Seznam.cz in the AI Era: Why Optimizing Only for Google Is Not Enough on the Czech Market
The Czech market has one peculiarity compared with the rest of Europe: a domestic search engine with a real share, plus a media house on top. For companies targeting Czech customers this matters – whoever does SEO and PR only by global playbooks leaves Seznam visits, the audience of its news sites and the signals Czech media send into AI answers on the table.
Global SEO playbooks have one blind spot: they assume search equals Google. On the Czech market that does not hold entirely – and for companies entering it, this is an important lesson. Seznam.cz keeps a share of search that ranges from single to double-digit percentages depending on the audience segment – considerably more among older users and part of shopping queries – and on top of that it runs a media house whose news sites are among the most read in the country.
Why it matters right now
With the arrival of AI answers, attention turns to Google and chatbots – and Seznam drops out of consideration. That is a mistake for two reasons:
- Seznam’s audience is purchasing power. The more conservative user who starts the day on the Seznam homepage is often exactly the one who buys – and one you cannot yet reach through AI assistants.
- Czech media are a source for all systems at once. Language models assemble Czech answers predominantly from Czech sources. A mention in a widely read Czech medium thus works in Google’s organic results, in Seznam and in AI answers at the same time.
What to do differently from the global playbooks
- Measure Seznam separately. Split out Seznam visits in your analytics and see how many you really have and what they do. For many Czech e-shops it is a number you do not want to ignore.
- Do not underestimate Czech publications. A link and a mention in a Czech medium carries more weight for the Czech market than a “strong” foreign domain nobody reads there – and one the model will most likely not use for a Czech query.
- The basics apply twice over. Clean technical health, clear headlines and structured data help all three systems; none of them likes tricks.
- Watch where Seznam is heading with AI. The domestic player is building AI features into search and services too – the principles of quotable content and a strong brand will carry over there as well.
Summary
The Czech market is not won on one playing field. It is won by the brand you meet in Czech media, wherever you search.
The practical consequence is a pleasant one: you do not need three strategies. A quality publication in Czech media – for example via the Linketica marketplace, where you see prices and traffic of the titles up front – serves Google, Seznam and AI answers with a single investment.
Časté otázky
What share of Czech search does Seznam have?
Do I need special SEO for Seznam?
Why are Czech publications important for AI too?
Is Seznam worth considering for PPC as well?
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