When website operators deal with search engines for the first time, they usually focus on a specific goal, e.g. the desire for more traffic or an improved conversion rate. In the context of search engine marketing, there are two different strategies to choose from: SEO and SEA. While SEA (Search Engine Advertising) can be used to display paid ads in search engines, SEO (Search Engine Optimization) is dedicated to organic, i.e. unpaid, search results.
What is SEO – definition
SEO is the abbreviation for Search Engine Optimization , and it describes techniques and strategies with which the visibility of a website in the organic search results of the search engines is to be increased. The aim of search engine optimization is primarily an improved placement (ranking) of a website in the search results.
Why optimize for Google?
When we talk about search engines, we usually mean Google in Germany. This is due to the market power of the US group – in Germany, with a market share of 95.8% , this is even more overwhelming than, for example, in the USA with a share of “only” 88.4% . The majority of potential website visitors therefore primarily use Google.
In other parts of the world, such as China and Russia , other search engines have market power. In Germany, the rest of Europe and the USA, however, the following applies: If a website is optimized for Google and ranks well, a large part of the organic traffic can be tapped. In addition, the probability is high that it is also well positioned in other search engines represented in Germany such as bing or DuckDuckGo, since these search engines work similarly and in part also use the same index as Google. You can find out how the individual search engines are interrelated in our article on search engine relationships .
What does SEO Visibility mean?
The success of SEO measures is usually measured by whether the website is visible (more) in the search results, i.e. whether it is displayed in the top positions in search engines for important search queries. High visibility can then, for example, acquire more new website visitors and, ideally, generate more conversions. In the best case, the website ranks on position 1 of the search results for relevant search queries, but at least on the first page of results.
A website that ranks in the top places for many of these keywords has a correspondingly high visibility in the search results. But why is this visibility so important at all? As early as 2015, Johannes Beus from Sistrix found in an evaluation that 99.1% of all clicks were distributed over the first 10 organic search results, while results from the second page onwards are almost no longer noticed by users:
Although these statistics are a bit older, they have not lost any of their relevance. On the contrary – due to the constant expansion of advertisements, universal search results and featured snippets in the search results, the organic search results often slide so far down that only a few get the user’s attention at all. It has therefore become all the more important that your own website is ideally among the top 3 in the search results. If your website ranks on the second page of search results, the probability that it will be found by users decreases – even if they explicitly search for it. This reduces the organic traffic, or important traffic and branding potential is wasted.
How does Google search work?
To understand about best seo services in delhi ncr, one needs to understand Google and how the search engine views and rates web pages. In order to be able to display the most relevant pages in the search results later, Google first has to know the offer. For this purpose, Google’s so-called Googlebot (also called crawler or spider) constantly searches (crawls) the network, looks at the existing websites and searches for new information. The crawler mainly works its way along the links in order to capture previously unknown pages.
On a website, the Googlebot scans the content along the HTML elements such as title or H-headings, among other things, and thus defines the subject and content of the respective page. Google already rates and categorizes the pages according to their quality in order to be able to determine the search terms for which this page should be displayed later. Since Google is a text search engine, it mainly orientates itself on the textual content of the website. Google collects all these websites in the index. If a user enters a search term on Google, the websites classified by Google as relevant to the topic will be displayed in the search results. These search result pages are called in the English S earch E ngine R esult Pages, so that the abbreviation SERPs is also often used in German for the search results page.
To evaluate the relevance of a URL, Google uses around 200 different ranking factors , only a few of which have been officially confirmed. Most are kept under lock and key by Google to prevent tampering. In recent years, however, there has been a clear tendency not only to evaluate the content of a website using keywords, but also to use quality and trustworthiness as evaluation criteria. Thanks to updates in the Google algorithm , the weighting of the individual factors changes again and again.
The aim of the search engine is to show users the best possible or most relevant search result. For this purpose, Google also uses the user signals, i.e. user signals. For example, if a URL ranks third, but is consistently clicked first by users, Google will assess this result as more relevant and sooner or later it will probably appear in first position. So it is not only important that a website ranks high, but also that users actually find what they are looking for there.
It all depends on the keywords
When dealing with SEO, the importance of keywords is repeatedly pointed out. But what exactly are keywords and more importantly: How do you get the keywords that are relevant to you? Keywords are catchwords that describe the content of your site well and are ideally entered by users into the search engine’s search mask. A keyword can consist of one word (short head keyword) or several terms (long tail keyword). A keyword is only relevant if it is searched for by the users, i.e. has a search volume. The perfect keyword should therefore meet the following criteria:
- It matches the content of the page
- It has search volume
With the help of the keyword analysis you can determine the important keywords for your topic and optimize content with regard to these keywords. Not every keyword makes sense in every context and competition also plays a role. In our article on keyword analysis, we’ll show you exactly how you can get the most relevant keywords through an analysis .