--- tytul: "Czech SEO: Google and Seznam Rankings Guide" opis: "Our Czech SEO agency explains the differences between Google and Seznam, and Heureka's dominance as a price comparison site. Learn local link building tactics." adres: https://justidea.agency/en/blog/seo-czech-republic-google-seznam/ serwis: "JustIdea Agency" jezyk: pl zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- Article # SEO in the Czech Republic: Ranking for Google and Seznam Our Czech SEO agency explains the differences between Google and Seznam, and Heureka's dominance as a price comparison site. Learn local link building tactics. [![Łukasz Zontek](https://justidea.agency/obrazy/lz-blog-150x150-1df182a0.webp) Łukasz Zontek SEO](https://justidea.agency/en/author/lukasz-zontek/) 16 November 2025 15 min read 12 sections ![SEO in the Czech Republic: Ranking for Google and Seznam](https://justidea.agency/_astro/szablon-7-3-1-2e5b4f94.BxLFk9df.webp) International SEO Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota2-1-63c6570a.webp) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-91e5b73d.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) **In this article** 1. 01SEO in the Czech Republic: How to Optimise Your Site for Google and Seznam? 2. 02The Czech Republic: economic and digital context (an introduction to Czech SEO) 3. 03Search engines: Google vs. Seznam, implications for Czech SEO 4. 04The e-commerce market and the role of price comparison sites: Heureka's dominance 5. 05Online payments and logistics: Czech customer expectations 6. 06Keyword research and language: precision in Czech SEO 7. 07Local link building: how to build authority in the Czech Republic 8. 08International SEO: technical architecture and hreflang for the Czech Republic 9. 09Implementation strategy and a 90-180 day roadmap for Czech SEO 10. 10FAQ: frequently asked questions about Czech SEO 11. 11Sources: 12. 12Also check out: Share ## SEO in the Czech Republic: How to Optimise Your Site for Google and Seznam? Expanding into the Czech market, with its stable economy, high purchasing power and more than 10.7 million inhabitants, is a strategic move for many companies from the CEE region. However, unlike most of Europe, [**SEO**](https://justidea.agency/en/services/marketing-agency/positioning-seo/) **in the Czech Republic** doesn't rely solely on optimising for Google. It's a unique market, with a historically strong local search engine, **Seznam**, and a deeply rooted habit of using price comparison sites, led by **Heureka**. Ignoring these two factors is almost a guarantee of failure. This complete guide is aimed at e-commerce managers and business owners. We'll cover the search engine landscape in detail (including the Google and Seznam market shares), the key **SEO challenges in the Czech Republic**, the impact of price comparison sites on conversion, and the specifics of local link building. We'll show you how to optimise content for the Czech language and how to build authority, so your business can effectively increase sales and leads in this demanding but lucrative market. ## The Czech Republic: economic and digital context (an introduction to Czech SEO) The Czech Republic is a country with very high internet penetration, exceeding 95% of the population (2024 data), and one of the most developed e-commerce markets in Central Europe. High urbanisation, concentrated around Prague and Brno, favours the digitisation of services and trade. Czech consumers are technologically advanced and highly price-conscious, which is a key factor influencing the purchase path. A key difference that sets **SEO in the Czech Republic** apart is the fragmentation of the search engine market. Although **Google** is the dominant player globally and in most EU countries, in the Czech Republic it has to share the market with a local giant: **Seznam**. Seznam, historically a portal and later a search engine, holds a significant market share, especially among older age groups and for local queries. This requires SEO specialists to adopt a two-pronged strategy that accounts for the differences in both platforms' algorithms and features. From an SEO and UX perspective, **mobile** matters just as much as in Western Europe. The vast majority of traffic is generated by smartphones. This means your site needs to be ultra-fast and responsive, with top-level **Core Web Vitals** scores. In addition, Czech consumers value precise information and transparency, especially around pricing and logistics, which makes detailed optimisation of product pages essential. In summary, entering the Czech market requires a unique technical and marketing approach that accounts for local platforms and the competitive landscape. Ignoring Seznam or Heureka risks losing a significant share of potential traffic and conversions. ## Search engines: Google vs. Seznam, implications for Czech SEO The search engine market in the Czech Republic is unique. Unlike Google's global dominance (where its share is typically over 90%), in the Czech Republic **Seznam** holds a stable and significant share, historically reaching 15-25% (exact 2024 data points to a stabilisation of Google's lead, but Seznam remains a local powerhouse). This means every effective **Czech SEO** strategy has to be dual-track. ### Challenges of a two-pronged strategy It's crucial to understand that the algorithms of the two search engines differ, especially in how they interpret backlinks and authority. Seznam's algorithms can react differently to Google's, particularly around **link building** and content ageing. Seznam often values older, more established domains and can be less dependent on **E-E-A-T** signals based on global authority. That's why it's necessary to carry out a link audit that accounts for the historical strength of local domains. **Keyword mapping** is another critical point. You need to test and map keywords both in Google Keyword Planner and in Seznam's tools (e.g. Sklik Keyword Tool). Volumes and suggestions can differ, and ignoring Seznam can mean your site misses a significant segment of older and digitally conservative users. **Local searches** are a special segment: Seznam is particularly strong for local searches (e.g. services, restaurants, shops), where its maps (Mapy.cz) are often preferred by Czechs. Optimising for both platforms (Google Business Profile and a Seznam listing) is essential. In terms of **advertising (PPC)**, Seznam has its own ad system (Sklik), which can be just as important as Google Ads for Czech advertisers. Understanding Sklik is key to fully mastering the Czech SERP. For technical optimisation (hreflang, Core Web Vitals), you should follow Google's standards in full, as these are generally stricter. However, when it comes to **content marketing**, remember that content needs to be appealing and credible to users of both search engines, and key phrases need to be validated on both platforms. Neglecting 15-25% of the market (Seznam's share) is too big a mistake to tolerate in a professional strategy. ## The e-commerce market and the role of price comparison sites: Heureka's dominance The Czech e-commerce market, although smaller than Germany's or France's, is extremely mature and concentrated. Its value in 2023 was estimated at **over CZK 200 billion** (about EUR 8 billion). The largest category is traditionally electronics, fashion and home products. **Shopping habits and Heureka's influence:** Czech consumers are price-oriented and focused on comparing offers. This has led to the unprecedented dominance of the price comparison site **Heureka**. Heureka isn't just a comparison site; it often acts as a review aggregator and is a key entry point into the purchase process. For many Czechs, a product search starts directly on Heureka. That's why **SEO in the Czech Republic** has to account for this fact: a large share of transactional traffic comes from **product feeds** directed to Heureka, rather than directly from Google/Seznam. As a result, optimising product pages needs to account not only for SEO factors (unique descriptions, keywords), but also for factors required by Heureka (high-quality feeds, positive reviews, the so-called Ověřeno zákazníky verified-customer badge). In fact, for many e-commerce businesses, Heureka is a more important source of conversion than organic search traffic. Price competitiveness and review transparency on Heureka affect whether a customer clicks through to a given online shop at all. It's also worth noting that Heureka has its own rankings and rating systems, which need to be actively monitored and improved. Another important platform is the local marketplace **Mall.cz**, which also generates a significant volume of sales, along with specialist platforms for specific categories, such as **Alza.cz** (electronics). Your SEO strategy therefore needs to account for optimising visibility across three main channels: Google, Seznam and Heureka/Mall/Alza. Neglecting comparison-site channels means ignoring a direct path to conversion, which is critical for increasing sales. ## Online payments and logistics: Czech customer expectations The payment system and logistics in the Czech Republic are well developed, and consumers have clear preferences that need to be integrated to ensure successful **Czech SEO** and high conversion. **Top payment methods (2023/2024):** Dominant methods include **card payment (Karta)** (similar to most of the EU); **bank transfer (Bankovní Převod)** (real-time payments facilitated by local payment gateways such as GoPay and ComGate); and **cash on delivery (Dobírka)**, which, although declining in popularity, remains important, especially for more expensive and first-time orders, where it builds trust. **Mobile payments** (Apple Pay and Google Pay) have a growing share. Local parcel pick-up points are key in logistics. Delivery services to parcel lockers and pick-up points are very popular (e.g. **Zásilkovna**, the Czech equivalent of a parcel locker network). Offering delivery via **Zásilkovna** is often more important than just standard courier delivery. Your site needs to clearly communicate that these options are available, using Czech names and terms (Dobírka, Zásilkovna). Keep in mind that logistics and payments are inextricably linked to brand trust. Czech consumers, aware of online risks, choose online shops that offer trusted, local solutions, which translates into a lower cart abandonment rate and better engagement metrics that indirectly affect Google rankings. Optimising microcopy in the payment and delivery process is therefore an integral part of local SEO. ## Keyword research and language: precision in Czech SEO The Czech language is grammatically complex, and its localisation has to be flawless. Errors in declension, syntax or vocabulary are immediately picked up by native speakers and can undermine credibility. When it comes to **SEO in the Czech Republic**, keep in mind: - **Avoid Slovak:** Although the languages are similar, Czech shouldn't be confused with Slovak (e.g. keywords, declension). You should target **cs-cz** using hreflang. - **Synonyms and declension:** Searches on Google and Seznam often contain full phrases and are sensitive to noun declension. Keyword research needs to account for different grammatical forms. - **Purchase intent:** Because of Heureka, informational and comparison phrases are extremely valuable at the start of the purchase path. Phrases such as recenze (reviews), porovnání (comparison) or nejlepší (best) have high potential. The LSI table below shows example phrases supporting the main phrase **SEO in the Czech Republic** and key market terms: | LSI / Long-tail Phrase | Intent | Usage Notes | | --- | --- | --- | | nejlepší e-shopy v České republice (best online shops in the Czech Republic) | Commercial / Comparison | Ideal for a ranking-style article, to capture traffic during the research phase. | | recenze \[název produktu\] Heureka (reviews of \[product name\] on Heureka) | Opinion-based / Commercial | For product pages, to boost conversion (integrating Heureka reviews). | | platba kartou dobírka rozdíl (difference between card payment and cash on delivery) | Informational / Financial | For FAQs and payment guides. Uses local terminology. | | zasilkovna doručení cena (Zásilkovna delivery price) | Logistics / Transactional | In the delivery section. Key for Czech logistics. | | jak funguje Sklik reklama (how Sklik advertising works) | Informational / B2B | For an expert blog on paid marketing. | | SEO optimalizace pro Seznam (SEO optimisation for Seznam) | Commercial / Service | For SEO service landing pages, covering Seznam. | | srovnání cen na Heureka (price comparison on Heureka) | Commercial / Comparison | In content about price advantage and competitiveness. | | nejlevnější \[typ produktu\] Praha (cheapest \[product type\] Prague) | Local / Transactional | For local SEO and Google Business Profile optimisation. | | kdy začíná Black Friday v Česku 2025 (when does Black Friday start in Czechia 2025) | Seasonal / Informational | For articles planning seasonal campaigns. | | pojištění zásilky Zásilkovna (Zásilkovna parcel insurance) | Informational / Logistics | For the customer service / guarantee section. | ## Local link building: how to build authority in the Czech Republic In **Czech SEO**, link building is crucial, and its specifics are tied to Seznam. While Google values quality and context, Seznam traditionally responds more strongly to established Czech domains. Your link-building strategy needs to account for this duality and focus on building authority for both Google and Seznam. **Key link-building strategies:** - **Local media and portals:** Earning links from reputable Czech news portals (Novinky.cz, iDnes.cz), expert blogs and trade media. The strength of links from **.cz** domains is very high. - **Seznam directories:** Although Google no longer attaches as much weight to directories, a presence in Seznam directories (e.g. Firmy.cz) is key for visibility on Seznam and for local SEO. Regularly updating and verifying your listing on Mapy.cz is equally important. - **Working with comparison sites:** Maintaining positive reviews on Heureka (Ověřeno zákazníky) and earning reviews has an indirect effect on SEO, building authority in the eyes of the customer, who often returns to Google/Seznam to verify a brand's credibility. - **.cz domains:** Focusing on links from Czech domains (.cz) or generic domains (.com) with a strong Czech traffic profile, which signals local authority. Avoid links from link farms and focus on context that supports **E-E-A-T**. Only a combination of strong signals for Google (quality, E-E-A-T) with local roots for Seznam (directories, local media) will ensure maximum visibility in the Czech market. For Czech SEO, investing in local PR and building relationships with Czech editorial teams often delivers a higher return than campaigns with global reach. ## International SEO: technical architecture and hreflang for the Czech Republic Choosing a domain architecture for the Czech market is standard, but precise implementation of geotargeting is critical to avoid cannibalisation with other Slavic-language versions (e.g. Polish, Slovak). The most popular and effective solutions are as follows: ### Domain architecture - **ccTLD (Country Code Top Level Domain), mycompany.cz:** Provides the strongest, native geotargeting signal. Builds the greatest trust with Czech consumers, but requires building domain authority (DR) separately. - **Subdirectory, mycompany.com/cs/:** The most scalable solution for companies operating in multiple markets. Carries over authority from the main domain. Requires precise GSC configuration and the use of hreflang. ### Key technical implementations Regardless of the structure chosen, the **hreflang** tag is mandatory. For the Czech Republic it should look like this: . This is fundamental so that Google and Seznam correctly identify this version as intended for Czech users. In addition, because of mobile dominance, it's crucial to use a **CDN (Content Delivery Network)** with servers in Central Europe to minimise latency and maintain high **CWV** scores. It's also worth ensuring a clean, properly implemented URL structure using Czech keywords (e.g. /cs/nejlepsi-produkty), which supports local optimisation. On the technical side, you should also monitor whether Seznam's bot (SeznamBot) is correctly indexing the site and whether there are any rendering issues, which is key to achieving full visibility on both search engines. ## Implementation strategy and a 90-180 day roadmap for Czech SEO Implementing a **Czech SEO** strategy has to be broken down into stages, accounting for the need to optimise for two search engines plus Heureka. ### Phase 1 (Days 1-90): technical and language foundations - **Technical audit:** Implementing the optimal architecture (/cs/ or .cz), implementing hreflang="cs-cz", testing and improving **Core Web Vitals**. - **Conversion localisation:** Integrating Czech payment gateways (GoPay, ComGate), cash-on-delivery options (Dobírka) and delivery options (**Zásilkovna**). - **Pilot content:** Translation and optimisation by a native speaker of key pages and FAQ sections. - **KPIs:** Increase in CS page indexing, improved CWV, business registration on **Seznam/Firmy.cz**. ### Phase 2 (Days 91-180): scaling authority and content - **Keyword research for Seznam and Google:** Establishing a list of phrases for both search engines, accounting for Heureka. - **Content marketing:** Creating 8-10 expert articles per month on comparison and informational phrases (recenze, porovnání). - **Link building:** Actively earning 5-8 links per month from authoritative Czech domains, including registration in Seznam directories. - **Marketplace/comparison site optimisation:** Optimising product feeds for **Heureka** and **Mall.cz**, managing reviews (Ověřeno zákazníky). - **KPIs:** Growth in organic traffic from both search engines (Google and Seznam), growth in traffic from Heureka, growth in leads/sales. ## FAQ: frequently asked questions about Czech SEO **What's the search engine market share in the Czech Republic, and why is it unusual?** Google's share in the Czech Republic is lower than in most EU markets, staying below 85%. This is unusual because of the strong position of the local search engine **Seznam**, which has historically dominated this market. Seznam maintains a stable share of traffic, especially for local queries and among older age groups, which requires optimising for both algorithms, including the Sklik ad system. **What role does Heureka play in Czech SEO?** Heureka isn't just a price comparison site, but a key entry point into the purchase process and an important review aggregator (Ověřeno zákazníky). Many transactional searches start directly on Heureka. A **Czech SEO** strategy has to include optimising product feeds and actively working on Heureka reviews, in order to capture this conversion-focused traffic. **Do I need to optimise content for the Czech language (CS), or is similarity to Slovak enough?** You must strictly use **European Czech (CS)** and avoid Slovak terms or forms. Although the languages are similar, lexical and grammatical errors undermine the credibility and trust of Czech consumers. Precise localisation of keywords and the use of the **hreflang="cs-cz"** tag are essential to correctly geotarget the market. **What are the key differences in link building for Google and Seznam?** Google focuses on quality, context and global authority, while Seznam has historically been more sensitive to established Czech domains and listings in its local directories (Firmy.cz). An effective link-building strategy has to include both earning links from high-quality Czech media and securing a presence within the Seznam ecosystem. **Which local delivery platforms are key for Czech e-commerce?** The most important local platform is **Zásilkovna**, the Czech equivalent of parcel lockers and pick-up points. Offering this delivery option is almost mandatory, as it's the preferred and trusted way to collect parcels. Product pages and the basket need to clearly communicate the availability of the Zásilkovna option, using the correct Czech name. **Is cash on delivery (Dobírka) still popular in the Czech Republic?** Yes, cash on delivery (**Dobírka**) is still significant, especially for first-time orders or more expensive products, as it builds trust with an unfamiliar online shop. Although its overall popularity is declining in favour of card payments, its presence among payment options is a strong conversion factor that needs to be accounted for. **What are the main success factors for e-commerce in the Czech Republic?** Success in Czech e-commerce is built on combining three factors: 1) Two-pronged optimisation for **Google and Seznam**, 2) A strong presence on the price comparison site **Heureka** (with good reviews), and 3) Excellent UX localisation, including integrating local payments and logistics (e.g. **Zásilkovna**). ## Sources: - Digital 2024: Czech Republic, report by We Are Social & Meltwater - E-commerce Report Czechia 2023, report by APEK (Asociace pro elektronickou komerci) - Search Engine Market Share in the Czech Republic (Q1 2024), data by Toplist.cz / StatCounter Global Stats - Heureka's Impact on the Czech E-commerce Market (2023), analysis by Shoptet ## Also check out: - [SEO in France: how to build search visibility?](https://justidea.agency/en/blog/seo-in-france/) - [SEO in Portugal: an SEO strategy for the Lusophone market](https://justidea.agency/en/blog/seo-in-portugal-strategy-lusophone-market/) - [SEO in Spain: an SEO strategy for a competitive market](https://justidea.agency/en/blog/seo-in-spain-strategy-competitive-market/) - [How to effectively rank a site in foreign markets?](https://justidea.agency/en/blog/how-to-do-seo-for-foreign-markets/) If you're ready to effectively optimise your strategy for **SEO in the Czech Republic** and make the most of the potential of Google, Seznam and Heureka, get in touch: [**Contact JustIdea Agency**](https://justidea.agency/en/contact/). ![Łukasz Zontek](https://justidea.agency/obrazy/lz-blog-150x150-1df182a0.webp) Written by [Łukasz Zontek](https://justidea.agency/en/author/lukasz-zontek/) SEO Have a question about this article? 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