The ABCs of Search Engine Optimization: What You Should Know About SEO


Search engine optimization (SEO) concerns all entrepreneurs, not just those self-employed who are active in online business; because in the meantime companies in the traditional business have also discovered that their products or services can also be sold via the Internet. However, the prerequisite for good sales is not only that the offers are published on the World Wide Web, but that they are easy to find by potential buyers. However, they will only be found if they are tracked down and listed by the search engines.

Therefore, companies have to prepare their products and services in a search engine-optimized way so that they end up in the top ten places in the ranking if possible. This task is easier said than done because SEO has developed into an independent field with its own technical terms. Entrepreneurs should therefore be at least partially familiar with this ABC.

This guide will help you master the art of SEO:

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

SEO as a process

However, dealing with the ABC of SEO is not a one-off learning of vocabulary, but a constant process, because the terms are subject to change and new terms are constantly being added. Therefore, entrepreneurs should ensure that the SEO managers in their companies are trained regularly and that they stay up to date.

Since all companies want to be listed as high up in the ranking as possible, they do a lot to get the search engines’ attention, some not necessarily with fair means. To prevent manipulation, the search engines develop their own algorithms that they keep secret. This way, SEO becomes a process. Professionally positioned companies can therefore hardly afford to do without the support of an internal SEO specialist or an SEO agency.

C for content

“Content is King” is one of the most important buzzwords in SEO. What this means is that only truthful, factual and appealing content promote the sale of products and services that otherwise have to be up-to-date. The presentation of the texts must specifically address the target group to be addressed, describe their needs and explain the solution offered and, above all, be unique, i.e. unique content. Only such texts address the user. It is therefore clear that the content has to convince the readers, i.e. people, not search engines; because they are the potential buyers. However, such content is always very suitable for SEO; because the search engines no longer only pick out keywords from the content, but try to capture the texts holistically.

The more catchy the content is, the easier it can be interpreted by the search engines and the more reliably it reaches the desired target group. It also lowers the bounce rate, i.e. the rate of visitors who leave the content after a few seconds because it does not meet their expectations. If the content already shows a high search volume, the CTRs (click-through rates or click rates) of the keywords should be checked using the Google Webmaster Tools and the Google Search Console. If they are low, good content could also be improved for its readers and SEO.

More on this topic:

8 Content Creation Mistakes – And How To Avoid Them

K for keyword

Keywords are the key words that users enter into search engines so that they get the information they want. Therefore, the keywords must be represented in the content that is to be found by the interested parties. The keyword density plays a decisive role in this. Entrepreneurs often worry that their texts will not be found. Therefore, they increase the keyword density. It is correct, however, that it should not exceed two percent of the content and should be less. The linguistic balance is provided by synonymous words or paraphrases that loosen up the text and prevent the user from stumbling upon the desired effects. Entrepreneurs who exaggerate keyword density anyway risk bored readers turning away.

Keyword stuffing is called the excessive accumulation of keywords. It is an illegal SEO method that is classified as spam by search engines and punished accordingly.

L for link

Link building is the method that entrepreneurs can use to increase traffic for the content of their products; because the link with relevant texts opens up paths to interested target groups. Timing is important here too, and beware of exaggerations. Those who create too many links in a very short time arouse the suspicion of search engines.

Backlinks are links that come from other websites. They are therefore particularly sought-after and valuable.

Deeplinks lead directly to the relevant subpage, bypassing the homepage. This will add value to this site.

Footer links , placed in the lower third of a website and the font size only legible for search engine crawlers, are intended to increase link popularity with search engines. They are meanwhile heavily devalued with the tendency to be perceived as spam.

Link Juice measures how well the content is linked. A well-connected entrepreneur whose content is often recommended through links has a high link juice and can count on a better ranking.

Link buying is a method that is against Google rules. There is no getting around it in highly competitive fields if the entrepreneur wants to take part in the ranking, because it provides the necessary boost. On the other hand, since Google is interested in qualified content with further links, buying a link is only worth considering with professional advice.

More on this topic:

Link Building as an Important Component of Online Marketing

R as in ranking factor

The ranking factor names the position of the content in the search engines. It is mainly influenced by the quality of the texts.

S for SERP

SERP (Search Engine Result Page) is the name of the results page of a search engine. The higher the entry of the content on the SERP, the more it is accessed and is of interest to the target group addressed.

W for White Hat SEO

White Hat SEO, the SEO with the white hat, describes the SEO that increases its reach within the framework of Google guidelines. In contrast to Black Hat SEO, it does not use unfair tricks such as spam or link farming to gain illegal advantages.

Wasn’t that enough for you? Here you can find more information about search engine optimization.

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