{"id":40562,"date":"2025-01-29T15:10:10","date_gmt":"2025-01-29T13:10:10","guid":{"rendered":"https:\/\/am-business.eu\/?p=40562"},"modified":"2026-07-21T21:32:51","modified_gmt":"2026-07-21T19:32:51","slug":"case-study-ako-sa-nam-podarilo-pomoct-klientovi-na-druhu-priecku-vo-vysledkoch-vyhladavania","status":"publish","type":"post","link":"https:\/\/am-business.eu\/sk\/blog\/case-study-ako-sa-nam-podarilo-pomoct-klientovi-na-druhu-priecku-vo-vysledkoch-vyhladavania\/","title":{"rendered":"Case study: Ako sa n\u00e1m podarilo pom\u00f4c\u0165 klientovi na druh\u00fa prie\u010dku vo v\u00fdsledkoch vyh\u013ead\u00e1vania"},"content":{"rendered":"

Obsahov\u00fd marketing je v o\u010diach z\u00e1kazn\u00edkov zriedka najob\u013e\u00fabenej\u0161\u00edm n\u00e1strojom. Na strane agent\u00far v\u0161ak pevne ver\u00edme, \u017ee ak budeme publikova\u0165 blogov\u00e9 \u010dl\u00e1nky a materi\u00e1ly roz\u0161iruj\u00face znalosti o trhu, bude to ziskov\u00e9. P\u00edsanie blogu tie\u017e nie je popul\u00e1rne, preto\u017ee v\u00fdsledky sa zriedka objavia okam\u017eite. Pri stretnutiach s klientom \u010dasto hovor\u00edme, \u017ee je to marat\u00f3n a platen\u00e1 reklama je \u0161print. Na pr\u00edklade n\u00e1\u0161ho klienta ukazujeme, pre\u010do je \u010dl\u00e1nok na blogu hodnotn\u00fd a zauj\u00edmav\u00fd a ako m\u00f4\u017ee st\u00e1le znamena\u0165 okam\u017eit\u00fd pr\u00edjem.<\/p>\n

Vynulovanie<\/h2>\n

Na\u0161\u00edm klientom je internetov\u00fd obchod<\/a> s pneumatikami v Ma\u010farsku. Za\u010dali sme spolupracova\u0165 v prvom \u0161tvr\u0165roku 2024 a na ich webov\u00fa str\u00e1nku neust\u00e1le prib\u00fadaj\u00fa nov\u00e9 \u010dl\u00e1nky na blogu. Reaguj\u00fa na ot\u00e1zky z\u00e1kazn\u00edkov, novinky z trhu a aktu\u00e1lne t\u00e9my. Preto\u017ee na trhu je ve\u013ek\u00e1 konkurencia a \u013eudia mnohokr\u00e1t menia s-hopy, kde produkty nakupuj\u00fa (pozri: rovnak\u00fa gumu dostanete od konkurencie). \u00dalohou blogov je vytv\u00e1ra\u0165 odborn\u00fd imid\u017e a stara\u0165 sa o z\u00e1kazn\u00edkov. Na\u0161\u00edm cie\u013eom je, aby z\u00e1kazn\u00edci na\u0161ich klientov mali pocit, \u017ee s\u00fa tu naozaj v dobr\u00fdch a odborn\u00fdch ruk\u00e1ch a \u017ee v\u0161etky ich ot\u00e1zky bud\u00fa zodpovedan\u00e9.<\/p>\n

ADAC test \u2013 ka\u017ed\u00fd ho m\u00e1<\/h2>\n

\u010cl\u00e1nok na blogu vych\u00e1dzal z testu zimn\u00fdch pneumat\u00edk nemeck\u00e9ho autoklubu ADAC. Ka\u017ed\u00fd na trhu sa touto t\u00e9mou zaober\u00e1, aj ke\u010f trochu inak. Na strane viacer\u00fdch konkurentov sme si v\u0161imli, \u017ee pokra\u010dovali v pr\u00e1ci od prv\u00e9ho vydania v Ma\u010farsku. To znamen\u00e1, \u017ee obsah sa za\u010dal \u010doraz menej podoba\u0165 origin\u00e1lu. Ka\u017ed\u00fd si vzal alebo pridal inform\u00e1cie, tak\u017ee nakoniec vzniklo nespo\u010detn\u00e9 mno\u017estvo verzi\u00ed „ADAC testu, ako ho vid\u00edm ja“.<\/p>\n

V\u00fdskum k\u013e\u00fa\u010dov\u00fdch slov<\/h3>\n

Zoznam mo\u017en\u00fdch k\u013e\u00fa\u010dov\u00fdch slov je pomerne \u00fazky. Ke\u010f\u017ee ADAC m\u00e1 ve\u013ek\u00e9 povedomie a akcept\u00e1ciu, museli sme ho aj tak zahrn\u00fa\u0165. A test zimn\u00fdch pneumat\u00edk ur\u010duje, ak\u00e9 slov\u00e1 mo\u017eno pou\u017ei\u0165. In\u00fdmi slovami, z h\u013eadiska k\u013e\u00fa\u010dov\u00fdch slov sme boli schopn\u00ed pracova\u0165 z pomerne \u00fazkeho ponorenia. Je pravda, \u017ee to plat\u00ed rovnako pre v\u0161etk\u00fdch konkurentov.<\/p>\n

V\u00fdber spr\u00e1vneho zdroja<\/h3>\n

Naproti tomu sme vych\u00e1dzali z nemeck\u00e9ho origin\u00e1lu. V skuto\u010dnosti sme za\u0161li e\u0161te \u010falej, nepokr\u00fdvali sme ani neprekladali jednostr\u00e1nkov\u00fd \u010dl\u00e1nok na blogu. Namiesto toho sme za\u010dali pracova\u0165 na \u00faplnej verejnej publik\u00e1cii testov v nemeckom jazyku. V\u00fdsledkom bolo, \u017ee n\u00e1\u0161 \u010dl\u00e1nok na blogu obsahoval mno\u017estvo \u00fadajov, ktor\u00e9 sa u konkurencie nena\u0161li.<\/p>\n

V\u00fdsledok<\/h2>\n

\u010cl\u00e1nok na blogu uverejnen\u00fd na webovej str\u00e1nke sa okam\u017eite otvoril s ve\u013emi siln\u00fdmi \u010d\u00edslami. Teraz sa pozrieme na obdobie od 17. okt\u00f3bra (zverejnenie) do 1. decembra 2024.<\/p>\n

\u010cl\u00e1nok na blogu vygeneroval 31 400 zobrazen\u00ed vo v\u00fdsledkoch Google, z toho 3480 sa prekliklo na webov\u00fa str\u00e1nku \u2013 teda jeden z desiatich \u013eud\u00ed. \u010cl\u00e1nok na blogu u\u017e nieko\u013eko dn\u00ed obsadzuje druh\u00e9 miesto vo v\u00fdsledkoch vyh\u013ead\u00e1vania – v priemere je v tomto obdob\u00ed na 4. \u2013 5. mieste.<\/p>\n

\"\"<\/p>\n

Neo\u010dak\u00e1va sa, \u017ee \u010dl\u00e1nky bud\u00fa generova\u0165 okam\u017eit\u00e9 n\u00e1kupy. V mnoh\u00fdch pr\u00edpadoch sa p\u00ed\u0161u bez uvedenia konkr\u00e9tnych produktov, iba na vzdel\u00e1vacie \u00fa\u010dely. V tomto pr\u00edpade sme poskytli odkazy na 3 najlep\u0161ie pneumatiky v rozmeroch zv\u00fdraznen\u00fdch v teste. Okrem vysokej \u010ditate\u013enosti \u010dl\u00e1nkov si \u010ditatelia \u010dl\u00e1nkov zak\u00fapili celkovo 24 produktov v sume presahuj\u00facej 1 300 000 HUF (cca. 3 000 EUR).<\/p>\n

\"\"<\/p>\n

Pre\u010do t\u00e1to strat\u00e9gia fungovala?<\/h2>\n

Kompletn\u00e9 \u0161tatistiky za rok 2023 nem\u00e1me, prv\u00e9 \u00fadaje v slu\u017ebe Google Search Console s\u00fa z j\u00fala 2023. Preto v \u00fadajoch porovn\u00e1vame \u00fadaje od j\u00fala do decembra 2023 s j\u00falom a\u017e novembrom 2024.<\/p>\n

Pred vedomou strat\u00e9giou obsahov\u00e9ho marketingu sme v prvom \u0161tvr\u0165roku 2024 vykonali SEO optimaliz\u00e1ciu na webe. V marci toho ist\u00e9ho roku sme zverejnili na\u0161e prv\u00e9 \u010dl\u00e1nky na blogu.<\/p>\n

Dojmy<\/h3>\n

N\u00e1rast po\u010dtu zobrazen\u00ed je sp\u00f4soben\u00fd vedom\u00fdm v\u00fdskumom k\u013e\u00fa\u010dov\u00fdch slov a osnovami t\u00e9m dokon\u010den\u00fdmi v \u0161es\u0165mesa\u010dnej perspekt\u00edve. T\u00e9mami a s\u00favisiacimi k\u013e\u00fa\u010dov\u00fdmi slovami reflektujeme o\u010dak\u00e1vania trhu a ot\u00e1zky z\u00e1kazn\u00edkov. V d\u00f4sledku tejto strategickej oper\u00e1cie sa po\u010det zobrazen\u00ed zv\u00fd\u0161il<\/strong> o 31 %<\/strong>. V\u00fdsledky s\u00fa \u010falej diferencovan\u00e9 skuto\u010dnos\u0165ou, \u017ee sk\u00faman\u00e9 obdobie v roku 2024 je krat\u0161ie o jeden mesiac.<\/p>\n

Kliknutia<\/h3>\n

Ve\u013ek\u00fd d\u00f4raz kladieme aj na presn\u00e9 a p\u00fatav\u00e9 plnenie n\u00e1zvov \u010dl\u00e1nkov a META popisov. Nevytv\u00e1rali sme pr\u00e1zdne, dobre znej\u00face clickbaitov\u00e9 texty, ale tak\u00e9, ktor\u00e9 vzbudzuj\u00fa zvedavos\u0165 potenci\u00e1lnych z\u00e1kazn\u00edkov. Z\u00e1rove\u0148 vyvol\u00e1vaj\u00fa ot\u00e1zky, na ktor\u00e9 odpovedaj\u00fa \u010dl\u00e1nky na blogu. Po\u010det kliknut\u00ed sa zv\u00fd\u0161il<\/strong> o 25 %<\/strong>. N\u00e1zornej\u0161\u00edm \u00fadajom je v\u0161ak pouk\u00e1za\u0165 na to, \u017ee od konca j\u00fala do konca novembra\u00a0 sme vygenerovali pol mili\u00f3na (\u00e1no, 500 000) n\u00e1v\u0161tev navy\u0161e<\/strong>.<\/p>\n

CTR<\/h3>\n

Miera prekliku (CTR) sa podstatne nezmenila. V roku 2023 to bolo 3 % a v roku 2024 3,2 %. \u0160tatisticky ide o 7% <\/strong>n\u00e1rast<\/strong>. Av\u0161ak v d\u00f4sledku zmien vo zvy\u0161ku rovnice (pozri predch\u00e1dzaj\u00face dva odseky) je n\u00e1rast c\u00edti\u0165 aj pri takmer identickej miere prekliku.<\/p>\n

Poz\u00edcia<\/h3>\n

Priemern\u00e1 poz\u00edcia v zozname v\u00fdsledkov vyh\u013ead\u00e1vania sa na prv\u00fd poh\u013ead v\u00fdrazne nezmenila. Priemern\u00e9 hodnotenie pre s\u00e9riu 2023 je 9,6 a pre rok 2024 je to 7,8. To je zlep\u0161enie o 23 %, ale d\u00f4le\u017eitej\u0161ie je <\/b>percento kliknut\u00ed, ktor\u00e9 poz\u00edcie z\u00edskaj\u00fa. Priemern\u00e1 poz\u00edcia 8 predstavuje 2,1 % v\u00fdsledkov vyh\u013ead\u00e1vania, zatia\u013e \u010do poz\u00edcia 10 predstavuje len 1,6 %. To tie\u017e hr\u00e1 obrovsk\u00fa \u00falohu v obrovskej konkurencii, o ktorej sme u\u017e hovorili.<\/p>\n

\u010cl\u00e1nok, ktor\u00fd sme sk\u00famali, bol nieko\u013eko dn\u00ed na druhom mieste, pri\u010dom na druhom mieste bolo v priemere 18,17 % kliknut\u00ed.<\/p>\n

\"\"<\/p>\n

\u00da\u010das\u0165 klientov<\/h3>\n

Okrem technick\u00fdch detailov je ve\u013emi d\u00f4le\u017eit\u00fd aj pr\u00edstup z\u00e1kazn\u00edka a v tomto pr\u00edpade je spolupr\u00e1ca vynikaj\u00faca. N\u00e1\u0161 klient akceptoval, \u017ee v\u00fdsledky nepr\u00eddu kr\u00e1tkodobo, ale dlhodobo. Neust\u00e1le sa od nich in\u0161pirujeme t\u00e9mami blogov\u00fdch \u010dl\u00e1nkov a podie\u013eaj\u00fa sa aj na odborn\u00fdch korekt\u00farach \u010dl\u00e1nkov.<\/p>\n

M\u00f4\u017ee sa to sta\u0165 aj v\u00e1m?<\/h2>\n

S\u00edce nem\u00f4\u017eeme zaru\u010di\u0165, \u017ee budete ur\u010dite na druhom mieste aj vy, ale m\u00f4\u017eeme zaru\u010di\u0165, \u017ee my preto sprav\u00edme v\u0161etko, \u010do bude v na\u0161ich sil\u00e1ch.\u00a0 Z\u00e1rove\u0148 na\u0161e sk\u00fasenosti ukazuj\u00fa podobn\u00e9 v\u00fdsledky u viacer\u00fdch na\u0161ich klientov.<\/p>\n

D\u00f4sledne pripraven\u00e1 strat\u00e9gia obsahov\u00e9ho marketingu a pravideln\u00e9 blogovanie s kvalitn\u00fdm obsahom v\u00e1m preuk\u00e1zate\u013ene generuj\u00fa \u010fal\u0161\u00edch n\u00e1v\u0161tevn\u00edkov, potenci\u00e1lnych z\u00e1kazn\u00edkov a z\u00e1kazn\u00edkov.<\/p>\n

Ak ste pripraven\u00ed r\u00e1s\u0165, kontaktujte n\u00e1s a po\u010fme spolo\u010dne nap\u00edsa\u0165 v\u00e1\u0161 \u00faspe\u0161n\u00fd pr\u00edbeh!<\/p>\n


\nChcem viac pr\u00edjmov!
\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Obsahov\u00fd marketing je v o\u010diach z\u00e1kazn\u00edkov zriedka najob\u013e\u00fabenej\u0161\u00edm n\u00e1strojom. Na strane agent\u00far v\u0161ak pevne ver\u00edme, \u017ee ak budeme publikova\u0165 blogov\u00e9 \u010dl\u00e1nky a materi\u00e1ly roz\u0161iruj\u00face znalosti o trhu, bude to ziskov\u00e9. P\u00edsanie blogu tie\u017e nie je popul\u00e1rne, preto\u017ee v\u00fdsledky sa zriedka objavia okam\u017eite. Pri stretnutiach s klientom \u010dasto hovor\u00edme, \u017ee je to marat\u00f3n a platen\u00e1 reklama […]<\/p>\n","protected":false},"author":11,"featured_media":40569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Case study: Ako sa n\u00e1m podarilo pom\u00f4c\u0165 klientovi na druh\u00fa prie\u010dku vo v\u00fdsledkoch vyh\u013ead\u00e1vania","_seopress_titles_desc":"Pravideln\u00fdm prid\u00e1van\u00edm \u010dl\u00e1nkov na blog n\u00e1\u0161 klient za pol roka oslovil 500 000 nov\u00fdch n\u00e1v\u0161tevn\u00edkov ro\u010dne a druh\u00e9 miesto v Google. Plus predaje. Ako?","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"footnotes":""},"categories":[1717],"tags":[],"class_list":["post-40562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"_links":{"self":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/40562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/comments?post=40562"}],"version-history":[{"count":5,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/40562\/revisions"}],"predecessor-version":[{"id":40572,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/40562\/revisions\/40572"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/media\/40569"}],"wp:attachment":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/media?parent=40562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/categories?post=40562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/tags?post=40562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}