SEO and marketing

SEO (search engine optimisation) is the work of getting Google to show you higher for the queries your customers type. It is not an overnight trick but steady work on three things: the technical side, the content and trustworthiness.

What we will do for you

• Technical SEO — speed, mobile, sitemap, structured data, indexing
• Keyword research — what people actually search for and with what intent
• Content — pages and articles that answer customers’ questions
• Local SEO — Google Business Profile and appearing in maps
• Measurement — Search Console and Analytics, so we know what works

How SEO works (and what to expect)

Google first crawls a site, stores it in the index and then ranks it by relevance, speed and trustworthiness. Over time, AI answers have been added — summaries generated right inside search. So the goal is no longer just to be first, but to be cited as a source.

Exactly how a page gets into those answers is publicly unknown and Google does not publish it. What we do know for certain: structured data helps a search engine understand a page and is a condition for some rich results (review stars, prices, questions and answers). We are not going to claim that on its own it guarantees a citation in an AI summary. In practice one simple thing works: have a short, direct answer on the page right under a heading that echoes the question the way people write it.

We do not forget Seznam

In the Czech Republic a portion of people still search on Seznam — among older age groups and in some industries, a substantial portion. Most of the things that help with Google — readable content, speed, a working structure — help there too, but registering a site with Seznam is a separate step and the company has to be listed separately on Firmy.cz. We do both, and in the monthly report we state how many visits come from Seznam. We will not predict Seznam’s share for you in advance; after two months of measurement you will see it in your own figures.

Local SEO, when you sell in your area

When people come to you in person or you drive around the region, a different set of things decides it than on a nationwide site: a filled-in and continuously maintained Google Maps profile, the same address and phone number everywhere on the internet, a separate page for each town or district you actually travel to, and customer reviews. We do not buy or write reviews — but we will set up a process for asking for them after a job, because that is the step most companies skip.

Search Console: figures you can verify yourself

Google Search Console is a free tool straight from Google and it shows which queries your site appeared for, how many times people clicked on it and what average position it held. We set it up right at the start, because without it any claim about SEO is unverifiable — including ours. The access is yours, not ours: we keep the account under your address, so you can see the data at any time and it stays with you even if you leave us.

It is not the only number worth watching, and we are not going to pretend it is. Search Console shows what is happening in search — not how much of that turned into enquiries. So we add Analytics to it and, above all, the thing only you know: how many people wrote or called in a month. When the first number rises and the second does not, something is wrong with the website, not with the SEO, and we will say so.

SEO is a long game. On smaller sites and less crowded queries we see the first movements in Search Console roughly after two to three months; in competitive industries it tends to be six months or more. Anyone who promises you a more precise number cannot have it — it depends on the industry, the competition and the state of the site.

Compared with paid advertising, SEO has the property that the results do not disappear the moment you stop paying. That does not mean it is automatically cheaper — it means the cost dissolves over time, whereas with advertising every month starts again from zero.

What SEO costs and what you get for it

With us, SEO is a monthly service from CZK 4,900, not a line item in the price of the website. For that amount we work eight hours a month and deliver this:

• One new or rewritten page for a query we picked together — roughly 800 to 1,500 words, including headings, internal linking and structured data.
• A technical check — indexing errors in Search Console, broken links, mobile speed, duplicates. Whatever we find, we fix that month.
• An update to one older pagethat is losing positions or has a high exit rate.
• A monthly report on a single page (see below for what is in it).

When you need a faster pace — more articles a month, a competitive industry, an e-shop with thousands of products — we agree a larger scope and give you the price up front. No multi-year commitments; a month’s notice is enough to cancel.

What is in the monthly report

The report is one page and always has the same four parts, so it is comparable month to month:

• Work done — a named list of what was done, with links to the pages that changed.
• Figures from Search Console — impressions, clicks, average position and click-through rate, always against the previous month and against the same month last year.
• Ten querieswhere you moved up the most, and ten where you dropped.
• What next month — a specific plan, not “we continue optimising”.

As the headline indicator we take clicks from search to pages that lead to an enquiry, not total traffic. Traffic can be inflated with articles that sell nothing. If you have enquiry tracking set up, we show that too — but honestly: how many of them came from organic search can only be said approximately, because a customer usually comes several times and by different routes.

What CZK 4,900 a month does not get you

So you do not expect something else: that amount does not include link building, managing paid advertising, video production or photography. Nor does it include work on a site that is not built for SEO — if there is an old website underneath where every change takes hours, we will say so and propose either a larger scope or a redesign. We would rather say it up front than have you pay for six months of tidying something that ought to be thrown away.

The price of the website includes one-off SEO at launch — the technical groundwork, so the site can be found and Google understands it. That is a different thing from ongoing work on positions. We describe the difference in the article Price calculator How much a website costs.

Frequently asked questions

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