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ICT Jako Významný Faktor Konkurenceschopnosti

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ICT Jako Významný Faktor Konkurenceschopnosti ČESKÁ ZEMĚDĚLSKÁ UNIVERZITA V PRAZE PROVOZNĚ EKONOMICKÁ FAKULTA KATEDRA INFORMAČNÍCH TECHNOLOGIÍ ICT jako významný faktor konkurenceschopnosti disertační práce Autor: Ing. Pavel Šimek Školitel: Doc. PhDr. Ivana Švarcová, CSc. © 2007 Prohlášení Prohlašuji, že disertační práci na téma „ICT jako významný faktor konkurenceschopnosti“ jsem vypracoval samostatně a použil jsem pramenů, které jsou uvedeny v přiloženém seznamu literatury. V Praze dne 21. září 2007 Pavel Šimek Poděkování Rád bych při této příležitosti poděkoval své školitelce Doc. PhDr. Ivaně Švarcové, CSc., za ochotu a odborné vedení, nejen při psaní této práce, ale během celého studia. Dále děkuji Ing. Karlu Jiránkovi a Bc. Ireně Krupičkové za pomoc při praktické implementaci metodického postupu optimalizace dokumentu na několika reálných projektech. Souhrn Souhrn Předkládaná disertační práce se zabývá problematikou optimalizace dokumentu a celých website pro fulltextové vyhledávače a je rozdělena do dvou základních částí. První část se zabývá teoretickou základnou obsahující principy a možnosti služby World Wide Web, principy a možnosti fulltextových vyhledávačů, přehled již známých technik Search Engine Optimization, poslední vývojové trendy v oblasti Search Engine Marketingu a analýzu vlivů různých faktorů na hodnocení relevance WWW stránky vyhledávacím strojem. Ve druhé části disertační práce je splněn její hlavní cíl, tedy navrhnutí metodického a ověřeného postupu pro optimalizaci dokumentu na určitá klíčová slova pro nejpoužívanější fulltextové vyhledávače od úplného začátku, čili od předoptimalizačních příprav, až do úplného konce, tedy po postoptimalizační analýzu efektivity. Podkladem pro navrhnutí metodického postupu optimalizace dokumentu pro fulltextové vyhledávače je mimo teoretické základny disertační práce hlavně zhodnocení vlivu faktorů na hodnocení relevance dokumentu vyhledávacím strojem. Klíčová slova World Wide Web, Search Engine Optimization, dokument, WWW stránka, website, vyhledávač, fulltext, katalog, PageRank, klíčové slovo, výsledek vyhledávání, relevance, Google Summary Summary Submitted dissertation thesis on the topic of documents and Website optimalization for full-text search engines comprises of two core sections. The first section deals with the theoretical principles and possibilities of the World Wide Web and full-text search engines. Further an overview of known Search Engines Optimization techniques and current trends in the development of Search Engine Marketing is offered and analysis of various factors influence on relevancy of Web page determined by search engine is presented. The second section deals with the construction and testing of a methodical tool for document optimalization, thus the main goal of the dissertation thesis is fulfilled. Optimalization is designed for keywords used in the most favoured full-text search engines - from its beginning, pre-optimalization adjustments, till its end, post- optimalization analysis of effectiveness. Basis for construction of the methodical tool for documents optimalization is, besides the theoretical principles of the dissertation thesis, built mainly on analysis of various factors influence on relevancy of document determined by search engine. Key words World Wide Web, Search Engine Optimization, document, WWW page, website, search engine, fulltext, catalog, PageRank, key word, result of searching, relevantion, Google Obsah Obsah 1 Úvod....................................................................................................................... 3 2 Cíle disertační práce............................................................................................... 5 3 Metodika ................................................................................................................ 6 4 ICT a konkurenceschopnost................................................................................... 8 5 Internet, prostředí World Wide Web a vyhledávače............................................ 10 5.1 World Wide Web ......................................................................................... 11 5.1.1 Hypertext.............................................................................................. 13 5.1.2 Změny ve filosofii World Wide Web .................................................. 15 5.1.3 HyperText Markup Language.............................................................. 17 5.1.4 Domény a Unique Resource Locator................................................... 20 5.1.5 Diakritika v doménách......................................................................... 22 5.2 Vyhledávače................................................................................................. 25 5.2.1 Katalogy a vyhledávače ....................................................................... 28 5.2.2 Nejpoužívanější vyhledávače a katalogy ............................................. 31 5.2.3 Google.................................................................................................. 35 5.2.3.1 Základy práce uživatele s Googlem................................................. 36 5.2.3.2 PageRank a Hilltop .......................................................................... 46 6 Search Engine Optimization ................................................................................ 51 6.1 Marketing..................................................................................................... 51 6.2 Analýza klíčových slov................................................................................ 54 6.2.1 Profesionální nástroje........................................................................... 57 6.2.2 Váhy jednotlivých slov ........................................................................ 58 6.3 Úprava serveru ............................................................................................. 60 6.4 Kód WWW stránky...................................................................................... 62 6.5 SEO copywriting.......................................................................................... 64 6.6 Zpětné odkazy.............................................................................................. 67 6.7 Kontinuální SEO.......................................................................................... 69 7 Search Engine Marketing..................................................................................... 72 7.1 Matice FCB a faktory ovlivňující SEM....................................................... 73 7.2 SEM na Google AdWords ........................................................................... 76 7.3 Agentura DoubleClick a Performics 50....................................................... 79 8 Faktory ovlivňující algoritmus Google................................................................ 86 8.1 Faktory spojené s používáním klíčových slov ............................................. 87 8.2 Faktory spojené se stránkou......................................................................... 91 8.3 Faktory spojené s website (doménou).......................................................... 95 8.4 Faktory spojené s vlastnostmi zpětných odkazů.......................................... 98 8.5 Faktory s negativním vlivem na crawling nebo ranking............................ 100 9 Metodický postup optimalizace dokumentu pro WWW vyhledávače............... 103 9.1 Analýza klíčových slov.............................................................................. 104 9.2 Analýza konkurence................................................................................... 112 9.3 Analýza aktuálního stavu website.............................................................. 118 9.4 MPOD copywriting.................................................................................... 120 9.5 Optimalizace dokumentu a serveru............................................................ 125 9.5.1 Klíčová slova v dokumentu ............................................................... 125 9.5.2 Vlastnosti dokumentu ........................................................................ 128 9.5.3 Doména dokumentu ........................................................................... 130 9.6 Tvorba zpětných odkazů a registrace do katalogů..................................... 133 9.7 Analýza efektivity...................................................................................... 137 1 Obsah 10 Ověření metodického postupu optimalizace dokumentu pro WWW vyhledávače................................................................................................................ 141 10.1 Aplikace MPOD na WWW prezentaci VCC Dvůr Králové nad Labem.. 141 10.1.1 Analýza klíčových slov...................................................................... 142 10.1.2 Analýza konkurence........................................................................... 143 10.1.3 Analýza stávajícího stavu .................................................................. 148 10.1.4 MPOD copywriting............................................................................ 148 10.1.5 Optimalizace dokumentu a serveru.................................................... 149 10.1.6 Registrace do katalogů a tvorba zpětných odkazů............................. 149 10.1.7 Analýza efektivity.............................................................................. 150 10.2 Stěhovací firma Čtvrtečka.........................................................................
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