Content optimization for search engines:
Search Engine Optimization (SEO for Search Engine Optimization) is used to design a website and its content technically in such a way that it achieves higher rankings in search engine results such as than Google. Content - text, images or videos - can also be optimized to certain specifications to appear higher in search results. This content is often referred to as SEO content.
Content optimization for search engines:
Search engines, in particular Google, are an important tool to increase its visibility among the multitudes of existing websites. In addition to allowing direct access and offering recommendations through social media, they are the most common way to direct users to an as yet unknown website. Research has shown that Internet users rarely click on the second, third, or subsequent pages of search results. It is therefore essential for companies and their marketing to appear at the top of the rankings.
By optimizing their website for search engines, site managers can achieve better positioning. Over time, search engines like Google have shown many ways that a good site should be designed. Professional search engine optimizers are also constantly finding ways - partly rule-compliant, partly rule-breaking - to optimize pages for the search algorithm. In principle, SEO is distinguished by two actions:
On-page optimization
On-page optimization deals with factors that can be changed directly on the website. These include technical elements that can be addressed by a content management system or by modifying the structure of the page. For example, it is important to fill out meta tags completely and correctly, write the page in clean HTML code, or set up a meaningful navigation structure that is easy to read for the search engine.
On the other hand, actions on the content are also necessary both on the formats and on the descriptions: the texts, images or videos must be prepared for Google and other search engines so that the robot can read them, analyze and process them without problem.
Off-page optimization
Off-page optimization includes all methods of search engine optimization that take place outside of your own page. These are first and foremost link building strategies that are designed to ensure that the page receives valuable backlinks. Although SEO experts are increasingly discussing the importance of link building, Google seems to be less and less considering links as a ranking factor. Additionally, in the age of content marketing and content is king, good content is playing an increasingly important role in link building.
Who optimizes a website according to SEO criteria?
In principle, anyone who has an influence on the design of a website - such as website owners, marketers, designers or authors - can participate in search engine optimization. There are many small adjustment screws that can be turned in the direction of successful tuning. For example, the programming, the structure, but also the texts, images and videos of a page as we said, must be optimized for search engines.
SEO agencies have a good overview of these adjusting screws and much more in-depth know-how. These SEO and marketing experts specialize in using SEO methods to give websites higher rankings. A professional agency usually consists of a team that analyzes their clients' websites - using software - and then gives recommendations on how to optimize it. Often times, an agency is constantly caring for its clients' websites and checking them regularly. In this way, clients partially outsource the necessary monitoring effort and get a cooperation partner with a good agency, which brings complex knowledge but also incurs higher costs than other solutions.
Another possibility for good SEO is to have a dedicated internal team. In this scenario, one or more SEO experts are permanently employed in the company to monitor the optimization of the pages. This results in short coordination pathways
