• Jakub Zilincan Comenius University in Bratislava, Faculty of management
Keywords: Search Engine Marketing, SEM, Search Engine Optimization, SEO, digital marketing strategy, rank in search results


Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis for SEO. However, as the Internet and web design evolves dynamically, new optimization techniques flourish and flop. Thus, we looked at the most important factors that can help to improve positioning in search results. It is important to emphasize that none of the techniques can guarantee high ranking because search engines have sophisticated algorithms, which measure the quality of webpages and derive their position in search results from it. Next, we introduced and examined the object of the optimization, which is a particular website. This web site was created for the sole purpose of implementing and testing all the main SEO techniques.
The main objective of this article was to determine whether search engine optimization increases ranking of website in search results and subsequently leads to higher traffic. This research question is supported by testing and verification of results. The last part of our article concludes the research results and proposes further recommendations.


Burnes, R. (2008). Inbound Marketing & the Next Phase of Marketing. Retrieved from (visited on 27/01/2013).

Google Search Engine Optimization Starter Guide. (2013). Retrieved from (Accessed on 27/01/2013).

Nakano, C. (2011). Infographic: The Decline of Outbound Marketing. Retrieved from (Accessed on 27/01/2013).

Search Engine Ranking Factors. (2013). Retrieved from (visited on 29/01/2013).

Steps to a Google-friendly site. (2013). Retrieved from (accessed on 27/01/2013).

Vetvik, O. J., Mulder, S., Elzinga, D., & Court, D. (2009). The consumer decision journey. Retrieved from (accessed on 23/10/2014).