SEO is not only one of the most important factors to ensure the successful management of an online business, but it is also a science that is adjusted on a regular basis. However, there are a few rules that count among the “must have” to have a chance at all. I will explain these points to you throughout the course of this book by using examples.
The core principle of SEO can be briefly explained in one sentence: The optimization of a website according to the highest-grossing keyword. Thus, the focus is on the top positioning focal keyword on the search results page (SERP). These optimizations are divided into on-site, on-page and off-page optimization.
Always integrate relevant keywords into a meaningful sentence, since you aim for the visitor (or potential customer) to feel addressed and understood. SEO focuses mainly on providing the information or answers that the user is actually looking for. The written content on a website should leave a natural and lasting impression on the reader.
Write relevant and understandable sentences and pay great attention to spelling and grammar. Semantics is an important aspect of search engine optimization. Semantically valuable texts compose the content of your website. Thus, it should be unique. The higher the quality, the better. Write texts for the visitor and not for search engines. Nevertheless, ensure to incorporate important keywords into your sentences.
When it comes to on-page optimization one aspect stands out: meaningful integration of keywords. If you need suggestions for keywords or want to use suitable synonyms, I recommend using free keyword tools.
First of all: Remember that each (sub)page has an individual title (title tag) as well as an individual description (description tag)!
• Integrate keywords and synonyms meaningfully into the written content of your website.
• Integrate keywords meaningfully into the page title (title tag).
• Integrate keywords meaningfully into the description (description tag).
• Integrate keywords meaningfully into the main caption (h1).
• Integrate keywords meaningfully into captions (h2-h6).
• Integrate keywords into URLs/links (search engine friendly URLs/links).
• The img tags (images) should have the alt attribute.
• The a tags (links) should have the title attribute.
• The link texts should be meaningful.
• All pages should be linked consistently (only one link level).
• Pay attention to fast loading times (maximum 2-3 seconds).
• Mobile accessibility should be guaranteed (Responsive Design or mobile website).
Off-page SEO Measures
Now we will focus on the most important discipline: Off-page SEO. Here, it is all about building backlinks. Backlinks are links that lead to your website and serve as a recommendation for Google. A few years ago, it was enough to place backlinks on any page. However, the SEO effect is unfortunately no longer the same as it was back then. Now, Google pays a great deal of attention to where (ideally on a topic-relevant page) and how (ideally in the content) a backlink is placed.
By this time, Google differentiates between a strong domain (high domain authority and topic relevance) and a weak domain (many outgoing links, no topic relevance). The formula used by Google to evaluate a domain remains a secret of the company. Nevertheless, there are very good SEO tools that can simulate the strength of a domain.
For instance, the Majestic SEO tool provides important indications that speak for a high domain trust. For a monthly fee, every interested webmaster can gain valuable insights regarding the strength of a domain. The link power is derived from the domain authority. The stronger the link power, the more a website benefits from the corresponding backlink.
The so-called link profile of a domain should consist of a mix of links. This means: Many “inferior” backlinks from trade directories and company directories are opposed to a few, but very strong backlinks. The strong backlinks are placed on domains with high authority.