocí klíčových slov), že vy jste pro jeho uživatele (tzn. vašeho zákazníka) ti nejlepší</li> <li> nalákat zákazníka , aby do vaší prodejny vstoupil</li> </ol> <p><strong>Titulek se týká všech stránek, které váš e-shop má/bude mít.</strong> Tzn. Titulek pro Home page a titulek pro stránky se zbožím.</p> <p>U titulku si pohlídejte i fakt, že cokoliv je uvedeno <strong>jako první,</strong> je ze strany vyhledávačů vnímáno jako <strong>nejdůležitější informace</strong>. Takže pokud píšete titulek ke stránce "O nás", pak vypíchněte to nejdůležitější hned na začátku.</p> </div></div></div></div></div></div><div id="row_3" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-two col_3_0 col-first"><div id="element_3_0_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>Př. titulku na vyhledávací dotaz "Rekvalifikační kurzy Prostějov"</p> </div></div></div><div id="element_3_0_1" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/titulek-př..png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/titulek-př..png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div><div class="col col-two col_3_1 col-last"><div id="element_3_1_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>Př. titulku na vyhledávací dotaz "Vestavná myčka Elektolux 60 cm"</p> </div></div></div><div id="element_3_1_1" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/titulek2.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/titulek2.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div></div></div><div id="row_4" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-one col_4_0 col-first col-last"><div id="element_4_0_0" class="element_container text_element_container "><div class="element_content element_align_center"><div class="in_element_content entry_content ve_content_text element_text_li element_text_size_medium element_text_style_2 element_text_li light_color" ><p><img class="emoji" draggable="false" src="https://s.w.org/images/core/emoji/11/svg/1f44c.svg" alt="👌" />TIP: Délka titulku by se měla pohybovat v rozmezí 50 - 65 znaků (v průběhu vývoje a změn se ovšem tato informace může malinko lišit). Nezapomeňte i na skutečnost, že by se vám neměly potkat 2 stejné titulky.</p> </div></div></div><div id="element_4_0_1" class="element_container title_element_container "><div class="element_content element_align_center"><div class="ve_title ve_title_style_1"><p>2) Meta description (popis stránky)</p> <p> </p> </div></div></div><div id="element_4_0_2" class="element_container text_element_container "><div class="element_content "><div class="in_element_content entry_content ve_content_text element_text_li element_text_size_medium element_text_style_1 element_text_li" ><p>Meta description (popisek stránky) má stručně a výstižně popisovat obsah dané stránky. Jeho délka by se měla pohybovat v rozmezí 140 - 160 znaků.</p> <p>Popisky by měly být krátké, originální a měly by čtenáři dávat důvod ke kliknutí a otevření dané webové stránky. Proto se můžete potkat i s popisky, které obsahují výzvy – např. vyzkoušejte, přečtěte si, prohlédněte si, vyberte si aj. </p> <p><span style="text-decoration: underline;">Pro upoutání pozornosti tvůrci často používají:</span></p> <ul> <li>otázky (vzbuzují dobře zájem)</li> <li>čísla (upoutají čtenářovu pozornost)</li> <li>speciální znaky (jako jsou šipky, hvězdičky apod.)</li> </ul> <p><em>Níže uvádíme příklady popisků home page 2 e-shopů. Jeden je všeobecně známý (Alza) a druhý je specialista na prodej krbů (Webpro-krby-a-kamna). Všimněte si, že u Alzy je popisek výrazně delší a vyhledávač (konkrétně Google) tento popisek nezobrazuje celý)</em></p> </div></div></div></div></div></div><div id="row_5" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-two col_5_0 col-first"><div id="element_5_0_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>Homepage Alza - popisek</p> <p> </p> </div></div></div><div id="element_5_0_1" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/popisek-Alza.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/popisek-Alza.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div><div class="col col-two col_5_1 col-last"><div id="element_5_1_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>Home page Webpro-krba-a-kamna - popisek</p> </div></div></div><div id="element_5_1_1" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/popisek_krby.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/popisek_krby.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div></div></div><div id="row_6" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-one col_6_0 col-first col-last"><div id="element_6_0_0" class="element_container image_text_element_container "><div class="element_content element_align_center"><div class="in_element_content in_element_image_text in_element_image_text_1 in_element_image_text_is_two ve_valign_center "><div class="el_it_image col-two"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/příkladpopisku.png" alt="" /></div><div class="el_it_text el_it_text_second ve_left col-two"><div class="el_it_text_wrapper"><h3 class="title_element_container el_it_item" >Klíčová slova v popiscích</h3><div class="entry_content el_it_item" ><p>Nezapomeňte v popiscích používat klíčová slova, tedy slova, podle kterých váš zákazník může hledat vás nebo konkrétní produkt. Všimněte si, že Google zvýraznil konkrétní slovní spojení, které bylo zadáno do vyhledávače.</p></div></div></div></div></div></div><div id="element_6_0_1" class="element_container image_text_element_container "><div class="element_content element_align_center"><div class="in_element_content in_element_image_text in_element_image_text_1 in_element_image_text_is_two ve_valign_center "><div class="el_it_text el_it_text_first ve_left col-two"><div class="el_it_text_wrapper"><h3 class="title_element_container el_it_item" >Emotikony v popiscích</h3><div class="entry_content el_it_item" ><p>Příklad vpravo ukazuje využití emotikon jak v titulku (medaile), tak i v popiscích. Emotikony mají za úkol opět upoutat čtenářovu pozornost.</p></div></div></div><div class="el_it_image col-two"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/popisek-se-znaky.png" alt="" /></div></div></div></div></div></div></div><div id="row_7" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-one col_7_0 col-first col-last"><div id="element_7_0_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p>3) Jak to vypadá v administraci e-shopového řešení Shop5?</p> </div></div></div><div id="element_7_0_1" class="element_container text_element_container "><div class="element_content "><div class="in_element_content entry_content ve_content_text element_text_li element_text_size_medium element_text_style_1 element_text_li" ><p>Každé e-shopové řešení počítá se SEO a ví, že je to jeden z nejdůležitějších parametrů vůbec. Z toho důvodu jsou SEO parametry daným řešením prakticky protkány.</p> <p>Pokud se bavíme o základních SEO paremetrech u produktů, pak jsou tyto parametry v systému SHOP5 uvedeny na kartě zboží <br />a je důležité je pečlivě vypsat. Níže uvádíme pár obrázků pro představu</p> <p> </p> </div></div></div></div></div></div><div id="row_8" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-three col_8_0 col-first"><div id="element_8_0_0" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/seo1.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/seo1.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div><div class="col col-three col_8_1"><div id="element_8_1_0" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/SEO2.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/SEO2.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div><div class="col col-three col_8_2 col-last"><div id="element_8_2_0" class="element_container image_element_container "><div class="element_content element_align_center"><div class="element_image element_image_1 ve_center "><div class="element_image_container element_image_container_inline" ><a class="open_lightbox element_image_large" href="https://a-v-o.cz/wp-content/uploads/2020/04/SEO3.png"><img src="https://a-v-o.cz/wp-content/uploads/2020/04/SEO3.png" alt="" /></a></div></div><div class="cms_clear"></div></div></div></div></div></div><div id="row_9" class="row row_basic row_content ve_valign_top row_height_ row_padding_big row_text_auto light_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-one col_9_0 col-first col-last"><div id="element_9_0_0" class="element_container text_element_container "><div class="element_content element_align_center"><div class="in_element_content entry_content ve_content_text element_text_li element_text_size_medium element_text_style_2 element_text_li light_color" ><p>TIP: Titulek a popisky napište vždy tak, abyste zákazníky maximálně oslovili, protože -<em> nemá smysl být na první, druhé, třetí pozici ve vyhledávání a zákazník přitom na váš e-shop neklikne</em>. Pokud nejste kamarádi se slovy a českým jazykem, nebojte se přenechat tuto práci copywriterovi.</p> <p> </p> </div></div></div></div></div></div><div id="row_10" class="row row_basic row_content ve_valign_top row_height_default row_padding_small row_text_auto dark_color" ><div class="row_background_container background_container "><div class="background_overlay"></div></div><div class="row_fix_width"><div class="col col-one col_10_0 col-first col-last"><div id="element_10_0_0" class="element_container title_element_container "><div class="element_content "><div class="ve_title ve_title_style_1"><p><img class="emoji" draggable="false" src="https://s.w.org/images/core/emoji/11/svg/270f.svg" alt="✏" /> CHECKLIST A ÚKOLY</p> </div></div></div><div id="element_10_0_1" class="element_container member_checklist_element_container "><div class="element_content element_align_center"></div></div><div id="element_10_0_2" class="element_container member_progress_element_container "><div 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