In this article, I would like to explain what SEO is actually? What are the challenges we have in search engine optimization (SEO)? And which optimization approaches help you so that you get better results with Google in natural search?
SEO or search engine optimization has the goal of having your own relevant content appear in prominent positions. In addition to the position (ranking), it is crucial how high the correspondence is between the search term chosen by the user, the search result display (snippet) and the relevance of the country page. Search engine optimization is sustainable when the user can efficiently complete his task (task completion) on the website.
Why is SEO so important?
In the following I would like to present 5 reasons why the topic search engine optimization is so important for you and for many companies:
On the one hand, and you can check this with your own web analytics data, for many companies Google or search engines are the most important channel for attracting users to their own website.
Users who come via search engines usually have a high level of motivation on your side to achieve the desired goal. Finally, the users entered a search term that led you to your website.
For many companies, search engines are the most important source for getting users to their own website using generic search terms. That means SEO is (often) the most important channel for the acquisition of new customers
Google is grateful: Sustainable search engine optimization usually also leads to sustainable meetings. Once a position has been reached for a search term, it is usually very stable if the search engine optimization has been set up in a sustainable and user-oriented manner.
The goal of search engine optimization
So the goal of SEO is not just to be on top. Search engine optimization aims to be represented in relevant search terms with relevant pages in good positions in the relevant search engines. Apart from Google, these search engines can also be search engines such as Bing, Yahoo or Yandex, but also specialized search engines such as Amazon (product search), Indeed (job search) or Trivago (hotel search). The display of the text available in the search engines (snippet) should motivate the user to click on the result, with the aim of fulfilling the user's expectations with regard to the content of the search term, text and content of the website. The prerequisite is clear and unambiguous access to the entire relevant website, which is optimally prepared for users, regardless of the device (mobile-friendly).
Web analysis and information architecture as support for search engine optimization
The user expects the search term, snippet and content of the website to match. This correspondence in terms of content can be analyzed using key figures, which you can collect in Google Analytics, for example. Good indicators here are, for example
Bounce rate
Average session duration
Pages / visit
or conversion rates
Further support for a better understanding of search engine optimization can also be found in the information architecture - this helps to better understand what expectations users have of your website. In the following graphic, you will find important elements from the information architecture and which measures can be taken to improve the user experience.
The different areas of SEO
Search engine optimization is usually divided into the following areas:
Keywording: Development of keyword strategies
Technical SEO: technical optimization, such as site speed, crawling and indexing
OnPage optimization: content, metadata, structure
Information architecture: sense of place & information center etc.
Off-page optimization: internal and external linking
Content marketing: attract users and links via meaningful content
Mobile SEO: Mobile optimization and mobile-friendliness
SEO KPIs: measuring success through meaningful key figures
Definition of SEO on Wikipedia
Search engine optimization, or English search engine optimization (SEO), describes measures that serve to ensure that content such as websites, videos, and images appear in organic search engine rankings in the unpaid search results (natural listings) in higher places. By deliberately influencing the search engine rankings of, for example, videos on the YouTube platform or websites on Google, these can be better listed and generate new reach.
SEO or search engine optimization has the goal of having your own relevant content appear in prominent positions. In addition to the position (ranking), it is crucial how high the correspondence is between the search term chosen by the user, the search result display (snippet) and the relevance of the country page. Search engine optimization is sustainable when the user can efficiently complete his task (task completion) on the website.
Why is SEO so important?
In the following I would like to present 5 reasons why the topic search engine optimization is so important for you and for many companies:
On the one hand, and you can check this with your own web analytics data, for many companies Google or search engines are the most important channel for attracting users to their own website.
Users who come via search engines usually have a high level of motivation on your side to achieve the desired goal. Finally, the users entered a search term that led you to your website.
For many companies, search engines are the most important source for getting users to their own website using generic search terms. That means SEO is (often) the most important channel for the acquisition of new customers
Google is grateful: Sustainable search engine optimization usually also leads to sustainable meetings. Once a position has been reached for a search term, it is usually very stable if the search engine optimization has been set up in a sustainable and user-oriented manner.
The goal of search engine optimization
So the goal of SEO is not just to be on top. Search engine optimization aims to be represented in relevant search terms with relevant pages in good positions in the relevant search engines. Apart from Google, these search engines can also be search engines such as Bing, Yahoo or Yandex, but also specialized search engines such as Amazon (product search), Indeed (job search) or Trivago (hotel search). The display of the text available in the search engines (snippet) should motivate the user to click on the result, with the aim of fulfilling the user's expectations with regard to the content of the search term, text and content of the website. The prerequisite is clear and unambiguous access to the entire relevant website, which is optimally prepared for users, regardless of the device (mobile-friendly).
Web analysis and information architecture as support for search engine optimization
The user expects the search term, snippet and content of the website to match. This correspondence in terms of content can be analyzed using key figures, which you can collect in Google Analytics, for example. Good indicators here are, for example
Bounce rate
Average session duration
Pages / visit
or conversion rates
Further support for a better understanding of search engine optimization can also be found in the information architecture - this helps to better understand what expectations users have of your website. In the following graphic, you will find important elements from the information architecture and which measures can be taken to improve the user experience.
The different areas of SEO
Search engine optimization is usually divided into the following areas:
Keywording: Development of keyword strategies
Technical SEO: technical optimization, such as site speed, crawling and indexing
OnPage optimization: content, metadata, structure
Information architecture: sense of place & information center etc.
Off-page optimization: internal and external linking
Content marketing: attract users and links via meaningful content
Mobile SEO: Mobile optimization and mobile-friendliness
SEO KPIs: measuring success through meaningful key figures
Definition of SEO on Wikipedia
Search engine optimization, or English search engine optimization (SEO), describes measures that serve to ensure that content such as websites, videos, and images appear in organic search engine rankings in the unpaid search results (natural listings) in higher places. By deliberately influencing the search engine rankings of, for example, videos on the YouTube platform or websites on Google, these can be better listed and generate new reach.
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