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SEO optimization for websites and e-shops - what does it mean?

Have you started an e-shop or website and need customers? The most effective marketing in the online environment is still SEO aka Search Engine Optimization. This is the process of building and editing websites according to the latest trends of Google, Seznam and Bing search engines. If you plan to develop an e-shop or a website, you have to deal with SEO.

We will divide the article into individual parts, as something may be "daily bread" for you, while something may be "All Greek to you" :)


What does SEO mean?

Search Engine Optimization aka SEO is the process of optimizing your website to get organic traffic. In Czech, the term "optimization for search engines" is also used. The goal of SEO is to constantly increase the volume and quality of website visits - with a high-quality website (in terms of content and design) you will reach the top positions in search engines, which will bring visitors to your website who are interested in your products or services, search for them and potentially will purchase the product/service.

By optimizing your website, you will achieve higher quality visits, longer session durations, increased brand awareness, increased conversions and overall sales.

Search engine optimization is divided into two important categories: On-page SEO and Off-page SEO

On-page SEO

On-page SEO focuses on optimizing a specific website. The goal is to improve the content, quality, and structure of the website for both users and search engines. By optimizing, visitors will better understand your brand and the services you offer. On-page SEO deals with, for instance:

-          page load time,

-          bounce rate,

-          the total duration of the session,

-          website responsiveness,

-          keyword optimization.


Off-page SEO

Off-Page SEO are activities conducted outside of the website itself that create and increase brand awareness. Off-page elements mainly increase the credibility of the site both for users and search engines. Off-Page SEO works by getting other websites to promote and link to your site.

Backlinks are important in Off-Page SEO. The number and quality of backlinks to your site is the biggest factor in Off-Page SEO. The more sites that link to your content, the better search engine rankings you will get.

How to get to the top of the search engines?

First, it is important to have your website's technical settings checked. You can have amazing text, images, and products, but technical SEO can devalue all that capital. The best way to find out how your website is doing in terms of SEO is to contact an experienced SEO specialist who will walk you through the setup. . For example, you can order a non-binding consultation or website audit. With an SEO analysis, you will find out what can be fixed and improved on your website. Specialists will evaluate the overall performance with a comprehensive analysis and propose a tailor-made solution.

Website analysis includes:

-        keyword analysis,

-         traffic analysis,

-         competitor analysis,

-         content SEO,

-         technical SEO

-         backlink analysis,

-         site linking and more.


If you want to analyze the site yourself, be sure to ask yourself these questions first:

What kind of visitors are you targeting? Is your website clear and understandable? What is the goal of your website? Is the website responsive for different devices? All your answers should be reflected on your website.


You can perform a basic SEO analysis by following these steps:


1.    Web Structure

Does the main page contain all the necessary information for your target audience? Does each page have a title and table of contents? Is everything clear and legible?

2.     Attendance

In Google Analytics, you will find out where users are coming from, the rate of leaving the page, and the average duration of the session. With this data, you can analyze the quality of traffic.

3.     Keywords analysis

Write down the keywords that your target group is searching for and then incorporate them into your website. Also check your competition and the keywords they use (use the Collabim tool for example).

4.     Web content 

Check all pages for headings (if they contain keywords), subtitles and descriptions (is the text interesting and informative for the target audience?). Also, look at the amount of text on each page. The content of the page should not be too short.

5.    Number of pages indexed

Use the site operator to find out how many pages a search engine is indexing. Enter "site:vasedomena.cz" in both Seznam and Google searches and compare the results between these search engines.

6.     URL

Check that the URL contains keywords, is not too long and redirects are working.

If you don't know what to do or if you need more complex analysis, be sure to contact an experienced expert who can better recognize problems with the technical and content parts. Use our contact form for a free, non-binding consultation.


What tools to use for SEO evaluation?

Specialized SEO tools are an important element for website optimization. Tools make work easier and collect and evaluate results. There are many of them on the market, and most of them specialize in a certain activity, but there are also multifunctional tools.



Collabim is the most used SEO tool in the Czech Republic. It measures keyword positions, shows you the competition for individual keywords, monitors PPC ads, analyzes websites, checks backlinks and handles language mutations. Collabim offers a free trial period of 14 days.


Screaming Frog

Another tool is, for example, Screaming Frog, which I mainly use for SEO analysis of the website. It examines all metadata to help create Sitemaps. A sitemap helps search engines navigate your site and index it.


Google Search Console

Google Search Console is a tool that helps you monitor your website's appearance in search results and troubleshoot problems. This is a free tool from Google and no registration is required.



Ahrefs is a tool for analyzing backlinks, competition, and website content and also suggests keywords.


Google Analytics

Google Analytics is the most used service for analyzing website results. With GA, you can track website traffic, user behavior, conversions, revenue and much more.

An SEO specialist doesn't have to cost billions, where can I get one? 

To optimize your website, you can get an SEO Specialist who knows what he's doing and you won't have to bother with different tools. For example, you can hire an SEO freelancer, an SEO consultant, or an agency that provides SEO services. Each option has its pros and cons. If you want to find out the difference between these specialists, read our article: SEO specialist - consultant, agency or freelancer?

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