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MASARYKOVA UNIVERZITA Současné Trendy V Oblasti MASARYKOVA UNIVERZITA FILOZOFICKÁ FAKULTA Ústav české literatury a knihovnictví Kabinet informa čních studií a knihovnictví Sou časné trendy v oblasti SEO Bakalá řská diplomová práce Autor práce: Dita Drahovzalová Vedoucí práce: PhDr. Michal Lorenz Brno 2011 Bibliografický záznam DRAHOVZALOVÁ, Dita. Sou časné trendy v oblasti SEO. Brno : Masarykova univerzita, Filozofická fakulta, Ústav české literatury a knihovnictví, 2011. 56 s. Vedoucí bakalá řské práce PhDr. Michal Lorenz. Anotace Bakalá řská práce zachycuje aktuální trendy a vývoj v oblasti optimalizace pro vyhledáva če (SEO). Jejím cílem bylo vytvo řit p řehled o situaci v tomto odv ětví a představit nové metody, které se v sou časné dob ě používají. Práce je rozd ělena do dvou hlavních částí: v teoretické části jsou popsány sou časné trendy na základ ě dostupné literatury a internetových zdroj ů, praktická část pak zahrnuje výsledky výzkumu na základ ě rozhovor ů s odborníky na oblast SEO. V záv ěru práce je uveden stru čný náhled do budoucnosti z pohledu SEO. Annotation The bachelor thesis captures current trends and development in the sphere of Seach Engine Optimization (SEO). The aim was to provide an overview of the situation in this field, and describe the new methods being used. The thesis is divided into two main parts: the theoretical part describes current trends as dealt with in the literature and online sources, and the practical part presents the results of interviews with SEO experts. The thesis also includes a glimpse into the future from the SEO perspective. Klí čová slova SEO, optimalizace pro vyhledáva če, Linkbuilding, SocialRank, Black Hat SEO, sémantický web, ontologie, Web 3.0 Keywords SEO, Search Engine Optimization, Linkbuilding, SocialRank, Black Hat SEO, Semantic Web, Ontologies, Web 3.0 Prohlášení Prohlašuji, že jsem p ředkládanou práci zpracovala samostatn ě a použila jen uvedené prameny a literaturu. V Brn ě dne 27.4.2011 Dita Drahovzalová Pod ěkování Na tomto míst ě bych ráda pod ěkovala PhDr. Michalu Lorenzovi za podporu, vedení a podn ětné p řipomínky týkající se této práce. Dále mnohokrát d ěkuji Vítu Fleischerovi a Vladimíru Foglovi za ochotu, cenné rady a drahocenný čas, který mi v ěnovali. OBSAH Úvod.................................................................................................................................. 7 1 Co je SEO..................................................................................................................... 8 2 Metody aplikace SEO................................................................................................... 8 2.1 On-page faktory.................................................................................................... 8 2.1.1 Klí čová slova ................................................................................................. 8 2.1.2 Důležité tagy .................................................................................................. 9 2.1.3 URL adresa .................................................................................................. 10 2.1.4 Unikátní obsah ............................................................................................. 11 2.1.5 Struktura webu............................................................................................. 11 2.1.6 Kaskádové styly........................................................................................... 12 2.2 Off-page faktory ................................................................................................. 13 2.2.1 Anchor text................................................................................................... 13 2.2.2 Linkbuilding................................................................................................. 14 2.2.2.1 Interní zp ětné odkazy........................................................................... 15 2.2.2.2 Externí zp ětné odkazy.......................................................................... 15 2.2.3 SocialRank ................................................................................................... 17 2.2.3.1 Optimalizace pro sociální sít ě.............................................................. 17 3 Nástroje SEO .............................................................................................................. 18 3.1 Webová analytika ............................................................................................... 18 3.1.1 Google Analytics ......................................................................................... 18 3.2 Teplotní mapy..................................................................................................... 19 4 Zakázané metody........................................................................................................ 20 4.1 Black Hat SEO.................................................................................................... 20 4.1.1 Doorway stránky.......................................................................................... 21 4.1.2 Cloaking....................................................................................................... 21 4.1.3 Odkazové farmy........................................................................................... 21 4.2 Obsahové farmy.................................................................................................. 22 4.3 Na co si dát pozor ............................................................................................... 23 5 Nové trendy v SEO..................................................................................................... 23 5.1 Sémantický web.................................................................................................. 23 5.1.1 Ontologie...................................................................................................... 24 5.1.2 Jazyky sémantického webu.......................................................................... 25 5 5.1.2.1 HTML .................................................................................................. 25 5.1.2.2 XML..................................................................................................... 26 5.1.2.3 XHTML ............................................................................................... 26 5.1.2.4 RDF...................................................................................................... 27 5.1.2.5 OWL .................................................................................................... 28 5.1.2.6 SPARQL .............................................................................................. 29 5.1.3 FOAF ........................................................................................................... 30 5.2 Web 3.0............................................................................................................... 31 5.2.1 Mikroformáty............................................................................................... 31 PRAKTICKÁ ČÁST ...................................................................................................... 32 6 Analýza aktuálních trend ů.......................................................................................... 32 6.1 Cíl výzkumu........................................................................................................ 32 6.2 Použité metody ................................................................................................... 32 6.3 Zkoumaný vzorek ............................................................................................... 33 6.4 Analýza odpov ědí ............................................................................................... 33 6.4.1 Důležité faktory SEO................................................................................... 33 6.4.2 Zm ěny v oblasti SEO................................................................................... 34 6.4.3 Tvorba webu ................................................................................................ 35 6.4.4 SEO jako samostatná disciplína................................................................... 36 6.4.5 Analýza použitelnosti webu......................................................................... 37 6.4.6 Analýza úsp ěšnosti optimalizace ................................................................. 37 6.4.7 Budoucnost vyhledávání.............................................................................. 39 6.4.8 Vývoj v oblasti vyhledáva čů ........................................................................ 39 6.4.9 Sémantický web........................................................................................... 40 6.5 Záv ěry z výzkumu .............................................................................................. 41 7 Náhled do budoucna z pohledu SEO.......................................................................... 42 Záv ěr ............................................................................................................................... 44 Použitá literatura............................................................................................................. 45 Seznam p říloh ................................................................................................................. 54 Příloha č. 1: Seznam použitých zkratek...................................................................... 55 Příloha č. 2:
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