[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.gapron.cz\/pochopeni-role-firemniho-a-nefiremniho-vyhledavani-ve-spotrebitelske-ceste\/#Article","mainEntityOfPage":"https:\/\/www.gapron.cz\/pochopeni-role-firemniho-a-nefiremniho-vyhledavani-ve-spotrebitelske-ceste\/","headline":"Pochopen\u00ed role firemn\u00edho a nefiremn\u00edho vyhled\u00e1v\u00e1n\u00ed ve spot\u0159ebitelsk\u00e9 cest\u011b.","name":"Pochopen\u00ed role firemn\u00edho a nefiremn\u00edho vyhled\u00e1v\u00e1n\u00ed ve spot\u0159ebitelsk\u00e9 cest\u011b.","description":"Spot\u0159ebitel\u00e9 a z\u00e1kazn\u00edci si zvykli na vyhled\u00e1v\u00e1n\u00ed p\u0159esn\u011b pro to, co vlastn\u011b cht\u011bj\u00ed. A tady je zp\u016fsob, jak\u00fdm pom\u016f\u017eete va\u0161im firm\u00e1m a zna\u010dk\u00e1m objevit se ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed v\u00a0ka\u017ed\u00e9m kroku t\u00e9to z\u00e1kaznick\u00e9 cesty za n\u00e1kupem. \u00a0 Pochopen\u00ed toho, jak se &hellip; <div class=\"read-more\"><a href=\"https:\/\/www.gapron.cz\/pochopeni-role-firemniho-a-nefiremniho-vyhledavani-ve-spotrebitelske-ceste\/\" class=\"more-link\">Read More<\/a><\/div>","datePublished":"2019-10-21","dateModified":"2019-10-21","author":{"@type":"Person","@id":"https:\/\/www.gapron.cz\/author\/#Person","name":"","url":"https:\/\/www.gapron.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/48db5b3634ed7a3f1f89bca90f0a2521b0bb3970d57e3653d258d10b0f31fdf3?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/48db5b3634ed7a3f1f89bca90f0a2521b0bb3970d57e3653d258d10b0f31fdf3?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"gapron.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.gapron.cz\/wp-content\/uploads\/img_a356673_w2463_t1571224635.png","url":"https:\/\/www.gapron.cz\/wp-content\/uploads\/img_a356673_w2463_t1571224635.png","height":0,"width":0},"url":"https:\/\/www.gapron.cz\/pochopeni-role-firemniho-a-nefiremniho-vyhledavani-ve-spotrebitelske-ceste\/","wordCount":1118,"articleBody":"Spot\u0159ebitel\u00e9 a z\u00e1kazn\u00edci si zvykli na vyhled\u00e1v\u00e1n\u00ed p\u0159esn\u011b pro to, co vlastn\u011b cht\u011bj\u00ed. A tady je zp\u016fsob, jak\u00fdm pom\u016f\u017eete va\u0161im firm\u00e1m a zna\u010dk\u00e1m objevit se ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed v\u00a0ka\u017ed\u00e9m kroku t\u00e9to z\u00e1kaznick\u00e9 cesty za n\u00e1kupem.\u00a0Pochopen\u00ed toho, jak se vlastn\u011b hodnotit pro firemn\u00ed i nefiremn\u00ed term\u00edny v\u00a0organick\u00e9m vyhled\u00e1v\u00e1n\u00ed, je naprosto kritick\u00e9 pro market\u00e9ry, kte\u0159\u00ed se sna\u017e\u00ed vybudovat n\u011bjakou dom\u00e9novou autoritu a zachytit tak pod\u00edl na vyhled\u00e1v\u00e1n\u00ed on-line. Koneckonc\u016f, p\u0159es t\u0159i a p\u016fl miliardy vyhled\u00e1v\u00e1n\u00ed je u\u010din\u011bno ka\u017ed\u00fd den jenom na Google.\u00a0Kdy\u017e se tedy bav\u00edme o firemn\u00edm vs. nefiremn\u00edch vyhled\u00e1v\u00e1n\u00ed, nen\u00ed to jedno nebo druh\u00e9. Ob\u011b dv\u011b vyhled\u00e1v\u00e1n\u00ed jsou d\u016fle\u017eit\u00e9. Av\u0161ak pro hodnocen\u00ed ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed v\u00a0momentech nejvy\u0161\u0161\u00edho \u00famyslu, firma mus\u00ed m\u00edt velice siln\u00e9 ch\u00e1p\u00e1n\u00ed hodnoty ka\u017ed\u00e9ho z\u00a0nich \u2013 a kde na t\u00e9to spot\u0159ebitelsk\u00e9 cest\u011b budou lid\u00e9 nejpravd\u011bpodobn\u011bji hledat firemn\u00ed \u010di nefiremn\u00ed kl\u00ed\u010dov\u00e1 slova.\u00a0Nefiremn\u00ed vyhled\u00e1v\u00e1n\u00ed pom\u00e1h\u00e1 vyhr\u00e1t nov\u00e9 z\u00e1kazn\u00edky. \u00a0Nefiremn\u00ed kl\u00ed\u010dov\u00e1 slova odkazuj\u00ed na term\u00edny vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 nijak nespecifikuj\u00ed ur\u010ditou zna\u010dku nebo firmu (nap\u0159\u00edklad vyhled\u00e1v\u00e1n\u00ed Google pro \u201eNYC restaurace s\u00a0parkov\u00e1n\u00edm\u201c nebo vyhled\u00e1v\u00e1n\u00ed na Alexe pro \u201enejlep\u0161\u00ed koblihy v\u00a0NOLA\u201c) Spot\u0159ebitel\u00e9, kte\u0159\u00ed \u010din\u00ed nefiremn\u00ed vyhled\u00e1v\u00e1n\u00ed, maj\u00ed nejv\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee to budou firemn\u011b-agnosti\u010dt\u00ed nakupuj\u00edc\u00ed, kte\u0159\u00ed d\u011blaj\u00ed obecn\u00e9 vyhled\u00e1v\u00e1n\u00ed \u2013 nebo nov\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed je\u0161t\u011b nejsou sezn\u00e1meni s\u00a0va\u0161\u00ed zna\u010dkou. Jako takov\u00ed jsou ur\u010dit\u011b p\u0159\u00edle\u017eitost\u00ed nav\u00fd\u0161it va\u0161i objevitelnost na internetu, za\u010d\u00edt budovat d\u016fv\u011bryhodnost zna\u010dky a vyhr\u00e1t tak nov\u00e9 z\u00e1kazn\u00edky.\u00a0Nefiremn\u00ed kl\u00ed\u010dov\u00e1 slova maj\u00ed \u010dasto vy\u0161\u0161\u00ed \u010detnost vyhled\u00e1v\u00e1n\u00ed ne\u017e firemn\u00ed term\u00edny, tak\u017ee identifikace relevantn\u00edch term\u00edn\u016f pro v\u00e1\u0161 byznys a va\u0161e strategie pro hodnocen\u00ed by m\u011blo b\u00fdt tou nejvy\u0161\u0161\u00ed prioritou. Tak\u00e9 to znamen\u00e1, \u017ee budete p\u0159ihazovat na tyto term\u00edny v\u00a0placen\u00e9m vyhled\u00e1v\u00e1n\u00ed a bude to pravd\u011bpodobn\u011b mnohem dra\u017e\u0161\u00ed, ne\u017e p\u0159ihazov\u00e1n\u00ed na firemn\u00ed zna\u010dku, tak\u017ee se zam\u011b\u0159te na optimalizaci pro nefiremn\u00ed term\u00edny jako sou\u010d\u00e1st va\u0161i organick\u00e9 strategie.\u00a0A tady je zp\u016fsob, jak\u00fdm m\u016f\u017ee firma vyhr\u00e1t v\u00a0nefiremn\u00edm vyhled\u00e1v\u00e1n\u00ed.\u00a0Optimalizace pro kl\u00ed\u010dov\u00e1 nefiremn\u00ed slova. \u00a0Je velice d\u016fle\u017eit\u00e9, abyste p\u0159em\u00fd\u0161leli nad t\u011bmito entitami jako o n\u011b\u010dem, co je naprosto fundament\u00e1ln\u00ed pro v\u00e1\u0161 byznys. Ptejte se sami sebe na tuto ot\u00e1zku: jak\u00e9 produkty nebo jak\u00e9 slu\u017eby mohou zaujmout z\u00e1kazn\u00edka, kter\u00fd hled\u00e1 v\u00e1\u0161 byznys? Pokud jste banka, tak kl\u00ed\u010dov\u00e9 slovo \u201ebanka\u201c je o\u010dividn\u011b za\u010d\u00e1tek \u2013 av\u0161ak co kdy\u017e z\u00e1kazn\u00edci hledaj\u00ed nap\u0159\u00edklad \u00fav\u011brovou radu, nejbli\u017e\u0161\u00ed bankomat nebo nap\u0159\u00edklad finan\u010dn\u00ed slu\u017eby?\u00a0Ujist\u011bte se, \u017ee optimalizujete i pro tyto esenci\u00e1ln\u00ed kl\u00ed\u010dov\u00e1 slova. Je velice d\u016fle\u017eit\u00e9 m\u00edt jasnou kopii a strukturovan\u00e1 data, kter\u00e1 identifikuj\u00ed fundament\u00e1ln\u00ed vlastnosti byznysu, jak pro va\u0161e m\u00edstn\u00ed str\u00e1nky, tak nap\u0159\u00ed\u010d spoustou on-line m\u00edst (mysl\u00edme t\u00edm na str\u00e1nky t\u0159et\u00edch stran, jako je TripAdvisor nebo Yelp), kde se informace o va\u0161\u00ed firm\u011b objevuj\u00ed. Bez strukturovan\u00fdch dat a kopii, kter\u00e9 specifikuj\u00ed, \u017ee ka\u017ed\u00e1 pobo\u010dka va\u0161\u00ed banky m\u00e1 tak\u00e9 i bankomat, nap\u0159\u00edklad, znamen\u00e1, \u017ee internetov\u00e9 vyhled\u00e1va\u010de nebudou moci tuto informaci naj\u00edt a tedy nebudou ji moci nab\u00eddnout ani z\u00e1kazn\u00edk\u016fm.\u00a0Spravujte va\u0161e byznys seznamy \u00a0Abyste se uk\u00e1zali na TOP m\u00edst\u011b ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed pro nefiremn\u00ed vyhled\u00e1v\u00e1n\u00ed \u2013 hlavn\u011b, co se t\u00fd\u010de m\u00edstn\u00edho packu na Google \u2013 z\u00e1kladn\u00ed pravidla pro M\u00edstn\u00ed SEO se st\u00e1le aplikuj\u00ed. V\u00e1\u0161 byznys pot\u0159ebuje b\u00fdt vyps\u00e1n p\u0159esn\u011b a to v\u0161ude, tak\u017ee nov\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed pr\u00e1v\u011b te\u010f \u010din\u00ed m\u00edstn\u00ed vyhled\u00e1v\u00e1n\u00ed, budou moci naj\u00edt va\u0161i firmu v\u00a0moment\u011b nejvy\u0161\u0161\u00edho \u00famyslu. To znamen\u00e1, \u017ee mus\u00edte spravovat va\u0161e seznamy tak, \u017ee va\u0161e adresa, otev\u00edrac\u00ed doba, kategorie byznysu a dal\u0161\u00ed z\u00e1kladn\u00ed detaily, jsou konzistentn\u00ed a spr\u00e1vn\u00e9.\u00a0Abyste byli dob\u0159e hodnoceni pro nefiremn\u00ed m\u00edstn\u00ed vyhled\u00e1v\u00e1n\u00ed, nap\u0159\u00edklad \u201enejlep\u0161\u00ed m\u00edsto pro sn\u00eddani\u201c, internetov\u00e9 vyhled\u00e1va\u010de mus\u00ed b\u00fdt schopny identifikovat jak:\t\tTo, \u017ee va\u0161e restaurace je bl\u00edzko um\u00edst\u011bn\u00ed u\u017eivatele (\u201ebl\u00edzko m\u011b\u201c je nyn\u00ed zahrnuto ve spoust\u011b vyhled\u00e1v\u00e1n\u00ed, jak firemn\u00edho, tak nefiremn\u00edho)\t\ttak i va\u0161e otev\u00edrac\u00ed doby.\u00a0T\u00edm, \u017ee m\u00e1te p\u0159esn\u00e9 a konzistentn\u00ed informace o va\u0161em byznysu, nap\u0159\u00ed\u010d v\u0161emi seznamy, je to, co poskytuje tyto d\u016fle\u017eit\u00e9 a podstatn\u00e9 detaily internetov\u00fdm vyhled\u00e1va\u010d\u016fm.\u00a0Investujte do firemn\u00edch kl\u00ed\u010dov\u00fdch slov pro generov\u00e1n\u00ed opakovan\u00e9ho obchodu \u00a0U\u017eivatel\u00e9 hledaj\u00ed firmy spolu s\u00a0produkty nebo slu\u017ebami, o kter\u00fdch v\u00ed, \u017ee je cht\u011bj\u00ed a \u017ee je tyto firmy poskytuj\u00ed, tak\u017ee jsou nejbl\u00ed\u017ee k\u00a0tomu, aby takov\u00e1 kl\u00ed\u010dov\u00e1 slova vyhled\u00e1vali, ne\u017e k\u00a0tomu, aby \u010dinili nefiremn\u00ed vyhled\u00e1v\u00e1n\u00ed. Ur\u010dit\u011b d\u00e1v\u00e1 smysl vyu\u017e\u00edt v\u00e1\u0161 rozpo\u010det pro placen\u00e9 vyhled\u00e1v\u00e1n\u00ed a zam\u011b\u0159it se tak na strategie, kter\u00e9 up\u0159ednost\u0148uj\u00ed p\u0159evody a loajalitu.\u00a0V\u0161echna va\u0161e pr\u00e1ce v\u00a0optimalizaci pro nefiremn\u00ed vyhled\u00e1v\u00e1n\u00ed se tady uplatn\u00ed taky. Tyto dva typy vyhled\u00e1v\u00e1n\u00ed funguj\u00ed spole\u010dn\u011b. Optimalizac\u00ed on-line seznam\u016f a va\u0161\u00ed webov\u00e9 str\u00e1nky pro produkty, lokace, slu\u017eby a dal\u0161\u00ed entity, kter\u00e9 nab\u00edz\u00edte, d\u00e1v\u00e1te internetov\u00fdm vyhled\u00e1va\u010d\u016fm informace, kter\u00e9 pot\u0159ebuj\u00ed k\u00a0nab\u00edzen\u00ed strukturovan\u00fdch a ov\u011b\u0159en\u00fdch odpov\u011bd\u00ed pro specifick\u00e9 ot\u00e1zky z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed se ptaj\u00ed na va\u0161i firmu, jako nap\u0159\u00edklad: \u201ekde je nejbli\u017e\u0161\u00ed restaurace Denny\u2019s?\u201c nebo \u201ekter\u00fd wellness v\u00a0okol\u00ed m\u00e1 tak\u00e9 baz\u00e9n?\u201c\u00a0Vyhr\u00e1v\u00e1n\u00ed v\u00a0byznysu dnes znamen\u00e1 ch\u00e1p\u00e1n\u00ed, \u017ee dne\u0161n\u00ed z\u00e1kazn\u00edci si zvykli na vyhled\u00e1v\u00e1n\u00ed pro ur\u010dit\u00e9 v\u011bci, kter\u00e9 cht\u011bj\u00ed \u2013 to znamen\u00e1 produkty, slu\u017eby a vlastnosti \u2013 a zvykli si na to, \u017ee dost\u00e1vaj\u00ed strukturovan\u00e9 odpov\u011bdi ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed pro jejich nar\u016fstaj\u00edc\u00ed specifick\u00e9 po\u017eadavky.                                                                                                                                                                                                                                                                                                                                                                                        5\/5 - (1 vote)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Pochopen\u00ed role firemn\u00edho a nefiremn\u00edho vyhled\u00e1v\u00e1n\u00ed ve spot\u0159ebitelsk\u00e9 cest\u011b.","item":"https:\/\/www.gapron.cz\/pochopeni-role-firemniho-a-nefiremniho-vyhledavani-ve-spotrebitelske-ceste\/#breadcrumbitem"}]}]