What Does SEO Mean and how Important Is It for Your Online Marketing?

In this article I want to explain to you what SEO actually is? What are the challenges we face in search engine optimization (SEO)? And which optimization approaches will help you to get better results on Google in natural search?

What is SEO

SEO or search engine optimization aims to make your own relevant content appear in prominent positions. In addition to the position (ranking), it is crucial how close the match is between the search term selected by the user, the display of the search results (snippet) and the relevance of the landing page. Search engine optimization is sustainable if the user can efficiently solve his task (task completion) on the website.

Why is SEO so important?

In the following, I would like to present 5 reasons why the topic of search engine optimization is so important for you and for many companies:

  • On the one hand, and you can check this with your own web analytics data, for many companies Google or search engines are the most important channel for attracting users for their own website.
  • Users who come via search engines usually have a high level of motivation on your part to achieve the desired goal. After all, users entered a search term that brought them to your website.
  • For many companies, search engines are the most important source for using generic search terms to bring users to their own site. That means SEO is (often) the most important channel for acquiring new customers
  • Google is grateful: Sustainable search engine optimization usually also leads to sustainable meetings. Once a position has been reached for a search term, it is usually very stable if the search engine optimization is built up in a sustainable and user-oriented manner. 

The goal of search engine optimization

The goal of SEO is therefore not just to be on top. Search engine optimization aims to be represented in relevant search terms with relevant pages in good positions in the relevant search engines. Apart from Google, these search engines can also be search engines such as Bing, Yahoo or Yandex, but also specialized search engines such as Amazon (product search), Indeed (job search) or Trivago (hotel search). The representation of the text available in the search engines (snippet) is intended to motivate the user to click on the result, with the aim of fulfilling the user’s expectations with regard to the content of the search term, text and content of the website. The prerequisite is clear and unambiguous access to the entire relevant website, which is optimally prepared for users, regardless of the device (mobile-friendly).

Would you like to learn SEO yourself ? Then Check our SEO guide below:

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

Web analysis and information architecture as support for search engine optimization

The user expects the search term, snippet and content of the website to match. This correspondence in terms of content can be analyzed using key figures that you can collect in Google Analytics, for example. Good indicators are:

  • Bounce rate
  • Average session length
  • Pages / visit
  • or conversion rates

Further support for a better understanding of search engine optimization can also be found in the information architecture – this helps to better understand what expectations users have of your websites.

The different areas of SEO

Usually search engine optimization is divided into the following areas:

  • Keywording : development of keyword strategies
  • Technical SEO: technical optimization, such as sitespeed, crawling and indexing
  • OnPage optimization: content, metadata, structure
  • Information architecture: Sense of Place & Information Center etc.
  • Off-page optimization: internal and external linking
  • Content marketing: Gaining users and links through meaningful content
  • Mobile SEO: Mobile optimization and mobile friendliness
  • SEO KPIs: Success measurement using meaningful key figures
  • New trends: such as optimization for Google Discover

Definition of SEO on Wikipedia

Search engine optimization , or search engine optimization (SEO), describes measures that serve to ensure that content such as websites, videos and images appear in the organic search engine ranking in the unpaid search results (natural listings) in higher places. By consciously influencing the search engine placements of, for example, videos on the YouTube platform or websites on Google, these can be better listed and generate new reach.

Source: Definition of search engine optimization Wikipedia

Differentiation and interaction between SEA and SEO

Search engine optimization ( S earch E ngine O ptimization –  SEO ) is a branch of search engine marketing (Search Engine Marketing – SEM ). The second sub-area in search engine marketing (SEM) is search engine advertising ( S earch E ngine A dvertising – SEA ), such as Google Ads or the placement of Bing Ads. Usually one tries to reach users who have a very specific need via search engines. The main differences between SEO and SEA are

  • Billing system: Google Ads has a variable billing model (cost-per-click). Search engine optimization is not free, but differs in the form of billing, which is mostly project-related.
  • Effect: Google Ads is very performance-oriented and has clear key figures (impressions, CTR, CPC, RPC) with understandable costs. Search engine optimization is to be understood here more like press work. By bundling many sensible measures, you increase the likelihood of good positions, only a guarantee for top positions cannot be made for you.
  • Keyword strategies: The focus in SEO is on certain relevant search terms or search term clusters. With paid search, it is also possible to bid on adjacent search terms, even if they may have a poor Google Ads quality score. In the end, the conversion counts here. An example of an extended keyword strategy: Terms that are important to us are, for example, SEO seminars or SEO training, for which we optimize ourselves. Nevertheless, we are expanding the application (Google Ads) of our own seminars to include terms such as SEO training, advanced training etc. via Google Ads.

Learn more about SEA in the following article:

What is SEA? What You Should Know about Search Engine Advertising!

The 6Rs of search engine optimization:

First of all, in a nutshell, our own SEO definition :

Search engine optimization (SEO) includes all strategies and tactics to be represented sustainably for relevant search terms or topics with relevant pages in the optimal positions in the relevant search engines. With the aim of generating meaningful conversions for the company.

Relevant search engines don’t just mean Google or Bing. In addition to the “main index” from Google, vertical search services such as Google News, Google Images or Google Maps ( Local SEO ) can also be relevant. Search systems such as the optimization for Amazon (Amazon SEO), jameda, Monster, Slideshare or Youtube or Stepstone can also be important for search engine optimization.

With suitable SEO tools and analysis tools, you can check your search engine optimization:

  • which are the right search terms for you -> Relevance
  • How visible your website is in the search results compared to your competitors -> Reach
  • Which positions you are at with your (relevant) search terms -> Rankings
  • How high the click rate (CTR) is in the Search Engine Result Pages (SERPs) -> Response
  • how users behave on your site based on the search terms entered -> Reaction
  • whether all search engine optimization measures also lead to a verifiable achievement of economic values ​​->  Results

These six terms make up the 6 Rs of search engine optimization.

Keyword selection

Relevance – Choose the right search terms and topics

The basis of your search engine optimization are research, evaluation, review and expansion of the relevant search terms or topics. In my opinion, this basis is often overlooked too quickly.

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