What is meant by unique visitors

Search engine optimizationImprove your ranking and land in the top 10

For companies with their own web presence, it is important to end up as far ahead as possible in the search engines. In the best case scenario, a search query will result in the first ten search results. But how can this be done? The method of choice is called search engine optimization (SEO).

Search engine optimization is a part of online marketing and describes all measures that are suitable for promoting your own website with search engines. This means the unpaid search results in higher places.

Search engine optimization can be divided into OnPage and OffPage optimization. With OnPage optimization your own website is processed, with OffPage optimization it is about influencing other websites.

The most important thing about SEO is the continuity of the measures taken. Only those who deal with the topic permanently and always carry out their efforts on the same level will have lasting success.

Optimize website OnPage and OffPage

In search engine optimization, a distinction is made between on-page and off-page optimization. OnPage means improving the website as such. Possible actions:

  • Shortening the page loading time
  • Improvement of the structure of the website including the encryption of the data traffic (HTTPS or HTTP)
  • Focusing the content on key terms (keywords)
  • Provision of the content in a design that automatically adapts to the respective device (PC, tablet, smartphone) (responsive design)
  • Creation of relevant and unique content that will keep visitors on the website for as long as possible

OffPage optimization includes all mentions of the content of your own website and its authors on the Internet. Examples:

  • Link in a press article
  • "Likes" on Facebook, "Plus" on Google+ or "Tweet" on Twitter, which relate to the content of the website
  • Linking a Google author tag to a press article and the author's website
  • Assignment of a YouTube channel to the website
  • Integration of YouTube videos through other websites and blogs
  • Linking of authors and their website by influential bloggers (influencers)

Do SEO using editorial content

The higher quality the content of a website, the better it is for being found in the search engines. If you are striving for a good ranking, you should create an editorial plan, as the quality of the content paired with continuity in the publication are essential for an editorial search engine optimization.

High quality content does not mean text desert. It is important to get the attention of the visitors with all serious means. This includes text, images and video. The texts should be written in an exciting way and technically flawless. For example, those who post their technical expertise in the form of specialist articles or product descriptions increase the traffic on their website and, above all, the chance of being mentioned on other websites and in social networks.

Avoid duplicate content

From an SEO point of view, duplicate content should be avoided. That means placing the same article in different places on the internet. This approach is punished by the search engines by displaying the website further back in the search results. The solution: texts on a specific topic should always be varied. Companies should never publish completely identical texts on the Internet. As a guideline: About a third of the old text can be used again in a new text. Those who copy more endanger their position in the search engine ranking.

It is insidious that duplicate content can also arise unintentionally if, for example, content is duplicated within one's own website. The means of choice against unintentional duplication is to secure your own pages with the "robots.txt" file. This file protects pages with duplicate content from being indexed by search engines. It is also possible to mark the original article with the so-called "canonical tag".

Improve ranking with backlinks and deeplinks

Links that refer to your own website from other websites - so-called backlinks - are still an important part of search engine optimization and increase the ranking of your own website. Until a few years ago it was about getting as many backlinks as possible, today it is the quality and relevance of the backlink that sends the decisive signals to the search engines. That means: If you get too many backlinks from "junk pages", for example pages that consist almost entirely of links (link farms), you will not get ahead in the search results.

Those who rely on backlinks should also use so-called deeplinks. These are links from external sites that refer to certain sub-pages on our own website. Basically, the older a domain is and the higher the rankings for the main keywords, the more serious it is for the search engines. Backlinks that refer to your own website from such a domain are more important to search engines and effectively improve your own ranking.

Look for an exchange with other website operators

In order to get backlinks, the exchange with other website operators is well suited. For example, those who can offer high-quality guest articles are also happy to be linked. Blogs mention anyone who can create a good infographic. Those who pass on the latest information on their subject will be well received by the recipients. It is about networking your own site as well as networking with like-minded people, whereby the "partner sites" should be of a corresponding quality. Pages with bad content or pages that are not ranked well in the search engines not only devalue their own page in terms of content, but also actually down in the ranking. But be careful: Those who overdo it with backlinks and deeplinks may be identified by the search engines as “spammers” and their ranking will be downgraded.

If, on the other hand, you include external links on your own site, you should make sure that the linked sites are both related in terms of content and that they are a supplement to their own content. It's always about offering visitors added value.

Keep visitors on the website for as long as possible

Whether a website is well received by visitors or not is an important criterion for search engines when evaluating and placing websites. Important signals that website visitors send out can be:

  • Duration of the visit
  • Leaving the website after calling up the entry page
  • Favorite site
  • Exit side
  • Origin of the visitors (source on the Internet)
  • Language of the visitors
  • Age of visitors

The job of SEO is to receive these signals and to give visitors the most pleasant possible stay. These signals can be observed with common analysis tools, which should be integrated in the source code of the website.

Direct visitor flows with keywords

Finding suitable keywords, i.e. keywords that are related to one's own products or services, is of elementary importance for directing relevant visitor flows. Because: Potential customers also use keywords to search for interesting offers. Anyone who makes mistakes here will not be found at all or only very poorly and can accordingly poorly market their offer.

Keywords are phrases that searchers enter into the input field of search engines. They are the keys that every website operator needs in order to make his content available to a broad public. Keywords should be placed in the title of the website, i.e. in the so-called meta information, and in the content of the respective page. For a successful optimization of a website, the keyword density, the formatting of the text and the positioning of the search phrases also play a decisive role. In order to keep the texts legible, synonyms for the most important keywords should be found and interspersed.

Find out the search behavior of Internet users

Finding out what search engines are looking for on the Internet is one of the essential tasks of search engine optimization. It is about the targeted handling of search queries.

Example: Targeted use of a search query

Anyone who runs a hotel in Bonn should take into account that travelers have most likely already clarified in advance in which city they want to stay. Optimizing for the keyword “hotel” would not only involve an enormous amount of effort, it would also only lead to limited suitable visitors to the website. The situation is different with the search phrases “Hotel Bonn”, “Hotel in Bonn” or “Bonn Hotel”.

Keyword databases can be used to find out what the right keywords are. After entering your product or service you will receive text suggestions. Another way to get to the right keywords is to orientate yourself towards the competition. Competitor homepages often give good hints for useful keywords.

If you find several keywords, you should also combine them, because keyword combinations are more effective. Each website or subpage should be optimized for different keyword combinations. The actual meaning of the texts, namely the enthusiasm of the visitors, should remain the same. Also important: The keywords should be written differently: in the singular and plural as well as in synonymous terms.

Those who measure search engine optimization measures and use them continuously will be able to reap the benefits of their work in the medium to long term. But the way search engines work is secret, and the criteria by which they work can change constantly. Website operators should therefore continuously monitor these possible changes in search engines and adapt their SEO measures accordingly.