Search Engine Optimization

Powerful measures for the SEO optimization of your website

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SEO Optimization

Search engine optimisation (SEO) includes all tasks and measures to improve the visibility of your site.

Keyword analysis

A keyword analysis determines the search queries that have the greatest search volume and potential.

SEO texts

For each keyword, an SEO text written specifically for Google and against your competitors should be created.

Competitor Research

Competitor research identifies the topics and keywords that your competitors are actively promoting on the internet.

SEO Controlling

Die Maßnahmen der Optimierung sollten alle 2-4 Wochen kontrolliert und der neuen Situation angepasst werden.

What matters in search engine optimization

SEO Optimization
Page speed
Text quality
Internal linking

What is important in search engine optimization?

The latest SEO requirements

For many companies, the topic of SEO is still an evolving book with seven seals. 2021 also brings further challenges. Technical search engine optimisation, such as code structures that lead to better loading times and thus an overall more pleasant user experience, are increasingly associated with content issues and usability optimisation.

This presents a challenge for many website operators. Their developers inevitably have to work more closely with web designers, who in turn have to work with text editors.

Everything that is strategically determined for the overall online marketing concept can and will have a lasting impact on organic visibility.

Basics of SEO optimization

It all starts with three letters: SEO. This is an acronym for search engine optimisation and includes all methods that are intended to help improve the visibility of a website in the search engine results pages (SERPs). SEO is roughly divided into two sub-areas: Onpage optimisation and Offpage optimisation.

According to the current definition, the former includes all measures for website technology and content improvement, while the latter aims to expand the position of the page in the SERPs through reputation. SERPs is the term used to describe the position in Google where your page is displayed for a particular user’s search query, the higher up the list the better for you.

The SEO relevance is crucial

You may wonder why search engine optimisation is so important. It’s simple: when it comes to finding information on a wide variety of topics and products, search engines are still the first port of call for users.

Surveys showed that using search engines is the most common way of using the internet. Therefore, an impressive 94.2% of respondents said they use search engines frequently or at least occasionally.

Search engines are the most used medium for obtaining information. Therefore, the existence of one’s own business in search engines has enormous market potential.

Only the top 5 are really interesting

Professional search engine optimisation is indispensable to ensure that many interested parties find your offer in the vast internet. Users only focus on the top results. These are the few seconds captured by the eye, which determines the success of clicks and conversions.

An eye-tracking analysis shows that especially the first 5 are in focus. Through complex website optimisation strategies, you can ensure that your content enters more into the vision of potential customers. The higher the position of a single page in the organic search results, the more users visit your content. This in turn increased the click-through rate and traffic.

Here are some basic Search Engine Optimization tips

Tip 1: Regularly check the availability of the website

Of course, you want users to actually find your website. Therefore, please make sure that the content of your website is actually available. Because even a small misplaced line in the meta tag can ensure that Google does not index the corresponding page, which ultimately leads to the content not being found.

We are talking about the noindex tag, which is specified in the source code. However, if you don’t want to manually check every source code of a multi-functional website, you can use a site query to find out whether you can find all your pages in Google search engine results.

To do this, simply enter the command “site: domain.tld” in the search box, where “tld” stands for the so-called top-level domain.

Tip 2: Provide a secure website

Secure connections can create trust – especially when data protection is intensively discussed. Switching from HTTP to HTTPs or, in the future, HTTPs2 is a necessary prerequisite for good search engine optimization. The absence of a green padlock in the browser bar can identify a website without a corresponding SSL certificate.

On the other hand, if the visitor clicks on the information icon in the browser bar, he will receive a warning message: The connection to this website is not secure! Since the latest versions of the Google Chrome browser, vulnerabilities on affected pages have become much more transparent to visitors. They then put the warning “not secure” in front of the actual URL in the browser line. This means that the user is unlikely to visit the page.

Tip 3: Find the right search term

Google indexes websites mainly based on their readable content. By including topic-related search terms or keywords, Google recognizes that the corresponding page is related to the content. The search and the evaluation of the keywords entered are subject to predefined SEO criteria, which contribute significantly to the success of the rankings.

Keyword research and analysis requires a high level of technical knowledge in the use of various analysis programs. For this reason, search engine optimization experts are usually employed for this task. However, if you want to search for keywords yourself out of curiosity, you should also take a look at Google Trends. This free tool can give you a first insight into topics and keywords that are currently frequently searched for on Google.

Tip 4: Write useful and unique content

For Google, it is true today more than ever: the positive experience of the user (page experience) is clearly the most important thing. Google’s main goal is to provide its users with high-quality search results.

However, this also means that after clicking on the results on the landing page, users find the information or offers they expect during the search process.

Excellent content often deserves the best place in SERPs.For this, Panda update was first introduced in 2011 to ensure that pages with nonsensical content get worse ranking results than pages that provide real value to users. Many updates are now an integral part of Google’s core algorithm – so you better rely on quality content!

Tip 5: Ensure short loading times for your page

Page Speed Optimization – because long loading times are the real conversion killer. Fast access to the website for users is of utmost importance for search engines. Nobody likes to wait – in the blink of an eye, it can be stated. The number of users on the Internet has grown at least as fast as the number of smartphone users in the last decade. Some SEOs like to say that there is a maximum loading time of 1 to 1.5 seconds. Although this 1-second rule is only half the truth, Google is becoming increasingly unfriendly to slow websites due to the ongoing mobile boom.

So it’s best not to be one of the slugs of the internet! With the free Google Page Speed Insights tool, you can check the speed of a single page or the average performance of the entire website. In addition to specifying the loading speed, the tool also provides you with concrete optimization suggestions that you can use to increase the loading speed of your page – whether desktop or mobile version.

Tip 6: Create search engine friendly URLs

You may know these URLs because they are completely mysterious characters and you don’t even know what they prepare for visitors.

Here is an example:


The so-called talking URL makes it easier for users and search engines to quickly understand what to expect. To do this, the URL must contain keywords that reflect the subject field of the corresponding domain. This way, not only users but also search engines can read the corresponding URL better. Also, make sure that your URLs are structured in a way that makes them easy to read and not too convoluted.

Therefore, the optimization of our example URL might look like this: https://www.domain.tld/search-engine-optimization/

Tip 7: Optimize Meta Title and Meta Description

The metadata of the URL includes the title and description. Metadata is used to convey information or commands about the website to the browser or Google bot. The title informs search engines and users about the main topic of the target page, while the description gives a brief overview of the content. With this data, search engine crawlers can thematically distribute websites accordingly. The title and description are usually displayed to users as text snippets in the SERP. Therefore, they are representative of your website in search engine results. For this reason, the content should be as inviting and promising as possible – so inviting that the user is happy to click on it.

  • Each URL should have a description and a title
  • Title and description of the page should not be repeated
  • Title and description should not exceed a certain number of characters or pixel width

Tip 8: Adhere to the Google SEO rules

Please note that over-optimized pages are penalized negatively by Google. Sometimes Google can be fooled by various factors, so it is relatively easy to push a page to the highest position using a schematic chart strategy.

However, due to the updated Panda and Penguin algorithms, Google rankings can no longer be continuously manipulated by sophisticated methods such as keyword spamming. Conversely, a deliberate violation of Google’s search engine guidelines can lead to exclusion from the Google index.

Google recognizes and evaluates all data that may be related to web spam – this applies to page content and backlinks! Search engine optimization has been very data-driven for many years and this trend will of course continue in 2022. In the age of the GDPR guidelines, the amount of measurable data has been increased by 60% or more, which is a big challenge for search engine optimizers and web analysts.

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