{"id":3275,"date":"2022-01-05T10:38:41","date_gmt":"2022-01-05T09:38:41","guid":{"rendered":"http:\/\/wptest.nexum.cz\/jak-ne-definovat-klicova-slova\/"},"modified":"2022-01-05T10:38:41","modified_gmt":"2022-01-05T09:38:41","slug":"jak-ne-definovat-klicova-slova","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/jak-ne-definovat-klicova-slova\/","title":{"rendered":"Jak (ne)definovat kl\u00ed\u010dov\u00e1 slova"},"content":{"rendered":"<p>P\u0159edstavte si situaci, \u017ee m\u00e1te vytvo\u0159eny poutav\u00e9 reklamy s neodolatelnou nab\u00eddkou, kter\u00e1 se ned\u00e1 odm\u00edtnout. Te\u010f u\u017e jen zb\u00fdv\u00e1 vybrat ta spr\u00e1vn\u00e1 kl\u00ed\u010dov\u00e1 slova, na kter\u00e1 se bude V\u00e1\u0161 nov\u011b vytvo\u0159en\u00fd inzer\u00e1t zobrazovat. Ka\u017ed\u00fd obor podnik\u00e1n\u00ed by m\u011bl m\u00edt takov\u00e1 kl\u00ed\u010dov\u00e1 slova, kter\u00e1 se k n\u011bmu p\u0159\u00edmo vztahuj\u00ed. A jak tedy definovat spr\u00e1vn\u00e1 kl\u00ed\u010dov\u00e1 slova?<\/p>\n<h3><strong>Myslete na to, \u017ee&#8230;<\/strong><\/h3>\n<p>ka\u017ed\u00fd v\u00fdb\u011br kl\u00ed\u010dov\u00fdch slov by m\u011bl vych\u00e1zet z podstaty Va\u0161eho marketingov\u00e9ho projektu, tedy z webov\u00fdch str\u00e1nek nebo eshopu. P\u0159ed jejich v\u00fdb\u011brem je pot\u0159eba m\u00edt v\u017edy na pam\u011bti, \u017ee <strong>Va\u0161e kl\u00ed\u010dov\u00e1 slova mus\u00ed korespondovat se vstupn\u00ed str\u00e1nkou, na kterou bude sm\u011b\u0159ovat Va\u0161e reklama. <\/strong>P\u0159edchoz\u00ed v\u011btu si dob\u0159e zapamatujte. Pokud budete dodr\u017eovat toto pravidlo, Va\u0161e kl\u00ed\u010dov\u00e1 slova dos\u00e1hnou vy\u0161\u0161\u00edho sk\u00f3re kvality (vstupn\u00ed str\u00e1nka nen\u00ed jedin\u00fdm faktorem ovliv\u0148uj\u00edc\u00edm sk\u00f3re kvality kl\u00ed\u010dov\u00fdch slov. Dal\u0161\u00edmi faktory, kter\u00e9 zm\u00edn\u011bn\u00e9 sk\u00f3re ovliv\u0148uj\u00ed je kvalita zobrazen\u00e9 reklamy, p\u0159idan\u00e1 roz\u0161\u00ed\u0159en\u00ed reklamy i o\u010dek\u00e1van\u00e1 m\u00edra prokliku). V\u017edy se tedy sna\u017ete, aby Va\u0161e vybran\u00e1 kl\u00ed\u010dov\u00e1 slova m\u011bla, co mo\u017en\u00e1 nejvy\u0161\u0161\u00ed sk\u00f3re kvality. Pokud se V\u00e1m poda\u0159\u00ed tohoto doc\u00edlit, budete odm\u011bn\u011bni vy\u0161\u0161\u00ed m\u00edrou zobrazen\u00ed Va\u0161ich reklam a z\u00e1rove\u0148 sn\u00ed\u017e\u00edte jejich cenu za proklik.<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:640px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"640px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/615d8c40e5da605304dfa209_-GwciybH6H7qVbPVPU4vzzaW0nGRIoilF7rbBGFxiRkUGxmucFLfFxB6hy21l4Y5gZHI0s7I-oMmvd7kN0AQWU22BATC78QxQSPdnnUN_vh5Ay1qMS3lWiNRCeeVvHPuaeXFNR12%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div>\n<\/figure>\n<p>Jestli\u017ee v textu reklamy inzerujete nap\u0159\u00edklad \u00faklidov\u00e9 slu\u017eby, tak i vstupn\u00ed str\u00e1nka by m\u011bla b\u00fdt bohat\u00e1 na informace o \u00faklidov\u00fdch slu\u017eb\u00e1ch. Kl\u00ed\u010dov\u00e1 slova, kter\u00e1 budou spou\u0161t\u011bt V\u00e1\u0161 inzer\u00e1t by mohla vypadat nap\u0159\u00edklad: \u00faklidov\u00e9 slu\u017eby nebo \u00faklidov\u00e1 firma apod.\u00a0<\/p>\n<h3><strong>Takhle ur\u010dit\u011b ne<\/strong><\/h3>\n<p>Ne\u017e se dostanu k tomu, jak\u00fdm zp\u016fsobem lze vybrat vhodn\u00e1 kl\u00ed\u010dov\u00e1 slova, dovol\u00edm si je\u0161t\u011b kr\u00e1tkou vsuvku o tom, jak kl\u00ed\u010dov\u00e1 slova rozhodn\u011b nevyb\u00edrat.\u00a0<\/p>\n<ul>\n<li>P\u0159i zakl\u00e1d\u00e1n\u00ed kampan\u011b ve vyhled\u00e1v\u00e1n\u00ed V\u00e1m <strong>Google Ads s\u00e1m nab\u00eddne velk\u00e9 mno\u017estv\u00ed kl\u00ed\u010dov\u00fdch slov, kter\u00e1 lze pou\u017e\u00edt.<\/strong> Jedn\u00e1 se pouze o tipy a hned za touto v\u011btou je nutno napsat, \u017ee v\u011bt\u0161ina t\u011bchto slov je k ni\u010demu a naprosto nerelevantn\u00edch. Na tento zp\u016fsob v\u00fdb\u011bru kl\u00ed\u010dov\u00fdch slov se nespol\u00e9hejte. V z\u00e1vislosti na oboru podnik\u00e1n\u00ed m\u016f\u017eete za kl\u00ed\u010dov\u00e1 slova zaplatit v \u0159\u00e1du des\u00edtek korun. Pokud vyberete kl\u00ed\u010dov\u00e1 slova \u0161patn\u011b a bez rozmyslu, m\u016f\u017eete vy\u010derpat cel\u00fd rozpo\u010det kampan\u011b b\u011bhem velmi kr\u00e1tk\u00e9 doby a efektivita takov\u00e9 kampan\u011b bude nulov\u00e1.<\/li>\n<li><strong>D\u00e1vejte si pozor na p\u0159\u00edli\u0161 obecn\u00e1 kl\u00ed\u010dov\u00e1 slova <\/strong>&#8211; zad\u00e1vat bychom m\u011bli takov\u00e1 kl\u00ed\u010dov\u00e1 slova, kter\u00e1 povedou k popt\u00e1vce nebo objedn\u00e1vce na\u0161eho zbo\u017e\u00ed \u010di slu\u017eeb. Obecn\u011bj\u0161\u00ed v\u00fdrazy bychom m\u011bli p\u0159enechat sp\u00ed\u0161e neplacen\u00e9mu vyhled\u00e1v\u00e1n\u00ed.<\/li>\n<li><strong>Vyhn\u011bte se jednoslovn\u00fdm v\u00fdraz\u016fm.<\/strong> Tak t\u0159eba slovo \u201ctisk\u00e1rny&#8220;. Pokud byste c\u00edlili na toto kl\u00ed\u010dov\u00e9 slovo, Va\u0161e reklamy by se mohly zobrazit lidem, kte\u0159\u00ed cht\u011bj\u00ed koupit tisk\u00e1rnu, ale i lidem kte\u0159\u00ed hledaj\u00ed nap\u0159\u00edklad pron\u00e1jem \u010di servis tisk\u00e1rny, nebo toner do tisk\u00e1rny.\u00a0<\/li>\n<\/ul>\n<h3><strong>Tudy vede cesta<\/strong><\/h3>\n<p>Te\u010f u\u017e v\u00edte, jak kl\u00ed\u010dov\u00e1 slova nevyb\u00edrat. V dal\u0161\u00ed \u010d\u00e1sti se dozv\u00edte, jak kl\u00ed\u010dov\u00e1 slova vybrat spr\u00e1vn\u011b. Mo\u017enost\u00ed je n\u011bkolik.<\/p>\n<ul>\n<li>Tu (z m\u00e9ho pohledu) nejlep\u0161\u00ed metodu jsem ji\u017e nazna\u010dil v p\u0159edchoz\u00edm textu. Nejlep\u0161\u00edm zdrojem pro v\u00fdb\u011br vhodn\u00fdch a relevantn\u00edch kl\u00ed\u010dov\u00fdch slov jsou Va\u0161e znalosti o produktech \u010di slu\u017eb\u00e1ch, kter\u00e9 pl\u00e1nujete inzerovat.<\/li>\n<li>Dal\u0161\u00ed dobrou mo\u017enost\u00ed, jak definovat kl\u00ed\u010dov\u00e1 slova je, \u017ee tato slova zad\u00e1te do vyhled\u00e1va\u010de Googlu a ten V\u00e1m ji\u017e automaticky (pomoc\u00ed na\u0161ept\u00e1va\u010de) nab\u00eddne v\u00fdrazy, kter\u00e9 u\u017eivatel\u00e9 \u010dasto vyhled\u00e1vaj\u00ed. Tento zp\u016fsob V\u00e1m nab\u00eddne relevantn\u00ed zdroj informac\u00ed a pom\u016f\u017ee V\u00e1m naj\u00edt efektivn\u00ed kl\u00ed\u010dov\u00e1 slova pro Va\u0161i kampa\u0148 ve vyhled\u00e1vac\u00ed s\u00edti.\n<\/li>\n<\/ul>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:855px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"855px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/615d8c404177f508080badd7_hyj3CxLweQAWlp8d8tKNq_x0bxcwH9eW-JFCJk5ZV__5k6aNjaIpJrEE1F8k3vIEf1-j-bhIVBH1NSD-ObUrBwU2FdPOhV5k7Fx9DvK7_NuKLu5q-3L0qX_fTHOjkv529np3hvKF%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div>\n<\/figure>\n<p>a z\u00e1rove\u0148 pokud srolujete nakonec str\u00e1nky, najdete zde v\u00fdrazy, kter\u00e9 jsou s dan\u00fdm v\u00fdrazem p\u0159\u00edbuzn\u00e9.<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:903px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"903px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/615d8c4039eb13b38a94236a_7CagZc6Zn1cokolvZ8dJQD0UEyKhMqriadZl87ewbLnStnhb76m2m6ysD0eVvYdTUzADbkAmYr3D9bhvZeyu-3v8SgH55DUc-5DJtsWeHFpAg0NzAaPQRv8THm6_Yac1Ff7FDqNW%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div>\n<\/figure>\n<ul>\n<li>Jak Google Ads, tak i Sklik, poskytuj\u00ed u\u017eite\u010dn\u00e9 n\u00e1stroje pro v\u00fdb\u011br vhodn\u00fdch kl\u00ed\u010dov\u00fdch slov. V Googlu najdete tohoto pomocn\u00edka na z\u00e1lo\u017ece \u201cn\u00e1stroje a nastaven\u00ed\u201d a pot\u00e9 zvolte \u201cpl\u00e1nova\u010d kl\u00ed\u010dov\u00fdch slov\u201d. Tento n\u00e1stroj V\u00e1m pom\u016f\u017ee \u00fa\u010dinn\u011b definovat kl\u00ed\u010dov\u00e1 slova. Po zad\u00e1n\u00ed vybran\u00fdch kl\u00ed\u010dov\u00fdch slov V\u00e1m nab\u00eddne nejen \u00fadaje o hledanosti a konkurenci dan\u00e9ho kl\u00ed\u010dov\u00e9ho slova, ale tak\u00e9 V\u00e1m zobraz\u00ed orienta\u010dn\u00ed cenu za proklik pro horn\u00ed i doln\u00ed p\u00e1smo na str\u00e1nce s v\u00fdsledky. V Skliku tak\u00e9 najdeme pomocn\u00edka pro vytipov\u00e1n\u00ed vhodn\u00fdch kl\u00ed\u010dov\u00fdch slov. V z\u00e1lo\u017ece \u201cn\u00e1stroje\u201d a podz\u00e1lo\u017ece \u201cn\u00e1vrhy kl\u00ed\u010dov\u00fdch slov\u201d. N\u00e1stroj od Seznamu (Skliku) nen\u00ed tak sofistikovan\u00fd, ale pro v\u00fdb\u011br vhodn\u00fdch kl\u00ed\u010dov\u00fdch slov bohat\u011b posta\u010d\u00ed.<\/li>\n<\/ul>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1139px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1139px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/615d8c40193f4b64b700a9e9_OVAJCz2z8eFfncxvey405Fmlo5JeiNGpaiFq6h-a0evgi7qNYSvIJWVtyWLOuLMIAw3WRimpet1ZRPS54liMplL21nm2yznDNHYpziwdhga-O5XUsBq_SwQ76ABxvZbyJ8PEL1kn%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div>\n<\/figure>\n<ul>\n<li>Dal\u0161\u00ed mo\u017enost\u00ed, jak z\u00edskat tipy na relevantn\u00ed kl\u00ed\u010dov\u00e1 slova, je z vyhled\u00e1vac\u00edch dotaz\u016f. P\u0159i jejich pravideln\u00e9m proch\u00e1zen\u00ed m\u016f\u017eete z\u00edskat cenn\u00e9 tipy nejen na nov\u00e1 kl\u00ed\u010dov\u00e1 slova, ale tak\u00e9 na vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova.<\/li>\n<\/ul>\n<p>V souvislosti s kl\u00ed\u010dov\u00fdmi slovy je dobr\u00e9 se zm\u00ednit o voln\u00e9 shod\u011b. Osobn\u011b tento typ shody kl\u00ed\u010dov\u00fdch slov nepou\u017e\u00edv\u00e1m. Jde o to, \u017ee kl\u00ed\u010dov\u00e1 slova ve voln\u00e9 shod\u011b, mohou pro rozpo\u010det kampan\u011b znamenat doslova katastrof\u00e1ln\u00ed n\u00e1sledky s miziv\u00fdm efektem. Bu\u010fte proto v\u017edy velmi opatrn\u00ed p\u0159i pou\u017e\u00edv\u00e1n\u00ed kl\u00ed\u010dov\u00fdch slov ve voln\u00e9 shod\u011b. V\u017edy si jej\u00ed pou\u017eit\u00ed v kampan\u00edch dob\u0159e promyslete a zd\u016fvodn\u011bte.<\/p>\n<h3><strong>Vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova<\/strong><\/h3>\n<p>Ned\u00e1 mi to, abych se textu nezm\u00ednil je\u0161t\u011b o jednom d\u016fle\u017eit\u00e9m aspektu, kter\u00fd souvis\u00ed s kl\u00ed\u010dov\u00fdmi slovy. Jedn\u00e1 se o vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova, tedy slova, na kter\u00e1 nechcete, aby se Va\u0161e reklama zobrazovala. Stejn\u011b jako v\u00fdb\u011br relevantn\u00edch kl\u00ed\u010dov\u00fdch slov, tak i v\u00fdb\u011br vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov V\u00e1m m\u016f\u017ee u\u0161et\u0159it nemal\u00e9 finan\u010dn\u00ed prost\u0159edky. Vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova mus\u00ed b\u00fdt definov\u00e1ny v\u017edy. Je\u0161t\u011b jsem se nesetkal s kampan\u00ed, kde by nebylo t\u0159eba vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov.\u00a0<\/p>\n<h3><strong>M\u00edsto z\u00e1v\u011bru<\/strong><\/h3>\n<p>A\u010dkoliv se to tak nemus\u00ed na prvn\u00ed pohled zd\u00e1t, v\u00fdb\u011br kl\u00ed\u010dov\u00fdch slov je pro vyhled\u00e1vac\u00ed kampa\u0148 opravdu kl\u00ed\u010dov\u00fd. Vyplat\u00ed se mu v\u011bnovat opravdu velkou pozornost. V\u00fdb\u011brem spr\u00e1vn\u00fdch kl\u00ed\u010dov\u00fdch slov m\u016f\u017eete u\u0161et\u0159it nejen pen\u00edze, ale i \u010das a energii. Pokud chcete dos\u00e1hnout je\u0161t\u011b v\u011bt\u0161\u00ed efektivity kl\u00ed\u010dov\u00fdch slov, nezapom\u00ednejte optimalizovat sv\u016fj web pro vyhled\u00e1va\u010de. Uvid\u00edte, \u017ee Va\u0161e kl\u00ed\u010dov\u00e1 slova V\u00e1m budou vd\u011b\u010dn\u00e1.<\/p>\n<p>Nev\u00edte si rady s v\u00fdb\u011brem kl\u00ed\u010dov\u00fdch slov do kampan\u011b ve vyhled\u00e1v\u00e1n\u00ed? Nevad\u00ed. Napi\u0161te n\u00e1m na e-mail <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a> nebo n\u00e1s m\u016f\u017eete kontaktovat pomoc\u00ed formul\u00e1\u0159e na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> p\u0159\u00edpadn\u011b na telefonn\u00edm \u010d\u00edsle na\u0161\u00ed podpory<a href=\"https:\/\/www.webmium.cz\/kontakt\"> +420 605 99 44 66<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mnoz\u00ed z V\u00e1s jist\u011b v\u011bd\u00ed, \u017ee vyhled\u00e1vac\u00ed kampa\u0148 je postavena na kl\u00ed\u010dov\u00fdch slovech, kter\u00e1 ur\u010duj\u00ed, na jak\u00e9 dotazy se budou Va\u0161e reklamy zobrazovat. 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