Differences between SEO for Seznam and Google – here are the specific SEO strategies for Seznam

Search engine comparison: What matters for SEO in the Czech Republic

The Czech search engine landscape is unique in Europe. While Google holds a market share of over 90% in most European countries, Seznam, a local competitor, continues to play a significant role in the Czech Republic. This duality necessitates specific adjustments to the SEO strategies of companies seeking success in the Czech market. The following report analyzes the key differences between SEO measures for Google and Seznam to provide businesses with a deeper understanding of successful search engine optimization in the Czech market.

Market shares and importance of both search engines

The Czech search engine market is unique because it's one of the few countries using the Latin alphabet where Google doesn't hold sole dominance. According to current data, Google has a market share of approximately 84.4% to 85% in the Czech Republic, while Seznam still maintains a considerable share of around 12% to 21%. This situation makes the Czech Republic a unique phenomenon in the European search landscape. Founded in 1996, Seznam even held the leading position in the Czech Republic until 2014, when Google ultimately took over. These figures demonstrate that despite Google's global dominance, Seznam remains a relevant player in the Czech market and shouldn't be overlooked in SEO strategies.

The development of market shares reveals interesting trends. While Google has steadily gained ground from Seznam over the years (with annual increases of approximately 3-7%), this growth appears to have slowed recently. There are even indications that Seznam has been able to regain ground in some areas. This development underscores the need to consider both search engines in a comprehensive SEO strategy for the Czech market.

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Basic philosophies and approaches

While Google and Seznam's fundamental philosophies share some similarities, they differ in their approach and focus. Seznam's motto is "Optimization should primarily focus on the user," which aligns with Google's user-centric approach. The key difference, however, lies in their market focus: while Google thinks and operates globally, Seznam concentrates entirely on the Czech market. Pavel Zima, Seznam's director, emphasizes this distinction: "We are completely focused on the Czech market. Google thinks globally, we work locally. Every offering is perfectly tailored to local users."

This local focus allows Seznam to develop a deeper understanding of the specific needs, preferences, and search behavior of Czech users. As a result, the search engine can offer tailored solutions that better address the cultural and linguistic nuances of the Czech market. For SEO strategies, this means that a stronger focus on local relevance and cultural adaptation is recommended for Seznam, while a broader, more international perspective is often advantageous for Google.

Technical SEO differences

The technical requirements for successful optimization differ between Google and Seznam in several important aspects. These differences stem primarily from the varying levels of technological development of the two search engines, as Seznam is not yet as advanced as Google in some areas.

HTML structure and header tags

A significant difference concerns the importance of traditional HTML structures and header tags. While Google has increasingly lessened the weight of the H1 tag in recent years and is evaluating semantic HTML more nuancedly overall, Seznam still places great emphasis on a clear header hierarchy from H1 to H6. For Seznam, the H1 tag remains a highly relevant ranking factor. This means that for Seznam-focused pages, particular attention should be paid to the consistent and logical use of header tags, with a strong, keyword-optimized H1 tag prominently placed.

Title and meta descriptions

Seznam considers the title tag one of the most important tags, and together with the text, it forms the basis for the labeling and display in search results. Here, too, a more conservative approach is evident compared to Google, which increasingly rewrites and adjusts title tags if they are not optimally aligned with the search query. Therefore, for a Seznam-optimized page, a precise, keyword-rich title tag is even more crucial than for Google.

JavaScript compatibility

Another technical consideration concerns the handling of JavaScript. While Google has significantly improved its ability to crawl and render JavaScript-based content in recent years, some JavaScript elements are not fully supported by the Seznam system. It is therefore particularly important that the Czech version of a website uses simple HTML for navigation and internal links to ensure that Seznam can fully crawl and index the page. This may mean that different technical implementations are necessary for optimal optimization for both search engines.

URL structure and diacritics

A specific issue for the Czech market concerns the handling of diacritics in URLs. Despite the Slavic characters being part of the Czech language, accents such as č, š, and ž should not be used in URLs, as this can lead to indexing problems. This rule applies to both Google and Seznam, but is particularly important to consider when optimizing for the Czech market.

Domain factors and local relevance

Choosing the right domain can also impact visibility in various search engines. Seznam shows a certain preference for .cz domains, although this effect is less pronounced compared to other local search engines like Yandex (Russia) or Baidu (China). Nevertheless, a .cz domain can send positive signals to Seznam and strengthen the trust of Czech users. Google, on the other hand, considers country-specific top-level domains (TLDs) as one factor among many for local relevance.

For companies primarily targeting the Czech market, a .cz domain is therefore recommended, especially if they aim for high visibility in Seznam. However, for international companies with a presence in multiple countries, generic TLDs like .com, with appropriate geo-targeting settings in the webmaster tools of both search engines, can also be effective.

Content optimization and keyword strategies

The content strategy for Seznam and Google has both similarities and differences. Both search engines strive to deliver relevant, high-quality content that fulfills users' search intent. Seznam places particular emphasis on fulfilling user search intent, and websites with high-quality content, HTTPS encryption, and clean technical implementation have good ranking chances.

The key difference, however, lies in the cultural and linguistic adaptation of the content. Since Seznam is exclusively geared towards the Czech market, content should not only be translated but also culturally localized. Using local references, examples, and expressions can increase relevance for Czech users and thus achieve better rankings in Seznam. Therefore, keyword research should take into account specifically Czech search patterns and habits, which may differ from international trends.

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Seznam-specific services and their integration

Another significant difference lies in the ecosystem of additional services that Seznam offers. Seznam is more than just a search engine – the company provides over 30 different services, including email addresses, domain services, dictionaries, a map service (mapy.cz), the news portal Seznam Zprávy, as well as weather forecasts and social networks.

Integrating with these Seznam services can significantly improve a website's visibility within the Seznam ecosystem. Particularly important are listings in the business directory firmy.cz, optimization for the map service mapy.cz, and presence in relevant content on Seznam news portals. This integration is a specific aspect of Seznam optimization that has no direct equivalent in Google SEO.

Advertising platforms and their influence on SEO

Alongside organic search results, both search engines offer advertising platforms: Google Ads for Google and Sklik for Seznam. Sklik is described as "the counterpart to Google Ads" and is a professional advertising platform that displays ads on two networks: the search network and the content network.

Although paid advertising is theoretically separate from organic search results, insights from advertising campaigns can provide valuable information for SEO strategy. Sklik data can be particularly useful for Seznam in understanding which keywords and content resonate with Czech users. Furthermore, analyzing advertising efficiency on both platforms can help optimize resource allocation between Google and Seznam optimization.

Dual Optimization: Opportunities in the Czech search engine market through dual optimization

Optimizing for the Czech search engine market requires a differentiated strategy that considers both Google and Seznam. Despite Google's increasing dominance, Seznam remains a significant player, necessitating specific adjustments to the SEO strategy. The main differences lie in the technical implementation, local relevance, content strategy, and integration into each search engine's respective ecosystem.

For companies aiming for success in the Czech market, a dual approach that considers both search engines is recommended. This includes a solid technical foundation that meets the requirements of both platforms, culturally adapted, high-quality content in Czech, and integration into the Seznam ecosystem. While this may initially seem more complex, the Czech market, with its two relevant search engines, also offers opportunities for companies willing to invest in a comprehensive optimization strategy.

The unique situation of the Czech market, with its local search engine Seznam, demonstrates that despite Google's global dominance, local search ecosystems can continue to thrive if they understand and cater to the specific needs and preferences of their users. For SEO strategies, this means that a uniform, global approach is not always optimal, and cultural and technical adjustments may be necessary depending on the target market.

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Maximum visibility in the Czech Republic: SEO tips for Seznam and Google

Search engine optimization (SEO) in the Czech Republic presents companies with unique challenges, as the local search engine Seznam holds a significant market share alongside Google. With a market share of approximately 12-21%, Seznam remains a major player in the Czech search engine market, one that advertisers should not ignore. The following outlines the most effective SEO strategies specifically for Seznam to maximize visibility on this Czech search engine.

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Technical SEO optimization for Seznam

Technical SEO optimization for Seznam differs from optimization for Google in several important ways. Seznam is not yet as technologically advanced as Google, which is reflected in various ranking factors.

HTML structures and header tags

Unlike Google, Seznam still places great emphasis on traditional HTML structures and a clear hierarchy of header tags. While Google is increasingly devaluing the H1 tag, it remains a relevant ranking factor for Seznam. The hierarchy from H1 to H6 should be used accordingly with HTML code to clearly define the page structure. This more conservative approach by Seznam requires particular attention to the header structure, which might be neglected in Google-centric optimization.

JavaScript restrictions

Another technical peculiarity of Seznam concerns its use of JavaScript. Seznam does not fully support some JavaScript elements, which is why it is particularly important to use simple HTML for navigation and internal links in the Czech version of a website. This limitation can hinder the implementation of modern web design techniques and may require a different approach than when optimizing for Google.

URL structure and diacritics

Despite the Slavic characters that are part of the Czech language, accents such as č, š, and ž should not be used in URLs. While this rule also applies to Google, it is particularly important to remember when optimizing for the Czech market. Using diacritics in URLs can cause indexing problems and should therefore be avoided.

Title and meta descriptions

Seznam considers the title tag one of the most important tags, and together with the text, it forms the basis for the labeling and display in search results. Therefore, careful optimization of the title tag with relevant keywords is particularly important for good rankings in Seznam.

Domain factors and local relevance

Preference for .cz domains

Seznam shows a certain preference for .cz domains, although this effect is less pronounced compared to other local search engines like Yandex or Baidu. Nevertheless, a .cz domain can send positive signals to Seznam and strengthen the trust of Czech users. Choosing a local domain can therefore be advantageous when optimizing for Seznam.

Content strategy for Seznam

User orientation as a basic principle

Seznam follows the motto "Optimization should primarily focus on the user," which is similar to Google's core principles. Websites with high-quality content, HTTPS encryption, and clean technical implementation have good ranking chances with Seznam. Therefore, creating high-quality, user-oriented content remains a central element of a successful SEO strategy for Seznam.

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• Context is king and more: The new SEO standards of search engine optimization and their importance

Cultural adaptation and localization

Since Seznam focuses exclusively on the Czech market, cultural adaptation and localization of content are particularly important. Pavel Zima, Seznam's director, emphasizes this difference: “We concentrate entirely on the Czech market. Google thinks globally, we work locally. Every offer is perfectly tailored to local users.” A successful SEO strategy for Seznam should therefore consider local references, examples, and terminology to increase relevance for Czech users.

Integration into the Seznam ecosystem

Using Seznam services

Seznam offers over 30 different services, including email addresses, domain services, dictionaries, a map service (mapy.cz), the news portal Seznam Zprávy, weather forecasts, and social networks. Integration with these Seznam services can significantly improve a website's visibility within the Seznam ecosystem. Listings in the business directory firmy.cz and optimization for the map service mapy.cz are particularly important.

Sklik advertising integration

Alongside organic search results, Seznam offers its own advertising platform called Sklik, described as "the counterpart to Google Ads." Sklik displays ads across two networks: the search network and the content network. A coordinated strategy that includes both organic SEO and paid advertising via Sklik can maximize visibility on Seznam.

Continuous monitoring and adjustment

Use specific tracking tools

Specific tools like Ranktracker's Seznam SERP Checker are available for monitoring rankings on Seznam. These tools provide precise and up-to-date ranking data for websites on Seznam and enable a comprehensive competitor analysis. Regularly monitoring Seznam rankings helps measure the effectiveness of SEO efforts and make data-driven adjustments.

Why a dual SEO strategy is crucial for Google and Seznam

Optimizing for Seznam requires a specific approach that considers the technological features and local focus of this Czech search engine. A successful SEO strategy for Seznam includes adhering to traditional HTML structures, avoiding JavaScript elements for navigation and internal links, carefully optimizing title tags and header structures, using a .cz domain, creating high-quality, culturally appropriate content, and integrating with the Seznam ecosystem.

Despite Google's growing market share in the Czech Republic, Seznam remains a key player that shouldn't be overlooked in a comprehensive SEO strategy for the Czech market. In fact, a trend indicates that more and more searchers are choosing local providers, which could further strengthen Seznam's importance in the future. To stay ahead of the competition, companies should therefore pursue a dual strategy that considers both Google and Seznam.

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