Search engine optimization
Table of Contents
- Search engine optimization 11 tips for the basis for marketing success in the digital world
- First of all: The SEO basics to start with
- Why is SEO relevant to my business?
- Search engine optimization with Google: Advertise with the market leader from Silicon Valley
- Market shares (global) of the leading search engines (as of September 2018)
- Tip 6: Use meta data cleverly and optimize snippets
- Tip 1: Check and ensure availability on Google
- Tip 2: Choose the right keywords (search terms) for search engine optimization
- Tip 3: Ensure a secure data connection using SSL
- Tip 4: Optimize the page speed or loading time of the website
- Tip 5: Added value through high-quality content
- Tip 7: Use readable, easy-to-understand URLs
- Tip 8: Do link building and improve the page structure
- Tip 9: BlackHat SEO leads to massive penalties up to and including index exclusion
- Tip 10: understand time as a factor, not as a judgment
- Tip 11: Local SEO helps to improve the ranking
- Search Engine Optimization (SEO) Summary: Everything so far clear?
11 tips for the basis for marketing success in the digital world
Anyone who wants to draw attention to themselves on the Internet, sell products and services, and try to increase their brand image cannot avoid search engine optimization.
They form the absolute basis and to a certain extent a gateway through which users with (more or less) specific search queries can get to exactly where it may lead them.
The point is: About SEO is spoken for years, of detail, discussed, and debated. Industry experts interpret something into many of the measures taken by Google, Bing and Co., interpret it in their own way and try to make the whole thing “controllable”.
We at the search heroes also receive regular inquiries, including for SEO advice, which are increasing and include the following questions:
- “What does SEO mean?”
- “What is the importance of search engine optimization (SEO)?”
- “How do I get to page 1 on Google?”
- “What is the meaning of content in the context of SEO?”
You can see that this is about the “big picture”, but that it depends on many small details. But don’t worry, the search heroes bring light into the dark and provide you with eleven tips about SEO.
This enables you to better understand the topic of search engine optimization and achieve direct success. We at the SEO Agency Suchhelden also focus on the current and future importance of online marketing.
As a FULL-Service online marketing agency & specialist in the various areas of internet advertising, we offer our successful search engine optimization (SEO) as an important part of our hero package.
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How Google Search Works!
A short video from Google about how the search works, how Google indexes and rates the pages on the Internet, reveals manipulations and presents the results at the end. We also have a small part for the Lasagne Festival; -).
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How Google Search Works!
So that we don’t raise new questions as answers, let’s first deal with a definition of SEO. The abbreviation stands for “Search Engine Optimization”.
This means all efforts, methods, and measures that help to increase the visibility of your website on search engines such as Google. The search result list is also abbreviated as SERP in professional circles, which stands for “Search Engine Result Page”
Very important: How search engine optimization can be carried out first requires a differentiation. In everyday life, you will therefore often read something about OnPage or OffPage optimization. We explain what is meant by this in the following.
OnPage Optimization (SEO)
This involves technical adjustments to the page, for example, to improve the loading time, as well as content optimization. In short, everything that happens in and with the website as such.
OffPage Optimization (SEO)
Why is SEO relevant to my business?
Simply because the majority of digital users get to the right websites via search engines. Here, information is not only obtained, product details are searched for and comparisons are made, but details such as weather forecasts, sports results and the like are also queried. Nine out of ten Internet users use search engines like Google to get information.
But within the SERPs, there is also further differentiation, because the top 3 search results, in particular, are clicked on well above average.
We now know from studies in which the focus of the user was measured based on eye movements that the top search results are particularly important – and these are usually only the first three positions. Your digital strategy must therefore be designed to get as high as possible.
From this follows the principle: the higher the position in the SERPs, the more likely conversions are.
The position on Google, therefore, decides to what extent you can generate visitors with it. All other results are clicked on significantly less often or not taken into account at all.
As the SEO TOP 100 agency, we from the Suchhelden are among the market leaders in the German-speaking area and support you with proven expertise.
Search engine optimization with Google: Advertise with the market leader from Silicon Valley
When talking to others about SEO and discussing measures to improve the ranking of your own site, the word “Google” is inevitably used. The US search engine giant is the dominant factor in this segment, no other search engine has anywhere near as much market share. Would you like a little sample?
- Google (92.31 percent)
- Bing (2.27 percent)
- Yahoo! (2.51 percent)
You can see that there is no getting around Google. The data may seem a bit out of date, but the general trend has not changed with SEO 2020 either. Google, which started as a second PhD student project in 1998, sets the tone in this area.
Google’s own crawlers, programs that constantly scour the Internet for websites, information, and the like, contain more than a trillion entries. That’s a number with 18x zeros, yes, you heard that right – Google stores more than 1,000,000,000,000,000,000 records, and the number continues to grow!
The problem with that? According to some criteria, Google has to differentiate between good and bad, informative and non-informative. That is why data sets are filtered, compared, and regularly checked for their substance.
Google’s self-learning system, the algorithm, differentiates aspects such as topicality, added value in content, and awarenes, so good content marketing is also essential – if you want to advertise effectively and operate search engine optimization, you have to take into account 200 and more SEO ranking factors.
But don’t worry! We have prepared the eleven most important, basic tips for search engine optimization in an easy-to-understand way to get you off to a good start. Here we go!
SEO guide to imitate
Tip no. 1: Check and ensure that you can be reached on Google
Many webmasters set up a website, write blindlinked texts, use graphics, and are surprised that nobody comes to the website as a visitor.
The problem may not be that all of this was implemented poorly, but rather a small but fine aspect in the source code.
Important: The Google Robots need a signal to crawl and index your website. Without this, search engine optimization is worthless.
The so-called noindex tag is set in the source text, which looks like this: You do not know which side is this day? Then make it easy for yourself and start a site query using the Google search bar. All you have to do here is enter the search term ” site: yourdomain.com” to see whether others see your offer.
Alternatively, we recommend using the Google Search Console, which was previously known as “Google Webmaster Tools”. There you will find all URLs and their status on Google. The first measure for search engine optimization would be to take a close look at the URLs shown here as incorrect.
Tip: There is also a URL tool within the Google Search Console that is used for checking. Information such as the respective result of the crawl, the last date of this measure, and other details can be found here!
Tip # 2: Choose the right keywords (search terms) for search engine optimization
The more information in text form you have on your website, the better Google can get an idea of your website. Keywords are one of the central tools in search engine optimization.
The more significant and relevant they are, the better. What is “relevant” can be determined by checking what users are actually looking for and how often they do this.
Important keywords that fit the core message of the text should be integrated as far as possible in the following areas:
- Page title
- (Possibly all) headings
- Meta description and meta title
- ALT attributes of images
This means that researching and analyzing keywords takes a lot of time and patience. There are various influencing factors here that must be taken into account. On the one hand, the frequency of search queries, i.e. the search volume.
Then semantically comparable terms, i.e. synonyms, typing errors, and the like. There is also a distinction between singular and plural, and keywords have different conversion rates.
Last but not least, topicality-related keywords help to increase visibility. A look at the websites of the competition also helps to better classify what is “en vogue” concerning search engine optimization.
SEO experts like the search heroes invest a lot of time and know-how in proper keyword research to do SEO with the right focus. A first overview of what is currently trending on Google is provided by a look at the “Google Trends” tool, which is available free of charge.
Tip: It is not enough to simply use all the relevant keywords and hope to increase your ranking now. Search engine optimization with the help of keyword stuffing turns negative, not only technically, but also from the reader’s point of view.
What it meant are unnatural accumulations of keys, possibly not grammatically adjusted correctly and used as often as desired. The Google quality criteria ensure that such a website is punished. You can find information on what is “good” in the Google Webmaster Guidelines.
Tip no. 3: Ensure a secure data connection using SSL
Because of the growing need for data protection and data security, both privately and professionally, HTTPS should be understood as the new standard.
In practically every browser there is now a warning notice for websites that can still be reached via simple HTTP. Therefore, in the course of search engine optimization, start integrating an SSL certificate to ensure HTTPS connections.
Speaking of which: We know from practice that the bounce rate for pages without SSL encryption is significantly higher. This not only reduces the chance of a lead but also hurts your ranking on Google.
Tip no. 4: Optimize the page speed or loading time of the website
Within the SEO community, there is even a sub-area with Page Speed Optimization that aims to improve the loading time of a website. What is clear is that websites that are slow to load are a negative factor.
The visitors jump off, precisely because they are used to receiving all information very quickly from other sites. And these form the standard that is also transferred to your website.
In short: a cluttered, poorly readable website does more harm than good. Mainly because more and more users access websites almost exclusively via mobile devices.
Therefore not only a responsive web design is mandatory, but also an optimization to exactly the needs of that target group.
If you want to operate search engine optimization using the page speed or the website loading time, follow the 3-second rule. The “Google PageSpeed Insights” program provides information on how the average performance is doing.
Here you will find suggestions that can quickly improve the loading time of your website. It’s worth taking a look at!
Tip no. 5: Added value through high-quality content
You are probably familiar with the famous saying “ Content is King!”. Because this claim describes what the internet is about. You have to produce unique, excellently researched content to get to the top of the Google SERPs.
This became more than clear as early as 2011 when the panda update became known at the time. With this, Google has clearly communicated that websites with bad content are also classified accordingly in the rankings.
Quite simply because they offer no added value.
Therefore: Better to do it right and well than just “crumble away” and hope that this has something to do with effective search engine optimization.
It makes sense to deal with a change of perspective to look at your own website from the user’s point of view. What exactly would you be looking for? What information is important, what is more “accessory”? These and many other factors influence it.
High quality content is what distinguishes it
- Is written and structured appropriately for the target group.
- Is unique and offers added value.
- Answers to questions of the reader and do not raise any new questions (except impulses).
- Directly addressed all those who are actually meant.
- Has headings, paragraphs, loosening up, etc. that make reading easier.
- Works with graphics, videos, and the like to create information as an experience.
- Explanations for technical terms are included.
Of course, search engine optimization with content can only succeed if the content is grammatically and orthographically free of errors. The more you focus your offer on the customer, the more likely it will be reflected in key performance indicators.
Tip no. 6: Use metadata cleverly and optimize snippets
Each URL has so-called metadata, consisting of a meta title and a meta description. Here you can find data prepared for Google and readable by the crawlers, which help to better classify the website thematically. Here is the essential information in compact form:
Here the content is briefly outlined and described, i.e. specifically the added value that users get from it.
Please note: Good search engine optimization relies on preparing the corresponding meta tags for any URL. They are used on the SERPs in the form of snippets, i.e. small text excerpts.
The more precisely you proceed here and the sooner you understand this as the best advertisement for your content, the better. After all, this is the only information that the user has to make a decision: click on it or continue looking?
Just take a look at what is available in each case. It can make sense to supplement the metadata, for example with an author, geo-data, etc. – Extended structured data, also known as “rich snippets”, make the whole thing easy to control.
Tip: Try to avoid repetitions here. It is also important to consider the pixel width, ie to limit the whole thing to a number of characters. The most important keyword should also appear in both the meta tag and the meta description. Incidentally, the SERP Snippet Generator is a free tool on the Internet that is sure to inspire.
Tip # 7: Use readable, easy-to-understand URLs
We all know URLs in the address bar of the browser that cause head shakes regularly. Numbers, special characters, and the like are formed into a cryptic structure, which makes it impossible to understand the meaning of the URL. But this is precisely what helps with search engine optimization, for several reasons. In the professional world, we therefore also speak of “speaking URLs”, they
- Help to classify and understand the content better.
- To make good content accessible again later
- To give an insight into the structure of the page, for example through cleverly chosen directory names.
Would you like an example? A good URL designed for search engine optimization would be, for example, “
Link building, i.e. the creation of countless suitable, thematically appropriate links between your own and another website, is part of OffPage search engine optimization. The basic idea behind it is: The more backlinks (backlinks) target your website, the more the Google ranking can be improved.
The highlight here: large, trustworthy, and relevant websites give part of their positive image to the page to which the link is made.
The crawler takes this into account and uses the link structure as a basis to classify the website better – and, if in doubt, to rate it higher than others who do not do a comparable link building.
Therefore, make sure that you always set references in your content to really meaningful, thematically relevant pages.
This not only increases user satisfaction with your offer but is also rewarded by Google as part of search engine optimization. The algorithm is now so well trained that bad, inadequate backlinks can be identified straight away.
Tip No. 9: BlackHat-SEO leads to massive penalties up to and including index exclusion
We all know websites that are perceived as useful at first glance, but on closer inspection, actually offer zero added value.
We are talking about very strongly optimized, but no real information conveying websites. They are started to get as far forward as possible in the Google SERPs.
The problem with that? Since the updates called “Panda” and “Pinguin”, Google has banned those methods that made it possible to manipulate the SERPs through keyword stuffing, for example.
In plain language, this means that not “just” the position drops, but that it is completely excluded from the Google index. It is therefore not only ineffective but also dangerous to rely on agencies that advertise with BlackHat SEO. Better forget about it right now!
Tip # 10: understand time as a factor, not a judgment
Quite a few webmasters are relatively impatient, read this list of search heroes and take most of our SEO tips to heart. And yet, after a while, there is disillusionment and the question: “Was that really all?” The answer to this: “Be patient!”.
It takes some time for Google to re-crawl your page and to recognize that something has changed qualitatively. Search engine optimization is not a one-way street, but a lengthy process.
You should always keep this in mind. The fact is that even the search heroes cannot give you a general answer as to when search engine optimization is also noticeable to the Google SERPs.
So: Wait and see and stick to the course you have chosen, it will certainly have a positive effect on your ranking.
Tip # 11: Local SEO helps improve rankings
A locally oriented search engine optimization makes sense when it comes to products and services that can actually be marketed through “presence business”. Since its introduction in 2007, Google has increasingly focused on local search queries to present relevant offers to users.
Local SEO is therefore not only a continuously important SEO trend in 2020 but also a suitable means to assert oneself in less competitive areas (= keywords).
Therefore: Use keywords that are related to the region or city. It can also be helpful to create a separate profile using Google My Business. Experiment a bit here and see what success it brings.
Search Engine Optimization (SEO) Summary: Everything so far clear?
We hope that you have learned the essentials from the above descriptions and that you have created the basis for generating sustainable success with search engine optimization.
SEO or search engine optimization is a multi-layered instrument to better align your offer to the needs of the target group. We have shown that it makes sense to deal intensively with keyword research and often take the reader’s perspective.
A holistic SEO comprises countless individual steps, eleven of which we have brought you closer to. Online marketing lives from content and information, from adapting trends.
If you would like to know more about the possibilities, please contact us at any time. Die Suchhelden are one of the leading SEO agencies in Germany – we bring you digitally!