A corporate website should not only be attractively designed, but also well positioned in terms of SEO. We’ll tell you how to optimize your content for search engines and generate (more) organic traffic. […]
SEO (Search Engine Optimization) is about increasing the quality and quantity of web traffic. In order for your website to rank as high as possible in the respective search results, you should take the time to internalize the “do’s” and “don’ts” of search engine optimization. Although SEO best practices are subject to change over time, there are also some immutable basics.
A distinction is made between technical and content SEO measures-both are equally important. However, startups and small and medium-sized companies do not always have the budget to employ or consult expensive internal or external specialists, especially in times of crisis. While this can make sense in principle – there are some things you can do yourself.
We give you some basic SEO tips to help you generate (more) organic traffic with your content.
The prerequisite for setting up an SEO campaign at all is the integration of appropriate analytics tools into your website. Only if you use tools such as Google Analytics or Google Search Console will you be able to use your website data to adapt your content to the preferences of your visitors on this basis.
The integration of these tools is also essential to be able to analyze sudden traffic drops or jumps. For example, if Google changes its search algorithm, you can understand the impact this has had on your page.
The right keywords
Blog posts and articles should include keywords and be designed to rank for them. However, it is not only necessary to define a main keyword: Synonyms or meaningful keyword combinations should also be included. For example, if you want to build an article around the topic of SEO, “Search Engine Optimization” and “Search Engine Optimization” would be corresponding synonyms, “SEO tips for beginners”, on the other hand, a search engine-relevant keyword combination.
In addition, it is important that the chosen keywords also correlate with the interests of your core readership. Occupying a topic just because the keyword has a high search volume is basically not wrong, but you should consider whether the topic also fits well on your page in terms of content. For particularly popular topics, it is also necessary to reconsider whether the competition from “mainstream”pages will be so great that a good search engine ranking is excluded from the outset.
Don’t be tempted by particularly popular keywords or keyword combinations: the art lies in finding the right balance between search volume and competitor expectation. On the one hand, keyword tools help, on the other hand, the experience that is gaining ground over time. An article on a” smaller ” keyword may end up generating more organic traffic because the topic fits your target audience better and is therefore clicked more often.
In brevity lies the spice
If your website has articles or blog posts, your search engine optimization headlines are critical to success. If possible, they should be designed to reflect user searches as accurately as possible. To stay with SEO: A user who wants to know how to generate organic traffic will probably enter “generate organic traffic” in Google’s search slot rather than “How do I increase the number of visits to my website?“.
If this approach is not possible or difficult, get creative: Be inspired by the competition and use keyword tools. Under no circumstances should you use headlines as a reason to line up keywords senselessly – headlines that make no sense are anything but beneficial to web traffic (more on this under Don’ts).
Links are Key
To further optimize your online content, you should provide them with links to relevant internal and external content. A healthy mix of references in each post will help you build sustainable Google”credibility.”
Search Request Analysis
One analytics tool that can significantly drive your website efforts is the Google Search Console. With their help, you can understand which search queries bring users to your page and take appropriate measures to further fuel the flow of visitors.
If they show, for example, that a particularly large number of visitors come across your website via a very specific search term, it may be worthwhile to produce further content on this topic or related secondary topics.
One of the most important technical SEO measures is to optimize the navigation of your website. To do this, you create a simple sitemap and use a breadcrumb trail so that your users can orient themselves at any time.
The integration of an SSL certificate is also part of the technical measures of search engine optimization and is a relatively simple step – but a mandatory one if you want to achieve good results in the search engines. To integrate such an SSL certificate, numerous free services are available, one of the most popular is Cloudflare. Even your website can usually help here.
With the help of a web crawler (for example, DeepCrawl, BeamUsUp or Moz), you can examine your page for problems and errors that may undermine your SEO efforts. These include, for example, no longer working links or faulty code.
A few years ago, it was still possible to outwit Google’s algorithm by keyword”bashing”: to do this, you simply had to repeat the same keyword in every possible (or impossible) place. At that time, the Google algorithm only recognized the total mass of keywords, assumed that they were useful content and displayed them high in the search results.
Those days are fortunately over: meanwhile, Google’s algorithm is able to detect such tricks – and punishes them with a bad ranking. What counts for Google in terms of website content today is the quality and usability of content, as well as the user experience of the page.
In particular, the latter point plays a particularly large role today for your search engine ranking. You should therefore ensure that your website is as easily accessible and usable as possible. In addition, your content should be presented to readers – and not advertisers – in the best possible way. Especially if you place longer content on your page, it should be provided with subheadings and paragraphs to keep the read flow stable.
Google likes not only short headlines, but also short URLs. These are usually generated from the headings – a good rule of thumb is therefore to stay below 70 characters if possible. In this regard, you should also keep an eye on older content and shorten the URLs accordingly if necessary.
This article is based in part on an article from our UK sister publication PC Advisor.