What is SEO?

SEO stands for “search engine optimization” and means something like search engine optimization. The goal of SEO is to increase the visibility of your website. This is achieved by implementing a suitable SEO strategy with off-page and on-page measures.

When will my site be visible on the web?

If you look at the ranking distribution on Google, it quickly becomes clear why it is so important to appear on the first page with your search results.

Figure Google ranking distribution

99 percent of organic search clicks fall on positions 1 to 10. Almost 60 percent of all organic clicks on position 1. Position 2, at around 15 percent, receives only a quarter of the clicks in the first position. After that, the click probability drops not quite as quickly, but still significantly. The first ranking on page 2 (position 11) receives only 0.17% of all organic clicks.

How does search engine optimization work?

Keywords are the basis of SEO. Translated into German, keyword means keyword. Keywords usually appear on your website in product descriptions, blogs, wikis, or other forms of text. The Google algorithm remembers all keywords on your website and suggests your website in search results to anyone who has the same search intent for which your keywords were optimized. In order to be found for a keyword, on-page and off-page measures are necessary. On-page measures can include, for example, the optimization of content on the website or the optimization of so-called snippets. Off-page measures include in particular generating backlinks and mentions. A simple example of content optimization for a clothing web shop:

If you want to appear in the first search results for the keyword “buy a dress”, you should provide the customer with valuable content about clothes in addition to a wide range of products. For example, information should be provided about the fit, size, color, material, price, etc.

Google algorithm ranking factors

Watch out! Optimizing a few words on a website by simply listing or stringing words together does not do you do SEO.

Professionals differentiate between black hat SEO and white hat SEO in technical jargon. Black-hat SEO describes the use of illegal practices such as “stuffing” keywords or buying backlinks to appear faster in Google's first results. If Google recognizes that black hat SEO practices are being used on a website, the website is punished by, in the worst case, no longer being played by Google. White-hat SEO includes all of Google's desired practices to get a better position in organic search. The Google algorithm is based primarily on these factors when it rates a page:

- Content on the page
- Backlinks from other websites to the site
- User signals such as length of stay or quick return to Google search results
- HTTPS, Mobile-Friendly, Safe Browsing, Core Web Vitals (Page Experience)

Does SEO optimization make sense for my company?

Everyone wants to appear in first position on Google — that's obvious. However, many, many working hours are required up to this point. Even if you have reached position 1, you should constantly update your content and recognize new trends as early as possible. But does all this work actually make sense for every company? Our answer is very clear: No, absolutely not. In order to make the right decision as to whether or not to invest in SEO, an as-is analysis should be carried out that answers the following questions:

- What is my company's position in the sector?
- What is the competition intensity?
- What is my current visibility?

If you come to the conclusion that you are in a very competitive industry but that your company does not yet have visibility on the Internet, we recommend that you refrain from carrying out cost-intensive SEO by an SEO agency for the time being. In this case, we recommend the primary use of paid advertising and other forms of marketing.

If your company has already established itself in its industry and enjoys a certain level of visibility, or if your company is in a new market with low competitive intensity, it makes sense to do SEO professionally.

What does an SEO agency do?

We carry out an analysis of your company's current situation and find out whether working with your company makes sense or not. If we recognize that we can push your company in terms of SEO, we will carry out an SEO analysis or an SEO check with each company. Based on this, we find out which screws need to be turned for successful search engine marketing. Once the status quo has been worked out, we will provide you with tailor-made recommendations on how you can become an SEO professional yourself and increase the visibility of your company.

If you don't want to lend a hand yourself, we offer you to do SEO for your company. Since we are not yet a big company ourselves and successful SEO requires many working hours and many hard-working SEO managers, we decide for ourselves whether to do the SEO for your company ourselves or recommend you to a larger agency.

If you are curious and believe that we can help your company, you are welcome to arrange a free introductory appointment with us. Just give us a call or use our contact form.

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