How to rank in Czech Google and Seznam: what makes SEO in Czech Republic

Czechia is one of the few countries where a local search engine has maintained a significant market share. While Google dominates (around 80–85% of traffic), Seznam.cz is still highly influential, especially in B2B and among Czech users over 35.

Google.cz: Focuses on content quality, user behavior signals, and expertise (E-E-A-T). It better understands complex search intent and actively integrates AI-based results.

Seznam.cz: More conservative. It strongly relies on exact-match Czech keywords and prioritizes businesses registered in its own ecosystem (Firmy.cz). Seznam indexes local news faster and is stricter with low-quality purchased backlinks.

For full visibility, we recommend a multilingual multi-page website that can be indexed effectively by both search engines.

1. Language adaptation and localization
Google and Seznam handle Czech diacritics (háčky and čárky) differently. Your keyword set must include both the correct Czech spelling and simplified versions without diacritics — many users type queries quickly and skip accents.

If you target expats, add English and Russian versions to capture searches like “rent a car Prague” or “ремонт квартир в Чехии”.

2. Technical SEO and local signals
Search engines must clearly understand that your business operates in Czechia.

• Domain: The .cz domain always has priority.
• Server location: Ideally hosted in Czechia or supported by a CDN to ensure fast loading.
• Hreflang: Essential for multilingual sites to show the correct language version to each user.

3. Registration in local ecosystems
This is the foundation of Czech SEO. Without it, ranking becomes significantly harder:

• Firmy.cz: Seznam’s business directory. Provides strong link authority and visibility on Mapy.cz.
• Google Business Profile: Required for Local Pack results and Google Maps visibility.

4. Link-building strategy
In Czechia, high-quality PR publications and industry-specific websites work best. Bulk link purchases from cheap marketplaces can harm rankings — especially for e-commerce, where domain reputation is critical.

When working with Czech projects, we go far beyond standard checklists. Our experience shows that success lies in the details:

• Seznam-intent analysis: Search results for the same keyword often differ between Google and Seznam. We analyze which content formats the local search engine prefers in your niche.
• Czech grammar accuracy: Czech search algorithms are sensitive to language quality. We always involve native speakers to proofread texts and eliminate the “machine translation” effect.
• Conversion-focused landing pages: When budgets are limited, we start with a high-speed single-page website optimized for both Google Ads and SEO — this approach provides quick ROI.

SEO in Czechia is a long-term investment that brings the most affordable and stable customer acquisition. It’s crucial to build the right foundation during the development stage — fixing technical mistakes later is always more expensive.

Want to know where your business could rank in Google.cz and Seznam.cz?

We’ll analyze your niche and prepare a tailored promotion strategy. Visit the iuntsevich.cz homepage to request a consultation.