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SEO OPTIMIZATION: MORE VISITORS THROUGH BETTER RANKINGS No matter what industry you are in: Without a comprehensive SEO optimization no website operator can handle today. The competition in the search engines has increased enormously in almost all sectors of the economy - even in niche markets, where it used to have only a few competitors. The SEO Suisse team explains below what is meant by SEO optimization and the benefits of this measure. What is meant by SEO optimization? Strictly speaking, "SEO optimization" is a redundant term, since the word "optimization" is already included in SEO ('Search Engine Optimization'). For many netizens, especially from the world of the economy, the SEO is a "black box" in which one suspects something mysterious. Search engine optimization is an internet service that is offered by many web agencies and can be used by any business. Reputable SEO companies work completely transparently and provide their customers with a detailed report at the end of every month, listing all the measures they have taken - so there is no question of a "black box". From a technical point of view, SEO optimization is about making your website relevant to the search engines. For this purpose, the site is redesigned so that it is perceived by the search engines as a valuable resource and rewarded with a corresponding ranking. The measures to be taken are always based on the current requirements of the search engines. The SEO is subject to a continuous process of change: Numerous optimization methods, which only a few years ago caused an increase in the rankings, are useless today or even have an opposite effect. SEO experts are therefore forced to keep abreast of new developments at any time. What are the benefits of SEO optimization? Probably the most important advantage of a professional search engine optimization is a strong gain in market share. Four out of five consumers already use Internet search engines to obtain information on local shops and products ( source: locafox.de ). If you have reached a top 10 position after some time, you can expect sales to increase noticeably. Ideally, when you enter topic-related terms, the page appears among the first five results, which together add up to more than 80 percent of search engine traffic. Almost 50 percent of this falls short of the first-placed website; after all, the runner-up gets about a quarter of the clicks. In addition to the improved visibility in the search engines and the associated increase in visitors, SEO optimization brings with it even more advantages. Economically, search engine optimization is one of the most efficient ad campaigns out there. High scattering losses, which almost inevitably occur in other forms of advertising, are not to be feared when optimizing the SEO. The proportion of qualified visitors is enormously high, since most users have a potential purchase intent. In addition, good visibility leads to an improved reputation and a measurable image gain. The resulting brand awareness ensures long-term stable business, facilitates the acquisition of new customers and increases the company value. The most important ranking factors at a glance The Google algorithm, which determines the rankings of indexed web pages, consists of over 200 individual factors. The weighting of the factors is subject to a strict secrecy and changes almost daily. For these reasons, it is not possible to specify a "standard recipe" for a successful SEO optimization. However, there are some things to read about the rankings in the dominant search engine. It is obvious that content-related aspects, such as the use of relevant keywords, still play a crucial role in the Google ranking. However, the keyword density should not be too high, otherwise you risk being punished by the search engines. High-ranking pages are often characterized by the fact that they have numerous related terms (LSI keywords). The use of such keywords supports the assignment of texts to the search queries and thus ensures a better findability in the search engines. The meta-structures of the website and the contents offered are also very important in SEO optimization. The main keyword should always appear in the title tag, in the H1 tag, in the sub-titles and the page description (meta description). It has been shown that the optimization effect is greatest when putting the keyword at the beginning. Other onpage factors that should be considered in SEO optimization are the internal link structure and the presence of suitable images or graphics with keyword-optimized alt tags. For internal links keyword-rich anchor texts should be chosen. References to reputative pages (so-called trust links) strengthen the trust of search engines in one's page. The offpage area of SEO optimization is essentially about the extraction of backlinks. Hereby are references to the own page, which are located on external websites. One of the best methods of link building is content marketing . In doing so, articles are published on thematically appropriate websites, which contain a link to the own page. Other notable off-page factors are social signals, and listings in industry directories (such as Google My Business) and web catalogs, if relevant to Google. Technical aspects of SEO optimization Experience shows that the technical aspects of SEO optimization are all too often neglected. For example, there are many websites based on Adobe Flash that have no chance of a high ranking. Although such sites offer impressive animations and other graphic tidbits, they are extremely unlikely for SEO optimization. The reason for this is that Flash can not be interpreted correctly by Google. The most important elements for search engines are missing - search terms and links. The search engines take, if at all, only the start page in their index. The only way to work around this problem is to create a separate HTML version. Other technical aspects that should be considered in SEO optimization are: • Quality of the source code • website speed • HTML Awards (Markup) • loading time • URL structure • Structure of the content The human factor in SEO optimization Contrary to popular belief, it is not the case that the highest-ranking websites provide the best information for the searcher. In some niches, the search results on the top ranks are websites that are technically excellently optimized but lack any content quality. The claim of Google to deliver the most relevant search results to the users is therefore not always met. Nonetheless, SEO optimization should never be based solely on the needs of search engines, but also on the needs of the targeted audience. Search engines do not buy products and do not generate sales - only people do. The task of the web designer must therefore be to design a concept » Request a detailed analysis and optimization quote free of charge
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