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SEO stands for “Search Engine Optimisation”. It is the process of designing and optimising websites and their content so that they can be found more easily in the organic search results of search engines such as Google, Bing or Yahoo.
The main goal of SEO is to increase the visibility of a website in search results in order to generate more qualified traffic.Â
However, depending on the type of website, other goals can also be linked to this. Goals such as higher sales and more profit (online shops, e-commerce websites), increasing brand awareness, increasing reach or creating an additional sales channel.
A higher ranking in the search results generally leads to more visitors and can therefore promote the growth and success of a company.
SEO can be roughly divided into two areas of responsibility, on-page and off-page optimisation.
On-page optimisation includes all measures taken on your own website.
Keyword research: Identifying relevant search terms that potential
Content optimisation: Creating and optimising high quality, relevant content that addresses users’ needs and questions.
Meta tags: Optimising titles, descriptions and headings to clearly communicate to search engines and users what the page is about.
URL structure: Designing clear, search engine friendly URLs.
Technical aspects: Improving load times, mobile optimisation and ensuring the website can be crawled well by search engine crawlers.
Off-page optimisation, on the other hand, refers to all measures taken outside of your own website.
Higher visibility: Better rankings in the search results lead to more clicks and traffic.
Cost savings: In contrast to paid adverts, organic traffic is free.
Long-term results: Once implemented, SEO strategies can generate sustainable traffic.
Improved user experience: Optimisations such as faster loading times and mobile adaptations improve the user experience.
Algorithm updates: search engines like Google regularly change their algorithms, which requires adjustments.
Competition: Especially in highly competitive industries, it is difficult to stand out from the competition.
Long-term investment: SEO is not a short-term project, but requires continuous work and adjustments.
SEO is an indispensable part of online marketing that helps to improve the visibility and findability of a website. Through targeted measures, companies can better reach their target group and grow sustainably.
Bildnachweis: Header- & Beitragsbild von Freepik
