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All roads lead to the brand page. Customers can reach your brand page in multiple ways, making it one of the highest-traffic pages and a key showcase for your brand. There are three main ways customers arrive at the brand page.

Customers come from organic (unpaid) search results

When searching on Google or Seznam, they might look for:

• Your brand (e.g., Acer),
• Your brand + product category/type (e.g., Acer gaming laptops),
• Your brand + product series (e.g., Acer Predator).

Customers come from somewhere on Alza.cz

Customers can land on your brand page if they:

1. Start typing your brand name in the search bar – our system suggests results, and clicking on the brand redirects them to the Brand Page.
2. Press Enter after searching for your brand name (e.g., typing "Braun" and pressing Enter).
3. Click the brand logo in a product’s image gallery.
4. Navigate from internal menus or brand tiles within product categories.

Customers can also come from elsewhere

Once your brand page is polished and optimised, why not link to it directly from your website, emails, or other campaigns to simplify the customer’s purchasing journey?

You can have a brand page at:

1. Your main brand URL (e.g., https://www.alza.cz/logitech/v1335.htm),
2. Any category (also at the brand level), e.g., https://www.alza.cz/gaming-mice/logitech/18853601-v1335.htm.

A brand page is not the right tool if you need to:

1. Promote a specific product or products – Use a premium description or article (review).
2. Provide in-depth information on a topic – Choose an article.
3. Cover a topic that does not fit within an existing category – An article is the solution.

Following the media types above, here are examples of the most common formats: Mini Brand Page Standard and Brand Page Standard.

Below is a showcase of all the available elements included in the High and Custom formats.

Brand Page Premium is customised individually based on your requirements – unlike the previous media types, it is not built on a unified template.

Media types for articles are divided into two main types: preparing a completely new article or promoting a partner within an existing article.

Creating a new PR article

Promotion in a general educational article

The article's visibility on Alza.cz (and similarly in translations) depends on the chosen option. Higher visibility naturally comes with a higher price

• Homepage: Publication on Alza.cz in the Articles section. The article is visible for at least 24 hours.
• Local title page: Publication in the Articles section of the local title page, visible for one week.
• Category: Visibility in relevant product and article categories.

To maximise the effectiveness of PR articles, you need to respect the general specifics of these articles, such as offering added value to the reader and targeting topics with the potential to reach a relevant audience. Alternatively, securing promotion via other methods (e.g., social media) can help:

• Sell paid advertising space in already existing and successful articles.
• Offer the vendor general SEO articles, with promotion as agreed (carousel, chapter, tiles on the side of articles, etc.). SEO article topics can be chosen from a topic pool or arranged individually with an OR representative.
• For high-margin products with relevant search volume, it’s suitable to carry out a review, but the vendor must agree to mention any product weaknesses. An unbalanced review paid for by the vendor can be considered an unfair commercial practice.
• Run regular PR articles on interesting products with SEO potential, or promote them through alternative channels (social media, vendor’s site, etc.).

The price list for translations is the same for all languages (Slovak, German, Hungarian, and English). Each language translation is billed separately.

Price

Price: 15,000 CZK

Where will the article be visible?

The local title page and relevant categories. Banners linking to the article from product pages are also included, but you must provide the banner (dimensions: width – 1195 px, height – approx. 200 to 400 px)

• A visually attractive template that combines an affordable article price with the visual appeal of a Landing page.
• Ideal for introducing new products.
• This format is suitable for inclusion in a campaign (social media, banners, etc.). Otherwise, its impact is limited.
• It’s recommended when offering an incentive, such as a gift, pre-order discount, cashback, etc.

Example:

• Graphic article: Example #1 (Dark version, Far Cry 6)
• Graphic article: Example #2 (Light version, FIFA 21)
• Graphic article: Example #3 (Dark version, Samsung Galaxy)
• Graphic article: Example #4 (Light version, Xiaomi Mi12)

Price: 30,000 CZK

• Vendor promotion within an already existing, successful article
• Long-term traffic, regular updates
• Feels more natural
• Possibility for custom placement as agreed with the partner: products alongside the article, separate chapter, carousel, or combination of these

Price

Price: 30,000 CZK

Where will the article be visible?

Maximum visibility: The article will be published as if it were an internal article, meaning it will appear on the homepage, local title pages, and in relevant categories.

• Comprehensive product communication, which involves preparing several articles over time*:
  • Speculative article to generate interest
  • Announcement article the day before the official unveiling
  • Live transcription of the presentation (if stream is available)
  • Preview article within 24 hours of the unveiling
• High SEO potential – These articles often rank on the first page of Google.

* To maximise SEO, the articles are gradually uploaded to one URL, with older versions placed in a dropdown at the end of the article.

Pricing and options

1. PR article published on a local homepage: 20,000 CZK
2. PR article published on the Alza.cz homepage: 30,000 CZK
3. PR article published on both the Alza.cz homepage and local title page: 35,000 CZK

Overview of a PR article

• Introduction to a product or a partner's portfolio
• Highlights key competitive advantages of the product
• Visible on the title page, product detail pages, and relevant categories

Price: 10,000 CZK

• Leverages an already successful article
• Ensures high and long-term reach – articles are regularly updated
• Provides subtle and non-intrusive promotion

1. OR – PR article for a promotional event: 5,000 CZK*
2. PR article published on a local title page: 10,000 CZK

*Excludes publication on homepage and local title pages. Promotion via product banners. The article should be part of a broader campaign.

• Designed to communicate special offers (discounts, cashback, extended warranty, etc.)
• Helps customers understand the promotion and directs them to the relevant product
• Visible via banners on product pages and under the “Deals & Discounts” category

Price

Negotiable, based on complexity, product segment, and other factors

Where will the review be published?

Maximum visibility. Homepage, local title page, category pages, and product banners.

• Comprehensive product analysis
• High reach – reviews rank well in search engines (SEO)
• Helps customers make informed decisions, reducing returns
• Provides long-term value throughout the product’s lifecycle

Price

Pricing based on agreement; depends on complexity and requirements.

Visibility

Maximum visibility. The article is published in the same manner as internal articles, appearing on the homepage, local title pages, categories, and banners for selected products with links to the article.

• Creation of a custom-tailored educational article. Partner promotion is incorporated naturally (carousel, tiles, dedicated sections).
• Strong SEO potential and consistent traffic over time
• Subtle, non-intrusive advertising

The format refers to the template used, which contains a unique set of content elements.

The chosen template significantly influences the final appearance of the article.

Each format is typically designed for a specific type of article (e.g., a "Terms & Conditions" template cannot be used for a product review).

Templates use custom CSS and JS, so they cannot be mixed or modified.

Refers to the content perspective. A detailed explanation follows in the presentation.

Examples include: (1) Promotions, (2) Introductions, (3) Reviews.

Overview

• Typically paid by the vendor, but it's not a requirement
• PR article for a promo event = starting at 5,000 CZK
• Cashback, gifts, etc.
• Customers should not be redirected outside the website for promotion details - every promotion should be covered by an article or landing page.
• Goal: Explain the mechanics and rules of the promotion; limited attention is given to product introductions.
• Template: Promotion (standard)

Required materials

• Explanation of promo event mechanics (what the customer must do to get the "benefits")
• Event duration
• Description of the "benefit" (what the customer receives)
• Additional conditions (e.g., registration requirements)
• Ideally, attach detailed terms & conditions (example)
• Graphics (banner, width: 1195 px)
• List of products included in the event

Key features

• Introduction of a product, summarising available information
• The article cannot generate interactions without existing interest - write only for products with potential or as part of a broader campaign
• Speculation - a subtype. Similar goal to Introduction but based on incomplete information. Useful when there is existing search interest but the product cannot be launched on the website.

Drawbacks

• Shorter lifespan – usually relevant until reviews drop

Required materials

• Define the products and article goal
• Provide graphics or a source for additional illustrative images (plain white background images are not suitable)
• Link (or .doc, .pdf, etc.) with product details

Overview

• Product testing
• High conversion rate – readers are actively considering a purchase
• Long lifespan – continues generating revenue even after the product is discontinued
• Should only be written for products with strong potential
• Reviews must: (I) Be independent, truthful, and complete. (II) Be signed by the author. (III) The author must have the product available.
• Review rules can be found in a separate article.

Required materials

• More demanding preparation (product must be provided to the reviewer)
• Higher costs
• Higher expertise requirements
• The advertiser can only correct factual errors, not the reviewer’s opinions

Required materials

• Ensure the product is available for the reviewer

Overview

• Educates customers on a topic. Can target broad, non-commercial subjects and generate long-term traffic.
• When to write? It's best used when there is a need to educate customers or rank for specific Google search terms.
• Longest lifespan among article types
• High conversion potential (with high variance)

Drawbacks

• Time-consuming to prepare
• Requires careful topic selection and keyword research
• Higher expertise requirements for the author

Common mistakes

• Choosing topics that are not suitable for SEO content.

Overview

• Category guide
• The article structure generally mirrors the category
• Content is similar to upper descriptions
• Goal: Guide customers to what they need or are looking for
• Activated via a category tile
• More or less similar to Educational Articles
• Specific format

Required materials

• With few exceptions, buyer's guides are not suitable for PR content. They are intended for general topics. For a buyer's guide to function, it must be enabled as a product tile in the category*.
• Buyer's guides are not a standard part of the pricing.
• PR-focused Buyer's Guides should be prepared in consultation with the relevant segment.

*What is a product tile? See Articles – Visibility Options.

Overview

• Articles like "Best Phones"
• High reach and significant potential.
• Example: /best-camera-phones page generated revenue of 6 million CZK between 2020 and 2023.
• Targets customers in the consideration phase.

Drawbacks

• Requires regular updates (!)
• Worthwhile only for high-demand keywords
• High reach but relatively low conversion.* The impact comes from massive traffic rather than direct conversions.

Common mistakes

• Not part of standard media types but can be created as an SEO article upon consultation.
• Vendors cannot submit an article like Best TVs featuring only their products. However, they can submit Best Panasonic TVs, for example.

*Paradox: Because the person is interested in buying a phone or another product (otherwise, they wouldn’t search for the keyword), one would expect higher conversion. Possible reasons: (1) Higher number of opened pages = revenue is spread across more URLs. (2) Lack of spontaneous purchases - if the person is willing to read articles like "Best Phones," they are likely planning their purchase. While for other types (e.g., "Netflix" articles), purchases are made immediately. However, the absolute benefit is generally high - always due to high traffic/readership.

Overview

• Shorter educational articles explaining a specific term. Typically tailored to product parameters, serving as explanations.
• Useful when a parameter needs explaining, but a full educational article isn't necessary.
• Usually explains parameters linked to products.

Glossary as PR content?

• Generally not a good fit, though exceptions exist: In TVs and Home Appliances, glossaries can introduce specific technologies (e.g., LG technologies.
• Note: Glossary articles are not published on the homepage - they are intended for parameters and SEO.

When requesting a PR glossary, we recommend:

• Doing so after prior consultation
• Submit as a PR article at a discounted rate (~5,000 CZK per article).

Overview

• Best suited for product launches
• Must include a promotional offer as part of the launch
• Not ideal for simple product introductions—should be submitted as a Product Introduction article instead.

Drawbacks

• Not an article but a Landing page. The template is very restrictive regarding customisation.
• Time-consuming format, especially for image selection—must work well on both mobile and desktop.

Templates

• Graphic Article / Gaming (Dark)
• Graphic Article / Gaming (Light)
• Graphic Article (Dark)
• Graphic Article (Light)

Overview

• A template designed to reduce costs within the Gaming segment, providing basic information about a game/product.
• Follows a fixed structure and is regularly updated.
• Surprisingly effective in real application despite a low unit cost.

Drawbacks

• The current template is designed for Gaming articles. If transferred to another segment, the template would need adjustment.
• The article doesn’t go into much depth, covering the essentials and serving as an overview of key information.

Using info articles for PR? No precedent yet. Vendors typically benefit more from a Product Introduction article.