The Search Engine optimization is a particularly important area of search engine marketing alongside search engine advertising, keyword advertising and sponsored links. Search engine marketing deals with the marketing in search engines, which are today pivotal points in the Internet. The search engine optimization is intended to achieve that websites in search engines achieve a better ranking.
Term and goals of search engine optimization
The term search engine optimization is derived from the English term "Search Engine Optimization" and we usually abbreviated to SEO. Within search engine marketing, search engine optimization plays a very important role. With the right measures, search engine optimization achieves a multitude of strategically relevant marketing goals. These goals include increasing the visibility of the website, increasing the traffic of each website, and subsequently increasing revenue. Through comprehensive solutions in the field of search engine optimization, the entire online Business measurable, transparent and very risk-free on the road to success. For this reason, search engine optimization has become an important and powerful tool within search engine marketing.
First steps for an optimal search engine optimization
Before you can start search engine optimization, an analysis of the website must take place. This highlights the struggles and weaknesses of the website as well as the opportunities and risks. A comprehensive analysis also includes the identification of the target group of the website as well as the accessibility of the website in terms of its regional or international presence. During the analysis, all relevant data is collected and subsequently evaluated. During the evaluation, existing measures for search engine optimization can be identified and their degree of optimization. However, the application also shows whether existing measures for search engine optimization have errors or potentials are given away. However, the rating also sets target definitions. Other components of the evaluation are the relevance of the Keywords, the amount of search volume, the rating of the links and the web analysis. In this way, it is possible to plan efficient measures for optimal search engine optimization and to achieve the desired goals.
On-page and off-page optimization
In addition to the measures on the website itself, all measures that take place outside the respective website naturally also belong to an optimal search engine optimization. These measures are referred to as onpage and offpage optimization. Within the onpage optimization, which concerns the measures directly on the website, the existing page contents are optimized regarding their formatting, their headings as well as on the further content quality. However, onpage optimization also considers technical aspects, such as headers and tags. The measures within the Onpage optimization include among others the content optimization, the optimization of the meta information, the optimization of the content navigation, the text optimization as well as the improvement of the text formatting as well as the text labeling. In addition, the measures include the optimization of semantics, the validity and the adjustment of the indexability. In addition, an evaluation of the load time of the website takes place within the onpage optimization.
Within the offpage optimization mainly an optimization of the link structure takes place. This is important, therefore, to be able to position your own website in special thematic areas.
Optimization in the technical area
Of course, the existing degree of technical optimization also has a great influence on the potential of the ranking of the existing website. The optimization in the technical area is important, above all because many search engines also rate the website in terms of their page load times and their validity. Even the smallest errors can lead to a cancellation of the indexing process. Among other things, the technical optimization measures include the evaluation of whether the respective website has been programmed in a W3C compliant manner, whether it has HTML errors or CSS errors, and, of course, whether the loading times are acceptable. However, this also includes checking whether the address of the website consists of a corresponding URL. Furthermore, the evaluation includes whether the website is indexed by search engines and whether the editorial content is fully legible. This includes checking that the navigation consists of a search engine readable code and that the editorial content of the website can be fully indexed.