{"id":232557,"date":"2026-05-20T07:23:21","date_gmt":"2026-05-20T07:23:21","guid":{"rendered":"https:\/\/fauzinfotec.com\/?p=232557"},"modified":"2026-08-29T01:08:28","modified_gmt":"2026-08-29T01:08:28","slug":"jak-jsem-prestal-resit-akvizici-a-zacal-se-divat-na-navstevniky-jako-na-lidi","status":"publish","type":"post","link":"https:\/\/fauzinfotec.com\/index.php\/2026\/05\/20\/jak-jsem-prestal-resit-akvizici-a-zacal-se-divat-na-navstevniky-jako-na-lidi\/","title":{"rendered":"Jak jsem p\u0159estal \u0159e\u0161it akvizici a za\u010dal se d\u00edvat na n\u00e1v\u0161t\u011bvn\u00edky jako na lidi"},"content":{"rendered":"<p>P\u0159ed p\u00e1r lety jsem vedl marketing mal\u00e9ho e-shopu s d\u011btsk\u00fdm oble\u010den\u00edm. M\u011bli jsme slu\u0161n\u00fd rozpo\u010det na PPC, soci\u00e1ln\u00ed s\u00edt\u011b b\u011b\u017eely, newsletter odch\u00e1zel t\u0159ikr\u00e1t t\u00fddn\u011b. A konverze? St\u00e1ly na m\u00edst\u011b. L\u00e1mal jsem si hlavu, co d\u011bl\u00e1me \u0161patn\u011b. Pak mi jeden star\u0161\u00ed obchodn\u00edk \u0159ekl: &#8220;Ty se furt sna\u017e\u00ed\u0161 n\u011bkoho chytit za ruku a dot\u00e1hnout ho k pokladn\u011b. Zkus se na n\u011bj m\u00edsto toho pod\u00edvat.&#8221; Tehdy mi to p\u0159i\u0161lo jako kli\u0161\u00e9. Dnes v\u00edm, \u017ee m\u011bl pravdu. Za\u010dal jsem p\u00e1trat po tom, jak vlastn\u011b lid\u00e9 na e-shop skute\u010dn\u011b p\u0159ich\u00e1zej\u00ed \u2013 ne jak douf\u00e1me, \u017ee p\u0159ich\u00e1zej\u00ed. A narazil jsem na <a href=\"https:\/\/vzakulisicz.com\/\">str\u00e1nku, kter\u00e1 ukazuje zadarmo zdrojov\u00e1 slova web\u016f<\/a>. Zkusil jsem ji na konkurenci a byl v \u0161oku. Jejich n\u00e1v\u0161t\u011bvn\u00edci nep\u0159ich\u00e1zeli p\u0159es &#8220;d\u011btsk\u00e9 oble\u010den\u00ed&#8221;, ale p\u0159es fr\u00e1ze jako &#8220;pl\u00e1\u0161t\u011bnka do de\u0161t\u011b batole&#8221; nebo &#8220;jak nesva\u010dit ve \u0161kolce&#8221;. To m\u011b posunulo.<\/p>\n<p>Nejde o to, \u017ee bych najednou m\u011bl k\u0159i\u0161\u0165\u00e1lovou kouli. Sp\u00ed\u0161 jsem si uv\u011bdomil, \u017ee ka\u017ed\u00fd n\u00e1v\u0161t\u011bvn\u00edk je n\u011bkdo, kdo zrovna \u0159e\u0161\u00ed konkr\u00e9tn\u00ed probl\u00e9m. A ten probl\u00e9m \u010dasto v\u016fbec nesouvis\u00ed s t\u00edm, co si o n\u011bm mysl\u00edme my v kancel\u00e1\u0159i. Za\u010dal jsem testovat. Vytipoval jsem deset kl\u00ed\u010dov\u00fdch slov, kter\u00e1 podle m\u011b m\u011bla b\u00fdt hlavn\u00ed. A deset, kter\u00e1 mi p\u0159i\u0161la podivn\u00e1. V\u00fdsledek? Ta podivn\u00e1 m\u011bla o 40 % vy\u0161\u0161\u00ed konverzn\u00ed pom\u011br. Proto\u017ee odpov\u00eddala na skute\u010dnou ot\u00e1zku, ne na obecnou kategorii.<\/p>\n<h2>Pro\u010d klasick\u00e9 n\u00e1stroje nesta\u010d\u00ed a jak se pod\u00edvat do nitra str\u00e1nek<\/h2>\n<p>V\u011bt\u0161ina n\u00e1stroj\u016f, kter\u00e9 zn\u00e1me, ukazuje jen povrch. Google Search Console \u0159\u00edk\u00e1, na jak\u00e1 slova jsme ve vyhled\u00e1v\u00e1n\u00ed. Google Analytics zase, odkud lid\u00e9 p\u0159i\u0161li. Ale nikdy ne\u0159eknou, co d\u011bl\u00e1 konkurence doopravdy. A pr\u00e1v\u011b to je kl\u00ed\u010d. Kdy\u017e jsem poprv\u00e9 vid\u011bl, \u017ee jedna konkuren\u010dn\u00ed str\u00e1nka m\u00e1 n\u00e1v\u0161t\u011bvnost z fr\u00e1ze &#8220;jak spr\u00e1vn\u011b usadit d\u00edt\u011b v autoseda\u010dce&#8221;, pochopil jsem, \u017ee ta firma neprod\u00e1v\u00e1 seda\u010dky. Ona prod\u00e1v\u00e1 jistotu. A my jsme prod\u00e1vali jen l\u00e1tku a knofl\u00edky.<\/p>\n<p>Tohle nen\u00ed o \u0161m\u00edrov\u00e1n\u00ed. Je to o zv\u011bdavosti. Zkuste si zadat web sv\u00e9ho nejv\u011bt\u0161\u00edho konkurenta do podobn\u00e9ho n\u00e1stroje a pod\u00edvejte se na prvn\u00edch dvacet fr\u00e1z\u00ed. Pokud uvid\u00edte jen &#8220;levn\u00e9 boty&#8221; nebo &#8220;tri\u010dko s potiskem&#8221;, d\u011bl\u00e1te to \u0161patn\u011b. Pokud tam uvid\u00edte ot\u00e1zky, n\u00e1vody, lok\u00e1ln\u00ed dotazy \u2013 pr\u00e1v\u011b tam jste na\u0161li mezeru. J\u00e1 osobn\u011b jsem tak objevil, \u017ee jeden obchod s krmivem pro psy m\u00e1 skv\u011blou n\u00e1v\u0161t\u011bvnost z dotazu &#8220;pro\u010d pes nej\u00ed granule&#8221;. Oni neprod\u00e1vali granule. Oni \u0159e\u0161ili probl\u00e9m majitel\u016f. Pak jsem podobnou logiku aplikoval na sv\u016fj e-shop a vytvo\u0159il sekci &#8220;nej\u010dast\u011bj\u0161\u00ed trable s obl\u00e9k\u00e1n\u00edm miminek&#8221;. Za prvn\u00ed m\u011bs\u00edc mi p\u0159ibylo 200 organick\u00fdch n\u00e1v\u0161t\u011bv denn\u011b.<\/p>\n<ul>\n<li>Pod\u00edvejte se na zadarmo dostupn\u00e1 zdrojov\u00e1 slova konkuren\u010dn\u00edch web\u016f \u2013 uvid\u00edte re\u00e1ln\u00e9 dotazy jejich z\u00e1kazn\u00edk\u016f.<\/li>\n<li>Neporovn\u00e1vejte jen hlavn\u00ed kategorie, ale i blogov\u00e9 \u010dl\u00e1nky a podstr\u00e1nky \u2013 tam b\u00fdv\u00e1 nejv\u00edc konkr\u00e9tn\u00edch fr\u00e1z\u00ed.<\/li>\n<li>Soust\u0159e\u010fte se na fr\u00e1ze, kter\u00e9 za\u010d\u00ednaj\u00ed ot\u00e1zkou (jak, pro\u010d, kdy) \u2013 maj\u00ed obvykle vy\u0161\u0161\u00ed m\u00edru z\u00e1jmu.<\/li>\n<\/ul>\n<h2>Jak z toho ud\u011blat syst\u00e9m, ne n\u00e1hodu<\/h2>\n<p>M\u011bl jsem klienta, kter\u00fd prod\u00e1val p\u0159\u00edslu\u0161enstv\u00ed k aut\u016fm. Jeho web m\u011bl p\u011bkn\u00fd design, ale n\u00e1v\u0161t\u011bvnost st\u00e1la. \u0158ekl jsem mu: &#8220;Zapome\u0148 na to, co si mysl\u00ed\u0161, \u017ee z\u00e1kazn\u00edk hled\u00e1. Pod\u00edvej se na data.&#8221; Vyt\u00e1hl jsem p\u011bt konkurent\u016f, projel jejich kl\u00ed\u010dov\u00e1 slova a na\u0161el jsem jedno spole\u010dn\u00e9 \u2013 v\u0161ichni m\u011bli silnou n\u00e1v\u0161t\u011bvnost z fr\u00e1ze &#8220;mont\u00e1\u017e st\u0159e\u0161n\u00edho nosi\u010de sv\u00e9pomoc\u00ed&#8221;. On \u017e\u00e1dn\u00fd n\u00e1vod nem\u011bl. Za t\u00fdden napsal \u010dl\u00e1nek s videem. Do m\u011bs\u00edce m\u011bl na t\u00e9 fr\u00e1zi prvn\u00ed m\u00edsto a prodal o 30 % v\u00edc nosi\u010d\u016f. Nebylo to kouzlo. Bylo to o tom, \u017ee naslouchal tomu, co lid\u00e9 skute\u010dn\u011b cht\u011bj\u00ed.<\/p>\n<p>Dnes d\u011bl\u00e1m v\u011bci jinak. Ka\u017ed\u00fd m\u011bs\u00edc si ud\u011bl\u00e1m mal\u00fd audit. Vezmu t\u0159i weby z oboru (ne nutn\u011b p\u0159\u00edm\u00e9 konkurenty, t\u0159eba jen podobn\u00e9 zam\u011b\u0159en\u00ed) a pod\u00edv\u00e1m se na jejich zdrojov\u00e1 slova. Hled\u00e1m vzorce. N\u011bco, co se opakuje nap\u0159\u00ed\u010d oborem. Kdy\u017e v\u0161ichni p\u00ed\u0161\u00ed o &#8220;v\u00fdhod\u00e1ch&#8221; a nikdo o &#8220;probl\u00e9mech&#8221;, v\u00edm, kde je moje p\u0159\u00edle\u017eitost. A kdy\u017e naraz\u00edm na n\u011bco, co d\u011bl\u00e1 jen jeden web a m\u00e1 to n\u00e1por n\u00e1v\u0161t\u011bvnosti, v\u00edm, \u017ee to mus\u00edm zkop\u00edrovat a vylep\u0161it. Nen\u00ed to plagi\u00e1torstv\u00ed. Je to u\u010den\u00ed se od trhu.<\/p>\n<ul>\n<li>Vytvo\u0159te si seznam deseti fr\u00e1z\u00ed, na kter\u00e9 nikdo ve va\u0161em oboru neodpov\u00edd\u00e1 \u2013 a napi\u0161te na n\u011b obsah.<\/li>\n<li>Opakujte audit ka\u017ed\u00fd m\u011bs\u00edc \u2013 zdrojov\u00e1 slova se m\u011bn\u00ed a nov\u00e9 p\u0159\u00edle\u017eitosti vznikaj\u00ed ka\u017ed\u00fd den.<\/li>\n<li>Testujte mal\u00e9 zm\u011bny \u2013 jeden \u010dl\u00e1nek, jedna podstr\u00e1nka, pak sledujte, co se stane za 14 dn\u00ed.<\/li>\n<\/ul>\n<p>Mo\u017en\u00e1 si \u0159\u00edk\u00e1te, \u017ee je to moc pracn\u00e9. \u017de sta\u010d\u00ed ps\u00e1t obecn\u011b a \u010dekat. Zkuste to. Ale j\u00e1 jsem za ty roky vid\u011bl des\u00edtky firem, kter\u00e9 d\u011blaly p\u0159esn\u00fd opak. Psaly o tom, co cht\u011bly prod\u00e1vat, ne o tom, co lid\u00e9 hledali. A kon\u010dily s pr\u00e1zdn\u00fdm ko\u0161\u00edkem. Kdy\u017e za\u010dnete vn\u00edmat n\u00e1v\u0161t\u011bvn\u00edka jako \u010dlov\u011bka s ot\u00e1zkou, ne jako \u010d\u00edslo v reportu, zm\u011bn\u00ed to v\u0161echno. A ten prvn\u00ed krok \u2013 pod\u00edvat se, co doopravdy fr\u010d\u00ed na webu, kter\u00fd u\u017e d\u00e1vno d\u011bl\u00e1 l\u00edp ne\u017e vy \u2013 je zadarmo. Jen mus\u00edte cht\u00edt otev\u0159\u00edt o\u010di.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>P\u0159ed p\u00e1r lety jsem vedl marketing mal\u00e9ho e-shopu s d\u011btsk\u00fdm oble\u010den\u00edm. M\u011bli jsme slu\u0161n\u00fd rozpo\u010det na PPC, soci\u00e1ln\u00ed s\u00edt\u011b b\u011b\u017eely, newsletter odch\u00e1zel t\u0159ikr\u00e1t t\u00fddn\u011b. A konverze? St\u00e1ly na m\u00edst\u011b. L\u00e1mal jsem si hlavu, co d\u011bl\u00e1me \u0161patn\u011b. Pak mi jeden star\u0161\u00ed obchodn\u00edk \u0159ekl: &#8220;Ty se furt sna\u017e\u00ed\u0161 n\u011bkoho chytit za ruku a dot\u00e1hnout ho k pokladn\u011b. &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/fauzinfotec.com\/index.php\/2026\/05\/20\/jak-jsem-prestal-resit-akvizici-a-zacal-se-divat-na-navstevniky-jako-na-lidi\/\"> <span class=\"screen-reader-text\">Jak jsem p\u0159estal \u0159e\u0161it akvizici a za\u010dal se d\u00edvat na n\u00e1v\u0161t\u011bvn\u00edky jako na lidi<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[2783],"tags":[],"_links":{"self":[{"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/posts\/232557"}],"collection":[{"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/comments?post=232557"}],"version-history":[{"count":1,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/posts\/232557\/revisions"}],"predecessor-version":[{"id":232558,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/posts\/232557\/revisions\/232558"}],"wp:attachment":[{"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/media?parent=232557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/categories?post=232557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fauzinfotec.com\/index.php\/wp-json\/wp\/v2\/tags?post=232557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}