Search engines generate a so-called index based on a website’s content. Only content that is legible for the search engine can be included in this index. This means that only text content is filtered out of the programme code. Images, graphics, animations, and the other multimedia content are not legible and are therefore not included in the index. Click right on the browser and select the function “View source” to see your website from a search engine’s point of view and see what information is legible to it.
Google’s search engine algorithm takes over 200 factors into account when evaluating a website. These factors and how they are evaluated are largely kept secret by Google. The better a page matches a search query according to the algorithm, the higher its position among the search hits will be.
The positioning of the search results is determined by two factors:
On-Site Factors
Measure how well the content of a page matches a specific keyword. This also includes the structure of the website, pictures, graphics, etc. In short: Everything that is visible to users.
Off-Site Factors
Measure how much the website is linked to other pages, the higher those pages rank, the better.
The following text explains these factors and how you can use them to your advantage in more detail.
On-Site Optimisations
1. Choose The Right Tool To Build Your Website
The technical optimisation of your website starts with the choice of the right website tool. Make sure to use a tool that is suitable for search engine optimisation. This first step is extremely important to avoid problems and limitations in the future.
2. Structure The Website According To SEO Measures
Ideally, SEO measures are taken into account during conception and the website is structured accordingly from the start. If necessary, changes can be made later, once the website is up and running, provided the website tool allows it.
The most important optimisation measures are the following
- Structure page content clearly (title, subtitle, user-friendliness, etc.)
- Use title and description tags, find relevant keywords
- Use images and graphics, label files and tag image links.
- Ensure that the link structure works
3. Optimise And Expand Page Content
The goal is to create the most useful content possible for your users. To do this, you first have to know what users are looking for. Keyword research and an analysis of the results are suitable for optimising the page content or even creating new, more suitable content.
Off-Site Optimisation
Off-site optimisation is the connection of one’s own website on the Internet. In other words, your site links to other websites and other websites link back to your own. In contrast to on-site optimisation, it is more difficult to influence the results directly. However, the likelihood of being mentioned on other sites is higher if your site is of good quality and high utility, in this case on-site optimisation helps.
The number of links to one’s own website plays a major role in ranking among search results. High-quality links (i.e. from popular websites) and consistent growth are more useful than short-term popularity.
Success with SEO does not come overnight – it requires a lot of time and patience. To increase your chances, combine SEA with SEO. Find out here exactly how.
