What is SEO?

Search Engine Optimization (SEO) is an online marketing discipline used to drive targeted traffic to a Website to obtain from the organic rankings of a search engine.

General tasks related to SEO include creating high-quality articles that optimization of content based on certain keywords and the creation of backlinks.

SEO is about improving the search engine ranking or the placement of a website in the organic (unpaid) area of ​​the search results.

Search Engine optimization SEO is one of the most well-known online marketing disciplines, as SEO has an extremely high ROI compared to other online marketing channels.

The main advantage of ranking for a specific keyword is that you can improve your ranking month after month, thanks to continuous SEO measures. Service, "free“Get traffic to your website.”

Why is SEO important for your business?

Internet searches are considered the most important starting point for generating significant web traffic to your website.

That's why the topic of SEO marketing or search engine optimization is so important.

But let's illustrate the importance of SEO with an example.

Let's say you run a company in the party supplies sector. According to Google, monthly searches... 5,400 people to “Decoration".

Considering that the first result listed on Google is approximately 30% of all clicks achievedThat's every month 1,620 users Your website, if yours is displayed at the very top.

But let's quantify that – How much are these users worth?

The average advertiser spends approximately [amount] on this keyword. CHF 1 per click This means that web traffic from 1,620 visitors approximately per month CHF 1’620 .- worth.

And this applies exclusively to this search phrase.

In other industries, such as Real estate or insurance, is the value of search engine traffic significantly higher.

For example, advertisers pay over [amount] for the very first search engine placement. CHF 45.- per click on the search term “Car insurance price".

Organic (SEO) vs. paid results (Google Ads)

The search engine results pages are divided into two sections: organic and paid results.

organic search results

organic search results (sometimes also called “natural“Results” are search results that lead to 100% listed according to their added value.

Mit anderen Worten: There is no way to use Google or other platforms to pay, in order to rank highly in organic search engine results to attain a higher rank.

Search engines rank organic search results by Hundreds of different Ranking factors

In general, however, Google considers organic results to be the most relative, trustworthy, and authoritative websites on the topic.

At this point, the most important thing is to be aware of the following:

When we talk about "SEO", we're talking about making your website appear in the search results. organic It should be ranked higher in search results.

Paid search results

Paid search results (SEA: Search Engine Advertising / ads) sind Show, which appear above or below the organic results.

These appear completely independently of the organic ads.

Advertisers in the paid results area are ranked according to the amount they are willing to pay for an individual user from a specific set of search results (known as "Pay-per-click advertising").

This is how search engines work

If you via Google When you search for something specific, an algorithm works in real time to deliver what the search engine considers the "best" result.

In particular, Google searches the index of "hundreds of billions" of pages to find a curated selection of results that best answer your search query.

How does Google determine the "best" result?

Although Google does not make its internal system regarding its algorithm public, we know, based on registered patents and statements made by Google, that homepages and websites are ranked according to the following criteria:

Expertise

Competence means exactly what the word stands for: In this way, Google can determine whether the content is compliant and trustworthy with regard to search.

The question is: How does Google know if a website is competent?

They consider the number of operators of other sites that link to their websites to this very page.

Links that lead from other pages are called "backlinks".

The more such links a page receives, the higher its ranking will be.

Google's ability to measure the importance of a page via links truly distinguishes the platform from other platforms like Yahoo, which launched earlier.

relevance

If you're searching for "chocolate cookie recipes", you don't want to see truck tire suppliers in your search results.

Therefore, Google primarily searches for pages, that are closely related to your keyword.

However, Google doesn't simply filter for the "most relevant pages at the top." This is because thousands (or even millions) of relevant pages exist on the web for every search term.

For example, a Google search for "cookie recipes" yields 1,3 million results:

To order the results in a way that yields the best results, rely on three additional elements of your algorithm.

usefulness

Articles can be relevant and authoritative. If this not If this is the case, Google does not want to position this content at the top of its search results and give visibility to its websites.

It is absolutely correct that Google officials have publicly stated that there is a difference between "high-quality content" and "useful" content.

Let's say, for example, you are looking for the "paleo diet".

The first result you click on (“Result A”) was written by the world’s leading expert on the subject of Paleo.

And because the site is of quite high quality in terms of its content, Many people linked to this..

However, the content is completely overwhelming for laypeople.

It is full of technical terms that most people don't understand.

Compare this to another result (“Result B”).

It was written by someone who is relatively new to the Paleo diet.

And this website doesn't have nearly as many links pointing to it.

However, its content is divided into different sections.

And they are written in such a way that everyone can understand the content.

Well, this page will ultimately rank higher on the "usefulness scale".

Even if result B cannot demonstrate as much trustworthiness or competence as result A, it will still be assigned a higher added value via Google.

(This page can even be listed significantly higher than result A)

Search engines like Google primarily measure usefulness based on "user experience signals".

Mit anderen Worten: based on how users interact with the search results.

If Google determines that people really like a particular search result, it will receive a significant ranking boost.

Two key components of SEO

There are two key components of search engine optimization (SEO):

• On-page SEO, which factors can be optimized on the website
• Off-page SEO, which concerns factors that can be optimized outside of the website.

On-page search engine optimization

OnPage SEO This ensures that Google can find your website in order to display it in its search results and cover the target audience's search query.

This also includes being able to provide relevant, detailed, and useful content for the search terms for which you want to appear in the listing.

Most on-page SEO errors are identified by the Google Search Console.

Off-page search engine optimization

The goal here is to get other websites to mention your website (and place a link to it).

The focus of OffPage-SEO is on acquiring backlinks from other websites (known as "Link Building").