Search engine optimization is a particularly important area of search engine marketing alongside search engine advertising, keyword advertising and sponsored links. The search engine marketing deals with the marketing in search engines, which today are pivotal points in the Internet. The search engine optimization is to reach here, which web pages in search machines a better Ranking obtain.
Concept and goals of search engine optimization
The term search engine optimization is derived from the English term "Search Engine Optimization" and is usually abbreviated to SEO. Within search engine marketing, search engine optimization is very important. With the right measures, search engine optimization achieves a variety of strategically relevant marketing goals. These goals include the higher visibility of the websiteThis will increase the traffic of the respective website and subsequently also a higher turnover. Through the most comprehensive solutions in the field of search engine optimization, the entire online Business measurable, transparent and very low-risk on the road to success. For this reason, search engine optimization has become an important and powerful instrument within search engine marketing.
First steps for an optimal search engine optimization
Before the search engine optimization can begin, an analysis of the website must take place. This shows the strengths and weaknesses of the website as well as the opportunities and risks. However, a comprehensive analysis also includes the determination of the target group of the website as well as the accessibility of this with regard to its regional or international presence. During the analysis, all relevant data is collected and subsequently evaluated. During the evaluation, already existing search engine optimization measures can be identified as well as their degree of optimization. However, the application also shows whether existing search engine optimisation measures have errors or potential is being wasted. With the evaluation however also goal definitions are specified. Further components of the evaluation lie on the relevance of the Keywordsthe amount of the search volume, the evaluation of the links and the web analysis. In this way it is possible to plan efficient measures for optimal search engine optimization and to achieve the desired goals.
Onpage and offpage optimization
An optimal search engine optimization includes not only the measures on the website itself, but also all measures that take place outside of the respective website. These measures are called onpage and offpage optimization. Within the Onpage Optimization, which concerns the measures directly on the website, the existing page contents are optimized with regard to their formatting, their headings and the further content quality. In Onpage Optimization, however, technical aspects such as the headers and tags are also taken into account. The measures within the Onpage Optimization include content optimization, optimization of meta information, optimization of content navigation, text optimization and improvement of text formatting and text markup. The measures also include the optimization of semantics, validity and the adaptation of indexability. In addition, an evaluation of the loading time of the website is also carried out within the onpage optimisation.
Within the Offpage Optimization mainly an optimization of the link structure takes place. This is important in order to position your own website in special thematic areas.
Optimization in the technical area
Of course, the existing level of technical optimization also has a great influence on the potential of the ranking of the existing website. Optimization in the technical area is especially important because many search engines also evaluate the website in terms of page load time and validity. Even the smallest errors can cause the indexing process to be aborted. Among the measures of technical optimization you will find the evaluation whether the respective website was programmed W3C-compliant, whether it has HTML errors or CSS errors and of course whether the loading times are acceptable. However, this also includes checking whether the website address consists of a corresponding URL. Furthermore the evaluation belongs to it, whether the web page is indexed by search engines and whether the editorial content is readable without restrictions. This also includes checking whether the navigation consists of a code readable by search engines and whether the editorial content of the website can be indexed without restriction.
