Search Engine Optimization

   Keywords are the search terms that users enter into the search engines. These can include individual keywords or consist of different combinations of search terms. Depending on the appearance of these words in the websites indexed by Google, they are sorted by relevance to the word / phrase you are looking for. Thus keywords / search terms form the basis for the success of a website. Only with the help of a high level of visitor traffic can a website gain more prospects and customers.

In view of this, website operators should carry out a detailed research. For the optimization of the website a research of the keywords of the target group is necessary. In this way, the appropriate keywords can be found and thus the website be optimized according to this keyword or words. Therefore, the web content should include these relevant keywords for higher ranking.

The keyword density identifies the frequency of occurrence of a keyword in a text. Although it is assumed that this density is no longer relevant to Google’s search engine rankings, it is important to take this key figure into account so that Google can recognize the topic of the page. When writing texts, it is important to note that an excessively high keyword density can lead to a downgrade in ranking. In this case, Google classifies the text as spam. In order to optimize texts for the search engines, it is therefore much more important to create added value for the readers. This in turn has a positive effect on the ranking of the website.

Likewise, the word count of the contents – thus of the web contents – also plays an enormous part in the ranking of the site. In principle, it can be said that a longer text without many filler words is a quality indicator, because more details can be addressed in it. As a result, readers are better informed and the text provides real added value. However, a longer content does not always lead to better rankings. In the SEO industry, there is no consensus on a generally effective word count. According to a study by Searchmetrics, the top 10 pages have about 900 and more words. The decisive factor for the good ranking is not only the number of words, but also the quality of the texts.

The Google algorithm for ranking includes over 200 factors in its calculation, which are not public. It is speculated by experts and partly confirmed by Google which elements are taken into account in the ranking. It is suspected that the spelling can be one of the criteria. This is not only relevant for the ranking, but also the seriousness of the online presence is guaranteed with a correct spelling. Consequently, when writing SEO texts, it is necessary to pay attention to spelling and to a clear and understandable expression. It is also advisable to read the text carefully and several times, so that corrections can be made in good time.

A scale for the number of backlinks indicates the link popularity. The greater the number of links, the higher is the link popularity of a website. Thereby, the number and quality of the back references are measured. Additionally, another calculation is added. Only those links are measured, which belong to different IP addresses and domains. This is usually done by the PageRank algorithm, which influences the ranking. PageRank is a method of analysing the number of links and the weighting of the linking web pages.

This term generally comprises the creation of higher visitor traffic on web pages. As a result of the traffic generation, the popularity of the online presence is increasing and has a positive effect on the ranking by search engines. A higher volume can be achieved by means of a “call to action” reference on external sites. The design of landing pages is of great importance in SEO. The target page / landing page is intended to be set up interestingly for the visitors and the defined objective being achieved. The objective, for example, is to increase the number of newsletter subscribers to a web page. Due to the regular newsletter marketing, the prospects are not only informed about offers or interesting facts, but also more traffic is generated on the website.

   Duplicate content includes one or more web pages that have identical content and areas, which ideally should be avoided. It is divided into the external and internal duplicate content. Internally, this problem can occur if the content is accessible through multiple URLs. Externally, however, duplicate content can also arise if the online presence contains several language versions e.g. for German, Austria and Switzerland. Once a page with the same content in more than one language appears in Google rankings, you get this unwanted duplicate content. As a result, search engines filter out duplicate content and sometimes even negatively evaluate the affected web pages.

   As mentioned in the first section, the title element is one of the most important factors in onpage optimization. It also represents one of many ranking factors for the most popular search engine Google. The following characteristics should contain the title tag:

• Each page of the online presence should include a unique title tag,
• the keyword by which the page should rank should be inserted in the first place in the tag,
• it shouldn’t exceed the length of 55 characters (without spaces),
• it should consist of one or two sentences,
• as well as SEO texts, it should provide an informative and relevant added value for the user and
• it should encourage to click on the link.

The link building refers to the various methods used to generate links on other websites. In this respect, this procedure is part of offpage optimization. Meanwhile, the basic principle is to encourage other websites in different ways to place a backlink (also: dofollow-link) – that is, a link to your own page. Usual means of creating such a backlink would be for example the limited link purchase, link exchange or referral marketing.

For the link building, dofollow links are indispensable. These are the previously mentioned backlinks that are placed on other websites. The objective should be to build high-quality backlinks. Also, dofollow links are included and evaluated by the Google algorithm, and assist in contributing to a better ranking. The decisive factor is the number of backlinks as well as their sources, whereby quality comes before quantity.

Nofollow links, on the other hand, play a subordinate role in the evaluation of a website by Google. However, they are not unimportant. Links can be labeled with the nofollow attribute to make it clear that the selected link should not be considered for ranking. However, you can also benefit from these links as you generate traffic on your own site.

A video increases the visit duration of the prospects on the website and strengthens the ranking. It also helps the visitor to get a better picture of the company. The advantages and benefits are immensely high. We advise every website operator to have an authentic and impressive video for the website. Make an enquiry with us this very day.