Abstract:

Currently, companies and organisations of various types attempt to increase their competitive advantage using various tools. The search engine optimisation of their web pages and of their web presentations represents a significant and relatively easy way how to increase awareness, attractiveness and user friendliness of the organisations themselves as well as of their products and services. Therefore, this paper introduces the basic concepts of search engine optimisation. Moreover, particular methods of two different approaches to optimisation are described in pursuit to provide the overview of available tools together with their characteristics. Additionally, the illegal techniques and platforms for monitoring of search engine optimisation results are discussed. Finally, the case study is included to illustrate the practical implications of the research issues.