Search engine optimization (SEO) for sustained traffic

Search Engine Optimization (SEO) is a cost-effective way to achieve more visibility, better rankings and sustainable success.

What is SEO and why is it important?

SEO encompasses all measures that improve your website’s ranking in search engines such as Google, for example to reach potential customers. Since over 85% of all online sessions start with a search query, optimizing your website is the direct route to better rankings, higher visibility and more organic traffic. Whether you offer services, run an online store or want to build your brand – without a targeted SEO strategy, you are missing out on one of the biggest sources of traffic and therefore revenue on the internet.

Complex but promising

While simple technical adjustments to a website used to be enough to rank high on Google & Co, SEO today is far more complex. Modern SEO includes technical, content-related and strategic measures that need to be continuously adapted to the changing algorithms of search engines. This ensures that your website not only remains visible, but also rises in the rankings and is successful in the long term.

Better rankings

SEO improves the position of your website in the search results, which leads to more visibility and targeted traffic.

More visibility

The better your ranking, the more potential customers will come to your website.

Long-term results

In contrast to paid ads, which are only effective during the campaign period, well-optimized content remains visible in the long term and generates considerable traffic even months later.

Targeted visitors

SEO attracts precisely those people who are actively searching for your offer. This allows you to reach users who have a need for information or an intention to buy.

Cost savings

Organic traffic incurs no ongoing costs once the site is optimized – one of the most cost-effective ways to attract customers in the long term.

What makes search engine optimized websites, Source: Ahrefs

How search engines work

Search engines work with so-called crawlers that crawl the internet and index content. This content is analyzed and evaluated according to more than 200 criteria in order to create a ranking list. This ranking determines which pages are displayed for a search query and in which order – the better your optimization and content, the higher your ranking.

On-page optimization

This includes technical and content-related aspects of your website such as the page structure, loading speed and the targeted placement of relevant keywords.

Off-page optimization

External signals such as inbound links (backlinks) and mentions on other pages also have a significant influence on the ranking.

User signals

The behavior of users on your website is also evaluated by search engines. Factors such as the length of stay or whether a user returns to the search engine are included in the ranking.

Content and SEO deliver long-term results that are sustainable, Source: Semrush

Increase traffic

A well-thought-out SEO strategy is the key to long-term success on the World Wide Web. It is no longer enough to simply be “online” – you need to ensure that your website is visible and ranks high in search results. SEO offers you exactly that: sustainable, relevant and targeted traffic that leads to better rankings and measurable business success.

Frequently asked questions

Why does a website need SEO?

SEO (search engine optimization) is essential to improve the visibility of a website in search results. Without SEO, it will be difficult to generate organic traffic (free clicks), which means that potential customers will not find your offer. A good SEO strategy helps to position your content for relevant search queries and generate more leads and sales in the long term.

How does SEO work?

SEO covers various aspects to make a website more relevant and of higher quality for search engines. This includes technical adjustments, content optimization, keyword strategies and building backlinks. Search engines such as Google evaluate websites using algorithms that take into account factors such as loading speed, user-friendliness and content relevance.

What is the difference between on-page and off-page SEO?

On-page SEO refers to all measures that are implemented directly on your website, such as the optimization of meta descriptions, well-structured headings, keyword integration, internal linking and the preparation of your content.
Off-page SEO includes activities outside of your website, such as building backlinks, using social media and building your domain reputation.

What are Google’s most important ranking factors?

Google prefers high-quality content that is relevant to users. Backlinks from trustworthy sources, a fast loading time, mobile user-friendliness and a good user experience (e.g. a low bounce rate) are also crucial. Technical aspects such as HTTPS and a clear URL structure round off the most important factors.

What are the success factors/KPIs of SEO?

Important key figures are organic traffic and the ranking position of your keywords. A high click-through rate (CTR) and dwell time indicate appealing content. Backlinks increase the authority of your website, while the conversion rate reflects the effectiveness of your SEO measures.

What are the most common mistakes in SEO?

Common mistakes include missing keyword strategies, duplicate content, slow loading times and poor mobile optimization. Keyword stuffing and low-quality backlinks can damage rankings, while technical errors such as broken links or missing HTTPS affect the quality of your website.

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