Search Engine Optimization – A Comprehensive Introduction
For many companies, the topic of SEO is the ever-evolving closed book. The year 2022 has brought more challenges.
B. Technology SEO, such as code structures, which leads to better load times and a more enjoyable user experience overall, are increasingly integrated with content-related themes and customizations. This presents a challenge for many website operators, as their developers need to work more closely with web designers to collaborate on editorial text creation. And for this, it is strategically designed throughout any online marketing concept and has a lasting impact on organic visibility.
As a web agency, we often ask questions through a number of interested parties:
“What is SEO?”
We are revealing the secret so you can now discover the sometimes mysterious world of search engine optimization.
With our tips and tricks, you’ll soon find out: SEO has little to do with mambo-jumbo or Moody’s search engines. Advanced strategy, effort, and patience are the pillars of any professional search engine optimization.
This is a detailed article for You if You are struggling with SEO. Many SEO-related doubt queries will be answered. Its a detailed article so if you are I hurry then we would recommend You book mark this page continue later. So, lets continue.
SEO Optimization – Related Basics
It starts with three letters: SEO. It is an acronym for Search Engine Optimization (Search Engine Optimization) and includes all methods (abbreviated SERPs) intended to enhance the visibility of a website in search engine results.
SEO is broadly divided into two sub-categories: on-page and off-page optimization.
By its general definition, the former includes all measures for the technical and content-related improvement of the webpage, while the latter aims to enhance the page’s position in SERPs by reputation.
The relevance of SEO
You must be wondering why search engine optimization is so important. Quite simply: search engines are still the first point of contact for consumers to find information on a wide range of topics and products.
A survey conducted by an online research working group in June 2017 revealed that the use of search engines is the most common way to access the Internet. Accordingly, 92.9 percent of those surveyed said they use search engines frequently or at least occasionally.
Therefore, having your own business presence in search engines has enormous market potential.
Top 3 – found on the web
Professional search engine optimization is very much needed so that more interested people can find your offer in the vastness of the internet. How is that? From studies that track user behavior in search results, it is clear that interest in the articles presented decreases from top to bottom.
The following figure clearly shows that the first three search engine results in particular are the focus. The user then dedicates himself to other contributions – if any. It’s just a matter of seconds before the difference between a click and a switch.
“Google SEO” – Market Leader for Search Engines
If you look at the market positioning of Google’s search engine, it is clear why search engine optimization is especially understandable to Google.
Global market share of search engines (as of September 2018)
- Google (92.31%)
- Google (2.27%)
- Yahoo! (2.51%)
Google, the giant. Launched in 1998 as a university research project in the garage, it has long occupied the number one position in the search engine market.
With each request, Google uses a huge repository of stored data, called an index. It now has more than a trillion entries, carefully compiled by so-called crawlers.  There are many more!
With this amount, each request will have exactly thousands to thousands of information. In order to filter the most relevant data and deliver the best possible results to the user, Google evaluates personal entries based on their popularity, intensity, timeliness, and added value.
More than 200 different ranking factors play a role!
In this video, former head of the Google WebSpam team Matt Matt Cuts explains how the Google search engine works.
To prevent ranking rigging, the exact variables of the Google search algorithm are unknown, but Google Rankings can be improved with a few tricks – without violating the official Google Webmaster Guidelines.
To increase your website’s online visibility, you need to convince Google that your website definitely has the content that users are looking for in specific search terms.
How does it work? With the following SEO tips – just read on!
Search Engine Optimization Practical:
Tips and tricks for learning SEO
Solution 1: Check access
Of course, you want customers to find your website. So, make sure that your website content is actually accessible. This is because even a small, incorrectly set line in the meta tag ensures that the Google robot does not index the relevant page, meaning that the content will eventually disappear into the deep web.
We are talking about the no-index tag, which is mentioned in the source code as follows:
However, if you do not want to manually check every single source code for your versatile web presence, you have the easy option of using the site query to find out if all your web pages are in Google search engine results. Can be found in. To do this, enter the command “site: domain.tld” in the search field, where “TLD” refers to your so-called top-level domain (such as .de or .com).
Additionally, you now have the option of viewing a detailed index coverage report in the Google Search Console (formerly: Google Webmaster Tools). Listed here are all the URLs that have errors or problems included in the Google Index.
As it turns out, the Search Console URL comes with a verification tool that provides a wealth of data on each URL. It includes the last crawl time, the validity of the indexing, and the crawling permission – information that makes it worth its weight to the webmaster!
Solution 2: Be safe
A secure connection creates trust – especially when data security is hotly debated. While switching from HTTP to HTTPS is no longer an option, it is not surprising that better search engine optimization is required.
Websites that do not have the relevant SSL certificate can be identified by the absence of a green padlock in the browser line. On the other hand, when a visitor clicks on the info icon in the browser line, he gets an annoying message saying “Connection to this website is not secure”.
Since Google Chrome browser version 68, the security gaps of affected websites have been made more transparent to visitors. The “Not secure” warning is attached to the original URL in the browser line.
Potential customers may stay away from such reports and understand that they may be inclined towards competition. In the worst case, an increased bounce rate due to a lack of SSL encryption can also have a negative impact on site rankings.
So show your visitors that you care about their safety while surfing the web.
Solution 3: Find the right search terms
Google indexes websites based primarily on their readable content. By assuming a search term related to a topic, such as a “keyword” in German, Google assumes that the relevant page is relevant to the relevant content.
Search engines search and evaluate relevant keywords subject to specific criteria that significantly contribute to the ranking success of web pages:
- Search volume
- Exchange rates
- Spelling (plural or singular)
- Synonyms (i.e. synonyms)
Keyword research and analysis require a high level of technology to deal with various analysis programs. For this reason, SEO professionals are usually consulted for this task.
In the meantime, if you want to hunt down keywords on your own, even if it’s curious, you’re watching Google Trends. This free tool gives you an initial overview of the most frequently searched topics and searched terms on Google right now.
Alternatively, many third-party keyword assistants are available, but they usually come at a cost. At the very least you can get a clear idea of their performance with KWFinder from Mangools, which provides useful information on search terms – even somewhat free.
Caution: Avoid the “keyword stuffing“
Once the correct keywords are found, it is important to use control. Unfortunately, the myth that has been around for a long time is that SEO still promotes the need for as many keywords as possible for a site to rank well in web text.
You can not give up on it these days. The so-called keyword stuffing bothers not only human readers but also Google. Would you like to taste it – here’s an example from Google’s quality guidelines for using so-called unnecessary keywords, in which the word “personal moisture” seems to have a slightly higher place:
In some cases, a page with such content may be rated negatively. Google is less and less happy when a page is over-optimized (you might say: unnatural) – filling in the keyword in such over-optimization is just one aspect.
Violations of the Google Webmaster Guidelines may result in personal rankings being downgraded, site-wide penalties, or the site being permanently removed from the search index.
So do not overdo it with keyword density. However, you can see where to put your search terms here:
- In the page title
- In the titles
- In page content
- In file or directory names
- In the link text
- In meta-information
- In ALT features of images
Solution 4: Convince yourself with useful, unique content
For Google, the following applies more than ever: Positive user experience (page experience) is clearly at the forefront. Google’s primary goal is to provide its customers with high-quality search results, but it also means that after clicking on the result on the landing page, the user will receive the information or offer he or she expects from their search.
In short: “Excellent content deserves the best positions in the SERPs.”
Among other things, the Panda update, first created in February 2011, ensures that pages with less content than the ones that actually add value to the user get worse ranking results. Panda Update is now an integral part of Google’s major algorithm – so go for high-quality content!
But what is meant by “quality content”?
Try to keep yourself in the place of your customers. Are your visitors getting the information they want in their search query? The more you target your content and/or actual customer needs, the more likely Google is to reward your efforts with a good ranking.
Profitable material is characterized by the following characteristics:
- Special content
- Answer user questions comprehensively
- The goal is a group-based writing style
- It not only contains keywords but also describes them if necessary
- Customers are addressed directly
- Cleverly crafted by headings and paragraphs
- The theme has been loosened by appropriate graphics and images
- Grammatically correct and spelling correct
Here are some other useful tips from Google:
Also, avoid presenting your company as best as possible for better or worse. It’s good to focus on what your customers are looking for. Show them what kind of supportive role you can play.
Last but not least: you need to use a responsive design for your website so that your texts not only shine on the desktop but also look great on mobile devices. With this application, your website performance will automatically adapt to the corresponding end device.
If you follow these tips, you can increase the chances that your visitors will stay on your website for as long as possible. This not only improves the relevance of Google but also increases the chances of the visitor eventually becoming a customer.
Mobile First – Can Your Website Be Mobile?
It should not be a secret now that mobile devices like smartphones and tablets make up the majority of website visitors. Google has been announcing the “Mobile First” theme for many years and plans to allow websites with low-rated content or remove them from the index for desktop only.
Most recently, in the summer of 2020, Google announced that the final switch would take place in March 2021 and may also have issues with different URLs for desktop and mobile versions (so-called m-dot websites).
Google has already published basic information on how to investigate and proceed. It is recommended e.g. B. Use the same robot’s meta tag for the desktop and mobile version and prevent lazy loading in the mobile area (loading of content/object from data source only when requested). Google also offers some of the best practices here.
Solution 5: Page Speed Optimization (PSO)
It’s no secret that quick access to websites is important to users as more load times these days are real conversion killers.
No one is waiting for anything – and in the blink of an eye, we can say: the number of patient surfers on the World Wide Web has dropped at least faster than the number of smartphone users in the last ten years. Was developed.
People also like to talk about a maximum limit of 3 seconds of loading time. And while this “3-second rule” is only half true, Google, inspired by the ongoing mobile boom, seems to be more friendly with slow websites.
So don’t be one of the snails of the internet!
You can use the free Google PageSpeed Insight tool to check the speed of individual web pages or the average performance of your entire site (using the “Source:” operator). In addition to specifying the loading speed, this tool also gives you specific optimization instructions so that you can improve the loading speed of your page for desktop and mobile versions.
There are three main web keys to page speed optimization that is likely to have the greatest impact on rankings:
LCP – Largest Contentfull Paint – Specifies the loading speed of the largest single item on a page
FID – First Input Delay – Specifies the page response time to the first user input
CLS – Cumulative layout shift – describes the measure of how much page content jumps when more content is loaded.
Unfortunately, it is not possible to make a general statement in advance about which actions will have the greatest impact. As always, you need to test what works and what does not. However, CLS in particular has a major impact on user experience. It can be very tiring to follow an exciting article when the reader is interrupted or unexpected ads pop up. Google is getting better and better at collecting user data and including it in ratings.
Image optimization also plays a very important role in terms of loading time. Website operators should provide technical solutions covering this aspect (alternative image formats [webp], optimized file sizes, advanced storage, etc.).
Solution 6: Use search engines and user-friendly URLs
You probably know about these URLs, because of all the hidden letters, visitors do not know what they store. Here is an example:
These so-called spoken URLs make it easier for users and search engines to understand what content is waiting for them here. This requires the keywords that represent the content of the domain to be part of the URL.
Not only the user but also the search engine can better read the relevant URL. Also, make sure your URL structure is clear and not too complicated.
Our example URL optimization might be:
Solution 7: Optimize the metadata
The metadata of the URL includes the title and description, among other things. Meta-information is used to transmit information or commands about the Website to the browser or Google Bot.
The title tells the search engine and user the broader theme of the landing page, while the description briefly describes the content. With this data, search engine crawlers can assign websites as a background.
The title and description are usually displayed to the user as text snippets in SERPs. That’s why they are at the top of your website in search engine results. For this reason, the content should be as concise and compelling as possible – that is, unique so that the user does not have to click on it.
Practical tips for your core metadata:
- Each URL must have a description and title.
- The title and description of the pages should not be repeated.
Caption and description should not exceed a certain number of characters or pixel width.
- Both the title and the description must have the keyword you want to rank this page for.
By the way: with the help of SERP Snippet Generator you can see how your website’s search hits are displayed in search engine results. Try it for free
SERP Snippet Tool!
More examples of meta-information:
- The <meta name = “viewport”> Viewport command to adjust the dimensions to be displayed
- Robots command <meta name = “robots”> to control indexing and to set links to nofollow.
- Authorization specification <meta name = “author”>, which informs the bot about the originator of the content.
- Various geographical information containing data on region and coordinates.
Overall, there are many ways to specify or expand content with meta tags. But here’s the key: Do not build only what you can, but decide one by one what information makes sense.
By the way: Have you ever wondered how some page managers can get star ratings in search results? Such extensions also rely on metadata, more precisely extended structured data or “rich snippets”.
For example, the secret of rich snippets in general – and especially the stars – is revealed here. (Reading is recommended for advanced learners!)
Solution 8: Link building
So far we have explained the steps from the SEO area of On-Page Optimization, now we come to Off-Page Optimization.
The main discipline of this SEO sub-field is called link building, which aims to improve ranking by creating backlinks.
If the links come from relevant and trusted domains in the background, they will help Google crawlers find websites more easily, visit them more often and categorize them as more valuable.
By cleverly placing forward links, visitors will also be attracted to your own online content.
In addition to on-site content, the following has long been true for backlinks: Quality comes before quantity!
Nowadays, the Google algorithm also detects poor-quality links, so improper link building (such as links purchased from abroad) can lead to penalties.
Note: The SEO offsite area is already very complex and versatile – so we’ve introduced ourselves to it and published a BIEG guide on Link Building with IHK Hesson – take a look!
Solution 9: Do not succumb to the dark side of SEO!
As already mentioned, over-optimized pages are rated negatively by Google. There is a time when Google can be deceived with various elements to “push” a webpage into the top rankings relatively easily with the help of a planned strategy.
But due to algorithmic updates to “Panda” and “Penguin”, Google rankings cannot be changed in the long run using dubious methods such as keyword stuffing. Alternatively, intentional violations of Google search engine guidelines may exclude you from the Google Index.
And trust us: Google recognizes and evaluates all data linked to webspam – it applies to page content as well as backlinks!
So, avoid agencies that work with black-hot SEO methods to change rankings. You risk Google imposing a fine on your website and in the worst case, your customers will no longer find it.
Data based SEO
Search engine optimization has been very data-driven for years and this trend will clearly continue into 2021. During the GDPR guidelines, 60% or more of the data was cut, which was a big challenge for search engines. Optimizer and Web Analyzer.
What data is still available and how can it be used wisely? Multiple data sources (Google search console, Google Analytics, but also data sources from third-party providers and data sources from the SEO environment) must be linked and understood in order to formulate a proper SEO strategy and incorporate it into the online marketing concept.
Solution 10: Be patient; SEO Impact Delay
Have you followed all our suggestions and now wonder how long it will take for these SEO actions to improve your Google results? Maybe you’re eagerly clicking the refresh icon in the search engine results?
Leave it at that. Exact SEO is usually not determined when the first results are provided.
The time it takes to improve your ranking is influenced by many different factors such as how popular the keywords you use are. Even if you have mastered the World Wide Web as a website operator, Google must first know your content and classify it as “trustworthy”.
How long does it actually take for the optimization to take effect?
In the following video from the Google Webmaster Channel on YouTube, Maile Ohye provides guidance on the average time it takes to change SEO actions: between four and 12 months
Also, keep in mind: Many SEO factors revolve around the question of what kind of experience customers have with your website. This user behavior must first be collected and analyzed by search engines.
This is the only way Google can find out if your content gives users the results they really want in relation to their query. Of course, this process can take some time – especially with off-page activities like link building, where you need to show resilience.
Now you have an initial overview of some of the SEO actions you can use to improve your ranking in Google search results.
There is also a unique SEO solution for business models who want to focus on a specific area: local search engine optimization.
It completes the task of showing the customer as much detail as possible about the service providers in their immediate vicinity. Local SEO is basically interesting for every business size because optimization is primarily aimed at reaching potential new customers regionally.
Are you also interested in improving your Google ranking in local search? The first step in listing your website on Google Maps is to sign up for Google My Business for free.
Re-capturing the most important things
The Google search engine has undergone major changes in recent years. Thanks to clever algorithms, Google’s deceptive era is finally over.
While keyword analysis and backlinks are still relevant from a technical standpoint, now the focus is on usability and user experience, which is an added value that delivers truly excellent content.
Holistic SEO is always a well-thought-out interaction of interdisciplinary processes. SEO is a dynamic feature of online marketing.
Today’s updates may be contrary to tomorrow’s Google algorithms. You have to be on the ball at all times to avoid losing track here. SEO is a full-time job.
We look forward to supporting you in your plan to provide our visitors with unprecedented, creative content that is currently in demand.
You can find more interesting content from the world of online marketing on our blog. If you want to learn more about search engine advertising, SEO, and social media marketing. Thank you