SEO Basics : The 1×1 of Search Engine Optimization
Search engine optimization (SEO) has become an integral part of most digital marketers' marketing mix. Because digitally savvy Internet users and consumers research, buy, have fun and sometimes only live online.
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| Seo Basic |
But don't worry: in this case we can quickly remedy the situation! In this post, we will show you exactly what search engine optimization is and explain the most important basics and measures for your own website, which can be implemented quickly and easily.
What is a search engine and how does it work?
A search engine is, simply put, a computer program. With its help, databases can be searched. The search results within a search engine are displayed as clickable links on search result pages (SERPs = Search Engine Result Pages), via which the user can access the desired information.
In order to determine the relevance of a search query to the existing data in the index, search engines nowadays work with sophisticated algorithms.
Imagine search engines like B. Google or Bing like a kind of library. The work of a search engine can be compared to that of a librarian.
However, unlike a library, a search engine stores elements of websites, but usually only provides a link to the content you are looking for and not the content itself.
Before a search engine can display results, it first creates an index. All data on websites is stored there, such as age or the number of links.
The data is collected with a so-called “bot”. The Googlebot is, for example, the webcrawler (also called “spider”) from Google.
The bot is its own script or program that automatically searches the web for content and saves the data found on a server.
To do this, bots follow hyperlinks (links, also called backlinks) on the visited websites.
Basics of Search Engine Optimization
Search engine optimization (SEO) is traditionally understood to mean all measures to improve rankings on the search result pages of search engines. SEO is a sub-area of search engine marketing and thus of online marketing.
As an online marketing channel, SEO is one of the most important disciplines and should not be neglected in the overall online marketing mix these days. It is important to understand that search engine optimization is a permanent optimization process that usually takes a long time before results become visible.
Altogether there are more than 200 ranking factors, for example at Google, which can be optimized and influence the ranking of a URL on the search result pages (both positively and negatively).
Factors such as site architecture, internal linking, text, images, videos and meta data (to name just a few) are essential for search engines, including for evaluating a site's relevance.
On-page optimization: SEO measures on webpages
On-page optimization deals with all measures on a webpage or website. This involves the technical, content and structural optimization of a webpage or entire website.
On-page optimization can be divided into further areas:
- Technical SEO: This is primarily about improving the technical aspects of a website such as server technology, loading time optimization, source code or functions.
- Mobile optimization: This sub-area focuses on optimization for mobile devices.
- E-Commerce SEO: The special field of e-commerce SEO is completely dedicated to the optimization of online shops and their pages, e.g. B. Product pages, category pages, checkout and much more.
- Shopping cart optimization: This SEO discipline aims to improve the shopping cart process of an online shop.
- Conversion Rate Optimization (CRO): These measures primarily concern increasing conversions on a page. The CRO can also be part of SEA (Search Engine Advertising, e.g. Google Ads).
- Landing page optimization: In this case, only a single landing page is optimized onpage.
- Local SEO: Measures to optimize the local search results of a website, which can also fall into the area of off-page SEO.
- Image SEO: Optimizations (e.g. alt tags) aimed primarily at better rankings for images and graphics.
And as already mentioned: there are over 200 ranking factors in Google, for example, which can be optimized and influence the ranking of a URL on the search result pages (both positively and negatively).
Off-page optimization: SEO measures on other websites
At first glance, it sounds strange that you can do SEO on sites that you don't own. Off-page optimization is definitely one of the SEO basics and is often an area that SEOs (unfortunately) neglect, but which can provide great gains in visibility and findability.
Unlike on-page optimization, off-page optimization deals with the popularity of a page on the web.
Basically, it is about the awareness of a page, measured by the number and quality of external links (backlinks) from other pages to a webpage.
Off-page optimization is an important (and often underestimated) part of search engine optimization and usually poses a greater challenge for webmasters, since you cannot always directly influence the linking from other pages.
For example, the Google algorithm attaches particular importance to certain ranking factors in the off-page area. Examples of important factors are industry proximity, link popularity, trust, position of a backlink on other sites and much more.
Proactive link building and links on external websites therefore (still) have a major impact on the popularity and trust of a website on the web and thus also on the position in search results pages.
You can find more about this sub-area of SEO in the following blog post: Off-page optimization: More
visibility through backlinks.
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| Link building |
SEO Basics : Building Blocks of Search Engine Optimization
Now let's get down to business! In the following chapters you will find the most relevant SEO basics and building blocks that you can use to optimize your own website.
1. SEO = On-page + Off-page Optimization
The formula for top rankings today and in the near future is good (optimized, interactive) content + backlinks. Both is important. And both should be consciously optimized.
2. No 'Black Hat' tactics
Black Hat SEO refers to a procedure within search engine optimization. In doing so, a violation of the Google Webmaster Guidelines is consciously accepted (e.g. white writing on a white background or 'keyword stuffing'). If Google catches you, you can be taken out of the index (keyword: 'Google Penalty').
3. Maximum added value please
Google has a single goal in the Search division: display the best search result for the user's search query. Therefore, always provide your visitor with maximum added value. The following applies: what is good for the user is also good for the search engine!
4. Don't just focus on SEO
A good traffic strategy builds on many different traffic sources. SEO should therefore always be just one of many traffic sources (e.g. social media, SEA etc.)
5. Choose keywords consciously
Modern search engine optimization often no longer needs keywords. Nevertheless, the keywords for which a webpage should be found in the search results are very important. A rough rule of thumb for a good keyword is: 1) it has reasonable search volume, and 2) it doesn't have too much competition.
6. Understand user intent behind keywords
Before optimizing a webpage, think carefully about which keyword or topic should be treated or optimized on it. However, it is even more important nowadays to understand the intention behind a keyword.
Therefore, always ask yourself the following questions in advance: What exactly is the person behind the screen looking for? What is the intention behind the search? With what content do I satisfy this search query? Which topics do my competitors or search results cover at the top positions?
Therefore, only optimize for keywords or topics (areas) that really help you and your site:
- Navigational Keywords: A navigational query is a search query intended to find a specific website or page, e.g. the name of the company ('brand query').
- Informational keywords: When someone makes an informative search query on Google, the user is primarily looking for pure information. The user is not likely to be looking for a specific page, as with a navigational search, nor is he looking to buy anything. The user just wants to get the answer to his question. The best way to target informative searches is to create quality content that offers really helpful information related to the query (e.g. ‘lasieren furniture’ or ‘clinical studies bavaria’). Contact, opening hours, location or menu would also be further examples.
- Transactional keywords: The user can be expected to be directly interested in buying such search queries. A transactional search query can include product names, verbs such as ‘buy, order or cheap’, and product categories. As a rule, such a search query is a combination of several words (also called long tail) that form a phrase (e.g. 'buy tabletop cheap' or 'order pizza munich').
7. Analyze your competition
See what keywords your competitors are ranking for. There are certainly a few good keywords for you there. It sounds harsh, but one thing is for sure: SEO is trench warfare. In principle, it's all about landing relevant search queries before your competitions in the search results!
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Analyze your competition |
8. Weigh the level of difficulty
Analyze the first 5-8 search results and consider how difficult it will be to rank for your keyword. If a lot of strong pages appear (Wikipedia, Zalando, OBI, Media Markt, big blogs etc.) a different keyword (long-tail!) might be better.
9. Use keyword tools
Keyword tools are a great way to generate and analyze new keyword ideas. Examples: Sistrix, seobility, keywordtool.io, ubersuggest, Google Keyword Planner.
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| Keywords tools |
10. Focus on the core area
Focus on your expertise and the topics where you can add the most value. Visitors and search engines like that alike.
11. Better ‘small’ keyword and #1 than ‘big’ keyword and page 4
It is better to rank at the top for a 'small' (small in the sense of less search volume) keyword than for a 'big' one on page 4. B. massage, hotel, profiler, etc., the exact search intention is usually not clear.
EXCURSION: 'Long Tail'
The term 'Long Tail' was coined by Chris Anderson and originally referred to products that are rarely commercially available due to a lack of demand, i.e. niche products that are not worthwhile for the normal retailer.
In the SEO area, the long tail denotes keywords that are searched for less accordingly. This also includes combinations of search terms.
Search terms in the long tail are entered less frequently and therefore generate less traffic compared to short tail keywords. The crux of the matter, however, is that the terms in the long tail should not be underestimated as a whole.
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| Source: ahrefs.com |
Search engines tend to search with combinations of terms and are therefore very specific. Also and especially these combinations are part of the Long Tail and should not be underestimated.
It is usually not easy for a new website to rank up quickly for common keywords. An alternative here is not to optimize for common terms, but to focus (primarily) on the long tail.
It's easier to rank high for terms that few people use as keywords. In addition, a regional reference can also be established in the long tail.
A user who is looking for a shop in his town usually enters the place name when searching and thus falls into the long tail.
If you optimize for long tail, you should align the corresponding text regionally and make sure that there are many different combinations of keywords.
12. CONTENT IS (STILL) KING!
Craft really extremely high-quality content and you're already more than half the SEO battle. Your content should be unique and cover the topic semantically and holistically (= comprehensively).
What does 'holistic' mean? Let's look at an example: You are an SEO in a new startup that, as a large online shop for mattresses, wants to optimize its texts, blog articles and landing pages. And this is where holistic content comes into play.
In a mattress text, you can describe the mattress itself in great detail to convince the visitor to buy it. But you can (and should!) think much more comprehensively (holistically!).
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| CONTENT IS (STILL) KING! |
But how do you know what people are looking for? Let's take a look at a tool: Answer The Public. Simply by querying the keyword “mattress” on answerthepublic.com, it becomes apparent what consumers and users are concerned about in the mattress area.
Would you like some examples?
- which mattress for back pain
- which mattress for which body weight
- which mattress for side sleepers
- who invented the mattress
- like washing a mattress
- roll up like a mattress
- Clean the mattress with a steam cleaner
- mattress or water bed
- mattress or box spring bed
- mattress or floor
- have the mattress cut
- mattress what to look out for
- what to do with a used mattress
As you can see, people - no matter in which area and on which topic - have countless questions and needs. It is therefore advisable to record these search queries, produce high-quality content for them and thus make both your users and search engines happy.
13. Content: quality over quantity
You now know the needs and search queries of your users. But ‘how much’ content should you now produce on the individual topics and publish on your website? Unfortunately, as is so often the case, the answer here is: it depends.
In 2018 and 2019, more and more studies and analyzes emerged in the SEO scene, reporting that longer texts are displayed higher in the search results. The best results are obtained from 2,000 words, e.g. in a blog post.
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| Content: quality over quantity |
After further algorithm changes by Google, however, it is now known that content with only 200 words also has the chance to rank in the top positions. For other search queries or topics, on the other hand, it is necessary to ‘edit’ a topic with a lot of content (5000 words and more, such as this blog post).
In general, the search intention of a user must be satisfied as best as possible. In the end, it doesn't matter whether this happens with 200 words or 10,000. The main thing is that the user gets exactly what he is looking for!
So less is often more. It is therefore better to write a really good, comprehensive article on a topic than twenty mini-articles on all sub-topics.
In addition, visitors – like Google – prefer up-to-date information. So keep your pages up to date and update your posts when there is new information (keyword: blog).
14. Emphasize important words and passages in the text
Mark important words or passages in your texts in bold (with a <strong> tag!). Underlining is also ok. This way you show Google and the user: I put some effort into my text and it is worth being displayed at the top. However, do not overdo it and really only mark the important places.
15. Add multimedia content
Images, videos, slide shows, tools, surveys... all great little treats that make your visitor happy, increase the length of stay and can improve your Google ranking.
16. Table of contents if there is a lot of text
For the sake of easy navigation: use a table of contents á la Wikipedia if your text is very long. For reasons of usability, avoid accordions if possible. Jump marks are better. But the best thing of all is ‘open’ and accessible content.
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Table of contents |
17. Maintain your title tags
Even in 2022, title tags are still one of the SEO basics that many webmasters neglect or do not maintain at all. If they are well maintained, they can have a positive effect on you and your website in the SERPs.
You've probably seen the title tag hundreds of times. It is a short and concise description of the content of a webpage that appears as a blue link in search results, is displayed in your browser's tabs (see image above) or is also 'sucked' when you share your content on social media.
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| Maintain your title tags |
According to the SEO experts at Gobrandecommerce, a good title should contain the following elements from an SEO perspective:
The focus keyword (followed by semantic keywords) should be at the very beginning to describe the page semantically. In the best case, the maximum number of characters is up to 60 characters (including spaces!). There is no exact character limit as character widths can vary and Google's ad titles are (currently) limited to 600 pixels.
The name of the company/brand/product/service to achieve branding effects.
The relevance, why this page is important to the user, or the added value that the content brings. This can, for example, be an incentive to visit the site.
Example: ‘Order pizza in Berlin? – Supi Pizza delivers!’ or ‘Inbound Marketing and SEO Software. Made Easy by Gobrandecommerce’
The title should be meaningful, attractive, 'snackable'. The more attractive the title, the more people will click on it and the higher your click through rate (CTR) will be.
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| Gobrandecommerce - Search Engine Optimization |
Unnecessary words should be avoided in the title and only take up valuable space. Try to describe the content of your webpage as precisely as possible.
Each page/URL should have its own individual title. In any case, avoid duplicate titles on a website.
18. Meta Descriptions
Meta descriptions are short descriptive texts intended to explain the content of a web page. You've already seen this a hundred times. The meta description is displayed in the search results as gray description text below the title tag.
According to the Gobrandecommerce SEO experts, a good meta description should contain the following elements:
The focus keyword (and possibly semantic keywords) should be included as close to the front as possible.
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| Meta Descriptions -gobrandecommerce |
It should be 'catchy', written in an action-oriented manner and end with a so-called call-to-action (e.g. 'Inform now!' | 'Get free advice!' or 'Hungry in Munich? Order pizza from XY now !…' Etc.)
- For navigational pages: presentation of the value proposition, presentation of the company
- For informational pages: answering questions, identifying needs, offering solutions to problems
- For transactional pages: sales orientation
- Max. number of characters: In the best case 150 - 160 characters (including spaces!)
19. Establish a good URL structure
Make sure that the URL structure of your entire website makes sense and does not contain unnecessary information. Keep it short and sweet. URLs that are too long are confusing and are also cut off after a certain length. This can also be an important factor for online marketing (e.g. Google Ads).
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| Good Url |
20. Use heading hierarchies
The Heading Tag is used in HTML to set the headings of a page and thereby give it a better structure.
The headings are defined using <hn>, where n is a number between 1 and 6 and determines
which order a heading takes and is sometimes formatted like a heading.
which order a heading takes and is sometimes formatted like a heading.
Each opened <h1> tag must also be closed with </h1>. In between, the content of the heading is noted.
Why should you use headings?
- Headings can be interpreted by browsers, which may not recognize or display custom style sheets
- There is a clear structure: the user receives information about the content and can decide which paragraphs are of interest to him
- Search engines receive valid source code and can better understand the structure of the page content
- Easier global change of all headings possible: A small change in the CSS file and all headings always get the same formatting instructions ('always look the same')
What should be considered with headings?
- ONE H1 PER WEBPAGE: Each webpage only needs one H1. No more, no less!
- Keyword in the H1 tag: The focus keyword should ideally appear in it. Each page on your website should have a unique H1 heading.
- Length of H1: The text in the H1 tag should not exceed approx. 80 characters.
- Use LSI keywords in H2, H3, H4: Use topic-related (semantic) LSI keywords in your subheadings. This increases the relevance of your content.
- Structure headings correctly: H1 for the headline, H2 for all subheadings, H3 for all other subheadings, H2, etc...
- H-Tags for text only: Make sure that your H-Tags are only used for headings in the text and not for designing elements (e.g. logos).
21. Image SEO: Optimize your images
Even with images on websites, it often happens that simple optimizations are neglected or not carried out at all by many webmasters. The world can be so simple if you pay attention to a few points.
Things to consider when it comes to image SEO:
- Save web-optimized images: Always make sure to save web-optimized images for website projects. There is no guideline as to how 'big' (file size in kB/MB) an image can be.
- The rule of thumb is: the image should be as ‘small’ as possible, as ‘big’ as necessary
- A good quality of the picture should always be guaranteed!
- GOOD: 44 kB, 79 kB, maybe 280 kB (if necessary for good quality)
- BAD: 444 kB, 790 kB, 2,800 kB (= 2.8 MB)
- If images are used for social media, Google My Business, web portals or similar, they do not necessarily have to be web-optimized. The quality should always be maximized here!
- A slow loading website is visitor death par excellence. Compress your images and only use the size that you really need (here in the sense of image format, not file size!).
- Use ALT attribute: The ALT attribute is stored for image files. If an image cannot be displayed for certain reasons, the ALT attribute causes the stored alternative text (also called alt tag) to appear instead of the image. Search engines use this attribute to recognize the image content, since the image files are (usually) not evaluated.
- Also use the ALT attribute of your images to include your keyword and related keywords (LSI keywords) with the alt tag to increase your document relevance.
- Use TITLE attribute: A title attribute can be added to an image (image tag) and a link (anchor tag). This title attribute is displayed as a tooltip when the mouse is 'Mouse Over'.
- IMPORTANT: A title attribute can appear in images, links, videos, etc. Additional information can be conveyed in a title attribute. An alt attribute, on the other hand, can only appear on images. It should describe 'sober' what is shown in the picture.
22. Design and build your website
The content of a webpage should start immediately. Without a lot of advertising and other frills in front of it. Always remember: What is good for the visitor is also good for search engines. The information 'above the fold' is crucial for the war!
The content on your website should be properly structured and grouped thematically in a meaningful way. As soon as the visitor has to start thinking, you've lost. So keep your navigation as simple and clear as possible. If necessary, help your users with a breadcrumb navigation.
Make sure that your Pages can be found on the website without any problems. According to the new GDPR, the imprint and the data protection page should at best be accessible with one click. Usually, placement in the so-called footer (lower area of your website) is recommended.
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| Design and build your website - gobrandecommerce |
Structure your text clearly using headings, tables, lists and images. The clearer your content, the more your visitor will read from it, which in turn can have a positive effect on the SEO of your pages.
23. Provide excellent user experience
What is the best way to achieve this? Increase the interaction rate of your site by offering videos, picture galleries, surveys, calculators, configurators or a box with relevant articles for further reading.
Target the sites that get a lot of traffic but still have a high bounce rate.
Your website shouldn't be cluttered with ads. This drives away your users and kills your rankings.
Find out which areas on your website are clicked particularly frequently (and particularly little) and optimize these areas for conversion and navigation elements, e.g. B. with the help of heat maps or click maps.
Your website MUST be mobile-friendly these days! If it is not, you will lose a lot of visitors and Google will at least not reward you for it.
NOTE: In March 2020, Google announced in an article on its Webmaster Central Blog that the Mobile Index will be used as the standard index for evaluation from September 2020. Now at the latest it is high time to act!
24. Internal Linking and Backlinks
Your pages should be properly linked internally to pass the ranking power from one page to the other.
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| Internal Linking and Backlinks - gobrandecommerce |
Links to other sites are especially good when they help the visitor and link to authority sites. So:
- Feel free to link to external websites more often if they help the visitor.
- Your own pages that no longer exist (404 errors), to which backlinks are still pointing, should definitely be redirected to new pages in order to maintain ranking power. Deadlinkchecker.com, for example, can be used as a tool here.
- Internal links that no longer work should be repaired immediately. As already mentioned, the same applies to external links.
- Be proactive about building good backlinks. The motto here is: It is better to have a few strong links than many weak ones.
- Whenever possible, try to get links from authority sites in your area. Such a link counts for much more than links from non-authority sites.
- Relevant links also count more. 'Relevance is the new PageRank': a former Google employee once revealed this in an interview. Therefore, always try to get links from websites that are as relevant to the topic as possible.
- And links in the content of your own site count the most. But be careful: not all links are the same. A link in the middle of the text on a page counts for much more than a link in the sidebar or footer.
- And the most important tip at the end: Stay away from automated link building. Anyone who still does this today is committing digital suicide. Rather focus your energy on selected, organic backlinks.
25. Decrease your loading times
The loading time of your website is (now) a ranking factor. It should load as quickly as possible. Keywords here are: compress images, activate caching, minimize CSS/JS files.
In addition, your web hosting should be stable and deliver your pages very quickly. Server location is best (also from a GDPR point of view) the country in which your pages are accessed the most.
You can use tools like Pingdom or GTMetrix to check your loading times. These tools spit out interesting optimization opportunities for your website. Simply enter the URL, click on 'Analyze' and then optimize the website accordingly.
26. Technical optimizations in the background (technical SEO)
With a few simple tricks that are "invisible" to the average consumer, you can also manage to set up your website well on the technical side in terms of SEO.
A blunder, which unfortunately is still often made, is a missing 301 redirect from non-www.- to www.-domain names. What's that supposed to mean now?
It's actually quite simple and you can immediately do the self-test on your own website: enter the domain of your website without the subdomain "www." (e.g. gobrandecommerce.com, without the www at the beginning) in your browser. Make sure that you go to your domain with “www.” will be forwarded at the beginning. Of course, the same works in reverse.
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| seo-gobrandecommerce |
If this is not the case and no forwarding is set up for one of the two variants (non-www. domain to www. domain or www. domain to non-www. domain), we have a problem.
In order to prevent problems with the indexing of your website by search engines and to exclude so-called duplicate content, such a 301 redirect should be set up.
Duplicate content means that your website can theoretically be reached twice on the web, i.e. once with www. and once without www. Google doesn't like that at all and, in the worst case, will punish your domain, which can lead to significant ranking losses and even de-indexing.
So decide: Either with or without www!
Another technical optimization is the so-called robots.txt file. With the robots.txt file, which is stored in the root directory of your server, you can prevent certain search engine bots from crawling and indexing content on your site (i.e. having it displayed in Google).
Use this to exclude your administration pages, archives, template files or internal member areas from crawling, for example. In real life, the robots.txt can be compared to a shop's house rules. This describes what should be allowed and accessible and what shouldn't.
Also, I still see some websites these days that don't provide a sitemap for search engines. A blunder, as search engines like Google explicitly recommend creating and submitting a sitemap.
Think of the sitemap as a kind of table of contents for your entire website, which you make available to search engines to get a better overview. As an example you can find here e.g. B. Gobrandecommerce sitemap: https://www.gobrandecommerce.com/sitemap_index.xml
Also, be sure to implement an SSL certificate on your website, not just for security reasons! SSL (Secure Sockets Layer) is now a mandatory requirement for websites to ensure secure transmission of data.
Sites with SSL do not necessarily get a ranking boost. In the meantime, however, Google has gone so far as to mark websites without an SSL certificate as ‘not secure’ in its ‘Chrome’ browser.
27. Use social media
SEO shouldn't be your only traffic source. So use social media actively to build up a community and thus another mainstay of traffic.
Social media is a good tool to get social proof and thus credibility on your site. In the best case, show the share counts in social buttons (attention: observe the GDPR!).
Encourage people to share your content. Proactively ask acquaintances, friends and fans to share your content on social media. If you don't ask, you don't win!
Make it easy for people to share your content. The easier it is to share your content, the more people will do it and the more people you'll get to your page.
Also use so-called Open Graph information. With Open Graph information, you can positively influence how your content is presented on social media. Especially your contribution image (og:image) and the contribution title (og:title) should be set.
28. Absolute SEO no-gos
In the past, resourceful SEOs and marketers kept looking for gaps in the system in order to positively influence rankings with lazy tricks. Furthermore, careless errors that should be avoided still creep into many websites (perhaps unintentionally).
One thing can be said in advance: No silly tricks! Don't try to trick Google. Sooner or later the search engine will find out and penalize your website for it. Therefore: Stick to the rules of the game, work conscientiously on your SEO and good rankings will come naturally.
Some of these tricks and mistakes include:
- Keyword spamming: Keyword spamming is a thing of the past and will definitely be punished. Stuffing articles and landing pages with keywords has never been effective. Let it be! Instead: write naturally and with the best intention for your visitor in mind, then you can't go wrong.
- Link spamming: Google now recognizes link spamming very well and no longer evaluates these links. Much better: Concentrate on a few really good links. These count much more than 10,000 backlinks from blog comments.
- Thin content: Visitors want solutions to their problems. And they love rich content that gives them just that. So please add thin content on your website and make it more appealing for the visitor and the search engine.
Conclusion: Even the smallest optimizations have a major impact on visibility and findability
Visibility and findability on the web have become a decisive factor in the competition for market share and sales in recent years.
Those who can attract attention online are well on their way to winning the race against the competition.
Search engine optimization has therefore become an integral part of every online marketing strategy. Even the smallest changes and optimizations can achieve great success at low cost.
It is important to understand that search engine optimization is a permanent optimization process that usually takes a long time before results become visible.
However, if you stay on the ball, continuously develop and improve and remain attractive not only for search engines but also for users, you win the game.
In this sense: Happy Optimization!
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