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Why SEO is important and you should optimize your website

  • SEO

Optimizing your website for search engines has become more difficult in recent years, even for smaller companies. For a long time now, it has not been about creating texts that contain certain keywords in high density, but about creating real added value for readers. This means researching relevant keywords well, ranking their optimisability, and then writing texts – in other words, more time and budget is required.

Small companies cannot always afford the costs of an online marketing agency, which is why the first steps for Google ranking are often taken into one’s own hands. Everyone needs visibility in search engines because most users find out about companies online before buying or using a service. If you also want to optimize your website yourself or create a good foundation for later cooperation with an agency, these 7 SEO tips for beginners are just right for you!

What is SEO anyway?

The abbreviation SEO stands for Search Engine Optimization and is one of the most important measures in online marketing. The goal of SEO is to increase the visibility of a website in search results. For this purpose, various SEO measures are used, such as content optimization and technical optimization of the site. Important for the optimization for search engines is so-called keywords, i.e. search terms that users search for on the Internet. If your site is not found for an important keyword or is only found far down in the search results (SERPs) on Google and Co., potential customers will not come to your website. It is therefore important to know relevant search terms and to optimize individual pages for these keywords so that they can be found better on the Internet.

Today, SEO is no longer just about creating content for the search engine. (Maybe you still know those horrible SEO texts, which were placed as hidden as possible on the page and often contained one and the same keyword). Fortunately, the so-called keyword spamming is no longer necessary today and even harms the ranking. Because: It is important to Google and other search engines that users receive the appropriate content for their search query. An illegible, outdated SEO text is unlikely to meet the user’s intention. In times when Google understands the context of texts better and better and pays attention to user signals, you need content on your website that offers the user added value.

The most important SEO areas at a glance:

  • Keywording: researching important keywords is the basis for subsequent search engine optimization.
  • On-Page Optimization: This includes all components that are implemented on the website such as the optimization of meta data, a clear page structure and strong internal linking.
  • Off-page optimization: The focus here is particularly on external linking. A strong link profile with qualitatively valuable backlinks can push the ranking of a page enormously.
  • Content optimization: High-quality and easily understandable content that answers the search query as comprehensively as possible pleases not only the search engine, but also the user.
  • Usability: This refers to the user-friendliness of a page. Is the sitemap clear? Is the page easy to read on mobile devices? Is the headline structure comprehensible?
  • Technical optimization: such as crawling, pagespeed and indexing.
  • Mobile SEO: optimization for mobile devices for a mobile-friendly site. Translated with www.DeepL.com/Translator (free version)

Important SEO KPI’s

To measure the success of SEO measures, it makes sense to define key performance indicators (KPI). We show you the most important ones in the overview.

Important SEO KPIs

  • Click-through rate (CTR)
  • Bounce rate
  • Keyword ranking
  • Traffic
  • Dwell time on the page
  • Loading speed

SEO Rule #1: Ensure security on your website

Have you ever heard of an SSL certificate? An SSL (Secure Socket Layer) certificate is used to secure the data exchange between a server and a computer accessing it. If you do not have an SSL certificate for your website, the following message will appear when you access the page:

Google attaches great importance to security, which is why HTTPS has been confirmed as a ranking factor since 2014. But it is not only important for search engines to adhere to this rule because users also take SSL encryption for granted. Just ask yourself the question: When have you visited a website and clicked on it when you got an error message? Do you trust this site? Many users bail out at this point and visit a site that is secured.

So, to optimize your website for search engines, first make sure it is switched to HTTPS and avoid the negative impact on rankings. It will be worth it both for your SEO efforts and for a lower user bounce rate!

SEO Rule #2: Make your website URLs readable

When creating subpages, make sure that the URLs are readable for both users and search engines. These are then called “speaking URLs.” This means that URLs should be short and reflect exactly what the user expects to find on the page. An SEO-friendly structure is not only easier to read for humans, but also ensures that the Google crawler can better read what the page is about.

Let’s make this clear with an example:

What do you think the page optimerch.de/suchmaschinenoptimierung/ is about? Exactly, it’s about search engine optimization. On onlineshop-xyz.de/schuhe/herrenschuhe you will most likely find men’s shoes. But what is behind the URL onlineshop-xyz.de/2190uea/?productid=5678? Neither the user nor Google can estimate what the subpage is about – unless, of course, the page receives a lot of traffic.

So create these advantages for Google and the user:

  1. Use the URL to indicate what the page is about.
  2. Users prefer (and are more likely) to click on talking links than cryptic ones.
  3. If your website is linked externally, the important keyword should also be included in the URL.
  4. The URL will show up in search results and increase CTR if users recognize what they will find on the page (point 1 ☺).
  5. Your page should be structured both visually and algorithmically.

In short, use lowercase and short URLs with the most important keyword (without spamming!) and pay attention to readability. Avoid spaces, umlauts and special characters – Google can now read underscores and hyphens. And of course: Each URL should only exist once. If a URL is created twice, e.g. by using different upper and lower case letters, duplicate content is created.

SEO Rule #3: Make your website user-friendly

This rule mainly concerns the three important points: navigation, responsive design and content.

Navigation

Navigation is about the user quickly understanding how to navigate through the menu of your website to reach his goal. Don’t make your potential customers search for a long time. Let’s say you want to generate contact requests through your website. How about a highlighted button in the menu with the call to action “Contact me now”? This will stand out and users will see exactly where they can make their request.

Responsive Design

In the context of SEO, but also generally for the use of websites, it is important that your website is also optimally played out via mobile devices. It’s not for nothing that Google is taking the step to “mobile-first” and no longer differentiates between the desktop index and mobile index. For good mobile usability you should consider the following points:

  • Fast loading time
  • Readable font sizes and colors
  • Usability for sausage fingers 😉
  • Do not place (clickable) elements too close to each other

Test your website with the mobile-friendly Tool from Google: https://search.google.com/test/mobile-friendly

Content

Each subpage of your website should be elaborated and clearly structured. Search engines attach great importance to answering the questions with which users come to your website. When optimizing your website, think about the questions your visitors might have and try to answer them as good as possible. Provide added value and explain what the advantage is to buy or book your product/service. Why should a user choose you?

Your content should be strong and at the same time structured so that the user can theoretically skim it. Use short and crisp headlines, paragraphs and subheadings to give the user the feeling that he can find his answers and is in the right place.

These 4 points are important for every subpage:

  • Concrete headline – What is it about?
  • Short, crisp paragraphs that are worded out
  • Subheadings that show the reader what to expect
  • Mark important parts in bold and highlight them for the reader

Need help to increase your visibility on Google? Contact us today.

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