If you plan to grow your website traffic in the Czech Republic, relying only on Google won’t be enough. While Google is globally dominant, the Czech market has its local favorite, Seznam.cz, a search engine still holding a significant share of searches in the country.
Like Naver SEO in South Korea or Yandex SEO in Russia, Seznam has its own SEO rules and ecosystem. In this guide, we’ll explain Seznam, why it matters, and how to optimize your website effectively to reach Czech audiences.
What is Seznam?
Seznam.cz is the leading local search engine and internet portal in the Czech Republic, often referred to as “the Czech Google.” Founded in 1996 by entrepreneur Ivo Lukačovič, Seznam originally started as a simple catalog of recommended Czech websites combined with a basic keyword search feature.
In its early days, the platform attracted around 10,000 visits per day. Lukačovič funded the project through basic banner ads on the homepage, a humble start for what would become a household name in Czech online culture.
Over the years, Seznam expanded far beyond just search. The company built a complete ecosystem of online services, making it a one-stop platform for news, maps, real estate, business listings, and more. Popular platforms under Seznam’s umbrella include Novinky.cz (news portal), Sreality.cz (real estate listings), Mapy.cz (maps and navigation), Firmy.cz (business directory), and Lidé.cz (community and dating site). They’ve even entered the internet TV space with services like Zprávy.
Although Google has gained a significant share in the Czech market, Seznam still holds strong, especially among users who prefer Czech-language content and trusted local platforms. For businesses targeting the Czech Republic, understanding how Seznam works is essential to effectively reaching local audiences.
Why is Seznam important for SEO in the Czech Republic?
While Google dominates globally, SEO strategies in the Czech Republic aren’t complete without considering Seznam. Despite strong competition from Google, Seznam still plays a key role in how Czech internet users discover websites, especially those searching in their native language or using local platforms.
Here’s why Seznam remains crucial for SEO efforts in the Czech market:
- Strong local user base: Seznam still attracts millions of Czech users monthly, particularly for everyday searches, news, maps, and business directories. Ignoring Seznam means missing out on a significant portion of your target audience in the region.
- Preferred by Czech-speaking users: Many users in the Czech Republic, especially older demographics, prefer platforms that offer full Czech language support — an area where Seznam excels compared to Google’s global-first approach.
- Integration with popular local services: Seznam is more than just a search engine; it connects users to essential services like Mapy.cz, Novinky.cz, Sreality.cz, and Firmy.cz. Appearing across these platforms increases your brand visibility beyond traditional search results.
- Higher organic potential for local websites: Websites with Czech domains, localized content, and strong backlinks from Czech platforms tend to perform better on Seznam. For businesses focusing on local SEO, Seznam provides additional organic opportunities.
- Influence on regional advertising (Sklik): Seznam operates Sklik, its advertising network similar to Google Ads, offering Czech users access across its platforms. A strong SEO foundation on Seznam enhances paid campaign effectiveness by boosting organic visibility.
How does Seznam differ from Google SEO?
If you’re familiar with Google SEO, you’ll notice some key differences when ranking on Seznam. Although both search engines, Seznam has its own priorities and works differently in several areas. Understanding these differences is essential if you want your website to perform well in the Czech market.
Focus on Czech websites
Seznam heavily prioritizes websites that are created specifically for the Czech audience. Local websites with a .cz domain, Czech-language content, and hosting located within the country often have better chances of ranking well. Seznam tends to favor businesses or platforms that feel relevant and local to Czech users.
For international businesses, this means having a Czech version of your website isn’t just an option — it’s a necessity. Without proper localization and Czech-relevant content, your site will struggle to compete against local players in Seznam’s search results.
Seznam platform integration
Unlike Google, which offers global products, Seznam is deeply integrated with a variety of local platforms like Mapy.cz (maps), Zbozi.cz (shopping comparison), Firmy.cz (business directories), and Sreality.cz (real estate listings). Your presence on these platforms can directly impact your visibility in Seznam search results.
For example, a business that appears on Firmy.cz may also show up more prominently for local searches. This creates additional opportunities to be discovered by Czech users beyond the traditional organic search results page.
Rare algorithm updates
Google is known for its constant algorithm changes — from minor adjustments to major core updates that happen multiple times a year. On the other hand, Seznam updates its search algorithm far less frequently and tends to be more predictable.
This slower pace can be an advantage for website owners. Once your site is optimized and ranking well, the chances of sudden ranking drops due to unexpected algorithm changes are lower than Google’s. However, it also means improvements may take longer to reflect in search results.
Czech language priority
Seznam strongly emphasizes Czech-language content. Websites that aren’t fully localized or don’t properly adapt their language and tone to Czech users will likely struggle to rank well on Seznam compared to Google, where English or multilingual content might still appear in some local search results.
For businesses, this reinforces the need to invest in high-quality Czech translations and culturally relevant content. Simply translating your website isn’t enough — the content needs to resonate with local search intent and communication styles.
Separate Sklik ads system
Seznam operates Sklik, an advertising platform that works similarly to Google Ads but exclusively focuses on the Czech market. Sklik ads appear across Seznam’s search engine and partner platforms, giving businesses direct access to Czech internet users.
If you’re used to running Google Ads globally, keep in mind that a Sklik presence requires separate campaign management. Combining strong SEO with targeted Sklik ads can boost your overall visibility and drive traffic more effectively in the Czech Republic.
Separate webmaster tools
Seznam provides its webmaster tools, which work independently from Google Search Console. Registering your website with Seznam Webmaster Tools is essential if you want it to perform well on Seznam.
This platform allows you to monitor indexing status, track how your site appears on Seznam, and resolve technical issues specific to their search engine. Unlike Google Search Console, Seznam’s tools focus purely on the Czech market and its ecosystem, meaning you’ll get more relevant insights for local SEO efforts. For anyone targeting Czech users, managing Seznam Webmaster Tools and Google Search Console together ensures better overall visibility. Here is the table comparing Seznam and Google.
Feature | Seznam | |
Focus on Local Websites | Strong priority for Czech websites (.cz domain, local hosting) | Global approach, local domains help but not essential |
Platform Integration | Deep integration with Mapy.cz, Zbozi.cz, Firmy.cz, Sreality.cz | Global platforms like Google Maps, Google Shopping |
Algorithm Updates | Rare and more predictable | Frequent updates, often impacting rankings |
Language Priority | Czech language is a key ranking factor | Supports multilingual results, English can still appear locally |
Ads System | Sklik — focused on Czech users | Google Ads — global reach |
Webmaster Tools | Seznam Webmaster Tools, focused on Czech SEO | Google Search Console, global SEO insights |
Seznam SEO guide to get more traffic in the Czech market
If your goal is to drive more organic traffic from the Czech Republic, focusing only on Google isn’t enough. Seznam remains a popular search engine for millions of Czech users, especially those searching in their native language or using local platforms like Mapy.cz or Zbozi.cz. The good news? You can significantly improve your visibility on Seznam with the right SEO approach tailored for the Czech market.
Below are actionable steps to optimize your website and maximize traffic from Seznam:
Optimize for the Czech language and localization
The most important step for Seznam SEO is optimizing for the Czech language and proper localization. That process starts by translating your website into Czech, but not just any translation. Your content needs to feel natural and relevant to Czech audiences. Machine translation is not recommended for this — always use a professional translator or a trusted translation service.
Beyond language, localization means adapting elements like date formats, currency, units of measurement, and even cultural references. Czech users expect websites that “speak their language” both literally and culturally. For example, using the Czech koruna (CZK) for pricing and addressing local holidays or events can help build trust.
If your website only exists in English or another foreign language, your chances of ranking well on Seznam are extremely low. Prioritize a Czech-language version of your site with localized content as the foundation of your SEO strategy.
Register your website with Seznam webmaster tools
Like you’d use Google Search Console for technical SEO monitoring, Seznam offers its own Webmaster Tools, which are crucial for improving your visibility on their search engine. Registering your website here allows you to monitor indexing status, resolve technical issues, and submit your sitemap.
Using Seznam Webmaster Tools gives you insight into how Seznam crawls and indexes your pages. This is especially important because Seznam’s algorithm works differently from Google, and some technical SEO issues might only affect your performance on Seznam.
For example, suppose your Czech pages aren’t indexed properly. In that case, Seznam Webmaster Tools will help you quickly identify and fix the problem, giving your site a better chance to appear in relevant Czech search results.
Focus on local backlinks from Czech websites
Seznam places significant weight on local backlinks from Czech-based websites. Links from high-authority local news portals, Czech blogs, business directories, or trusted community forums can improve your domain authority within the Seznam ecosystem.
Securing backlinks from platforms like Firmy.cz (business directory) or Sreality.cz (for real estate sites) is a good starting point. You can also collaborate with Czech bloggers or participate in local partnerships to build links organically.
Avoid relying heavily on international backlinks, as they tend to have less impact on Seznam rankings. Focus on building a backlink profile that signals strong local relevance to Czech search engines and users.
Adapt content for Czech search intent
Optimizing for Seznam isn’t just about language — it’s also about understanding what Czech users are looking for. Search intent can vary between markets, so it’s essential to research local keywords, questions, and common phrases used by Czech internet users.
For example, a keyword like “nejlepší kavárny v Praze” (best cafes in Prague) reflects a specific, local search intent that your content should address. Creating pages or blog posts that answer these local queries increases your chances of ranking well on Seznam.
Tools like Seznam’s search suggestions or local keyword research platforms can help you uncover relevant search terms. Align your content with real user needs to boost visibility and engagement.
Optimize for Seznam’s vertical platforms
Seznam isn’t just a search engine — it operates various vertical platforms that influence visibility. Key platforms include Mapy.cz (maps), Zbozi.cz (shopping comparison), and Firmy.cz (business listings). Being present on these platforms can directly impact how your business shows up on Seznam search results.
For example, a local business with an updated profile on Mapy.cz is more likely to appear in location-based searches. Similarly, e-commerce stores listed on Zbozi.cz gain higher visibility for product-related queries.
To maximize your exposure, ensure your business information is complete, accurate, and consistent across all relevant Seznam platforms. This will not only boost your visibility but also build credibility with local users.
Improve website speed and mobile friendliness
Website performance is a universal SEO factor, and Seznam is no exception. Slow-loading websites or poor mobile experiences lead to higher bounce rates and lower rankings, especially considering many Czech users browse via mobile devices.
Use tools like Google PageSpeed Insights or Lighthouse to test your website’s speed and mobile responsiveness. Focus on optimizing images, reducing server response times, and implementing responsive design to cater to mobile users.
A fast, mobile-friendly website doesn’t just improve SEO — it creates a better experience for your Czech audience, increasing the likelihood of engagement and conversions.
Understand Sklik (Seznam’s Advertising Platform)
In addition to organic SEO, Seznam operates Sklik, its own paid advertising platform similar to Google Ads but focused solely on Czech audiences. Running Sklik campaigns alongside SEO efforts can boost your visibility, especially for competitive keywords.
Sklik ads appear on Seznam’s search results and across its partner sites, giving you direct access to millions of Czech users. If you’re serious about growing your presence in the Czech Republic, understanding and utilizing Sklik is highly recommended.
Even with strong organic rankings, paid ads on Seznam can help you dominate search visibility — ideal for new product launches, seasonal promotions, or reaching more competitive search terms.
Leverage local directories and Czech business listings
Local directories and listings play a big role in SEO performance on Seznam for businesses targeting the Czech market. Listings on platforms like Firmy.cz, Najisto.cz, or local industry-specific directories help establish your online presence.
Accurate business information, such as your address, contact details, and opening hours, improves your SEO and credibility among Czech consumers. These platforms often rank well in Seznam search results, making them easy wins for visibility.
Consider also encouraging customer reviews on local platforms. These reviews enhance trust signals and influence rankings and user decisions.
Build authority with Czech media and forums
Local authority is key to improving your Seznam SEO, and one effective way to build it is by engaging with Czech media outlets, blogs, and online communities. PR mentions, guest posts, or partnerships with Czech influencers can earn valuable backlinks and boost your reputation.
Forums and community platforms relevant to your industry also offer opportunities for visibility. Participating in discussions on popular Czech forums — while sharing your expertise — helps build brand awareness and trust.
For example, contributing to forums like Lupa.cz (tech news) or industry-specific groups can gradually position your brand as a trusted resource, benefiting your SEO and overall brand presence in the Czech Republic.
How Linguise Helps Optimize Your Seznam SEO?
Seznam is about relevance to the Czech audience, from Czech-language content to strong local signals. Ranking well on Seznam is almost impossible for international businesses or websites without a localized Czech version. That’s where Linguise’s automatic translation makes a real difference.
Linguise helps you create high-quality Czech-language versions of your website quickly and efficiently, ensuring your content sounds natural and meets Czech users’ expectations. But Linguise goes far beyond basic translation, it implements essential multilingual SEO practices designed to help your site perform on search engines like Seznam.
Key Linguise features for Seznam SEO optimization:
- Automatic hreflang tag implementation: Linguise automatically adds hreflang tags, signaling to Seznam which version of your pages is for Czech users, improving correct indexing for the Czech market.
- SEO-friendly translated URLs: URLs are automatically translated to Czech, keeping them readable, relevant, and optimized for how Seznam processes and ranks local pages.
- Multilingual XML sitemaps: Linguise generates multilingual sitemaps, helping Seznam discover and crawl your Czech-language pages efficiently.
- Metadata translation (titles, descriptions, alt text): Linguise translates crucial SEO elements like meta titles, descriptions, and image alt text, ensuring your pages have complete, optimized content for better search visibility.
- Live translation editor for cultural accuracy: You can fine-tune translations in real time, ensuring your Czech content aligns with local expressions, tone, and user expectations — all of which Seznam favors.
Using Linguise, businesses can quickly adapt their websites to meet Seznam’s SEO requirements without building a separate Czech site from scratch. Whether you’re expanding into the Czech market or want to improve your existing visibility, Linguise provides the technical and linguistic tools needed to succeed on Seznam effortlessly.
Conclusion
Seznam SEO is important for any business looking to grow its online visibility in the Czech Republic. With Seznam’s strong focus on Czech-language content, local platforms, and region-specific search signals, success requires more than just a general SEO strategy, it demands true localization.
Linguise simplifies that process by providing high-quality, SEO-optimized Czech translations alongside technical solutions tailored for Seznam. If you’re ready to boost your traffic and connect with more Czech users, let Linguise help you localize your website and take your Seznam SEO efforts to the next level, let’s try Linguise and make your website Czech-market!
