High up in Google search results: but how? Search engine optimization, or SEO (Search Engine Optimization) for short, is the magic word. But how does SEO work? Which tweaks of a website have to be turned so that the search engines find it good and, if possible, display it in the front ranks for the desired keywords?
Relevant search engines are primarily Google and Bing, but can also be Amazon or YouTube – depending on which products or content should reach the user.
Safety first: SSL Certificate for your Website
If you run an NGO or know someone who does, you can get a free SSL certificate for securing your website and personally identifiable information (PII) of your site visitors.
“The connection to this website is not secure”: Would you still trust a website after such a warning and would you rest easy? Probably not. And Google also trusts sites without an SSL certificate less and could wipe out all SEO efforts by downgrading the rankings and visibility of a website due to lack of security. To prevent this from happening, the following applies: Before you can go to the limits of search engine optimization, it is essential to ensure that SSL encryption is used. Sounds complicated? Don’t worry: There are a lot of instructions on the web about how a website can be encrypted with HTTPS
The framework: a clear website structure
If users find their way around a website well, the search engine can usually do that too. In plain language, this means that the structure of a website should be a logical and hierarchically ordered structure to follow. The main categories should be found on the home page – the subcategories should go directly from each superordinate category – so that all detail pages of a website can be found a maximum of 3 clicks from the start. If, on the other hand, a website is too nested, both humans and the search engine can find the different contents poorly. Accordingly, even good content can get lost in the worst case.
SEO note: clear and logical URLs
Similar to the website structure, the URL structure can also promote or hinder good indexing. Ideally, the user and the search engine recognize at a glance which page or subpage they are on. In the less optimal case, the URL structure is unnecessarily long and full of filler words or special characters and umlauts, which then give the whole thing a rather cryptic appeal: You have probably seen this before.
It is better from an SEO point of view: Use appealing URLs, formulate them as briefly as possible and, if possible, include the main keyword of a page. If umlauts are converted and special characters are removed, then Google can also follow your URL structure.
The basis of SEO: keyword research
Speaking of keywords: these are basically the SEO foundation. Comprehensive keyword research is the beginning of any good search engine optimization. Because to be able to be found via Google for certain terms, it must first be clear what the user is looking for. Only when the most important search terms have been found can you build on them in a targeted manner.
The following also applies to keywords: not too general, not too specific. It is of little use to land on page 9 of a highly competitive keyword (for example, “hairdresser”), because nobody usually kicks that far. You gain greater visibility especially at the beginning if – if possible – you use less competitive keywords. Because even though they have less search volume, the chance of landing in the upper ranks is higher.
The common thread within a page: headings
They are, so to speak, the structure within a single page: Headings give readers of all types of text a good overview and can better grasp individual sections of text. And the same also applies to the search engine: Because web crawlers are also based on headings. But headlines are not the same: For good SEO, the headings on one page must follow a fixed structure: first the h1, then h2, h3, etc. After several h3 headings, and h2 may follow if this goes well makes. However, it should. B. no h6 can be set after an h2. Also good to know: Only one h1 per website is allowed give: this is particularly relevant for SEO and should always contain the main keyword of the page.
Diverse content with added value
The keywords are “planted” here: but the large content meadow can do more. You must be able to do more: Not only the reader but also the search engines can distinguish good from less good content. The magic word here is added value. Not only must it be linguistically sophisticated, but also good content must contain comprehensive information that could be of interest to the reader. After all, it is primarily written for the reader. If the right primary and secondary keywords are placed in the right place, then Google knows how to appreciate that.
More speed: optimize the loading speed
Nobody likes to wait: If websites have long loading times, the user and the search engine may be looking for space – without having to look around. According to Google, website loading speed is a ranking factor. So a slow website can ruin the success of any SEO effort. For this reason, the following applies: Always do a page speed analysis. This is possible, for example, with Google’s PageSpeed Insights. If the loading times are not optimal, the tool gives direct instructions on how the speed could be improved.
In principle, the loading times can be reduced by the following tricks:
- Optimize images: e.g. B. cut in height or width and subtly reduce the resolution
- Eliminate or compress various resources that block the rendering of a website
- Use browser caching: for example, images from the cache of the browser instead of constantly reloading from the network
SEO on the go: mobile presentation of a website
Searching on the PC yesterday: more and more people are using their smartphones to google something. In order that websites can be accessed comfortably from on the go, they should in principle be responsive, ie optimized for mobile viewing. Operating on a smaller screen requires, for example, a clear structure with enough space between the page elements, suitable font size and, in turn, a particularly fast loading time.
This shows Google: Meta Title and Meta Description
Anyone who uses Google knows them: the so-called search snippets. These are the small sections of text that are listed as search results. For this small preview, the search engines either fetch content from the selected websites – however, they can also be specified in advance and stored within the website.
The metadata each contain the meta title (approx. 57 characters) and the meta description (approx. 156 to 160 characters, more text is cut off by 3 points). The SERP Snippet Generator from SISTRIX is an aid to creating the meta tags, Both should be formulated as precisely and precisely as possible – so that the user gets a realistic idea of the website content – and encourage them to click on it. The main keywords of a website also belong here!
Offpage optimization: set backlinks
Last but not least: SEO is not the same as SEO. In principle, two areas are differentiated with regard to search engine optimization: on-page optimization and off-page optimization. While all measures that can be implemented directly on the website, for example through programming and content creation, fall under the on-page optimization, off-page optimization means the workaround a website – for example creating links from external pages to your own Run website. For example, the number and quality of externally linked sites can have an impact on the ranking.
Author Bio –
Vishal Garg has several years of experience in digital marketing. With good experience in advance marketing and promotional strategies, he has helped numerous brands establish their online niche with his out of the box internet marketing strategies and lead generation capabilities. He is working as a digital marketing consultant in India.