SEO is the abbreviation for Search Engine Optimization. Search engine optimization is considered a subfield of search engine marketing. SEO refers to strategies and measures to positively and sustainably influence the position of a website (i.e. the ranking in a specific search engine) for relevant search terms and topics.
What does it mean? With SEO it becomes possible to influence (manipulate) the organic search results of a search engine so that one’s own website gets a better place in the search engine’s search results list. However, the goal of search engine optimization is not simply to be at the top of the search results, but to motivate the user to click and thus drive more traffic and further visitors to one’s website.
In this context, search engine optimization has been the buzzword in recent years when it comes to web design, online marketing or the Internet in general. Since 98% of the entries into the Internet are via a search engine (mostly Google), search engine optimization is the most suitable choice when it comes to reaching as many Internet users as possible.
In search engine optimization, we talk about the 6R’s:
What are the right search terms? You have to find out which questions are behind the search terms (entered by the user). If I optimize my page for these search terms – can my page provide answers to the searcher’s problem at all? And is that even my target group?
The reach or visibility is made up of two factors: The number and volume of keywords that you rank for on Google and the positions that these keywords occupy on Google.
Do I also cover long-tail keywords with the optimization of my page? This is called the visibility index – because there is no longer just one keyword, but users are becoming more and more specific in their search queries and terms are linked together to solve a specific problem.
Hundreds of keywords are of no use if I hardly rank with them. The ranking therefore describes the position I occupy on Google. Nowadays, Google rankings are no longer absolute, but depend on the region in which I place the search query. In addition, there are other factors that personalize my Google search more and more.
Here is an example: If I search for “web design agency” in Hamburg, web design agencies in Hamburg are displayed. However, if I search for “web design agency” in Berlin, web design agencies in Berlin are displayed.
A good positioning on Google is a prerequisite for the click in the SERPs (Search Engine Result Page). However, this does not mean that the visitor actually clicks. The response is therefore the click rate in the SERPs.
The whole thing explained with an example: Assuming the search term “web design agency” has 3,000 search queries per month – that means if I rank on the first page of Google with the term “web design agency”, I have 3,000 impressions. So my snippet (title and description in the search engine pages) is displayed 3,000 times. Of these, 30 users click on it to get to my website. Then my click-through rate is only 1% – not really good. So I get a bad response and should edit the page title as well as the meta description.
This R examines the behavior of users on the delivered page. Google very well notices how long a user stays on a page and whether he leaves the page again or whether he “digs” deeper into the page. Google uses this data to evaluate the relevance of the page for the respective search term. Some people might think that it is harmful to give a quick answer to the searched problem, because the searcher will quickly leave the page – but Google is smart! The search engine also registers whether the term is searched for further after a visit to the respective page. So you don‘t have to stall your users for a long time to send a positive relevance signal to Google.
Search engine optimization is all well and good, but you mustn’t forget why you’re doing it: because of an economic advantage. So it’s not just about getting masses of traffic, but also a qualitative one – users who come from my target group and thus also convert from visitors to customers (conversion).
With my website I would like to generate sales, of course. This means that the visitor should take an action that leads either directly or indirectly to a purchase. And here you also have to look at the keywords in case of doubt: Is my keyword perhaps not a so-called money keyword after all?
A very obvious example of this are the two keywords “get website created” and “create website for free”. A user who searches for “create website for free” must
- be convinced that he has to invest money for a good website
- he must be made aware of my offer (USP)
Optimization for the keyword “Build own website” may make more sense – since the searcher already assumes that a website will be created for him (by an agency), i.e. he is willing to invest money.