[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.aye.cz\/byznys\/dulezitost-copywringu\/#Article","mainEntityOfPage":"https:\/\/www.aye.cz\/byznys\/dulezitost-copywringu\/","headline":"D\u016fle\u017eitost copywringu","name":"D\u016fle\u017eitost copywringu","description":"V \u00fapln\u00e9m za\u010d\u00e1tku je dobr\u00e9 si up\u0159esnit, o \u010dem vlastn\u011b bude \u0159e\u010d. Copywriting je psan\u00ed text\u016f, v dne\u0161n\u00ed dob\u011b zejm\u00e9na pro web, kter\u00e9 zohled\u0148uj\u00ed po\u017eadavky SEO. Co to znamen\u00e1? A… ","datePublished":"2020-09-19","dateModified":"2020-09-19","author":{"@type":"Person","@id":"https:\/\/www.aye.cz\/author\/#Person","name":"","url":"https:\/\/www.aye.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/29b4b7cf61bc7f4a3cff4e7146cbe3cb?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/29b4b7cf61bc7f4a3cff4e7146cbe3cb?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"aye.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.aye.cz\/wp-content\/uploads\/office-620822_1280.jpg","url":"https:\/\/www.aye.cz\/wp-content\/uploads\/office-620822_1280.jpg","height":0,"width":0},"url":"https:\/\/www.aye.cz\/byznys\/dulezitost-copywringu\/","about":["Byznys"],"wordCount":484,"articleBody":"        V \u00fapln\u00e9m za\u010d\u00e1tku je dobr\u00e9 si up\u0159esnit, o \u010dem vlastn\u011b bude \u0159e\u010d. Copywriting je psan\u00ed text\u016f, v dne\u0161n\u00ed dob\u011b zejm\u00e9na pro web, kter\u00e9 zohled\u0148uj\u00ed po\u017eadavky SEO. Co to znamen\u00e1? A pro\u010d je d\u016fle\u017eit\u00e9 m\u00edt na sv\u00e9m webu kvalitn\u00ed texty a ne jen tak n\u011b\u010d\u00edm vypln\u011bn\u00fd prostor?Copywriting samotn\u00fd dnes ji\u017e nesta\u010d\u00ed. Existuje spousta lid\u00ed schopn\u00fdch vytvo\u0159it poutav\u00e9 a zaj\u00edmav\u00e9 texty, kter\u00e9 ale p\u0159i \u0161patn\u00e9m marketingu nebude nikdo \u010d\u00edst. Jak dos\u00e1hnout toho, \u017ee na z\u00e1jemce o ur\u010den\u00e9 t\u00e9ma, pota\u017emo slu\u017eby a v\u00fdrobky, o kter\u00e9 jde hlavn\u011b, vysko\u010d\u00ed? Sta\u010d\u00ed dodr\u017eet z\u00e1klady n\u011b\u010deho, \u010demu se \u0159\u00edk\u00e1 SEO.SEO je zkratkou vzniklou ze t\u0159\u00ed anglick\u00fdch slov Search Engine Optimization, kterou m\u016f\u017eeme p\u0159elo\u017eit jako optimalizace pro vyhled\u00e1va\u010de. V podstat\u011b jde vlastn\u011b o to, odhalit jakou fr\u00e1zi \u010di slovo zad\u00e1vaj\u00ed u\u017eivatel\u00e9 internetu do sv\u00fdch vyhled\u00e1va\u010d\u016f. Pokud cht\u011bj\u00ed koupit nap\u0159\u00edklad ur\u010ditou slu\u017ebu \u010di v\u011bc, zpravidla ji\u017e nesta\u010d\u00ed pouze pojmenov\u00e1n\u00ed t\u00e9to v\u011bci, ale tak\u00e9 vyjmenov\u00e1n\u00ed jej\u00edch vlastnost\u00ed, barev \u010di jin\u00fdch specifik, kter\u00e9 se mohou objevit. Pomoc\u00ed tzv. anal\u00fdzy kl\u00ed\u010dov\u00fdch slov, je t\u0159eba je p\u0159irozen\u011b za\u0159adit do textu, co\u017e u\u017e nedok\u00e1\u017ee \u00fapln\u011b ka\u017ed\u00fd. Je t\u0159eba m\u00edt cit pro psan\u00ed, bezchybnou gramatiku, znalost syntaxe apod.\u010clov\u011bk \u017eiv\u00edc\u00ed se touhle \u010dinnost\u00ed b\u00fdv\u00e1 ozna\u010dov\u00e1n jako copywriter (copy = reklamn\u00ed sd\u011blen\u00ed, writer = autor) a jeho \u00fakolem je vytvo\u0159it jedine\u010dn\u00e9, informativn\u00ed, poutav\u00e9, d\u016fv\u011bryhodn\u00e9 a \u010dtiv\u00e9 texty reklam, webov\u00fdch str\u00e1nek, tiskov\u00fdch zpr\u00e1v, PR \u010dl\u00e1nk\u016f, katalog\u016f nebo tak\u00e9 navrhnou slogany \u010di n\u00e1zvy firem. U n\u00e1s se toto povol\u00e1n\u00ed \u010dasto ozna\u010duje tak\u00e9 jako kreativec.V z\u00e1kladu lze rozli\u0161ovat dva z\u00e1kladn\u00ed typy copywringu:WebP\u016fvodn\u00ed techniky psan\u00ed text\u016f se s rozvojem internetov\u00e9ho m\u00e9dia za\u010daly obracet pr\u00e1v\u011b na tento obor. Dnes ji\u017e psan\u00ed \u010dl\u00e1nk\u016f na web p\u0159eva\u017euje. Oproti klasick\u00fdm ti\u0161t\u011bn\u00fdm m\u00e9di\u00edm, ty webov\u00e9 potencion\u00e1ln\u00ed \u010dten\u00e1\u0159i nejprve skenuj\u00ed o\u010dima, teprve pot\u00e9 se rozhodnou, zda jej budou \u010d\u00edst \u010di nikoli. Je t\u0159eba proto v textu zv\u00fdraznit kl\u00ed\u010dov\u00e1 slova, kter\u00e1 p\u0159\u00edpadn\u00e9ho z\u00e1jemce zaujmou. D\u00e1le je vhodn\u00e9 vlo\u017eit citace, nadpisy a podnadpisy, seznamy a vlastn\u011b cokoli, co velk\u00e9 kusy odstavc\u016f n\u011bjak rozbij\u00ed.SEOTento druh p\u0159edstavuje vlastn\u011b spojen\u00ed techniky SEO s p\u016fvodn\u00edm psan\u00ed \u010dl\u00e1nk\u016f. Spo\u010d\u00edv\u00e1 to v optimalizaci textu pro vyhled\u00e1va\u010de, rozm\u00edst\u011bn\u00ed kl\u00ed\u010dov\u00fdch slov do nadpis\u016f, podnadpis\u016f, \u00favodn\u00edch odstavc\u00edch i v samotn\u00e9m textu. Je vhodn\u00e9 pou\u017e\u00edvat synonyma, aby se jednotliv\u00e1 slova p\u0159\u00edli\u0161 \u010dasto neopakovala.                                                                                                                                                                                                                                                                                                                                                                                                  "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Byznys","item":"https:\/\/www.aye.cz\/byznys\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"D\u016fle\u017eitost copywringu","item":"https:\/\/www.aye.cz\/byznys\/dulezitost-copywringu\/#breadcrumbitem"}]}]