SEO (Search Engine Optimization) is a set of strategies, techniques and practices that aim to improve the visibility of your website in search results. The main goal is to get more relevant visitors from search engines such as Google or Seznam, thereby increasing the chances of conversions - whether it's a purchase, form fill or other action.
Unlike paid advertising (PPC), where you pay per click, SEO is long-term investment - Results don't appear overnight, but can bring in traffic for months or years without any additional direct costs.
How SEO works
Search engines use robotswho crawl the internet and index the content of websites. Based on hundreds of factors, the algorithm then decides which pages appear for certain search queries (called keywords).
The challenge for SEO is to meet these factors as best as possible.
Why SEO is important
Up to 90 % users only click on the results on the first page of Google. If your site is displayed lower, the likelihood of a visit drops dramatically. Good SEO means:
- More traffic without paying per click
- Better user experience
- Long-term results and return on investment
- Competitive advantage in the online environment
Key factors that affect SEO
1. Quality content - relevant, topical and beneficial to the target group
2. Web loading speed - Slow sites discourage users and search engines
3. Mobile friendliness - more than half of searches are done on phones
4. Structure and internal linking - facilitates orientation for users and robots
5. Backlinks - the more quality links that lead to you, the higher the authority
6. Security - web with HTTPS has an advantage in search engine rankings
Types of SEO
- On-page SEO - editing directly on the website (content, structure, HTML tags)
- Off-page SEO - factors outside your website (links, social media mentions, PR articles)
- Technical SEO - speed optimization, code, sitemap, robots.txt
How to get started with SEO
- Keyword analysis - find out what people are looking for and how it relates to your business
- Content optimization - adapt texts to keywords and user needs
- Improving the technical condition of the website - speed, structure, mobile version
- Building authority - getting quality links and mentions
- Regular evaluation - track data in Google Search Console and Google Analytics
SEO vs. PPC - what's the difference
| Factor | SEO | PPC |
|---|---|---|
| Cost | Investing in content and optimization | You pay for each click |
| Speed of results | Months to a year | Immediately |
| Duration of the effect | Long term | When the ad stops |
| Credibility | Higher (organic results) | Lower (marked as advertising) |
Summary
SEO is essential for any website that wants to be visible and successful in the long term.
This is not a one-off activity, but a a continuous process of improving technical quality, content and authority. Well done SEO can bring hundreds to thousands of new visitors per month, without having to pay for each click.
