Martin Turek jde proti proudu \u2013 z men\u0161\u00ed agentury p\u0159estoupil pod k\u0159\u00eddla korpor\u00e1tu. Co jej k tomu motivovalo a jak\u00e9 nab\u00edr\u00e1 zku\u0161enosti?<\/p>\n
<\/p>\n
Moment\u00e1ln\u011b p\u016fsob\u00ed jako SEO specialista Direct poji\u0161\u0165ovny. Jeho p\u0159edchoz\u00ed anga\u017em\u00e1 bylo v brn\u011bnsk\u00e9 marketingov\u00e9 agentu\u0159e Hi Promotion, kde se krom\u011b optimalizace v\u011bnoval i jin\u00fdm odv\u011btv\u00edm marketingu a v\u00fdvoji men\u0161\u00edch web\u016f, mimojin\u00e9 na WP.<\/span><\/em><\/p>\n Jak jsi se dostal k online marketingu, resp. k SEO?<\/span><\/strong><\/p>\n P\u0159\u00edmo k\u00a0SEO jsem se dostal n\u011bkdy v\u00a0roce 2011, kdy jsem m\u011bl ve spr\u00e1v\u011b n\u011bkolik vlastn\u00edch projekt\u016f a studentsk\u00fdch web\u016f. Tou dobou jsem m\u011bl u\u017e n\u011bjak\u00e9 z\u00e1kladn\u00ed znalosti jin\u00fdch odv\u011btv\u00ed PR a marketingu, ale d\u00e1 se \u0159\u00edct, \u017ee SEO mi u\u010darovalo nejv\u00edce. Prvotn\u00ed impuls byl vlastn\u011b takov\u00fd jednoduch\u00fd, prost\u011b jsem cht\u011bl v\u011bd\u011bt, pro\u010d jsou n\u011bkter\u00e9 weby na prvn\u00edch pozic\u00edch a podle \u010deho to vyhledava\u010de vlastn\u011b hodnot\u00ed a \u0159ad\u00ed. Netu\u0161il jsem v\u00a0t\u00e9 dob\u011b, \u017ee se optimalizaci budu v\u011bnovat d\u00e1l, \u0161el jsem vylo\u017een\u011b jen po ukojen\u00ed m\u00e9 zv\u011bdavosti.<\/span>\u00a0Na profesion\u00e1ln\u00ed \u00farovni a re\u00e1ln\u00fdch klientech jsem ov\u0161em za\u010dal pracovat a\u017e o t\u0159i roky pozd\u011bji.<\/span><\/p>\n Co t\u011b na t\u00e9to problematice nejv\u00edce bav\u00ed a kde vid\u00ed\u0161 p\u0159\u00ednos pro ostatn\u00ed?<\/span><\/strong><\/p>\n To je obs\u00e1hlej\u0161\u00ed ot\u00e1zka. SEO nen\u00ed jen o prvn\u00edch pozic\u00edch v\u00a0Googlu. Jde ruku v\u00a0ruce s\u00a0UX a budov\u00e1n\u00edm brandu. \u0158\u00edk\u00e1 se, \u017ee PPC jsou takov\u00e9 SEO pro netrp\u011bliv\u00e9, s\u00a0\u010d\u00edm\u017e \u00fapln\u011b nesouhlas\u00edm, proto\u017ee SEO je (p\u00e9p\u00e9c\u00e9\u010dka\u0159i, p\u0159esta\u0148te \u010d\u00edst) dle m\u00e9ho n\u00e1zoru nesrovnateln\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed obor. Mimojin\u00e9 pr\u00e1v\u011b z\u00a0toho d\u016fvodu, \u017ee se nejedn\u00e1 o kr\u00e1tkodob\u00fd proces a v\u00fdsledky nejdou vid\u011bt hned, proto ob\u010das pracujeme trochu poslepu. Odm\u011bnou n\u00e1m ale je p\u0159\u00ednosn\u011bj\u0161\u00ed a cenn\u011bj\u0161\u00ed traffic ne\u017e z\u00a0jin\u00fdch zdroj\u016f.<\/span><\/p>\n M\u00e1\u0161 zku\u0161enosti s agenturn\u00ed i korpor\u00e1tn\u00ed sf\u00e9rou. V \u010dem vid\u00ed\u0161 nejv\u011bt\u0161\u00ed rozd\u00edl pr\u00e1ce a co ti vyhovuje v\u00edc?<\/span><\/strong><\/p>\n J\u00e1 nem\u00e1m tyhle srovn\u00e1n\u00ed moc r\u00e1d, v\u011bt\u0161in\u011b se samoz\u0159ejm\u011b l\u00e9pe pracuje v\u00a0pohodl\u00ed mal\u00fdch, t\u00e9m\u011b\u0159 rodinn\u00fdch agentur, ne\u017e ve velk\u00e9m korpor\u00e1tu. No, j\u00e1 jsem prav\u00fd opak, v\u00a0agentur\u00e1ch jsem za\u017eil procesy, kter\u00e9 vylo\u017een\u011b brzdily pr\u00e1ci a ob\u010das se stalo, \u017ee prav\u00e1 ruka nev\u011bd\u011bla, co d\u011bl\u00e1 lev\u00e1. Naopak v\u00a0korpor\u00e1tn\u00edm prost\u0159ed\u00ed se \u010dlov\u011bk sice setk\u00e1 s\u00a0mnohem vy\u0161\u0161\u00ed m\u00edrou profesionality a preciznosti, ale n\u011bkter\u00e9 rozhodovac\u00ed i exekutivn\u00ed procesy se mohou prot\u00e1hnout na del\u0161\u00ed \u010das.<\/span><\/p>\n Ned\u00e1 se samoz\u0159ejm\u011b \u0159\u00edct, kter\u00e9 prost\u0159ed\u00ed je lep\u0161\u00ed nebo hor\u0161\u00ed, ale osobn\u011b stav\u00edm korpor\u00e1t s\u00a0vlastn\u00edm t\u00fdmem nad pr\u00e1ci v\u00a0agentu\u0159e.<\/span><\/p>\n Je SEO pro poji\u0161\u0165ovnu v n\u011b\u010dem specifick\u00e9 od ostatn\u00edch korporac\u00ed?<\/span><\/strong><\/p>\n Asi jako v\u00a0ka\u017ed\u00e9m jin\u00e9m takhle roz\u0161\u00ed\u0159en\u00e9m oboru. Na\u0161e zam\u011b\u0159en\u00ed je velice konkuren\u010dn\u00ed a stoj\u00edme proti velk\u00fdm hr\u00e1\u010d\u016fm na trhu s\u00a0velk\u00fdmi rozpo\u010dty. Z\u00e1rove\u0148 mus\u00edme myslet i na konkurenci v\u00a0podob\u011b r\u016fzn\u00fdch srovnava\u010d\u016f a affil web\u016f, kter\u00e9 jsou mnohem obs\u00e1hlej\u0161\u00ed co se t\u00fd\u010de text\u016f a za\u0161ti\u0165uj\u00ed produkty t\u00e9m\u011b\u0159 v\u0161ech poji\u0161\u0165oven na trhu. Ale samoz\u0159ejm\u011b Google je chytr\u00fd a v\u00ed, jakou u\u017eivatel\u00e9 hledaj\u00ed odpov\u011b\u010f a kam se cht\u011bj\u00ed dostat.<\/span><\/p>\n Stejn\u011b jako v\u00a0podobn\u011b velk\u00fdch firm\u00e1ch i j\u00e1 mus\u00edm v\u00a0n\u011bkter\u00fdch v\u011bcech ustoupit p\u0159ed brandovou strategi\u00ed na \u00fakor optimalizace a pozm\u011bnit n\u011bkter\u00e9 zab\u011bhl\u00e9 zp\u016fsoby. Ale na\u0161t\u011bst\u00ed nikterak v\u00fdrazn\u011b.<\/span><\/p>\n Co bys doporu\u010dil lidem, kte\u0159\u00ed cht\u011bj\u00ed vstoupit do tv\u00e9ho oboru? Kde za\u010d\u00edt, kde se pohybovat, co \u010d\u00edst \u2026<\/span><\/strong><\/p>\n P\u0159edev\u0161\u00edm bych doporu\u010dil rozmyslet si, co vlastn\u011b od pr\u00e1ce SEO specialisty \u010dek\u00e1m. SEO nen\u00ed pro netrp\u011bliv\u00e9 a ob\u010das m\u016f\u017ee b\u00fdt demotivuj\u00edc\u00ed, \u017ee v\u00fdsledky nevid\u00edme hned.<\/span><\/p>\n V\u0161em, co uva\u017euj\u00ed o tomhle odv\u011btv\u00ed onlinu, bych ur\u010dit\u011b doporu\u010dil zkusit nejd\u0159\u00edve pochopit, jak vlastn\u011b funguje vyhled\u00e1v\u00e1n\u00ed, a a\u017e pot\u00e9 se starat o to, co vlastn\u011b Google a Seznam hodnot\u00ed. Kurzy a workshopy ur\u010dit\u011b nejsou na \u0161kodu, ale pouze od n\u011bkolika m\u00e1lo opravdov\u00fdch odborn\u00edk\u016f (Filip Podstavec<\/a>, Pavel Ungr<\/a> \u2026), bohu\u017eel se n\u00e1m na trhu vyrojila spousta \u201especialist\u016f\u201c, u kter\u00fdch sp\u00ed\u0161 zaplat\u00edte za motivuj\u00edc\u00ed cit\u00e1ty.<\/span><\/p>\n Jak p\u0159ich\u00e1z\u00ed\u0161 \/ nep\u0159ich\u00e1z\u00ed\u0161 do styku s wordpress?<\/span><\/strong><\/p>\n M\u00e1m na n\u011bm n\u011bkolik sv\u00fdch i ciz\u00edch projekt\u016f a chyst\u00e1m se rozj\u00ed\u017ed\u011bt dal\u0161\u00ed dva.\u00a0<\/span>WP je pro SEO pom\u011brn\u011b p\u0159\u00edv\u011btiv\u00fd. D\u00e1 se \u0159\u00edct, \u017ee s\u00a0WP p\u0159ich\u00e1z\u00edm do styku na denn\u00ed b\u00e1zi.<\/span><\/p>\n Martin bude na WordCampu v Brn\u011b mluvit o SEO obecn\u011b, ale p\u0159edev\u0161\u00edm vyp\u00edchne rozd\u00edln\u00e9 postupy a n\u00e1stroje v agentu\u0159e a korpor\u00e1tu. P\u0159edn\u00e1\u0161ka bude p\u0159\u00ednosn\u00e1 pro v\u0161echny, kte\u0159\u00ed se SEO za\u010d\u00ednaj\u00ed, anebo pro prof\u00edky, kte\u0159\u00ed se cht\u011bj\u00ed pod\u00edvat na druhou stranu barik\u00e1dy.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Martin Turek jde proti proudu \u2013 z men\u0161\u00ed agentury p\u0159estoupil pod k\u0159\u00eddla korpor\u00e1tu. Co jej k tomu motivovalo a jak\u00e9 nab\u00edr\u00e1 zku\u0161enosti?<\/p>\n","protected":false},"author":14714435,"featured_media":1435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1079852],"tags":[],"class_list":["post-1431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rozhovory-se-spikry"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/brno.wordcamp.org\/2017\/files\/2017\/10\/MartinTurek.jpg?fit=1311%2C874&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8K0Xj-n5","_links":{"self":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/users\/14714435"}],"replies":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/comments?post=1431"}],"version-history":[{"count":5,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1431\/revisions"}],"predecessor-version":[{"id":1441,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1431\/revisions\/1441"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media\/1435"}],"wp:attachment":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media?parent=1431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/categories?post=1431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/tags?post=1431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}