Bringing more people to the web is no magic. It's honest work that stands on a combination of great content, a fine-tuned technical side and a real relationship with your audience. The old tricks of just passively waiting for Google to notice you don't work long ago. Today you need to play actively, cleverly distribute forces and adapt to the new time.
Why old methods to increase traffic fail
We are entering a whole new marketing era. The time when it was enough to write a few articles crammed with keywords and wait for a miracle called organic traffic is definitely gone. Whoever clings to it today becomes invisible. The behavior of people on the Internet has changed dramatically, and the advent of artificial intelligence (AI) has completely rewritten the rules of the game.
We need to start looking at traffic as a living ecosystem, not as a single channel. Relying only on organic search is dangerously short-sighted these days, and many companies have already paid hard for it. The key is to actively seek new paths and build a direct bridge to your people.
The new reality: search in the era of AI
Artificial intelligence is changing the very nature of how people search for information. Instead of a list of links, they get answers right on the results page, so they have no reason to click through any further. And this is not just a theory, it is confirmed by real numbers.
When Google launched its AI summaries in the Czech Republic, many websites experienced a shock. Search traffic fell by 20 to 40 percent. It was mostly carried away by news portals and e-shops. If you are interested in the details, I recommend reading more detailed analysis of the decrease in traffic on ITBIZ.cz.
This shift is perfectly illustrated by the following picture — from the old, mechanical marketing to a new one built on people and community.
The graphics speak clearly. We used to optimize for “machines” (search engines), today we have to build relationships with real people.
The key to survival? Own community.
So what to do if you lose tens of percent of your traffic from day to day? The answer is surprisingly simple: build your own channels and a community over which you have full control.
Stop being dependent on fickle third-party algorithms. Instead, create your own audience that will come back to you directly. Not because Google spat you out, but because they trust you and love what you do.
In practice, this means focusing on:
- Email Marketing: Carefully build a database of contacts to which you can send valuable content and offers directly to the inbox.
- Social networks: Create a vibrant community that actively follows your brand and has fun with you.
- Direct Attendance: Offer people such a great experience that they will happily bookmark you and come back on their own.
The goal is to change the mindset. Stop being just another item in search results and become a destination for your audience. And that's exactly what this guide will inspire you and equip you with practical steps on how to do it.
Fine-tuned technical SEO: The foundations on which to build success
Imagine that you have the perfect product and superbly written lyrics. But what if no one can reach them because your website is slow and unintelligible to search engines? That's exactly why it is Technical SEO the absolute basis of any effort to increase attendance. It's like building a house — without a solid foundation, sooner or later, even the most beautiful roof will fall down.
When a site loads forever, most people just give up and walk away. And Google sees it. Slowness and technical errors are a signal to him that the user experience is not good, thus sending your site to the bottom in search results. Let's change it together.
Speed and mobile-friendliness as a mantra
Today we are not just talking about beautiful design. The key is speed and 100% functionality on mobile phones. Google has long been evaluating websites with optics mobile-first index, which means that it primarily assesses the mobile version of your site.
The vast majority, often more than 50% visits, today coming from mobile phones. If your website doesn't work great on a small screen, you're missing out on a huge chunk of your audience.
Focus on metrics that have a real impact, known as Core Web Vitals:
- LCP (Largest Contentful Paint): How fast does the largest element on the page load? The goal is to get under 2.5 seconds.
- FID (First Input Delay): How fast does the page respond to the first click? You should fit in 100 milliseconds.
- CLS (Cumulative Layout Shift): How much does the page “bounce” when loading? Value under 0.1 is ideal.
Speed optimization is no magic. Start with the basics — minimize unnecessary code (CSS and JavaScript), turn on GZIP compression, and delay loading of images (lazy loading) that are not immediately visible. Every millisecond saved counts.
Clarity for both robots and humans
In addition to speed, it is essential that search engines understand the structure of your website and know what is important.
- Clean and logical URL structure helps not only robots, but also people to navigate better. Short, concise addresses with keywords work best.
- Sitemap.xml is basically a map of your site for google. It tells him what all the sites to go through and rank in his index.
- Robots.txt He works as a doorman again. It gives search engines directions on where not to go on the site (for example, to the administration or pages with duplicate content).
Your practical checklist for auditing
To clarify this, I have prepared a simple table with the key elements that you should focus on when checking. Think of it as your starting point for a technical audit.
Checklist of key elements of technical SEO
Optimization areaWhy it is importantRecommended toolLoading speedReduces dropout rate, improves positions.Google PageSpeed InsightsMobile friendlinessKey for mobile-first indexing and user experience.Lighthouse (part of Chrome)Logical URL structureImproves clarity for both people and search engines.Screaming FrogFile Sitemap.xmlEnsures Google finds all your important stránky.XML Sitemap GeneratorFile robots.txtControls the access of search robots and prevents the indexing of unwanted pages.File editor on hosting
Regularly browsing through these points will reveal hidden potential and ensure that your website is always in the best shape for search engines.
Tools to make your job easier
You don't have to be a programmer to check a lot of things for yourself. Use tools that give you instant feedback.
- Google PageSpeed Insights is great for a quick overview and specific recommendations.
- The Lighthousethat comes with Chrome (just press F12) will do an in-depth audit for you.
- The Screaming Frog or Ahrefs Site Audit help you go through the entire site and find technical errors such as broken links or missing image captions.
Do not forget about regularity
Technical SEO is not a one-time action. It's a constant process. Sites evolve, new content is added, systems are updated — and in all of this, something can go wrong.
Schedule a regular audit, ideally once a month or after every major change to the site. Verify your data in Google Search Console, check the speed and correct the errors found. That's the only way you stay ahead.
A properly set technical foundation will not only help you get better positions in search engines, but also ensure that the visitors you bring to the site will have a great experience and will be happy to come back.
Get inspired by what fine-tuned sites can look like in practice and take a look at our implemented projects. Solid technical foundations are the first and most important step on the road to sustainable traffic growth.
Create content that solves problems and builds your authority
Forget the time when it was enough just to mechanically sprinkle keywords into the text. Today, in order for your website to really attract people, you need to give them something extra — real value. You need content that inspires them, educates them and, most importantly, solves problems that will not put them to sleep. This is how you build the authority and trust that will make them happy to come back to you.
The whole successful content strategy stands and falls on how well you know your audience. Who are these people? What bothers them? What questions do they ask themselves at three in the morning and type them into Google? The answers to this are literally a goldmine on topics that will resonate with them.
Go below the surface of keywords
Keyword analysis long ago is not just about finding the phrases with the most searches. The key is to understand User Intentthat hides behind every query. Does he just want to know something, does he compare options, or is he already determined to buy?
- Information Intent: The user is looking for answers. “How to choose the right CRM system.” Detailed guides, tutorials or comparisons will fit perfectly here.
- Navigation intent: A man knows where he wants to go and is just looking for a way. For example, “Oldfriend blog”.
- Transactional intent: The user is ready for action. Searches for “Webflow developer price” and expects a specific offer. Such queries should be aimed at your product or demand pages.
When you understand the intent, you can serve up content that exactly matches what the person needs. This will dramatically increase the chance that it will stay on your site and do what you want.
We also see proof that just spewing content without a strategy is not enough on the Czech media market. Traffic to major news sites has been declining for a long time. For example, iDNes recorded a year-over-year decline of 17.94% and Blesk.cz even about 27.37%. On the contrary, sites with a thoughtful approach, such as Forum24.cz are growing +8.10%, show that quality and relevant content will always find its audience. You can read more about this data read in detailed analysis on MediaGuru.cz.
Build on pillars and themed clusters
Instead of writing random articles about everything possible, try a strategic approach. Use the model Pillars of Content (Pillar Pages) and Thematic Clusters. It will help you become a real expert in your field in the eyes of search engines and people alike.
The content pillar is one large, loaded page that covers a broad topic in complete depth. Topic clusters are smaller, specific articles that address individual aspects of the main topic and always link back to that pillar.
Imagine that your pillar topic is “Webflow for Business”. Your pillar page would be the best and most comprehensive guide that exists on the Czech Internet.
It would then naturally be connected to it by other, smaller cells (clusters) such as:
- “Comparison: Webflow vs. WordPress for business e-shops”
- “How to SEO Optimize in Webflow Step by Step”
- “Case Study: How We Transferred Client from Elementor to Webflow”
- “Top 5 integrations that must not be missing on your website in Webflow”
This structure not only makes it easier for users to navigate, but most importantly gives a clear signal to Google that you really understand the topic. This will strengthen your authority and logically improve your search rankings as well.
Do not be afraid of different formats
Blog posts are great, but you can't stop there. Different people consume content differently. When you diversify formats, you reach a much wider audience and maximize the reach of each of your ideas.
Try to include this in your strategy:
- Case studies: Nothing convinces better than a real story. Show how you helped a particular client solve their problem and what the results were.
- Video content: Short, punchy videos, tutorials or webinars are incredibly popular. Share them on YouTube, but also on social networks.
- Podcasts: People love them because they can listen to your content, for example, in the car or while exercising. You build a very personal relationship with your audience.
- Infographics: They can clearly and visually attractively summarize even the most complex data and processes.
The absolute key to efficiency is content recycling. From one large article, you can easily create a series of social media posts, a short video, an infographic, and even a topic for a podcast episode. This is how you get the most out of one thought.
For more how-to inspiration, check out our company blogwhere we share other practical tips. Think of content creation as an investment. An investment that will return you many times over in the form of a loyal audience and a steady stream of new customers.
Kick traffic instantly with PPC advertising
Waiting for organic search to notice you is a great long-term strategy. But what if you need the results right now? Are you launching a new product, going on a seasonal sale or just want to quickly test the ground under your feet? For these moments, there are paid campaigns (PPC).
PPC gives you something organic operations can't — instant, laser-accurate visibility.
A properly set up PPC campaign will bring people to your site who are actively looking for exactly what you offer, literally in a matter of hours. Instead of hoping Google's algorithms will move you up, you simply pay yourself for the first rungs. Or you show yourself to people directly on social networks, where they spend their free time. It's a force worth wielding.
Choose the right battlefield
Pouring money into all advertising platforms at once is a road to hell. The key to success is choosing the channel where your potential customers naturally move and where they are most attuned to your offering.
- Google Ads (search): Absolute basis if people are actively looking for your products or services. You're targeting demand that already exists. Perfect for craftsmen, specialized e‑shops or B2B companies.
- Google Ads (Content Network and YouTube): Do you want to get awareness? This is your choice. Visual ads are displayed across millions of websites and videos. Great for introducing news or for brands that stand on the visual.
- Facebook and Instagram Ads: Here we are not playing on keywords, but on interests, demographics and behavior. This way you can reach people who have never heard of you before, but are very likely to interest them. Perfect for fashion, fitness, food and anything that can be photographed nicely.
- LinkedIn Ads: If you're selling to other businesses (B2B), LinkedIn is a gold mine. Allows you to target specific jobs, business size, or industry. An indispensable tool for SaaS, consulting or recruitment.
Advice from practice? Don't waste your budget everywhere. Choose one or two of the most relevant channels, become masters in them, and only then expand further.
Anatomy of a Successful Campaign
Running a campaign is a breeze. Run profitable campaign, it already takes a bit of strategy and care. It's certainly not just about pouring keywords into the system and waiting for a miracle.
It's not about who spends the most, it's who spends the smartest. Even with a small budget, you can beat huge competition if you understand your audience better and serve them exactly what they are looking for.
Focus on three key pillars:
- Precise targeting: Who exactly is your customer? What phrases does he type into the search engine? What bothers him? The more specific you are, the more relevant traffic you will bring and the less unnecessary clicks will cost you.
- Irresistible advertising texts: You only have a few seconds to engage. Your text must clearly state what you are offering, address the issue, and have a strong call to action (CTA). Forget general phrases, be specific and punchy.
- Tuned Landing Page: The click itself is just the beginning of the journey. The page to which you send the visitor must be 100% relevant to the advertisement. It needs to be fast, clear, and guide users clearly to the destination — whether it's a purchase, sending a request, or registering. If you are not sure, What is a Landing Page and how to do it, check out our detailed article.
The Magic of Retargeting and Fair Measurement
Did you know that on average 97% people leave your site without doing anything? Letting them just go would be a sin. This is where retargeting comes into the scene.
Thanks to him, you can remind these people again with targeted advertising when they browse other sites or social networks. That way you give them another chance to come back and finish what they started.
And the most important thing in the end — Measure! Track metrics like cost per click (CPC), click-through rate (CTR), and most importantly cost per conversion (CPA) and return on ad investment (ROAS). These numbers are your compass. They show you what works and where you burn money. Learn to read them and your PPC campaigns will turn into one of the most powerful growth engines for your business.
Turn data into growth. Your compass on behalf of web analytics
Increase attendance? It's super. But it's only half the story. What if crowds of people come to your site, but you don't have the slightest idea where they came from, what interests them, and why they turn to leave right away? Without data, you're just shooting blind. Web analytics is the compass that turns chaos into a clear plan and guesswork into smart decisions.
Imagine that you are the captain of a ship. After all, you do not sail to the open sea without a map and weather monitoring. Nor can you drive the growth of your business online without solid data. And this is where your key ally comes on the scene: Google Analytics 4 (GA4).
What is really important to you? Set goals
Collecting data just for fun is a waste of time. You need to know what You want to measure and why. In GA4, these key actions are called conversions. And don't think it's just about sales. It's any action that has value for your business.
Before you dive into the numbers, ask yourself a crucial question: What is success for us?
- Submitting an enquiry form? Absolute basis for most services and B2B companies.
- Download an e-book or a case file? A clear signal of interest and a great way to make valuable contacts.
- Subscribe to the newsletter? The perfect way to build a community and a long term relationship.
- Click through to your phone or email? A hot lead who wants to act now.
When you set these goals correctly, you'll finally see which marketing channels carry you not only cliques, but more importantly quality attendance People who are genuinely interested in your business.
Key metrics that tell you the whole story
Once you have your conversions set up, it's time to look at the data that will reveal to you how you stand. And please don't just focus on the total number of visitors.
It's not about how many people come. The key is, who comes, whence and what on your site actually does. It is in these details that the true potential for growth lies.
Which indicators to focus on?
- Traffic Sources (Acquisitions): Where do your visitors come from? Is it organic search, social networking, paid campaigns, or links from partner sites? You will immediately find out what works and where it is worth investing more time and money.
- Engagement rate: Do people stay on the site or run away right away? A high engagement rate is a clear signal that your content is black and people are entertained.
- Conversion Rate: What percentage of visitors actually do what you want them to do? This is the purest indicator of your website's business success.
Connect your website to CRM and let the system work for you
The analytics itself is fine, but the real magic happens when you link it with other tools. The most important is CRM (Customer Relationship Management). Imagine that data about visitor behavior on a website automatically travels straight to your customer database.
All of a sudden you see the customer's entire journey. Do you know which sites he viewed before submitting a request, or which blog article convinced him. This information is gold. You can use them for Smart Marketing Automation — for example, a visitor who downloads an e-book about SEO will automatically receive a series of emails with additional tips. In this way, you build a relationship and gently guide him to purchase.
Compare yourself to the market so you know where you stand
Keeping track of your own numbers is a staple. But in order to have a complete picture, it is good to occasionally look at how you stand in the context of the entire market. In the Czech Republic, the NetMonitor project is used for this purpose, which provides audited data on Internet traffic. Thanks to these resources, you can compare yourself with the competition and catch important trends. When there is more than one on the Internet 89% of adult Czechs, the potential for growth is huge. Without good data, it is impossible to use it effectively. More about The trends on the Czech Internet can be found on the website Spir.cz.
Analytics is not a bogeyman. It's your best partner on the road to higher traffic. Learn to listen to data and it will show you the path to sustainable growth.
Do you have questions? Let's find answers to them
When you delve into the world of increasing attendance, it's perfectly natural for a lot of confusion to surface. Here I have collected the most common questions that I encounter with clients and bring direct answers to them from practice.
The goal is for you to gain confidence and be able to get into the action with a clear head.
How long will it take for me to see the first results from SEO?
This is probably the most important question of all, because proper expectations are the foundation of success. SEO is a marathon, not a sprint. It requires patience, but the reward will be a steady and often the highest quality stream of customers.
If you're starting out on the green field with a brand new website, arm yourself with patience. The first meaningful results usually come after 6 to 12 months. If you already have a website with some history, you can see the first positive swallows already in 3 to 6 months honest work.
But several key factors influence the whole thing:
- Competition in your industry: In short, it is harder to assert oneself in a crowded market than in a narrow niche.
- Technical condition of the site: The speed, the flawless display on the mobile and the clear structure are the absolute basis without which it is impossible.
- Quality and regularity of content: Regularly publishing content that actually helps people solve their problems is the engine of the whole endeavor.
- The power of backlinks: Getting links from quality and relevant websites is a signal to Google that you are an authority.
How much money should I put into paid advertising at the beginning?
Forget about the universal magic amount. The ideal budget for PPC campaigns depends purely on your goals, margins, and how expensive keywords are in your industry. The good news? You don't have to bet hundreds of thousands right away.
For most small and medium-sized companies, the ideal is to start with an amount that you can afford to “sacrifice” for testing. It may be necessary 5,000 to 10,000 CZK per month. This initial budget will give you incredibly valuable data.
The key to success is not the size of the budget, but how cleverly you use it. Start with just a few, carefully testing different channels, ads and targeting. Once you find a combination that is demonstrably profitable for you, you can start to go under the cauldron with a calm heart.
Your compass in this process is numbers. Keep a close eye on price per click (CPC), cost per conversion (CPA) and most importantly total return on investment (ROAS).
Is it better for me to focus on SEO or social networking?
This is a false dilemma. The right question is not “either/or”, but “how to best connect them.” The truth is that SEO and social networks help each other incredibly and together form a much stronger tandem.
SEO It brings you people who actively looking for solutionsthat you offer. It's like having a store on the busiest street in town where people walk with their wallet in their hand.
Social Networking They are, on the contrary, a brilliant tool for building a community and awareness of your brand. Thanks to them, you reach out to people who have not heard of you before, and you build a relationship with them. It's like throwing a great event where you charm everyone with what you do.
But if you're pressed by time and budget, ask yourself: Where does my target move most often?
- You sell B2B services? The most effective combination of SEO and active SEO is likely to be the most effective. LinkedIn.
- You have visually appealing product for the younger generation? Instagram and TikTok can bear fruit for you much faster.
People come to my website, but no one buys. What am I doing wrong?
Oh, this is a classic. Frustrating, but very common problem. Attendance is fine, but if it doesn't bring in orders, it's just a blank number in the statistics. The root of the problem almost always lies in Conversion Optimization (CRO) and poor user experience.
Bringing in a visitor is only the first half of the battle. Now you need to convince him to do what you want and remove all obstacles from his path.
Go through these areas and be honest with yourself:
AreaEssential question to think aboutRelevanceAre the right people on the web? Does the content of the page match what the ad or search engine headline promised?User friendliness (UX)Can the website be controlled comfortably on mobile? Are the call-to-action buttons clear and unmissable?CredibilityDoes your website look professional? Do you have visibly placed reviews, case studies or clear contacts?Loading speedDoesn't the visitor wait forever for the page to be shown to him? Every extra second is a lost customer.
Tools such as Hotjar or Microsoft Clarity are absolutely priceless in this. You can record real visits and see with your own eyes where people grope, what confuses them and at what step they leave.
Turning the website into a tool that not only drives traffic, but also generates business, is our parquet. IN Oldfriend we link strategy, design and technology to build a solution that really works for you. See how we can help
