SEO is the abbreviation for Search Engine Optimization and includes all methods that should help to increase the visibility of a website in search engine results (in short SERPs).
SEO is roughly divided into two areas, on-page, and off-page optimization.
From its common definition, the former includes all measures for the technical and content-related improvement of a webpage, while the latter aims to expand the position of a page in the SERPs through reputation. This is done by building relevant, high-quality backlinks.
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Importance of SEO
You may be wondering why search engine optimization is so important. Quite simply: Search engines are still the first point of contact for users when it comes to gathering information on a wide range of topics and products.
A survey by the Online Research Working Group showed that the use of search engines is the most common way to use the Internet. According to this, a proud 92.9 percent of the respondents stated that they use search engines frequently or at least occasionally.
Much of the search for information is still done on Google and the video search engine YouTube, but product search engines such as Amazon or the digital assistants have grown significantly in recent years. On the other hand, companies have to think about where their target groups are looking for information or where they can reach them with their content.
The importance of SEO in content distribution cannot be determined in general, since it depends on many factors where which touchpoints should be used in which intensity and quality for the content distribution.
With this amount, of course, there are thousands upon thousands of information on request. In order to filter out the most suitable data and to provide the user with the best possible result, Google evaluates and lists the individual entries based on their popularity, seriousness, topicality, and their added value.
Following are some of the tricks used in SEO:
Of course, you want users to actually find your website. Therefore, make sure that the content of your website is actually available. Because even a small, incorrectly set line in the meta tags ensures that Google’s robot does not index the corresponding page, which ultimately causes the content to disappear on the deep web.
A secure connection creates trust – especially in times when data protection is being discussed intensively. No wonder that the switch from HTTP to HTTPs is no longer a free program, but a must for good search engine optimization.
Websites that do not have a corresponding SSL certificate can be recognized on the one hand by a missing green padlock in the browser line. On the other hand, when clicking on the info icon in the browser line, the visitor receives the alarming message “The connection to this website is not secure”.
Find the right search terms
Google mainly indexes websites based on its readable content. By interweaving relevant search terms, meaning “keywords”, Google recognizes that the corresponding page is relevant for this content.