SEO (search engine optimization) is a sub-area of online marketing that is becoming increasingly important in order to be successful in the long term. Especially in highly competitive market segments today it is difficult to achieve a competitive advantage over competitors without being able to do without SEO. The increasing digitization and the Internet of Things are factors that will further increase the relevance of SEO in the coming years. Changing user habits, new communication options and ever shorter development cycles for new products require constant optimization of the SEO strategy.
The following guides will help you master the art of SEO
Why is SEO so important?
Search engines like Google are the gateway to the Internet. The vast majority of online sessions begin with a search query and the majority of all Internet users use Google as their default search engine. That means: In very few cases Internet users enter a website address into the browser. So if you are not found on Google under certain search terms, you have little chance that your own website can be found and thus visited at all. Positioning within the search results is therefore of central importance for the success of any company or private website operator. The higher up the webpage is, the higher the chance that someone will click on it.
Technical changes require flexible strategies
Search engine optimization has been around for quite some time an essential part of online marketing. Numerous strategies are pursued in order to place a certain website as high as possible within the search results and thus increase the findability. However, this is not a one-off, singular process, but rather an ongoing process that constantly presents SEO specialists with new challenges. Overall, SEO is divided into various sub-areas, including keywording, technical SEO, on-page and off-page SEO. All of these areas are always linked to the latest technical developments. For example, before almost everyone had a mobile device, i.e. a smartphone or tablet, mobile SEO, which content is optimized for display on smaller screens is of secondary importance. With the increasing use of voice searches via Siri, Alexa and others, a greater focus will have to be placed on this area in the future.
Experience as a decisive success factor
In order to be able to operate SEO successfully, experience is crucial in addition to extensive technical knowledge. Even if you cannot avoid constant innovations, knowledge of the basic structures of search engine optimization is essential. Large companies employ their own SEO specialists or even entire departments to cover all areas as optimally as possible. For many, especially smaller companies, it is often not worthwhile to hire an additional full-time employee. Using a freelancer in the field of SEO has numerous advantages if it is not an internationally operating company. Self-employed SEO freelancer usually have a wealth of experience. Because they usually work on many different projects, they come into contact with a wide range of different tasks, which allows them to react very flexibly to new challenges. They also offer the advantage that they can be used for specific individual tasks as well as to develop a comprehensive SEO strategy. So the work performance can always be adapted to the respective needs.
What should be considered in general with regard to SEO?
The content of a page still comes first . If the content is not of absolutely high quality and offers the user real added value, no SEO strategy, however well thought out, can bring the decisive advantages. Admittedly, high quality is not a generally applicable term, but it sets the following conditions for content:
- Content must always be up to date, and current developments in politics, society and science must also be taken into account
- Multimedia content can supplement plain text
- Content should be created by a person with real knowledge of the subject
It doesn’t make much sense to offer a user content that they weren’t even looking for. Therefore, the keywords must be selected as best as possible for the respective topic and vice versa. If a user realizes that the respective page does not offer him any answers or more detailed information on a topic, he will leave it quickly and not keep it in the back of his mind. In the future, it will be increasingly important to take a holistic view of the user or the relevant target group. In what way are they looking? What exactly are they looking for? Which search terms do they use to get to the goal? Based on an analysis of user behavior, the respective website can be specifically optimized for this user group. In the years to come, the relevance of SEO to a company’s success will continue to grow.