SEO Strategy for Brand Positioning

The company is founded, the website is up, now all that’s missing is orders, right? The internet is a wonderful thing, among other things because it is easier than ever to set up a company and to be successful with it. It is relatively easy and inexpensive to advertise on the Internet. And yet it is not quite as easy as it looks to get new customers and orders over the long term. In addition, you have your hands full at the beginning of a start-up, your head is completely different, and then you are bombarded with terms like SEO, SEM, PPC, sales funnel, etc.

Information overkill, the reaction to this is mostly immobility – literally and figuratively. Unfortunately, that’s also wrong, because you lose valuable time, and especially when it comes to SEO – in English search engine optimization – time is a pretty important factor. This is why this small, 4-part series of articles should offer a little help and clarification.

Why search engine optimization at all ?

What can search engine optimization do? Is that still relevant? Some promise true miracles through SEO, others claim that you can save yourself. Great, and what do I do now as a founder and owner of a small business?

As is so often the case, the truth lies in the middle. In order to properly assess the possibilities, it is important to first determine the goal of search engine optimization. Why should you invest time and money in this? This question depends a little on who you ask. If the question goes to typical search engine optimizers, the answer is usually: To achieve better rankings. What are rankings? You could say better rankings in the search engines, which currently usually means Google. However, this answer is still a little too imprecise.

Better placements alone would be of little use. An example of this: Let us assume that you operate an online trade in wool and have a placement in second place on Google. Great, is not it? Unfortunately not because nobody is looking for it, so the beautiful place 2 brings you nothing. This means the correct answer to the above question should be: 

 The goal is better rankings for the most important keywords (search words) on the website. 

This then leads to the next question: What are the right and most important keywords? The second part of the series of articles deals with this. 

But there is another answer to this question, namely if you ask businesspeople, e.g. management consultants, the answer should be: 

“To win new customers and new orders.”

Which answer is the right one now? Both, depending on your point of view, but the latter is the more important from the point of view of a company founder: Better rankings, all well and good, but if you do not generate more visitors, more leads, more new customers or more orders, then the effort was in vain.”

So now we know what the goal of search engine optimization is, and that gives us the opportunity to classify the topic, which is important in order to be able to decide whether it is a good choice to do SEO or whether the money should not be invested elsewhere.

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SEO: You Should Avoid These No-gos

Classification of SEO

So basically SEO is part of the marketing mix or advertising, as they said earlier. Classic advertising used to be, for example, advertisements. That’s a pretty good comparison because everyone knows that it only makes sense to post ads if you do it regularly.

The same applies to search engine optimization. Amazingly, however, many hope that they will only have to buy a few links once, and then the ruble will roll. If that worked earlier, those days are long gone. 

So let’s keep in mind that SEO is a part of marketing and if you do it, you should pursue a long-term strategy with it and be prepared for regular investments.

Before that scares you off, here’s the perspective of a billionaire and corporate visionary who is supposed to have said:

“I know I could save half of my money on advertising, I just don’t know which half.”

The quote is from Henry Ford and makes it clear what you have known for a long time: It doesn’t work without advertising. So it’s not a question of whether, but rather which form of advertising should I use. There are innumerable possibilities. So if we want to answer the important question for you, whether SEO is worthwhile for you, you would have to compare the effect of SEO with other advertising measures.

The following article is a detailed guide about SEO in 2021

What is SEO: The Basics Guide to Search Engine Optimization [2021]

What is a good ranking worth?

A few years ago it was read that a first place on Google could be worth almost a hundred thousand dollars – mind you, a month. In this example, the search term was “private health insurance”. The click prices alone were around 15-20 dollars per click back then.

Of course, this probably doesn’t apply to your industry, but it does show very well that good rankings for the right keywords mean a lot, month after month. The value is higher, the more a new customer or a new order is worth to you. For example, if you trade in consumables, such as detergents, the value of a new customer can easily reach several hundred dollars because you have many regular customers who order from you regularly and for many years.

In addition, SEO then serves another purpose. Every company needs a scalable strategy on how to regularly and reliably acquire new customers, since it is (unfortunately) part of the business reality that you regularly lose customers. But if you leave that small chance, or if you only have too few customers, you endanger your company. With well-done search engine optimization, you secure the existence and survival of your company. Is there an even more weighty reason for it?

Of course, it depends on your business model, your industry and, if necessary, on local conditions, but from my point of view and from my experience, search engine optimization is one of the best alternatives and indispensable for all companies that want to win new customers or leads. If you take all costs into account, it is very likely that in the long term you will pay the least on average for a new customer or a new contract through SEO.

Therefore, two things are now crucial for you:

  1. Start as soon as possible so as not to waste time
  2. Start with the right step

The Keyword Strategy – The Most Important and Most Neglected Step

Can you put me in 1st place? Everyone who deals with the topic of SEO and offers corresponding services probably knows this question! Sometimes my answer is: YES, if you have enough time and money! The answer is not wrong and at the same time meant a bit jokingly. Because the question is actually the problem. Because in many online projects an important step in the planning is often overlooked. And from my point of view, it is by far the most important step: the keyword strategy.

Information overkill, the reaction to this is mostly immobility – literally and figuratively. Unfortunately, that’s also wrong, because you lose valuable time, and especially when it comes to SEO – in English search engine optimization – time is a pretty important factor. This is why this small, 4-part series of articles should offer a little help and clarification.

After I have already explained the sub-area of search engine optimization in detail in the first part of this 4-part series of articles on the subject of “SEO for Founders”, Part 2 will deal with the keyword strategy of online projects.

The right order

The development of the keyword strategy includes the selection of the right keywords, the resulting long-tail keyword strategies and, derived from this, the content strategy necessary to achieve the corresponding rankings. If you now have the impression that the words strategy and planning are often used here, then you are exactly right. Because my experience with implemented projects shows: Success can be planned if you take this step seriously and carry it out on time.

And especially with the latter there is a problem with over 90% of all projects, because the order usually looks like this: Develop a business idea, implement a project, create a website, select keywords – and it’s wrong.

Now many will rub their eyes in amazement, why? How else should the order look like?

In order to explain and understand the correct placement, we must first agree on the framework conditions. If you already have an existing business with a functioning business idea and then want to expand it to the Internet, then the above sequence cannot be changed at all and is therefore automatically correct. So we are talking about a new concept that has not yet been implemented and that is primarily to be implemented on the Internet. What is the function of the keyword strategy?

The influence of market research

Here is a small example: Imagine you want to open a new supermarket in Stuttgart, one that is better than Rewe, Edeka, Aldi and Co. You believe in your idea, have found a suitable plot of land and start building, right ? Of course not, a project like this involves many, many millions. And when so much money is involved, there is usually one step that is always taken very carefully: recording and calculating the probability of success, in other words: market research.

Nobody in their right mind will carry out such a project without thorough market research beforehand: Which location is suitable, how big is the catchment area, how many potential buyers are there, what purchasing power do they have, what is the competitive situation, etc. Lots of brainpower and quite a bit of effort goes into it and that is very well spent. This step is extremely important in order to avoid bad investments or to make changes to the concept so that the chances of success are significantly greater.

The keyword strategy has exactly the same function in new online projects. As a consequence, you put your idea and your concept to the test by researching and selecting the right keywords.

Why? Because the goal of a good keyword strategy is that you get a lot of traffic on your site in the long term, using what is known as organic search. This means that your site will be found under so many different search terms that you will always have a high flow of visitors, similar to the minimum number of buyers a supermarket would need.

That means you would have to ask yourself the question: What do I need the minimum turnover per day for? What will realistically be my average order value? What can you expect in terms of conversion? Without question, these values are not very easy to determine and can only be determined approximately, but that helps a lot to have an assessment. By the way, it has proven its worth not to act euphorically or too positively here; if you plan a little too pessimistically, then you have room for improvement.

Let’s take an example: Let’s say you sell care beds to private customers, probably not a bad idea, the demand is growing, health insurers are paying less and less, and if you can organize the sale well and offer exceptional service and good prices, then nothing will prevent your success. 

Let’s assume an average price of 800 dollars per bed, and let’s assume that your total costs, including the planned profit share and staff costs, amount to the equivalent of 650 dollars per day. With a margin of 35%, you would have to sell 2 beds per day. So far so good, that sounds feasible.

Let’s go further: Now let’s try to determine the conversion realistically. It is more of a high-priced product, so the decision is not made so quickly. Most likely also need advice, at least telephone contact. So we cannot assume a very high, direct conversion, it will probably be significantly less than 1 percent, for our example we simply take 0.25 percent, which means you need 400 visitors for a sale, or for our example you would need 800 visitors a day. Of course, the numbers are only assumptions for our example and can look completely different in reality.

This is where your keyword strategy comes in

That sounds a bit more sobering, 800 visitors every day, that’s a house number. 

And now the keyword strategy comes into play. Now the first step is to look for, research and determine the right keywords. This can be a very long process and it is helpful to use various tools that can support you in your search and research.

A first point of contact is Google itself, just when you enter the term, Google usually supplements this term with additions that are often searched for, in our example “care bed used” or “request care bed”. That already brings initial ideas. In order not to make this article too long, you will find a separate article on the subject of ” Searching for and determining keywords – what makes a good keyword “. 

The Google Keyword Planner is also helpful, as is the Google Trend Tool. Here you can see the development of the search frequency in the historical course. Another nice tool to get more keyword variants is Ubersuggest

This process is extremely important. In the best case, you will end up with a series of suitable keywords that would bring you interested visitors. The next step is to determine how high the search volume is, how great the competition and how likely it is that you will get into the TOP 3. This process is also described in the article “ Search and determine keywords – what makes a good keyword ”.

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Keyword Research and Keyword Monitoring with XOVI

The moment of truth

After deleting all unsuitable terms, there are perhaps 15 meaningful and usable keywords and above all keyword combinations that we can work with. And now comes the exciting moment. Now it applies because of the possible placement (good, optimized content and the competitive situation are decisive here) as well as the exact monthly search volume and the resulting traffic attributable to your placement (this depends on the total, exact traffic as well as the respective placement and is in good cases 15-40% of the total search volume) to determine the total monthly traffic. This is the moment of truth.

At this point you can see in concrete terms how resilient the business concept is and whether it makes sense to pursue the idea further, whether something should be changed in the concept or strategy or whether it is best not to pursue the business idea any further. This will also make it clear why this step is so important and why it should be done as early as possible.

This also applies if you want to transfer an already existing concept to the Internet, for example if you already have a shop for fully automatic coffee machines and want to expand it as an online offer. Here, too, one should proceed strategically and thoroughly.

The following applies to both situations: Please be realistic and unemotional. It is not uncommon for the concept to “fail” at this point. Better now than many months later, when you’ve already invested a lot of time and money. It’s like in “real life”. It is a long and arduous journey and requires consistent decisions until a good business idea with a corresponding concept turns into a successful company. That can also mean not pursuing an idea that obviously cannot be implemented or not yet successfully implemented, even if one is very attached to it. On the other hand, this approach helps you to determine a certain probability of success from the start and it’s worth the effort, isn’t it?

Let us assume that you have successfully completed the process, have done your work, there is a list of keywords and long-tail keyword, the content strategy has been designed accordingly, and now implementation is pending. There it is again, the question: How do I get to first place? I will write about this in the next part of the series of articles.

Everyone’s dream – Google number 1, is that possible?


Google 1st place – that’s it, right? We already talked about the importance of the right keyword strategy in the last part of this series of articles. Of course, that’s not enough for first place, but it’s a good start. In this 3rd part of the series of articles about SEO for founders, you can read what you should look for in addition to the right keywords in order to get to number 1 on Google.

Information overkill, the reaction to this is mostly immobility – literally and figuratively. Unfortunately, that’s also wrong, because you lose valuable time, and especially when it comes to SEO – in English search engine optimization – time is a pretty important factor. This is why this small, 4-part series of articles should offer a little help and clarification.

Before we get to the individual criteria in order to be able to end up in first place on Google, maybe one more basic remark: It is always nice to be at the top, and yet it is not uncommon for second or third place to be very high deliver good results. As far as traffic and visitors are concerned, sometimes even better results than first place. So we may concentrate on the TOP-3 when we look at it, with highly competitive keywords the TOP-5 is already a very respectable result.

We’ve written a very detailed article on the subject of: featured snippets. check is out.

Featured Snippets: No Further Mention on the First Page

The currently most important criteria for ranking a page on Google include:

  1. Content
  2. Backlinks
  3. User experience
  4. Responsive design
  5. SEO optimization of individual subpages
  6. Loading time and
  7. Social signals.

The criteria mentioned are only a few of more than 200 criteria that Google includes in the calculation, but they are very important. 

1. Content

You probably know the saying “Content is King”! This has been true for a long time and is definitely becoming more important. Above all, Google loves sites that provide users with high-quality content on a specific topic. In the meantime, Google is not only able to measure the scope of the content, but can also determine the quality of the content and compare it with other websites that have similar topics. That is why two things are really important today and also a real competitive advantage in terms of ranking improvement: 

  1. To offer high quality content on a specific topic and 
  2. Regular content updates. 

Both points can almost ideally be realized by having your own blog on the website. Of course, there are other ways to bring valuable content to the website. In our experience, however, the easiest and most likely way to do this is with a blog over a longer period of time.

Having your own blog has many advantages – I mentioned the two most important ones above. Above all, a well-structured blog ensures an increasing number of visitors to the website, because Internet users are primarily looking for information. If you find the information you are looking for and if it is appropriately prepared, the chances are good that some of these visitors will also become customers. That is the commercial view of this topic and from this point of view alone, having your own blog makes a lot of sense. There is also the option of using this blog as a so-called cooperate blog, i.e. not only to publish content, but also to use this blog as a corporate communication platform. A good opportunity!

From an SEO perspective, the blog has extreme advantages because – as already mentioned – Google loves content and at the same time loves topicality. You can do both with your own blog . In addition, there is another advantage: if the blog is installed and set up correctly, each article also has its own subpage with its own URL, ideally as a speaking link.

If such a separate URL is created for each article (modern blogs do this automatically), then your page will gain a large number of sub-pages over time, thus becoming “bigger” and “more important” and from Google is perceived differently. In addition, there is a realistic possibility of optimizing your own subpage, so that the number of easily findable pages in the Google Index will also increase significantly.

That in turn leads to significantly more visitors. Another signal for Google that a page has to be important. Finally, good content not only leads to more visitors, but also to visitors staying longer. This is called the length of stay. This is recorded by Google and also leads to better rankings. 

Another positive effect is the ratio of the content to other page content. Google measures this ratio and of course the ratio will be more positive with every post on the blog.

The previous statements mainly concerned the content on your own site. Of course, there is also the possibility of producing “third-party” content such as press releases, the publication of specialist articles or other methods. Both press releases and the publication of specialist articles are good ways to strengthen a page, but rank clearly after the content on your own page in terms of importance.

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Storytelling in content marketing: Storytelling in Content Marketing – This Is How Companies Captivate the Readers of Your Website

2. Backlinks

Backlinks are still one of the most important ranking factors, even if today the importance is much more in the direction of quality than quantity. The origin and relevance of the links are particularly important. The above-mentioned links from press releases or links from specialist article publications are a very good start. However, these links are not very effective. Better, especially as a supplement, are links from topic-relevant pages that already have decent SEO values. There are pages, blogs, forums, portals, etc. for every industry and every topic that are suitable as such sources. With many such sites, you can book the “placement” of an article, from which the link to your site will follow. The advantage of this approach is that the payment is only necessary once and the link remains for life (means for life as long as the page exists). You also notice the effect of a few links here, because the individual link is definitely powerful. The disadvantage is the price, depending on the size and importance of the blog, prices between 250 and 1,000 dollars per article / link can be normal. My recommendation is a mix between the press releases mentioned above, content marketing and these high-quality links from specially and exclusively created articles. 

How such a mix could sensibly look is now so individual that no generally valid statements can be made. 

In connection with an onpage optimization, we were able to contribute after only 6 months to the fact that the customer with his two most important keyword combinations could be found on page 1 on Google. The fact that the customer had integrated the blog mentioned above on their site and wrote regular posts certainly contributed to this. 

The subject of backlinks and link building is still of such high priority that the next and last part of this series of articles also revolves around this topic package.

Check the following article to get a clear image of how important backlinks are:

Link Building as an Important Component of Online Marketing

3. User experience

To assess the user experience, the criteria length of stay, bounce rate, back button and usability are assessed. User experience is a category that is relatively new but is growing in importance. Google is relying more and more on an “independent evaluation” and is gradually getting away from the evaluation via backlinks. Backlinks still have a high priority, but no longer the quality of the undisputed ranking provider as they did a few years ago. The reason for this is that the goal of Google is to offer the user the pages that, in the experience of other users, are of high quality and important. And for that it is not enough to just have a lot of links. This is why Google is increasingly assessing the length of stay – i.e. how long a visitor stays on the page – according to the formula: The longer a visitor stays on the site, the better the information has to be there. Without a doubt, your own blog helps best here. There are other ways to increase the length of stay, but a good blog should be sufficient for a start.

Incidentally, in this context too, mobile design is becoming more and more important, as use by mobile devices is increasing rapidly and mobile users are increasingly reacting angrily to websites that are not or only insufficiently suitable for use by mobile devices. There is a separate point on this topic below, the topic is called Responsive Design. This means that the website is “built” in such a way that the content can also be read and consumed on a mobile device without any problems, without the page being cut in width.

The so-called bounce rate and the back link button are also related to the length of stay. That means, Google looks at how many users press the back button within a few seconds. This is an indication that the content does not fit or is not good enough. The so-called bounce rate is measured in the same way.

And finally, the concept of usability also belongs to the topic of user experience. What does that mean? This has something to do with the menu structure and the menu design. How well do users find their way around the site? How quickly can the required information be found? How many clicks do you need to get to the desired content? The better the usability, the more satisfied the visitors, the longer the length of stay, the better the influence on the ranking . Sounds logical right?

4. Responsive design

As mentioned briefly above, so-called responsive design is no longer a matter for technicians and web designers. Every company should and must be interested in the website visitors being able to navigate the website as “barrier-free” as possible. A static website cannot do this. Therefore, a switch to responsive design is strongly recommended. In addition, there are disadvantages with Google if your own website is not suitable for mobile use. Google itself speaks of the fact that responsive design pages are preferred in search results.

Although this is a well-known and well-recognized fact in 2021, in our experience a surprising number of companies and small businesses do not yet have a website with responsive design. This wastes a lot of potential. 

So you could get yourself a competitive advantage here if you move fast. Of course, the question of the effort arises. Here I am allowed to propose a fair and cheap solution (no sarcasm), which means practically no expenditure of time for you, but which provides a corresponding result very quickly. If you want to convert your website to responsive design quickly and cheaply, you will find cheap package deals here.

5. SEO optimization of individual subpages

The SEO optimization of the individual subpages is an extremely important task in improving your own ranking. To do this, you have to dig deeper and understand how Google evaluates a website and what goal Google is pursuing. Basically, it must be said that optimizing for individual keywords is basically a thing of the past, but most of them have not yet achieved this. Google tries to detect manipulation of the ranking and has become really good at it. The various penguin, panda and other updates of the past all had the same goal: The users should be offered exactly what they are looking for. With millions of searches every day, this is of course not that easy.

Google has been trying to understand and classify the content of a page for a long time. Since this is usually done automatically, it is of course much more complicated than if you or I look at a page and read it through. Just imagine if the billions of websites were manually rated by people. That would be a gigantic job creation program, but at the same time everyone would use different assessment criteria. This would create a mess. So it is basically a good thing that Google has developed an extremely complex algorithm for this.

6. Charging time

The loading time is now also an important criterion. No wonder, when you consider how much mobile use has increased and these devices naturally have significantly less storage space. This is where the size of the files used becomes important, which of course affects the loading time. The faster a page loads, the better it will be rated by Google. Here, too, one side has clear advantages that has already been optimized for use by mobile devices (responsive design).

7. Social signals

This mainly includes comments and links from social networks, but also so-called social bookmarks. These links do not have a great effect, but are important so that Google can recognize that your page is also on social networks and that people are talking about it. Therefore such links should not be missing in any link mix. The effort involved is very manageable. That is why it makes no sense to save in the wrong place here.

I would be happy if this article had provided you with some help and motivated you to keep looking into the topic. While it may seem a bit complicated at first, rest assured – it’s worth it.

Good Links – Bad Links – What to Consider When Building Links!

In the past three parts of this four-part series of articles “SEO for Founders” you have already learned a lot about the topic of search engine optimization. So you already know almost all the factors that search engine optimization has on your website and your success. The topic of link building has so far been neglected. That changes with this article “Good Links – Bad Links”. Find out more about link building, especially what to consider in 2021 and how to get good links. 

Link building – 2021

Link building will be more complex than ever in 2021 and remains one of the most important ranking factors. However, the requirements for good and effective links have increased significantly. Why is that? Unfortunately, it has to be said that it is up to search engine optimizers – not only, but probably to a large extent.

Why? In order to win customers and to satisfy them, everything is optimized. Everything that works to improve the rankings is used. So it was before. The result? Many completely pointless measures that lead to links have helped to bring pages that are of little use to the user far up in the index.

This is of course not in the interests of Google and also not in the interests of the users. That’s why Google has become extremely good at recognizing unnatural link building and is mercilessly taking action against it.

What do you have to consider in the future?

Basically the answer is simple: everything that is good for the user, for your prospects, for your customers is also good for your listing.

The problem: As always, the implementation is a little more difficult. You could say, ok, then I’ll just deliver good content and then it’ll work out. Unfortunately it’s not that easy. After all, you are not alone. Your competitors have long since come up with the same idea and so 50 pages with good content are vying for the first 3 places on Google.

What shall we do? What should you work on? And what should be avoided at all costs?

One thing will not change in 2021 either, the necessary creativity. This is absolutely crucial in order to successfully assert oneself against the competition. This is why links from images and videos are becoming more and more important. In addition, links from thematically appropriate content from trustworthy sites are still the non-plus ultra. It is also clear that good rankings are almost impossible in 2021 without good backlinks, but more than ever before: Quality comes before quantity.

When building links in 2021, it would be important not only to present yourself on social networks, but to offer real campaigns that have clearly recognizable added value and attract users. Be it, depending on the website and offer, a free competition or free use of services, free downloads, free surveys. All of this helps to generate interest in your offer and increases the chance that other sites will link to your offer. The side effect is that significantly more people visit your website and thus the number of visitors increases. Google and other search engines will not miss this either.

What else has changed? The subject of mobile-friendly, i.e. suitable and optimized for mobile use, sometimes also called responsive, has definitely become extremely important. It has now become a ranking factor to be taken seriously. However, website operators who think economically should not only take this as an opportunity to revise their site and switch to responsive design. With more than 50% mobile usage, it would be business nonsense to neglect the topic. Because a bad experience only lasts seconds, then your page is logged off from the user. Then good rankings are no longer of interest, this customer is lost.

Acquiring good links is becoming more important and at the same time more demanding. Therefore, it makes more sense than ever to employ link building specialists who have experience and contacts. But some things can be done by yourself. 

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What Makes a Link a Good Link? 

A good link must of course be established voluntarily because these are particularly welcomed. A link must also be well integrated in the text and not in a quatrain. Because this is the only way to rate a link as a good link. Of course, the target page also plays a role and whether the link matches it in order to be able to assume a good link.

Please do not be surprised at this relatively short and general answer. There are whole books on this subject, it would be completely hopeless to give an even remotely comprehensive answer shortly. However, there is a very good guideline to help you spot a good link, and that is something to do with common sense.

Try to get out of your role as a website operator and imagine that you are offering a blog or website on the same topic. Now you stumble upon your webpage by chance and read the content (which you just created). And now you ask yourself the question (in your role as a foreign blog operator): Would you be so blown away by the content you have just read that you absolutely have to link the content? Would you have the impression that under no circumstances should you withhold this extraordinary description from your readers? If so, then your content is worth linking. If this is not the case (in my experience this unfortunately applies to over 90% of all websites), then you should work on your content until the above criteria are met.

How important is link building in 2021?

Often already declared dead, link building is still one of the 3 most important factors in achieving good rankings. Incidentally, that’s what Google says itself. The following quote comes from Google in October 2016: 

” Ranking without links is really very difficult ” (freely translated). 

Whereby the topic of link building has apparently got a stale aftertaste. But link building can and should be compliant with Google’s guidelines. It is a misunderstanding when someone says that natural link building means that the links have to come by themselves. This is just pure nonsense. Of course you can and should build links, but in accordance with Google guidelines. A good, sustainable, high-quality link building must be in order to get up in the search engines. Another quote from Google shows that links are still extremely important when asked what the most important ranking factors are: 

” It’s content and it’s links to your page “.

Those who are clever will not work against Google, but will take these tips seriously.

This article explains how important link building is in online marketing:

Link Building as an Important Component of Online Marketing

What are the worst link building mistakes? 

Because the errors in link building are now numerous, here is an attempt at a reasonably clear list in the form of questions. You can find a more detailed description on the Internet:

  • Has the linking domain already been punished by Google?
  • Is the linking domain linguistically unsuitable?
  • Is the linking website completely inappropriate thematically?
  • Do you always use the same link text?
  • Do you almost always link to the same link target?
  • Is the linking site known for selling links?

Practical tips: How do you get good links?

Of course, the best links are those that someone sets voluntarily and without being asked. How does that work? This works by producing content that is not only extremely useful and helpful for your target group, but also so extraordinary that other sites in your industry will be aware of it and will be happy to link to you. For example, it could be a uniquely good infographic, it could be an extremely interesting video, it could be a one-time action and much more. Creativity is required here.

Such links are a godsend, but unfortunately these links are far too rare to be relied on. Below are some suggestions as to where and how to get good, functioning links.

Tip 1: Google Business

Google Business is one of the many Google services that is still rather unknown, but can nonetheless be of importance – both as a traffic provider and as a link source. And in this context, it is especially valuable when it comes to better placement in the local area. 

Here are the advantages for Google Business users at a glance:

  • They increase their visibility on the internet.
  • They significantly improve their ranking in local searches.
  • You get a valuable link from a Google service.

Tip 2: PDF sharing sites

On these pages you can upload a PDF document that contains your text and the links you want.

This will give you more publicity, more awareness and new backlinks. Here are some of the most popular PDF sharing sites:

Tip 3: YouTube links

In our experience, most people underestimate the effect of YouTube links or links from other video sites. YouTube is of course very well known as a video site. Only a few use their own videos there and hardly anyone uses YouTube strategically and sensibly as a link source. This is a mistake. If used correctly, YouTube can help your rankings in two ways.

On the one hand, you can get a good listing on YouTube relatively quickly with a video whose title is well chosen and contains your most important search phrase and whose description has been created to match. Depending on the search word combination, it is often possible to land in the TOP 3 within a short time. What is in it for you, besides a well-attended video? Now a video that is well listed on YouTube also affects the corresponding organic ranking of the respective search word combination, so that your ranking also improves in the organic search.

The second positive effect is that videos are also listed in Google’s organic search. It is not uncommon for them to achieve two good placements in the TOP 10 at the same time.

What is the reason for this dual effect? As you know, YouTube is part of the Google Group. In addition, YouTube is now the second largest search engine in the world. And you can guess twice how high Google rates a link from YouTube …

This effect can be increased even further if you post and link your video to several video portals.

Tip 4: Entries in business directory directories

I can already see in my mind how many of you are now giving up. That is old hat, it no longer works today – business directories are a rip-off…. And so on.

That may be all, but even today there are still good business directories that are worth registering in.

An important prerequisite: you should research well in advance and really take your time. The selection of the right business directories decides on the effect. The yellow pages should fit your industry, otherwise an entry makes no sense, the more special the yellow sheet, the better it fits your website.

The second requirement is the respective business directory itself. Here it is important to assess the quality of the respective website, especially from an SEO perspective. Is the business directory still up to date? How many entries are there? Does the website have a reasonable number of visitors? Is it just a listing that no one is interested in, or is the site useful for the searcher?

With good research, you will always find a certain number of industry books that meet the above requirements. The entry also takes a little time. Calculate a total of 5-6 hours for research and entry in around 20 business directories. But the time is well spent. It’s not just the links that will help you in any case. Often you will also receive interested visitors through well-chosen business directories, who with a certain probability can also be converted into buyers.

TIP: There are of course a number of paid business directories that are often worth entering. Some of them also offer a free basic entry, or a free entry for a certain period of time. I would also recommend that, even if the link only exists for a certain time, you may already have some visitors and orders during this time. Maybe things are going so well that you decide to keep the entry for a fee.

Review portals: The same applies to an entry in so-called review portals. Here, too, it is worth researching and registering and storing your company profile. Regardless of whether you then also use the review portal.

Tip 5: create your own podcast

This is more of a long-term path. However, extremely interesting for customer acquisition in many industries . However, you shouldn’t go down this route if you’re just looking for new links for your page. Because this path is far too time-consuming just to establish links.

On the other hand, there are recent examples that new podcast providers have been able to build a respectable audience of many thousands of regular listeners in a very short time. There aren’t many ways in which this is possible; therefore well worth considering. Here is a short guide: 

Instructions: Create your own podcast

Good luck with the implementation.

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