Saturday, September 8, 2018

How to do seo

SEO is on everyone's lips, but what does the abbreviation mean, what does it stand for and what is it to understand? What are the objectives of search engine optimization and what measures can be achieved? And what is actually the difference between sea and SEM? This article is intended to bring light into the dark in an understandable way and to offer newcomers to the topic of first orientation.

SEO is an abbreviation and stands for the English term "search engine optimization", which in German means nothing other than search engine optimization. This means, by definition, all measures that cause a website to be as far ahead as possible in the organic, i.e. unpaid search results of the search engines for relevant search terms.

Once you reflect your own search behavior on Google, Bing, and Co., you'll be able to quickly answer the question of why it's important to be as high as possible in the search results. Usually, after a search engine survey, we click on one of the first three to six results. Since the top entries are paid ads, de facto only the top rankings get a lot of clicks. Websites that are not on the first page of the search results will hardly get visitors from search engines. Or when was the last time you looked at the results on the following pages?

Search Engine Optimization goals (SEO)
The better a website is ranked under a search term, the better its visibility, the higher the CTR, the more visitors can be listed and the more ideally the turnover will be. And nothing else is ultimately about optimizing sales, or at least increasing the level of awareness. In order not to go under the pool of the billions of websites and to be perceived at all, search engine optimization is used.

That we are already satisfied with the first search results is due to the algorithms of the search engines. Using a variety of different criteria, the algorithm determines the placement of each Web page included in the index of the search engine. The algorithm of Google is now so sophisticated that it presents on the basis of our search query, but for example also our previous search behavior and our geographic position, in descending Relevanzfolge search results that meet our needs According to information or entertainment in almost 100 percent of all cases optimally satisfy.

If you want to improve your position in the search results, you must first know the criteria that the algorithm bases on its calculations. In view of the market share of Google, which currently stands at around 95 percent, one concentrates in the context of SEO mainly on the criteria of the American giant. And these are, as you know today, at least 200 different, but they also change regularly.

SEO is more than Google and more than ranking

Although search engine optimization (Website SEO Analysis) is still primarily related to Google's language, the term is not widely held for no reason. In addition to the search engines that search the entire world Wide Web, there are also specialized search engines. One of them is A9, better known as Amazon. Many targeted product searches are no longer done on Google, but directly at the mail order retailer. And just as with Google, here too, a complicated algorithm determines which TV is at the top. The Amazon example makes it even clearer how much the position in the search results is directly related to sales. And the example shows how far the field of search engine optimization actually goes. Even within Google can be targeted for various services optimized, for example for the often unjustly neglected image search.

The "bringing forward" of a website is certainly the first goal of classical search engine optimization. Since it is not only about optimizing the visibility and position, but also about increasing the click and conversion rate, SEO is far more. If a search engine user actually clicks on a result, it also depends on the design and content of the so-called snippet, the small snippet of text and the page title, which is the result entry and is quite a bit flowing. And until it actually comes to the successful completion of a desired interaction, further hurdles have to be overcome.

What is SEO?


In this article I want to explain what SEO actually is? What are the challenges we have in Search engine optimization (SEO)? And what optimization approaches will help you get better results on Google in natural search?

SEO (Search engine Optimization) or search engine optimization should make content that is indexable by search engines appear in the search for content relevant keywords in the highest possible positions. It is not only the position itself, but also the correspondence between the search term, search results and relevance, with the aim that the user can efficiently solve his task (Website SEO Analysis) on the website.

The goal of search engine optimization

The goal of SEO is therefore not to just stand up. The presentation of the text (snippet) available in the search engines is intended to motivate the user to click on your result. The aim is to satisfy the user's expectation in terms of content consistency between the search term, the snippet and the relevance of your website.
Search Engine Optimization has the goal to be represented in relevant search terms with relevant pages on good positions in the relevant search engines. These search engines can be, for example, off Google also 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 presentation of the text available in the search engines (snippet) is intended to motivate the user to a click on the result with the aim of the user's expectation in terms of content consistency between the search term, text and content of the website To meet. A prerequisite is the clear and unambiguous access to the entire relevant website and optimally prepared for users, regardless of the device (Mobilfeundlich).

Web analytics and information architecture as support for search engine optimization


  • The user expects the search term, snippet and content of the website to match. This content agreement can be analyzed using key figures that we collect for example in Google Analytics. 
  • Good indicators are, for example, the
  • Bounce Rate
  • Average session Duration
  • Pages/Visit
  • or Conversionsraten
  • Further support for a better understanding of search engine optimization can also be found in the information architecture, which helps to better understand what expectations users have on your websites. In the following graphic you will find important elements from the information architecture and what measure is also used to improve the user experience.


Note: We have written a very detailed article which actually means the bounce rate in Google Analytics.
The different areas of SEO


  • In general, search engine optimization is divided into the following areas:
  • Keywording: Developing keyword Strategies
  • Technical SEO: Engineering optimization, such as Sitespeed, crawling and indexing
  • OnPage Optimization: Content, metadata, structure or
  • Information architecture: Sense of place & info scent etc.
  • Off-page optimization: internal and external linking:
  • Content marketing: Attracting users through meaningful content
  • Mobile SEO: Mobile optimization and mobile friendliness
  • SEO KPIs: Measurement of success via sensible key figures
  • Note: If you are interested in the topic of content marketing, we recommend our article on the definition of content marketing. The expanded optimization of the result display in the form of snippet optimization is also becoming increasingly important. For example, about rich snippets.
  • Definition seo on Wikipedia


Search engine optimization, or English search engines optimization (SEO), describes measures that serve to make content such as websites, videos and images in the organic search engine ranking in the unpaid search results (natural listings) on higher places Appear. By deliberately influencing the search engine placements of, for example, videos on the platform YouTube or websites on Google, these can be better listed and generate new reach.

Source: Definition Search engine optimization wikipedia
Demarcation and interaction of sea and SEO

Search engine Optimization (SEO) is a sub-domain of search engine marketing (SEM). The second section in Search engine marketing (SEM) is the search engine advertising (sea), such as Google AdWords or the circuit of Bing ads. Usually, search engines always try to reach users who have a very specific need. The main differences between SEO and sea are.