Your web needs SEO and online marketing

... so it’s not like a shiny Ferrari without an engine.

Having a nice responsive website is just the first step in web marketing. Do you already have a website? Without further marketing, your website will just be an expensive billboard in a dense forest or like a shiny Ferrari without an engine.

Introducing Paja,
your personal guide to SEO, online marketing, and web design

Hi, my name is Pavel, Pája for shorter – You can learn more about me on my LinkedIn profile.

I’ll help you get noticed. I’ll help you grow.

I’m very happy to help your business or hobby get noticed online. I’ll properly fix your website’s SEO and propose other essential marketing strategies.

Smart, data-driven web strategies that drive growth

Your website might be visually attractive, but without visitors, it will remain underutilised. SEO and web marketing is essential to ensure your website isn’t just a pretty display on the internet, but a powerful tool for attracting customers, building your brand, and generating sales.

Whether it’s SEO, content marketing, or social media advertising, every element of marketing helps make your website more visible and accessible to your target audience.

Successful web marketing ensures that your site doesn’t stay abandoned but becomes an active and productive tool for growing your business. Without SEO - search engine optimisation, targeted ad campaigns, and quality content, you’re missing out on opportunities to reach customers who would otherwise never discover your products or services.

What is online marketing?

It’s also known as digital marketing or web marketing, although they’re not actually synonyms. Let’s say it’s a set of well-thought-out strategies that can significantly push your business forward. How far forward? That depends on the quality of the web marketer you choose.

Web marketing, or online marketing, or sometimes digital marketing, is a set of strategies and tactics aimed at promoting products, services, or brands via the internet. It’s a broad field, encompassing various techniques for reaching target audiences, building relationships with users, and optimising conversion rates (CRO - Conversion Rate Optimization).

Definition of Online Marketing

As I’ve mentioned above, the terms online marketing, web marketing, and digital marketing are not exactly the same, although they are often treated as such. With your permission, I’ll continue to use these terms interchangeably. For the sake of clarity, however, let’s first note that online marketing is actually just a part of digital marketing that deals with online promotion. Offline marketing, on the other hand, is logically the other part of digital marketing – offline mobile apps, advertising on digital screens, or on television. Web marketing is a subset of online marketing, conducted through web applications. Some websites, however, also work offline, so to complicate things, web marketing can be part of offline marketing as well.

Web marketing includes all marketing activities aimed at achieving specific business goals, such as increasing website traffic, improving conversions, ensuring long-term customer loyalty, and strengthening brand awareness.

A Simple Definition of Online Marketing

Want it as simple as possible? Essentially, it’s any activity you do online to grab attention, attract people, and, hopefully, get them to buy your products or services.

Types of Online Marketing

There are seven main subcategories of online marketing:

1. SEO (Search Engine Optimization)

These are all the changes and tactics you can use to improve the ranking and visibility of your content in organic search results. It’s the optimisation of your website to help improve its visibility in search engines (Google, Bing, Yahoo!, Yandex, Baidu, or the Czech Seznam). The goal is to achieve a higher position in search results, leading to more organic traffic.

2. SEM (Search Engine Marketing)

Alongside SEO, there’s also SEM, which is simply the paid version of SEO. Marketers pay Google to display ads in search results, hoping to attract traffic (especially leads) to their product pages.

3. Content Marketing

Content marketing is how marketers create valuable content and then distribute it to potential customers. This is the "good" side of online marketing, where you usually try to get people to buy something by convincing them with the quality of your content.

4. Social Media Marketing

Promotion on platforms like Facebook, Instagram, Twitter, LinkedIn, or TikTok. The goal is to create an engaged community and build relationships with customers.

5. PPC (Pay-Per-Click) Advertising

PPC is similar to SEM but isn’t limited to Google. Most social media platforms allow you to create ads that naturally integrate into their feeds, enabling you to pay for clicks to your website.

6. Affiliate Marketing

Marketing where partners (affiliates) earn a commission for bringing new customers or sales to a website. This method is beneficial for all parties involved.

7. Email Marketing

And finally, email marketing, which some consider outdated. However, it remains one of the most effective channels with an average ROI (return on investment) of 42% for every dollar you invest, and an average open rate of 21.33% across industries. Once customers allow you to contact them, you can send them emails at any time, but you’ll find that 8–9 AM is the best time for sending. Of course, it depends on the relevance of the email and its value to the recipients.

How Wide is the Topic of Online Marketing?

By now, you probably have an idea of how vast online marketing actually is. Web marketing is an essential tool for any business that wants to succeed in the digital age. Properly set online marketing strategies help brands not only attract new customers but also build loyalty and maintain a strong position in the market.

Main Advantages of Good Online Marketing

• Measurement and Optimisation: All marketing activities can be measured and adjusted based on results, allowing for effective investment in strategies that provide the most benefits.
• Targeting Specific Audiences: Web marketing allows for precise targeting of specific market segments based on demographics, interests, behaviour, and other parameters.
• Cost Efficiency: Many online marketing tools, such as SEO or content marketing, can be very cost-effective compared to traditional forms of advertising (TV, print).
• Global Reach: The internet is global, allowing brands to reach customers all over the world, regardless of their geographical location.

SEO – Search Engine Optimisation

SEO (Search Engine Optimisation) is essential for ensuring your website is indexed correctly and ranks high in search engines like Google. A strong SEO strategy helps your pages appear at the top of search results — bringing in more visitors and potential customers.

Effective SEO includes many elements: keyword strategy, technical setup, URL structure, site speed, mobile responsiveness, and quality content. Our approach combines these components to make your website not only beautiful and user-friendly but also highly discoverable.

SEO is the foundation of web marketing

Stop paying Google for every click! Invest in quality SEO and web design that brings long-term, organic traffic. Well-optimised websites grow naturally and don’t rely on paid ads for visibility.

SEO is a long-term process requiring a clear strategy and continuous refinement. With our web design and optimisation services, you’ll get a visually strong, technically sound, and search-optimised website that competes with the best.

Make SEO the cornerstone of your business strategy

SEO means configuring your website so people can actually find you. It’s about visibility, relevance, and ranking.

Your brand deserves attention. Our SEO strategies make sure potential customers discover you before the competition.

Questions about SEO? Get in touch here.

On-Page SEO (Optimisation on the Website)

Google's algorithm is constantly evolving. Keeping up is a challenge — but one constant is the importance of on-page SEO, which focuses on content and technical improvements directly on your website.

Meta Tags and Click-Through Rate (CTR)

Meta tags may not directly impact rankings, but they influence whether users click on your listing in search results. Optimised title tags and meta descriptions can boost CTR — a signal Google values when ranking pages.

Key On-Page SEO Elements

• Crawl error fixes (broken links, blocked content)
• Page speed optimisation
• Keyword research and placement
• Content quality and structure

Common Errors That Hurt SEO

• 404 error pages
• Duplicate or missing content
• Missing or poorly written meta tags

These can harm your rankings and potentially lead to search penalties. We fix them quickly and thoroughly.

Keyword Strategy

Keywords are the search terms your audience uses. We help you identify the right keywords for your business and strategically place them throughout your content, titles, and structure.

Content Optimisation

Google values helpful, user-friendly content. We ensure your text is natural, clear, and valuable — both to users and to search engines.

• Use clear headings (H1–H3)
• Include internal linking for navigation and SEO
• Optimise URLs for relevance and readability

Page Speed

Fast-loading pages are critical for user satisfaction and SEO. Images should be compressed — ideally under 100 KB — and videos optimised using modern formats like WebP. We make sure your site loads fast across all devices.

Final Thoughts on On-Page SEO

On-page SEO is the backbone of a solid online strategy. It helps both search engines and users understand your site. Without it, you lose visibility — and your audience.

Good SEO is not a one-time task. It must be reviewed and improved regularly.

Want to dive deeper? Check out Moz's Guide to SEO Topic Clusters.

Recommended SEO Tools

• Google Search Console
• W3C HTML Validator
• Screaming Frog SEO Spider

We also use various technical tools to thoroughly analyse and test your website’s performance.

Off-Page SEO (Optimisation Outside the Website)

Off-page SEO includes all external activities that help your site rank higher. It’s the counterpart to on-page optimisation and focuses on authority, reputation, and visibility across the web.

Key methods include:

• Building backlinks from reputable sources
• Promoting content via social media
• Content syndication and guest blogging

Backlink Building

Backlinks are one of Google’s top three ranking factors. A healthy backlink profile signals trust and authority. We use proven strategies to earn backlinks naturally — through valuable content, outreach, and relationship building.

The first rule of building backlinks: your content must be valuable enough that others want to link to it.

A clever trick? Mention industry influencers in your articles — they might just share your content.

For more techniques, visit: Moz Blog – Link Building Strategies

Social Media Sharing

Social media doesn’t directly affect rankings, but it increases reach. More reach = more visibility = more backlink opportunities.

Want to manage your social posts effectively? Use Buffer to schedule and publish content in advance.

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But the website is often just decoration for the owner

This is apparently called professional deformation. When I come across a website from a colleague, supplier, or even randomly, I immediately check how it performs in basic SEO – i.e., how easily clients can find it in search engines. For this, I prefer using SEObility. And in 99% of cases, I find something like this:

I will fix your website or create a new one

And not only will it be visually attractive (I can replicate existing designs if needed), but it will also be fully optimised for performance in Google and other search engines.

The results of my work must look at least like this:

External factors — such as backlinks — are part of Off-page SEO, and can take longer to build. A designer doesn’t always control this.

All other issues (see image above) are fixable — and every detail matters. Sadly, many designers skip crucial SEO tasks: alt attributes, heading structure, meta info. The result? A pretty website no one finds. So the client ends up paying Google Ads for traffic that better SEO could have delivered for free.

What is Web Design?

Web Design is the quiet conversation between beauty and function.

At the crossroads of inspiration and innovation, truly elegant and effective websites come to life.

Web design is actually, without question, a form of art. To craft something truly beautiful, a designer must lend an ear to the muses. That is why, when I code, I do so with quiet reverence — guided by the muses in their many guises: the thunder of American Metallica, the delicate strains of Renaissance lutes, or the wistful piano of Chopin. Each offers its own kind of inspiration.

And yet, artistry alone is not enough. A web designer must also master the technical craft — to build something that not only pleases the eye but functions flawlessly and can be found with ease. But let me not wax too lyrical — I shall keep it brief and to the point.

To me, web design is the quiet art of balance. It’s not merely about creating something that looks good — it’s about telling a story through image, rhythm, and space. I choose colours as a painter selects their pigments: with care for tone, light, and the emotion they’re meant to evoke. Typography isn’t just a vessel for words — it’s the voice through which a website speaks. Every shade, every line, every pocket of white space has its place and its purpose.

I believe that beauty should serve function, and function should embody beauty. That’s why I craft websites that not only look refined but live and breathe across screens, browsers, and gestures. Responsiveness, to me, isn’t just a technical requirement — it’s part of the aesthetic, a graceful movement that adapts to the user’s world. Web design, as I see it, is the meeting point of intuition and expertise — an art with structure, and a craft with soul.