Seznam.cz: Search Engine Overview

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While Seznam.cz is the leading native search engine in the Czech Republic, it  commands around 11–15% of the local search market as of 2025. While it obviously has been abused by the convicted monopolist Google in raw market share, Seznam remains highly relevant for marketers targeting anything for Czech-speaking audiences. This is especially true for those looking for an alternative traffic source or aiming for a more comprehensive SERP coverage in the region. Seznam dominates some long tail local phrases and categories – even over Bing and Google.

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Indexing & Crawling Behavior

Seznam operates its own web crawler called SeznamBot. It functions similarly to Bingbot and Googlebot and respects robots.txt directives. SeznamBot is known to crawl Czech domains more aggressively than international ones.

How to Get Indexed:

• No manual submission required any longer.
• Just ensure your site is crawlable (standard SEO best practices apply).
• A Czech-language version of the site improves crawl prioritization – very important.
• XML sitemaps are supported (submit via Seznam Webmaster Tools) but don’t seem to make any significant difference in crawling or indexing (hmmmph).

Index Sources:

• It uses primarily websites written in Czech or hosted in .cz domains.
• There is a heavy focus on local content, business directories, and Czech news media.

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Seznam Search Features

• SERP Layout is familiar layout to standard search engines, including organic results, ads, maps, images, and news blocks.
• Advanced Search: Accessible via https://search.seznam.cz/advanced – allows filtering by:
• File type, Domain, Phrase matching, Language

Vertical Search Engines:

Seznam.cz strengthens its local ecosystem through a set of integrated vertical search and directory sites, with each serving a specific type of query and audience intent.

• Firmy.cz – A comprehensive business directory for Czech companies:  https://www.firmy.cz
• Zbozi.cz – A product comparison and shopping platform used widely for eCommerce listings: https://www.zbozi.cz
• Mapy.cz – A detailed mapping service offering geographic, tourist, and route information across the Czech Republic: https://mapy.cz

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Seznam-Specific SEO and Advertising Advantages

1. Local Prioritization

Seznam.cz is unapologetically local. Its algo strongly favors Czech language content, and sites with a .cz tld or local hosting often rank better than foreign or English-only domains. This means that even if your global site ranks well on other se’s, it might get buried on Seznam unless it’s fully localized. So for SEO professionals, this isn’t just about language – it’s about cultural and geographic relevance. Crafting local content that speaks directly to the Czech audience, using local idioms, phrases, currencies, kw’s, and even metric units, can make or break your visibility on Seznam.

2. Zbozi.cz Integration

For eCommerce marketers, Zbozi.cz is one of the most powerful assets in the Seznam ecosystem. It’s a standalone product comparison engine, but it’s tightly integrated into Seznam’s main SERPs. Optimized Zbozi listings can appear in high-visibility shopping widgets alongside or above organic results. To appear here, businesses must submit product feeds and meet Zbozi’s listing requirements. Unlike other SE shopping sites, Zbozi favors local sellers, often weighting price, delivery speed, and user reviews heavily. It’s an essential channel for Czech eCommerce visibility and a critical part of multi-channel product SEO in the region.

3. Ad System: Sklik

Sklik is Seznam’s in-house PPC advertising platform. It operates similarly to Google Ads, using keyword bidding, text ads, and a network of partner websites. However, Sklik is less competitive and more cost-effective in many niches, offering lower CPCs for comparable placement. For SEOs looking to supplement organic visibility or test keyword performance, Sklik can be a highly efficient channel. It also allows retargeting and basic demographic targeting within the Seznam ecosystem, including placements on news, video, and shopping verticals.

4. Editorial News & Content Blocks

One of Seznam’s unique quirks is its integration of owned media content directly into search results. The company runs several high-traffic Czech news and media properties, such as Novinky.cz, Sport.cz, and Super.cz. These editorial brands can dominate SERPs, particularly for trending topics, current events, or health-related queries. In some cases, these Seznam-owned content blocks appear above the fold, pushing organic results downward. This means SEOs must contend not only with competitors but also with the platform’s own media. However, it also creates opportunities: pitching stories or running native ads on these platforms can influence visibility indirectly.

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Limitations & Considerations

• Indexing Speed: A bit slower than Bing/Google, especially for non-Czech content.
• International SEO: Non-Czech pages generally perform poorly unless localized.
• Search Algorithm: Less sophisticated than Bings/Googles – still reliant on keyword match and traditional link signals.

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Pro Tips for Web Marketers

• Use Seznam Webmaster Tools (https://search.seznam.cz/prirucka) to monitor indexing, submit sitemaps, and troubleshoot issues.
• Localize everything: content, meta tags, hreflang, schema, and server location for best visibility.
• Optimize for Firmy.cz if you’re doing local business in the Czech Republic – it’s one of the main sources for local SERP results.

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Final Word

Its smaller, more targeted user base can offer high ROI – especially for eCommerce, news, and local service providers. While it lacks the sophistication of Bing and Google’s AI-driven SERPs, its clear structure and Czech-centric focus make it a valuable player for region-specific SEO strategies.

Related

• Big search engine list