How Can You Optimize Your Website For Search Engines?

by Mehdi BAH

The importance of SEO for your website

Search engines are the key to making customers aware of your products and services. Very few internet users go directly to your page, but you can find it via a Google query. From personal experience, users know that search results on the first Google page are clicked almost without exception, subsequent pages are often neglected.

What is SEO (search engine optimization)?

What does SEO mean? SEO is short for Search Engine Optimization – one of the most important and established methods in online marketing. The term summarizes a variety of measures and strategies that should have a positive impact on the relevance of the website for search engines such as Google. With a well-thought-out SEO strategy, among other things, better rankings for search queries can be achieved, which in the long term ensures more traffic and better prospects of customer conversion.

Getting into the top 10 positions in Google searches is no coincidence. The algorithm from Google, but also any other search engine such as Yahoo, Bing or Yandex, evaluates the relevance of all indexed websites worldwide to match the search query. On the first page, the most relevant search results are displayed based on a wealth of criteria. Search engine optimization aims to design a website according to these criteria and to improve the ranking sustainably.

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Demarcation SEO & SEA: these are the differences

A search engine – we will stay with Google in the following – usually provides the user with two types of the result after entering a search term: first, the organic search results, and second, the ads that match the search term. The advertiser has to pay Google for the ads – with every click a price determined via an auction mechanism is due.

For organic search results, Google’s algorithm delivers the web pages that he thinks best match the search term entered and displays them as the search result. The operator of the website does not have to pay Google for this.

Why is SEO important?

Search engines and Google, in particular, are the gateways to the Internet. Many users have set Google as the home page of their browser, and almost all online sessions start with a search query. For website operators, this means that even the greatest website with the most useful content is wasting potential if Google cannot find it. And for commercial providers, business success depends crucially on the placement in the organic search results – the higher up, the better, but definitely on the first page. Because as the saying goes: The best place to hide a body is on page 2 of Google search results.

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The different areas of SEO

SEO (search engine optimization) can be divided into different areas:

  • Keywording: This is about determining the most important key terms (keywords) on which the website should then be optimized.
  • Technical SEO: This is all measures that ensure that the Google algorithm can read and understand the content of the page.
  • Onpage SEO: This affects the components that are implemented directly on the page: For example, meaningful meta information, internal links and enriching the page with multimedia content (such as videos) ensure a better ranking.
  • Mobile SEO: More and more people are accessing the Internet with mobile devices such as smartphones. It is therefore important that the website is optimized for mobile display.
  • Editorial content: The Google algorithm recognizes better and better whether a page offers useful content for the user. Therefore, high-quality content is a must.
  • Offpage SEO: This is primarily about external links. The number and quality of externally linked pages can have an impact on the organic ranking.
  • Voice Search SEO: More and more users make their search queries by voice. Voice Search changes search behavior and places new demands on a website. Voice Search SEO relies on content and technical optimizations for voice search.

Important SEO KPIs

KPI stands for Key Performance Indicator, in German: key performance indicator. The success of SEO measures can be measured using KPIs. These are the most important key figures:

  • Clickthrough rate (CTR)
  • Keyword ranking
  • Loading speed
  • Search engine traffic
  • Bounce rates
  • Time spent on the page

The goals of SEO

The goal of search engine optimization is to bring more visitors to the website to be optimized via organic search from Google and Co., so to speak to improve the Google results. To achieve this goal, the status quo of the KPIs should first be determined to then improve them via targeted SEO measures.

Here are some important rules for a good SEO :

SEO rule 1 : Page title

An important source for search engines is the page title. It should roughly reflect the content of the website, can be up to 50 characters long and must be unique.

In the RadiantMagic CMS, the slug (URL component) is also created from the page title. Together with the title, this forms a good foundation for the SEO of a website.

Important: If the page title and the slug are changed after the website has been published, a redirect should always be created from old to new, so that no search engine loan is given away! This also applies to changes to product groups and articles.

SEO rule 2: headlines

Headings are another very important part of SEO. It is important to know that the page title is always a first-order headline – i.e. an h1.

All of the headings below should be structured. You can imagine it like a book:

h1. Page title

text

h2. Sub-heading

text

h2. Sub-heading

text

h3. Sub-topic heading

text

h3. Sub-topic heading

text

h2. Sub-heading

text

After an h1 there is always an h2. After an h2 always an h3 for subtopics.

A headline size should never be used only because of the wish that the view fits better, so it may be shown larger. That should always be stored in the CSS!

Colons at the end have no place in a heading. Question marks or exclamation marks can be used sparingly if necessary.

SEO rule 3 : Description

The description or page description is a summary of the content of the website. It is displayed in a Google search below the title. This allows us to attract interested parties to the website with informative texts!

The page description should be unique! Duplicate page descriptions should be avoided.

SEO rule 4 : Sitemap.xml

The website can be added to the machine-readable sitemap.xml file by clicking in the “Appears in sitemap” field. This is evaluated by search engines and the website operator can use it to control how often each page is to be searched by Google. This is done by adjusting the parameters “Change frequency” and “Priority”.

The Change Frequency and Priority fields are Google ranking factors. An increase in both values ​​- about the other pages of the website – leads to a prioritization of these pages in the Google search index.

However, the values ​​should not be increased in an inflationary manner, otherwise, a devaluation by search engines can also occur.

SEO rule 5 : Internal linking

The internal linking of content within the website is another important factor in building search engine raking.

When writing the texts, make sure to link keywords with a link to the respective internal website.

Important: if it fits, the keyword can of course also refer to the page you just created!

Conclusion

We hope that with our 10 SEO rules we could show you that search engine optimization is not voodoo or rocket science. Good organic visibility at Google is always a lot of hard work. The first thing you should think about is the user who needs to find something and has certain expectations associated with it. Perhaps the term search engine optimization is no longer up to date these days and one should interpret SEO with the words search experience optimization. However, if you meet user expectations, search engines will reward you with extremely valuable traffic to your website.

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