Most enterprises nowadays realise that they have to attract key visitors to
their websites, but do not know, how to do this. Therefore, in this diploma
thesis, I have focused on the visit, coming from the Google search engine,
whether organic or payable visit. Whoever wants to attract visitors from
Google to their website, soon or later faces the need for website optimization,
which is also the most rewarding approach in the long term. If however one
aims to attract visitors to the website quickly and very easily, they decide for
advertising on Google. Therefore, in this diploma thesis I have presented the
technical, conceptual and marketing aspects on how to get the most clicks
possible from the search engines and consequently also more key visitors. I
have presented the proper techniques for the improvement of visiting rate
on Google which we need to follow, and disadvantageous techniques, one
should avoid in order not to be punished by Google. I have concentrated on
these two sources of visit, as they are momentarily the most effective and
inexpensive way of attracting potential buyers
