SEO is an abbreviation and stands for the English term “Search Engine Optimization”, which means nothing other than search engine optimization. By definition this means all measures that lead to a website being in the organic, that is unpaid search results of the search engines to relevant search terms as far in front.
Once you reflect your own search behavior on Google, Bing, and Co., you’ll be able to quickly find the answer to the question of why it’s important to be as high up in the search results as possible. As a rule, after a search engine survey, we click on one of the first three to six results. Since the top entries are paid ads, in fact only the top placements get many clicks. Websites that are not on the first page of the search results are barely visited by search engines. Or when did you last look at the results on the following pages?
Objectives of Search Engine Optimization (SEO)
The better a web page ranks under a search term, the better its visibility, the higher the clickthrough rate, the more visitors can be recorded and, ideally, the greater the sales. And nothing else is ultimately about optimizing sales or at least boosting brand awareness (sokemotoroptimalisering) . In order not to get lost in the pool of billions of websites and to be noticed at all, one makes use of search engine optimization.
The fact that we are already satisfied with the first search results is due to the algorithms of the search engines. Based on a variety of different criteria, the algorithm determines the placement of each web page included in the index of the search engine. Google’s algorithm has become so sophisticated that based on our query, but also on our past search behavior and our geographic location, it presents search results in descending order of relevance, optimally satisfying our need for information or entertainment in nearly 100 percent of all cases.
SEO for Beginners – What is SEO?
If you want to improve your position in the search results, you first have to know the criteria that the algorithm uses for its calculations. Given the market share of Google, which currently stands at about 95 percent, one concentrates in the context of SEO above all on the criteria of the American giant. And these are, as we know today, at least 200 different, but also change regularly.
SEO is more than Google and more than ranking
What is SEO? Although by search engine optimization (SEO)still, especially in connection with Google is the language, the term is not generally held without reason. In addition to the search engines that search the entire World Wide Web, there are also specialized search engines and google adwords.
One of them is A9, better known as Amazon. Many targeted product searches are no longer made at Google, but directly from the mail order company. And just like with Google, a complicated algorithm determines which TV is at the top.
The Amazon example shows even more clearly how close the position in the search results relates directly to sales. And the example makes it clear how far the field of search engine optimization really goes. Even within Google, it can be optimized for different services,
The “Nachvornebringen” a website is certainly the first goal of the classic search engine optimization. But since it’s not just about optimizing visibility and position, but also about increasing click and conversion rates, SEO is much more.
For whether a search engine user actually clicks on an outcome, also depends on the design and content of the so-called snippet, the small text excerpt including page title. And until there is actually successful completion of a desired interaction, there are more hurdles to be taken.
SEO: structure in on-page and off-page optimization
The search engine optimization measures are roughly subdivided into on-page and off-page optimization. On-page optimization includes everything that you should consider when designing, creating and maintaining a website.
These include, for example, the URL structure, meta-information such as title and page description, the labeling of headings, the keyword density, alternative texts for graphics and – most importantly – the suitability for use in a mobile environment. Off-page optimization includes all external factors that influence the ranking. These include, above all, the number and quality, ie relevance, the incoming links and the social signals, the mentions on social networks.