{"id":34238,"date":"2013-06-02T15:06:14","date_gmt":"2013-06-02T15:06:14","guid":{"rendered":""},"modified":"-0001-11-30T00:00:00","modified_gmt":"-0001-11-30T00:00:00","slug":"mesto-brno-proc-se-ztraci-v-marketingovych-labyrintech","status":"publish","type":"post","link":"https:\/\/offworldempires.com\/Wordpress\/?p=34238","title":{"rendered":"M\u011bsto Brno: pro\u010d se ztr\u00e1c\u00ed v marketingov\u00fdch labyrintech"},"content":{"rendered":"

Hlavn\u00ed probl\u00e9m – nedostatek c\u00edlen\u00e9 strategie<\/h2>\n

Jedna v\u011bc je jasn\u00e1: Brno m\u00e1 potenci\u00e1l, ale marketingov\u00e9 t\u00fdmy \u010dasto funguj\u00ed jako slep\u00e1 my\u0161 v temn\u00e9m tunelu. Kdy\u017e se sna\u017e\u00edte p\u0159il\u00e1kat turisty, podniky i investory, kon\u010d\u00ed to rozpt\u00fdlenou reklamou, kter\u00e1 nikoho nezaujme. Zde je fakt: bez jasn\u00e9ho zam\u011b\u0159en\u00ed se ztr\u00e1c\u00ed i ta nejlep\u0161\u00ed kampa\u0148.<\/p>\n

Co se d\u011bje na m\u00edst\u011b?<\/h2>\n

Hned na prvn\u00ed pohled vid\u00edte, \u017ee m\u011bsto nab\u00edz\u00ed spoustu kulturn\u00edch akc\u00ed, historick\u00fdch pam\u00e1tek a technologick\u00fdch park\u016f. Ale kdy\u017e se pod\u00edv\u00e1te na SEO, je to jako hledat jehlu v kupce sena. M\u00edstn\u00ed podniky pou\u017e\u00edvaj\u00ed generick\u00e9 kl\u00ed\u010dov\u00e9 slovo \u201eBrno” a zapom\u00ednaj\u00ed na specifika jako \u201etechnologick\u00e9 startupy Brno” nebo \u201ekulturn\u00ed festivaly v Brn\u011b”.<\/p>\n

\u0160patn\u00e1 struktura URL a chyb\u011bj\u00edc\u00ed intern\u00ed odkazy<\/h3>\n

Weby \u010dasto postr\u00e1daj\u00ed logickou hierarchii. V\u00fdsledkem jsou dlouh\u00e9, ne\u010diteln\u00e9 adresy, kter\u00e9 u\u017eivatele odrad\u00ed. Nav\u00edc se nikdo neodkazuje na relevantn\u00ed obsah, tak\u017ee Google nevid\u00ed souvislosti a hodnocen\u00ed kles\u00e1.<\/p>\n

Ignorov\u00e1n\u00ed lok\u00e1ln\u00edho kontextu<\/h3>\n

Ka\u017ed\u00fd region m\u00e1 sv\u00e1 slova, fr\u00e1ze a jazykov\u00e9 nuance. Kdy\u017e to nezahrnete, algoritmus si v\u00e1s v\u016fbec nevyhled\u00e1. M\u00edstn\u00ed jazykov\u00e9 variace, jako \u201e\u0161pajza v Brn\u011b” nebo \u201e\u0161ikovn\u00e1 kav\u00e1rna u \u0160pilberku”, jsou \u010dasto opom\u00edjen\u00e9.<\/p>\n

Jak to napravit?<\/h2>\n

Nejprve prove\u010fte audit kl\u00ed\u010dov\u00fdch slov s d\u016frazem na long-tail fr\u00e1ze. Pak vytvo\u0159te strukturovan\u00fd obsah, kter\u00fd odpov\u00edd\u00e1 vyhled\u00e1vac\u00edm z\u00e1m\u011br\u016fm. Vyu\u017eijte https:\/\/kasinoprehled.com\/mesta\/brno\/<\/a> jako inspiraci pro m\u00edstn\u00ed odkazy a z\u00edsk\u00e1n\u00ed autority.<\/p>\n

Technick\u00e9 vylep\u0161en\u00ed<\/h3>\n

Nasazen\u00ed schema.org pro m\u00edstn\u00ed podniky, optimalizace na\u010d\u00edt\u00e1n\u00ed str\u00e1nky a mobiln\u00ed p\u0159\u00edv\u011btivost. To nen\u00ed luxus, to je nutnost. Google penalizuje pomal\u00e9 str\u00e1nky, a tak se rychlost st\u00e1v\u00e1 kl\u00ed\u010dov\u00fdm faktorem.<\/p>\n

Obsahov\u00e1 strategie na m\u00edru<\/h3>\n

Rozd\u011blte t\u00e9mata do kategori\u00ed: gastronomick\u00e9 trendy, v\u011bdeck\u00e9 konference, sportovn\u00ed ud\u00e1losti. Ka\u017ed\u00e1 kategorie dostane vlastn\u00ed podstr\u00e1nku s unik\u00e1tn\u00edm textem, obr\u00e1zky a videi. Kr\u00e1tk\u00e9, \u00fadern\u00e9 titulky, pak dlouh\u00e9, detailn\u00ed odstavce. Mixujte d\u00e9lku, mixujte styl.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hlavn\u00ed probl\u00e9m – nedostatek c\u00edlen\u00e9 strategie Jedna v\u011bc je jasn\u00e1: Brno m\u00e1 potenci\u00e1l, ale marketingov\u00e9 t\u00fdmy \u010dasto funguj\u00ed jako slep\u00e1 my\u0161 v temn\u00e9m tunelu. Kdy\u017e se sna\u017e\u00edte p\u0159il\u00e1kat turisty, podniky …<\/p>\n","protected":false},"author":88,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-34238","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=\/wp\/v2\/posts\/34238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=\/wp\/v2\/users\/88"}],"replies":[{"embeddable":true,"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=34238"}],"version-history":[{"count":0,"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=\/wp\/v2\/posts\/34238\/revisions"}],"wp:attachment":[{"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=34238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=34238"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/offworldempires.com\/Wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=34238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}